A comparative study of Competitive Advantages for Mass Production Corporations Under Market Oversupply Evidence from the Egyptian Cement Industry

نوع المستند : المقالة الأصلية

المؤلفون

1 School of Business, International Academy for Engineering and Media Science – IAEMS

2 Thebes Higher Institute of Management and Information Technology

المستخلص

The study investigated the competitive advantages of a manufacturing corporation having mass production under market oversupply. Based on a comparative study; the population of the study is the staff of marketing and sales departments at Egyptian cement manufacturing corporations under the midst of a marketing crisis with oversupply of 43.4% of production capacity in 2021; that after new manufacturing corporations entered the market since 2018. The study used a survey within the main three players in cement manufacturing (Italcementi Group, Lafarge Cement, and Arabian Cement) based on six corporations (Suez Cement, Helwan Cement, Toruh Cement, Egyptian Cement Company, ASEC Cement, and Arabian Cement) based on thirty-two individuals in the first half of 2022 according to the descriptive analytical method (DAM). The inferential analysis showed that the sample companies were different in their marketing practices and competitive advantages. Finally, a set of recommendations were made for the Egyptian Cement Manufacturing Corporation, stakeholders, and future research.

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