Graduate school of Business- Master of Business Administration
Marketing Management TANTA.-E_7123
Midterm assessment (30 marks)
Student Name: Student registration number
Case study 1 : The Decline of Traditional Egyptian Crafts
For centuries, Egypt has been renowned for its rich tapestry of traditional crafts,
including pottery, textiles, metalwork, and wood carving. These crafts have not
only played a vital role in the country's economic development but have also
served as a powerful expression of its cultural identity. However, in recent
decades, the practice of traditional crafts has been facing a significant decline,
threatened by factors such as globalization, mass production, and the allure of
modern, technology-driven industries.
Answer the following 5 questions from your previous knowledge through
lectures.
1.What are the specific challenges faced by artisans in maintaining the viability of traditional
crafts in the face of globalization and mass production?
2. How can the Egyptian government and other stakeholders support the revitalization of
traditional crafts?
3. How can traditional crafts be adapted to meet the demands of contemporary consumers
while maintaining their cultural significance?
4.How can the younger generation be encouraged to appreciate and participate in the
preservation of traditional crafts?
5.What are the long-term implications for Egyptian society and culture if traditional crafts
are allowed to decline further?
Case study 2: Case Study: Revitalizing Egyptian Tourism
Egypt, renowned for its ancient wonders and rich history, has long attracted
tourists from around the globe. However, the tourism sector has faced
challenges in recent years, including political instability, competition from other
destinations (Saudi new cities, Dubai, Europe…etc.,) and changing traveler
preferences (entertainment activities, nature sites, cheapest accommodation
expenses) . To address these challenges, the Egyptian government aims to
revitalize its tourism industry by focusing on niche markets, enhancing the
tourist experience, and leveraging digital marketing strategies.
Q1: Related to Marketing Concepts: How can the Egyptian Tourism Authority
(ETA) apply the marketing concepts of needs, wants, and demands to understand
and cater to the evolving needs of international tourists?
Q2: Marketing Management Orientations: Analyze how the Egyptian tourism
industry has historically operated (production, product, selling, or marketing
orientation) and how a shift towards a market orientation can enhance its
competitiveness.
Q3: Customer Insights: Discuss the importance of market research and customer
insights for the ETA in identifying target markets, understanding their travel
motivations, and developing effective marketing campaigns.
Q4: Conduct a SWOT and PESTEL analysis of the Egyptian tourism industry: How can
the ETA leverage the strengths and opportunities while mitigating the weaknesses
and threats identified in your analysis?
Q5: Digital Marketing: Discuss the role of digital marketing channels (social media,
online travel agencies, search engine optimization) in promoting Egyptian tourism
to a global audience and attracting millennial travelers.
Good luck for all members in Marketing management /Tanta group Fall- 2024
Dr. Sally Yassin
