Bottled water market in Egypt

Analysis and feasibility study for introducing our brand in Egypt

I Environment

A] Egypt demography

Egypt is situated at the crossroads between Europe and the Orient and between North Africa and southwest Asia. The main cities are Cairo, Alexandria, Giza, Port-Said, Suez and Tantah.

Egypt is one of the major crossing points for international business. Indeed, Egypt as a major role in the geopolitics in the Middle East because it controls both:
• the Sinai Peninsula, the only land bridge between Africa and the remainder of the Eastern Hemisphere
• the Suez Canal, the shortest sea link that allow the access between the Mediterranean Sea and the Indian Ocean.
Twice as large as France, Egypt is composed of two deserts separated by the longest river in the world, the Nile.
The deserts covers 96% of the 1 001 494 square kilometers occupied by Egypt.

The valley and the Nile delta cover less than 5% of the territory, but the populations in this area are very dense: with approximately 1200 inhabitants / km ².

The Nile flows 1600 kilometers through Egypt northward in the Nasser lake from the Egypt-Sudanese border to the Mediterranean Sea. The Nile is the main resource in fresh water of the country: on the 84 billion cubic meter of annual flow available in average for the countries bordering the river, Egypt has a quota of 55, 5 billion.

B] Social environment

Egypt is most populated Arab country with a population of nearly 80 million inhabitants. The population still has a natural increase of 2% per year with a mortality rate of 40%.

Egypt's population has doubled in the last 30 years. The life expectancy is increasing to 71, 8 (2009).

There are 1.3 million births per annum and nearly 32% of Egyptians are under 15.
President Mubarak believes that this uncontrolled population growth is a burden to the economy. He wants to lower the birth rate in order to better redistribute the population in the area.