Weavers Case Study

Competitive brand set:

Oriental Weavers is the dominated brand in the Egyptian textile market with 85 %market share, its competitive environment is dived into two categories the first is carpets and rugs. Oriental weavers have some competitors in this field such as Carpet City and Moket Center but they are not considered strong or threaten competitors in the market. The competitors are few in number as well as in the size of their business, because some of those competitors do not have the capacity, the row materials or the capital to compete against oriental weavers. The second category is the hand-made carpets and rugs and the competitors are Al-Kahal and Al-Assiouty.

Why customers select oriental weaver when thinking about rugs and carpets?

When consumers want to buy carpets for their homes or offices there some aspects they consider before purchase such as the brand name, the quality and the design of the rug or the carpet and

On the other hand the Whole supply chain for the textiles industry is present within the Egyptian economy. Also the high quality of the products and its affordable prices increased customer loyalty to the brand. So after matching the brand internal strengths with the external opportunities in the market, we can find that oriental weaver have a great chance to increase its sales, create a profitable relationship with the customers and expand internationally and seek new markets to penetrate. Since the external threats are competition and substitute products, then oriental weavers has no weakness related to those threats because they are market leaders so their competitors will be weak and regarding the substituting products in also ineffective because the demand on the rugs and oriental weaver products is very high so the substitution products will be too small and won’t affect the brand