Mashaweer - GST5103

Company Background

First personal service company in Egypt

Dedicated to save time and effort by running errands for customers

Main Corporate Social Responsibility is to decrease the traffic
crisis in Egypt
To produce documentaries and projects to educate people of this
crisis

To establish an education institution or school to train representatives in the field of courier, delivery

or transportation as well as customer service

•Mission

üTo discover, develop and deliver ideas that improve the quality of life by meeting the daily personal needs of every citizen

•Vision

üMashaweer’s hotline on the speed dial of every phone

Values

•Credibility

•Consistency

•Reliability

•Diversity

•Efficiency

•Fun/Friendly

•Passion

•Quality

•Expertise

•Collaboration

•Accessibility

•Innovation

What kinds of applications are described in this case? What business functions do they support?

•Mashaweer use technology of their own in their application system

•Create own innovation, Innov8 (innovate) customized like the ERP (Enterprise Resource Planning)

system

•Software components developed by Innov8 includes

    üMashawer Server

    üMashawer API (Application Programmer's Interface)

 üMashaweer PDA client

•Mashaweer Server is a centralized application that manages the following elements below:

   üOrders (placement, editing, pricing, review, tracking and reports)

   üRoutes management and optimization

   üClients (management, reports, discounts)

   üPackages tracking

   üContracts

   üCall Centre

   üSatellite office

   üRepresentatives

   üCash transactions and expenses tracking for representatives and satellite offices

   üAsset tracking of vehicles, PDAs and mobile printers

   üManagement reports

•API, method of integrating Mashaweer ordering system with third parties

•Allows third parties to automate delivery system and integrate Mashaweer into existing

  CRM/dispatching systems, opening a wide opportunity for business expansion

•Mashaweer PDA application is installed on each PDA and manages the following elements:

   üOrder items progress tracking

   üCollection of order fees and other costs against a printed invoice

   üPackage handling (barcode scanning and destinations)

   üMessaging

   üCash and expense tracking

   üSynchronizing data periodically and at the beginning of each shift

What are the benefits from equipping their riders with PDAs?

q Mashaweer invested highly in the PDA system they used to enable the operation process to be monitored accurately  since it provides data like GPS tracking to track each order and the location or stage the rider  is located.

q Mashaweer helps to decrease the amount of errors due to the fact the rider is tied to an

       automated process where he receives his tasks through the PDA handheld.

q Each riders receive tasks one at a time on the PDA which also includes a GPS to provide

       detailed directions and the GPS to will monitor the rider's location.

Was it a good decision to expand the business to Cairo? What are the implications of information systems?

•Yes it is  a good decision for Mashaweer to invest in Cairo.

•Business all over the country had come to a standstill, Mashaweer had made several large purchases

 such as motorcycles and advertising space for fractions of the price

•Mashaweer saw an opportunity to start marketing for their business

   üMashaweer planned to enter Cairo with full force so that there would be a high barrier of entry for any competitor

   üDecided their competitive advantage would have to be in investing in technology

•Due to getting the ERP (Enterprise Resource Planning) system cost is too high, they created own

 customized ERP system which then connected to their customized PDAs (Personal Digital Assistants)

 through a cloud computing system that was made by LinkDotNet and Mobinil

•They do not want to rely on outsourcing due to reduce cost and ensure quality that is why

 Mashaweer founded their own  Innov8 in order to build its system and manage its technical work

•Mashaweer has their own call centre to monitor the performance of the agents and always work on

  improving the quality of their customer service

Do you think that Mashaweer will be able to accomplish their future strategy and sustain its market share?

Yes, Mashaweers unique and customized own product and services, shows this company is one of a

kind.

Mashaweer has several unique selling propositions.

   übeing the first in the market and the only one of its kind

   üflexibility of their service which addresses all of their customer's needs and request

Mashaweer future strategy plans focusing on adding more value for their stakeholders focusing more

on technology. Create website called Mashaweer Market.

   üAn online supermarket that will enable people to do grocery shopping and get it delivered by

     Mashaweer' representatives within 30 minutes of placing the order

  üMashaweer will have to get the access to a large number of supermarkets around Cairo and

    Alexandria so representatives can pick the order from the closest outlet and deliver it as soon as

    possible

Mashaweer will have their own call centre expected to make important revenue stream for the

company in future as the company starts introducing marketing campaigns. Plan to expand call

centre to include other companies other than Mashaweer.

Using the technology they have invested in building their infrastructure, Mashaweer now has the

potential to easily enter and penetrate other markets in different regions at a very initiation cost.

They plan to expand to other regions within Egypt, in addition to expanding to other countries within

the Middle East. In October 2013 they will open their first franchise in Beirut, Lebanon. They will also

looking to expand to several countries in the Gulf.

Do you think in near future, the competition between Mashaweer and Wassaly will be aggressive? Why?

•Mashaweer is considered the only company of its kind in Egypt that operates on this scale, Wassaly

has a long way to go on their planning and strategy of their business due to they operates in a much

smaller scale

•Mashaweer has several other advantages that make it hard for others to compete:

   üDatabase of thousands of loyal clients

   üSelf-investment is manageable

   üHighly qualified and carefully selected riders due to high salaries compared to the delivery sector

      in the Egypt

   üVarious revenue streams

   üBeing the owner of the IT company Innov8 fosters technology integration in Mashaweer

•Unlike Wassaly, Mashaweer's infrastructure has already been equipt with 130 motorcycles units and

10 cars

•Have own software as a logistics management solution system was developed specifically for

Mashaweer and served from a cloud-hosted server

•The solution consists of a web-based portal where call centre agents, logistics and managers can

 add, edit, track and view reports

•PDA client was developed to connect to the server in order to allow Mashaweer representatives to view and update their assigned orders via an XML-based web service

•PDA device will be the main factor in integrating the operational team with the fleet of riders

  

•In additional, they also have a hardware that is Windows Mobile PDAs that were used for viewing and updating orders on the move

•Each PDA is paired to a Bluetooth mobile printer for printing receipts

•The printer is also equipped with a swipe card reader module so it can be used in the future for credit card payment collection and for promotion cards

•Mashaweer server is a Linux VM hosted on a cloud solution provided by Innov8, the sister company r that developed the entire information technology system.