Insumat (Egypt) Conquers New Markets Internationally


Insumat (Egypt) is an insulating materials company specializing in bitumen membranes used in waterproofing for construction and infrastructure projects. Its board of directors believes that, after it has matured in the local Egyptian market, the organization should shift its focus to international expansion. In order to do so, it is crucial for Insumat to set specific criteria for the potential markets it would penetrate. Abou El Seoud, senior consultant and a member of the board of directors, suggested that Qatar and Saudi Arabia should be prioritized and studied extensively. Whether the decision made by Abou El Seoud was right is discussed in this case, based on a detailed analysis of the macroeconomic, demographic, and political factors in both Gulf countries. Opportunities present at the host countries' construction and infrastructure industries are identified and explained in light of Insumat's strengths and strategy, and are based on a comprehensive analysis of the internal and external factors in Qatar and Saudi Arabia.

This case was prepared for inclusion in SAGE Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

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