The Saade brothers’ brand has only grown since it opened in 1996 in Jounieh. “When we were young, our father ran a small restaurant. We wanted to take the opposite view of what he was doing. He offered small sandwiches, rather expensive, we bet on bigger ones for less. It worked instantly, from day one, ” recalls Joseph Saade.
In 2003, the brand opened a second establishment in Furn el-Chebbak before expanding into the capital. Today, Malak Al Tawouk has 38 branches in Lebanon and sells 35,000 sandwiches on average per day. That of Mar Mikhael, strongly affected by the double explosion of the port, is being rebuilt.
The two brothers began their breakthrough outside the Lebanese borders in 2019 with the opening of a first franchise in Dubai, which now has six. Franchises in Paris and Qatar opened in 2020, and openings in Saudi Arabia, Egypt, and Great Britain are under consideration.
“With the crisis, it has become obvious to us that we must develop ourselves abroad. But its a process that takes time, you have to wait for the right moment, “says Joseph Saade.
Today, you have a mission as a consultant to do an external and internal analysis of the Malak Al Tawouk organization. You can use available public information (check their website) or gather information on your own. For your analysis, you should do the following:
Examine the environment in which Malak Al Tawouk operates using SWOT, PESTEL, Porter’s five forces and Value Chain analysis to inspect the attractiveness
and competitiveness of the industry as well as the opportunities and threats.
Conclude about the measures that the company must address to ensure continuous business growth.
kindly emphasize on PESTEL and SWOT when conducting the analysis should be in between 4 to 6 pages
