The Egyptian Swiss chemical company: surviving the pandemic crisis (1)It was June 20TH of the year 2020,

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The Egyptian Swiss chemical company: surviving the pandemic crisis (1)It was June 20TH of the year 2020, Abdel Rahman Atef Shorosh the managing director of the Egyptian Swiss chemical company (known commercially as “Swiss Chem”) was going back home to his neighborhood at Palm Hills compound in El Sheik Zayed city. Abdel Rahman was contemplating about the journey of success of Swiss chem since it started till the current date, throughout the way from Swiss Chem main premises at Nile street in El Agouza districtto his place.The company status is threatened nowadays due to the pandemic of COVID 19 which has affected the whole world dramatically since March 2020. Abdel Rahman thought about several issues including the sustainability of the business, as well as the current impact of the pandemic on the Egyptian economy. Abdel Rahman the mature 37 years old man was also burdened by the huge responsibilities that he lifted upon his shoulders since the passing away of his father, Atef Shorosh in the year 2016.He felt responsible for his close family, his extended family, as well as towards his associates. However, with the hardships, comes the shaping of a man, as his father used to tell him. In order to arrive at some sort of reconciliation to all of the thoughts struggling in his mind, he decided to take a look back in time to find a positive approach for how to address the challenges Swiss chem is facing due to the pandemic. The idea originated in the mind of Atef Shorosh a member of Shorosh family who were mainly working in the field of metal packaging. The family established a business which lasted for more than 100 years, Atef was one of the members of the third generation. However, Atef who had an experience in real estate development, and construction wanted to diversify the sources of the family wealth, accordingly he thought about entering field related to his experience. He observed the market of the building material at the beginning of 1980s, and he noticed that the market was underserved, most of the neededmaterial was imported, with relatively low quality, and finally the local manufacturers were producing basic materials only with small number of products. On the other hand, the statistics showed that the demand for building material was very high due to the accelerating rate of construction. In the year 1984 Atef Shorosh decided to establish Swiss Chem individually, using the technical expertise of one of his Swiss friends who provided the raw material as well as some finished products from Switzerland.The evolution of the company followed the usual path which is starting with importing some material from a prominent Swiss company “Bauchemie” (building chemicals) the Swiss company, and selling it in the Egyptian market to contracting, and real estate development companies. In order to stock the material, he rented an inventory in Ezbet El Nakl area. In the year 1986, and after the company has been able to achieve high financial performance Atef started to think about manufacturing, and in order to do this he needed capital, so he approached the rest of his family to be partners in the company; in order to raise capital for more expansions. The demand was very high, and although the company was working in full capacity, it was not able to fulfill the demand of the customers regarding quantities, as well as the needed variety of products.This lead to a crucial decision of building a new factory in 6th of October with an area of 10000 sqm. The new factory contained state of the art equipment, and was designedto fit the purpose

3of the manufacturing. The factory started production in the year 1990, and is still existing as a manufacturing facility responsible for production, along with the main premises at Nile street, responsible for the commercial aspects. Swiss Chem is mainly producing construction chemicals which is a vast field that include additives, materials, and coatings to protect the buildings. The additives are added to the cement to give it more strength, workability, also material that can be addedto the mortars, and the floors to provide with better scientific properties. The portfolio advanced to include repair, and water proof material for the buildings, and floors. Swiss Chem moved from importing finished products, to importing raw material; since it was able throughout the years to use Bauchemie chemical formulas, as well as producing its own formulas.Abdel Rahman did not arrive to a conclusion about the future strategy of the company within the pandemic COVID 19, however this is not worrying him since the values which were enrooted in him by his late father Atef seems to protect him from negative thoughts. Swiss Chem allocates a certain percentage of its profits towards society development, and made an unofficial agreement to provide decent lives for its employees. Abdel Rahman believes in the proverb “You reap what you sow”, so there is no need to worry at least for the night. He thought that he can decide on which strategy to follow on the next day within an official meeting with the partners, and the top management. However, he was still turning in his bed, and thinking what should he do?

1. Conduct SWOT analysis on The Egyptian Swiss chemical company, mentioning at least one in each category. (5 Points)

2. According to Maslow’s Hierarchy of need what is the level employees are at on The Egyptian Swiss chemical company? What do you recommend to motivate employees? (5 Points)

3. Discuss the organization design for The Egyptian Swiss chemical company using evidence from the case. (5 Points)

4. What corporate strategy do you recommend Shorosh to pursue for The Egyptian Swiss chemical company? Justify your answer using concrete evidence from the case.