Juhayna Food Industries is a leading Egypt-based manufacturer specialized particularly in the production, processing and packaging of milk, yoghurt, as well as juice. Egyptian company's factories are composed of 8 companies. Six factories are included in the group. During the past three decades Juhayna has succeeded in achieving the loyalty of consumers through the variety of quality products as trusted household names 1.
Juhayna owns about 6,000 acres in Aselaa, 2,600 acres in Wadi Al-Gdeed, inaddition to two farms based on the technology of milking rotor. Juhayna's yearly sales are about 1,600,000,000 in 2012 but, however it was aiming to increase them to reach about 2,000,000,000 by 2013.
During the past three decades Juhayna has succeeded in achieving the loyalty of consumers through the variety of quality products as trusted household names.
Recent market studies have showed that Juhayna conquers a level of brand awareness that is significantly seen than its leading competitors on the market. It has increased production capacity while expanding and developing its product range. Meanwhile, the company produces more than 150 different products on the market shelves that are produced at six separate manufacturing facilities with the industrial capacity which yields about 2,900 tons per day. Juhayna has dedicated to different market segments with a wide range of products that were developed with specific qualities to serve all tastes of its consumers. In 1987, Juhayna became the first Egyptian company offering safe and healthy packed milk products to the market.
Actually, Juhayna had focused on several aspects in order to compete with other competitors and achieve advantage. First they focused on pricing where...
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... also achieved leading market shares in their respective segments 4.
Current political events perhaps raise the question for the durability of the improvement at the bottom end of the scale. Overall demand for yoghurt in Egypt is expected to increase at a faster rate than that of dairy in the coming years. Business-to-business (B2B) accounts for 10% of the firm’s dairy product sales. B2B customers include hotels, airlines, restaurants and fast food, Exports account for 17% of the segment’s revenue, of which 85% is from milk, in which Libya and the Middle East are the largest export markets 5.
Juhayna estimated its market share in the Libyan packaged milk market was approximately 20% in 2009.
As Juhayna is a strong believer in standards, it usually offers high quality products to satisfy all the customers. It established and currently has a good reputation.
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