Utopia International School (UIS) / Mona Alli.

Format:

Book

Author/Creator:

Alli, Mona, author.

Series:

SAGE Business cases.

SAGE Business cases

Language:

English

Subjects (All):

International schools--Egypt--Research.

International schools.

Target marketing--Egypt.

Target marketing.

Business planning--Egypt.

Business planning.

Physical Description:

1 online resource : illustrations.

Place of Publication:

London : El Khazindar Business Research and Case Center, The American University in Cairo School of Business, 2022.

Summary:

As the chairman and CEO of Utopia International School (UIS), Haitham Darwish faced a great challenge prior to student applications. Upon conducting a final market research, he discovered that target customers generally had a negative perception of Badr City, a city near Shorouk and Madinaty, where UIS was located. He investigated possible solutions and concluded that UIS must follow one of three strategies to appeal to target customers: Cost-based, Managers and workers-based or quality-based. Haitham analyzed the variables leading to each strategy in order to arrive at the most appropriate decision. He gathered the necessary information in the market including performance requirements and key strategic decisions. Haitham's final decision would have a huge impact on UIS' customer perception, reputation, profitability, and future.

Notes:

Originally Published InAlli, M. (2022). Utopia International School (UIS). Cairo, Egypt: The American University in Cairo, School of Business.

Includes bibliographical references and index.

Description based on XML content.

ISBN:

1-5296-0603-9

9781529606034

OCLC:

1312014673