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    Summer Moon Presentation December 13,2004

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    Essam Al Bakry
    The document provides a summary of a pre-assessment report for Summer Moon Fish Processing. It outlines the company's history, operations, findings from the assessment, a SWOT analysis, and recommendations. The company was established in 1989 and processes a variety of smoked fish and appetizers. While profitable, it needs to expand production capacity and implement a quality management system to meet growing demand and globalize operations.

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    Attribution Non-Commercial (BY-NC)
    Download as PPT or read online from Scribd

    Summer Moon Presentation December 13,2004

    Uploaded by

    Essam Al Bakry
    117 views25 pages
    The document provides a summary of a pre-assessment report for Summer Moon Fish Processing. It outlines the company's history, operations, findings from the assessment, a SWOT analysis, and recommendations. The company was established in 1989 and processes a variety of smoked fish and appetizers. While profitable, it needs to expand production capacity and implement a quality management system to meet growing demand and globalize operations.

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    www.integrated-quality.com SME Preassessment and SWOT Analysis

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    The document provides a summary of a pre-assessment report for Summer Moon Fish Processing. It outlines the company's history, operations, findings from the assessment, a SWOT analysis, and recommendations. The company was established in 1989 and processes a variety of smoked fish and appetizers. While profitable, it needs to expand production capacity and implement a quality management system to meet growing demand and globalize operations.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT or read online from Scribd
    Download as ppt
    117 views25 pages

    Summer Moon Presentation December 13,2004

    Uploaded by

    Essam Al Bakry
    The document provides a summary of a pre-assessment report for Summer Moon Fish Processing. It outlines the company's history, operations, findings from the assessment, a SWOT analysis, and recommendations. The company was established in 1989 and processes a variety of smoked fish and appetizers. While profitable, it needs to expand production capacity and implement a quality management system to meet growing demand and globalize operations.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT or read online from Scribd
    Download as ppt
    of 25

    Summer Moon

    Pre- assessment &


    Validation Report
    Draft 01/December11, 2004

    Summer Moon
    Fish Processing
    TABLE OF CONTENTS
    1. COMPANY HISTORY / PROFILE

    2. PREMINARY FINDINGS AND


    OBSERVATIONS
    2.1. Marketing
    2.2. Production
    2.3. Finance & Accounting
    2.4. Management Organisation and
    Human Resources
    2.5. Quality System

    3. SWOT ANALYSIS

    4. RECOMMENDED ACTIONS
    UMU Team & company visit date:
    7th of December, 2004.
    Mr. Mohamed E Al Bakry
    Mr. Hazem Hebish

    Company Representative:
    Name: Mr. Hany El-Menshawy
    Position: Chairman

    Pre-assessment & Validation Report


    prepared by
    Mr. Mohamed E Al Bakry
    On: 7th of December, 2004.
    -1COMPANY HISTORY / PROFILE
    Summer moon was established by Mr. Hani El Menshawy in Borg
    El Arab. The company is located in Borg el Arab – 3rd
    industrial zone and is based in a selected location to process
    and market different kinds of smoked fish and appetizers.

    The owner is following up day to day company activities. There


    are 3 family members partners expected to join operations in a
    period of 4- 6 years.

    Summer moon originally was incepted in August 1989 by Mr.


    Hani El Minshawy in Limasol, Cyprus. The company
    specialized at that time in marketing and trading of salted ,
    smoked and frozen fish of all kinds.
    In 1991 the company diversified its
    interests in the field of export –
    import with the launching of summer
    moon international trade .

    Mr Hani El Minshawy was inspired to


    lay the foundation of the first plant
    for appetizers and fish processing in
    the local area.

    The aim was to introduce the top


    quality brands to elite clients in
    Egypt and over seas.
    The development of the processing plant
    took two phases. 1500 mts2 were
    founded in the 3rd industrial zone of
    Borg El Arab utilizing LE 3,000,000.00.
    Gradual step up in production and
    sustained growth is taking place
    according to written development
    plans with targets touching 60%
    overall sales to exports.

    By the year 2007, the company is


    expected to reach its full operational
    capacity.
    The company is categorized in fish
    processing food sector.
    The product range comprises of more
    than 22 brands like:
     Salted mullet roe
     bonne yutti fish with toamato
     Herring salad in jar
     Smoked sardine fillet
     Sardine fillet in jar
     Salted mullet fish gutless &
    headless
     Vacuum sardine fillet
     Summer moon herring
     Smoked herring roe in jar
     Smoked herring roe vacuum
     Baby cut fillet
     Baby herring for occasions
     Herring fillet vacuum
    The processing of fish is done manually
    and carefully dealt with by well trained
    girls. The packaging and vacuuming
    are semi automatic.
    There are 15 factory female workers and
    the owner is expecting to double the
    number by year end 2005.

    The administration is structured as


    follows:
    5. Chairman
    6. Assistant sales
    7. Head of sales / local team in
    Alexandria office comprising of
     6 sales representatives and collectors
     Secretary
     Administrator and accountant
     General
    Total 25 (estimated).
    The company is a market leader
    in the filed of appetizers
    industry in Egypt.

    The company market its products


    to wholesalers and dealers all
    over Egypt.

    There are selected VIPs clients


    where the management
    prefers to look after them
    carefully like hypermarkets and
    prestigious hotels and clubs.
    The company is touching LE
    2,500,000.00 sales this year end
    (estimated).

    The strategic objective of the


    company is to preserve and
    maintain decent market share and
    market leadership in the business
    sector of appetizers in Egypt.
    The company is targeting to develop
    gulf and Europe markets while
    globalize its operations.
    The company wish to merge with
    international chains to capitalize
    on logistics and super hi way
    markets overseas such as Japan,
    Saudi Arabia, and Austria.

