Introduction:
The report is about Teenstuff Magazine. The magazine was established 9years ago in
Egypt by Manal El Mahdy to target teenagers in high school and university. Later on the
magazine became more tailored to the high school youth. The purpose of the report is to
analyze the management of this organization through review of its external and internal
environment, mission statement and SWOT analysis. Interviews were carried out with the
assistant marketing manager Sandra Adel and the distribution manager Yasser Hashem.
Aside from the print magazine there is an online one and another Arabic magazine
“Kelmetna”.
II-Body:
1) External environment:
a) General:
From the general environment in the external environment the economic and political
dimension are considered to be the most two influential dimensions on the organization.
The economic dimension affects a lot of decision in the organization including day to day
business especially that the economy in Egypt is unstable. For example when the Egyptian
pound was floated and the price of the dollar increased the costs of printing in the
magazine increased and the price had to be increased like wise which had a huge effect on
the overall organization and customers. Secondly, the effect of political dimension is
manifested in the censorship practiced. When, the country is in state of chaos and
instability censorship increases. The international dimension doesnt have a very influential
effect because the magazines market is mainly Egypt and the online version that aims to
target Arabs outside Egypt is new too. There is no worry from the socio-cultural dimension
since the magazine whether content or appearance is highly adaptable to changes in the
society. As for the technological dimension, the magazine benefits hugely of course from
new developments as long as, its costs is reasonable and affordable by the magazine. For
example the editors and designers use Apple computers and special programs for the
layout and design of the magazine.
b) Task :
The magazine is considered a category leader since its the first English youth targeting
magazine in Egypt and till this moment there is no real direct competition. There is an
indirect competition from other magazines such as campus and g-mag. There is only one
supplier with whom the magazine deals with; SAHARA printing press. The magazine has
a certain quality which only 2 printing press houses in Egypt can achieve, they left IBH
because of problems that has to do with the paper binding and deadlines. Now SAHARA is
