Fawry - Marco Factors & SWOT
Marketing 5201
Assignment 1 - Macro Environmental Factors & SWOT Analysis
Fawry for Banking and Payment Technology Services
Mohamed A. Reyad Abdel Meguid
Mohamed.reyad@aucegypt.edu
SID: 900993297
A. Macro-environmental Factors
1. Demographic Environment
Our market can be split using demographic factors that include Age and density. Regarding the different age brackets, Fawry works on approaching different billers that will meet the interest of the different age brackets. For example, to meet the demands of younger generation (16-21), we targeted online and e-commerce billers availing our services for such billers. Fawry also launched a “MasterCard Online Voucher” for those customers without credit cards or worried of using their credit cards online.
2. Economic Environment
The more our customers earn, the more they spend on service, products and bills. Fawry is trying to increase its portfolio of products and services available to increase the customers’ service adoption and usage. In order to reduce the service fee to meet the customers’ expectations, a new feature enabling tiered pricing is being implemented to adjust the fees of any transaction according to the transaction value. In 2 weeks, this has improved the number of transactions by 50% for one of the pilot billers confirming the elasticity of demand when it comes to pricing.
3. Technological Environment
Since most of Fawry’s products are new products, newly introduced to the market, Fawry has established a technology based company, FIS, to provide the technical solutions that can be used to reach Fawry’s targets. Fawry has also collaborated up with different technology providing companies to support Fawry in new fields such as mobile applications and data warehousing.
People now have access to the internet all the time demanding to follow a certain lifestyle. They know of the different products that are available worldwide. This is considered as an excellent opportunity
Assignment 1 - Macro Environmental Factors & SWOT Analysis
Fawry for Banking and Payment Technology Services
Mohamed A. Reyad Abdel Meguid
Mohamed.reyad@aucegypt.edu
SID: 900993297
A. Macro-environmental Factors
1. Demographic Environment
Our market can be split using demographic factors that include Age and density. Regarding the different age brackets, Fawry works on approaching different billers that will meet the interest of the different age brackets. For example, to meet the demands of younger generation (16-21), we targeted online and e-commerce billers availing our services for such billers. Fawry also launched a “MasterCard Online Voucher” for those customers without credit cards or worried of using their credit cards online.
2. Economic Environment
The more our customers earn, the more they spend on service, products and bills. Fawry is trying to increase its portfolio of products and services available to increase the customers’ service adoption and usage. In order to reduce the service fee to meet the customers’ expectations, a new feature enabling tiered pricing is being implemented to adjust the fees of any transaction according to the transaction value. In 2 weeks, this has improved the number of transactions by 50% for one of the pilot billers confirming the elasticity of demand when it comes to pricing.
3. Technological Environment
Since most of Fawry’s products are new products, newly introduced to the market, Fawry has established a technology based company, FIS, to provide the technical solutions that can be used to reach Fawry’s targets. Fawry has also collaborated up with different technology providing companies to support Fawry in new fields such as mobile applications and data warehousing.
People now have access to the internet all the time demanding to follow a certain lifestyle. They know of the different products that are available worldwide. This is considered as an excellent opportunity