    The company keeps good client


    base and is keen to satisfy them
    on price and quality. The owner
    runs market surveys occasionally
    and analyse results for product
    development.
    The management constantly
    adds new flavours and come
    up with its own unique
    products.
    The company exports to Europe
    and GCC. Emirates are
    considered one of the biggest
    markets for summer moon.
    Spines, city centre, other hyper
    markets are repeat buyers;
    however, no targets are set for
    dealers nor real follow up to
    push sales constantly
    upwards.
    The chairman takes care of
    regional dealers who in turn
    follow up their own clients.
    There is no competition for summer
    moon in its delicacies due to time,
    effort, and attention involved to
    produce these brands in the
    desired shape.

    Most Egyptian competitors prefer to


    enter the field with processing the
    complete fish or herring. In foreign
    markets, we can visualize all sorts
    of smoked fish, processed
    appetizers that fits well as direct
    competitors with summer moon.

    Red flesh smoked salmon from


    Norway, Britain, and Caspian Sea,
    Ukraine Sodak, hamour from the
    gulf, shrimps and jumbo shrimps
    from Japan or Asia Pacific Rim,
    Umm rubian from Saudi. Etc all are
    direct competitors to summer
    moon products.
    Pricing takes the form of adding simple
    cost of materials plus direct labour.

    The company is participating with SFD


    wed pages. It also has its prestigious
    broachers and catalogues for display
    to traders and researchers.

    You may tell from the clarity of illustrations


    being presented to you here in .

    The chairman uses his excellent rapport


    to promote the company image to over
    seas clients.
    The company policy is maintained
    where there is no conflict of
    interests between dealers.

    Safe margins are keeping every


    distributor happy with his or her
    territory.

    The company invited developers for


    sales and market software to bid
    and make proposals for
    development.

    The sales assistant to chairman looks


    after the over all sales and
    marketing. There is interface
    between the two functions.

    Local sales representatives carry on


    both functions. Dealers over seas
    communicate with the chairman for
    renewed orders.
    The company policy is maintained
    where there is no conflict of interests
    between dealers. Safe margins are
    keeping every distributor happy with
    his or her territory.

    The company invited developers for


    sales and market software to bid and
    make proposals for development.

    The sales assistant to chairman looks


    after the over all sales and
    marketing. There is interface
    between the two functions. Local
    sales representatives carry on both
    functions. Dealers over seas
    communicate with the chairman for
    renewed orders.
    2.2 Production
    The current premises are not sufficient to meet
    expansion.

    The company decided to take over new plot of


    land in the neighbour hood to double its
    production capacity.

    Plans are set to double production equipment


    100%, fridges 200%, auxiliary tools 100%,
    and work force 100 % to meet rising local
    and foreign demand.

    LE 3,000,000.00 is budgeted and called from


    financing sources to meet this expansion.

    Moon takes its supplies from Egyptian importers


    who in turn import from Holland and Europe.
    Summer moon relays on local markets for
    selected items like Mullet Fish. Prices are
    kept in line with market fluctuations and
    reasonable policy is maintained.
    The current production program is
    utilizing the capacity by 100%
    due to the favourable demand.
    The company implement 9
    hours one work shift.

    Summer moon keeps on


    developing its product mix with
    new inventions and flavours.

    Summer moon is environmentally


    friendly and all HACCP
    recommendations and
    procedures are followed.
    2.3 Finance & Accounting
    Summer moon is profitable and declares
    favourable return s on investment.

    Summer moon is free from any loans.

    There are no any borrowings from the


    banks. There are favourable credit
    short term facilities to export activities
    from Misr international bank, Misr
    bank, and export development bank.
    The company would consider finance
    proposal given favourable pay back
    terms and interest rate.
    All transaction with dealers and suppliers
    are on cash basis. In some cases,
    where there are good sales history, 45
    days credit is accepted.

    The company maintains GAAP.


    3.4 Management Organisation and Human Resources

    The chairman wishes to engage


    with multi national team of
    experts to globalize the
    business. This would require
    the transformation to (publicly
    owned company) that might be
    traded in Alexandria stock
    exchange.

    The chairman delegates tactical


    decisions from top to bottom
    within reasonable limits.

    Labour turn over is 2-3 years and


    average age of the production
    employees 16-25 years.
    2.5 Quality System

    The company is
    conscious of quality
    management
    systems.

    Summer implements
    systems compatible
    with ISO 9001/2000
    and HACCP.
    3.SWOT ANALYSIS
    Strengths
     Product quality.
     Fast, accurate, and decisive decisions taking and implementations.
    Weaknesses
    • Mental strain imposed on decision makers.

    Opportunities
     Open markets.
     Favourable trading partners abroad allow market expansion.
     Transfer of new funds to meet expansion and growth.

    Threats
     Labour laws and few labour ethics.
     Inability to expand under current organization structure.
    4. RECOMMENDED ACTIONS

    Based on the above given facts,


    we recommend the following:

    Urgent trouble shooting project.


    Orient the company to merge,
    integrate, or associate, or tie
    up with multi national, multi
    cultural chain to alleviate
    administrative burdens and
    preserve in the mean while
    management status as well
    as chairman president’s
    family who are already
    members and share holders
    in the group.
    Strategic development project.

    Certify HACCP to enable rapid


    market penetration with the
    US and EU.
    Side development project.
    HR development.
    Corporate finance.
    IPO – Listing on ASE / CSE /
    other selected stock
    exchanges for diversified
    corporate finance.

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