Value proposition for cement retailers in Egypt


“I recommend the MSM DBA program for gaining excellent academic experience. The DBA program has supported me in creating an effective strategy for company growth”. This said Mr. Ahmed Farouk Fahmy after successfully defending his DBA thesis at MSM on 23 April 2018.

Mr. Fahmys’ research aims to improve the current practices of value proposition’s design in the industrial commodity marketing, with a focus in cement marketing. With the evolving competition in cement markets and current oversupply context, different firms seek to build a practical value proposition that can effectively influence their customers’ purchasing decisions.

This research focused on retailers as a customer segment to avoid the commoditised product nature at the end customer level through creating a value proposition model. Value proposition is a main pillar in differentiation strategy. It represents a unique mix of perceived and real offer attributes. The research objective of Mr. Fahmy was the development of a practical value proposition model for specified customer segments in the Egyptian cement market.

Mr. Fahmy used exploratory sequential – the mixed research approach – consisting out of two research phases. The first phase was a qualitative research (grounded theory) and the second phase was a quantitative research (survey research-SEM). The final model makes a divide between different geographical areas in Egypt in terms of variable significance.

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