Business strategy Case Study Example | Topics and Well Written Essays - 2000 words - 1

Business strategy - Case Study Example Since this affluent market segment is very important for AFJ’s success, competition with international brands becomes a matter of great concern. In addition to these, Azza Fahmy also faces competition from small jewelry retailers. This is a mostly young, newly emerging small scale production competition. Even though they are not as organized or powerful as established brands or retailers, AFJ has to keep an eye out for them because they are very innovative in their designs and very nimble in their use of various market distribution channels like social networking websites. Azza Fahmy has gone through a massive restructuring process over the last few years in order to expand and remodel itself and consequently move toward the international jewelry market. For this the company has undertaken many steps in two main transitional phases. Azza Fahmy has decided to present her company to the international market as the ‘first Egyptian luxury brand’ and firmly establish the company locally and internationally. The steps taken during AFJ;s transition have been geared towards transforming the company from a small workshop with a small number of operating craftsmen into a full blown business organization. During this process, new departments vital to the functioning of any big business organization were added to AFJ, for example Human Resource Department, Marketing Department, Managing Department and Quality Control Department. Furthermore, Azza Fahmy’s two daughters also joined the business and took up important managerial positions, transfo rming the business into a family business. During the first part of the restructuring transition, Azza Fahmy opened a new factory in 2003. The company now has around 180 employees working under it with Azza Fahmy at the helm as the founder, CEO and head designer. The second phase of the transition was when one of Azza’s daughters