Business Plan: E-Service Application for Foreigners in Egypt

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Research Topic
Business plan: Application
Bachelor Thesis
Geneva Business School
Bachelor in International management
Submitted by:
Fouad Khaled Fouad
Geneva, Switzerland
Approved on the application of:
Dr. Victoriano Travieso
and
Dr.
Date: 07/06/2019

Declaration of Authorship
“I hereby declare:
• That I have written this work on my own without other people’s help (copyediting,
translation, etc.) and without the use of any aids other than those indicated;
• That I have mentioned all the sources used and quoted them correctly in
accordance with academic quotation rules;
• That the topic or parts of it are not already the object of any work or
examination of another course unless this has been explicitly agreed on with
the faculty member in advance;
• That my work may be scanned in and electronically checked for plagiarism.”
Date: XXXXXXXX
Name:
Signature:
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Table of Content
DECLARATION OF AUTHORSHIP 03
TABLE OF CONTENT 04
ABSTRACT 05
CHAPTER 1: INTRODUCTION 06
CHAPTER 2: SUMMARY OF LITERATURE REVIEW 07
CHAPTER 3: BODY OF THESIS 08
CHAPTER 4: FINDINGS 10
CHAPTER 5: SUMMARY, CONCLUSIONS, AND RECOMMENDATIONS 11
REFERENCES 12
APPENDICES 13
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Abstract
The complete investigation was being conducted to determine the overall importance of the E-
service applications for all the foreigners who live in Egypt. Various benefits have also been
determined in the context of these applications. Other concepts are also being discussed such as the
unemployment, cultural differences or any other issue faced by the people. The thesis is being
prepared in the form of the business plan that can help in resolving the identified issues which can
be resolved with the help of introducing the effective applications, effectively & efficiently. The
proper preparation of this business plan in the form of the thesis will help the foreigners to attract &
gather competent employees according to the suitability of time as well as the distance. It has been
founded that the implementation of the introduction of the E-service applications will involve the
huge amount of cost to be incurred in terms of its selling, marketing & many more. The rate of
unemployment has also been founded in Egypt which is 8.10% according to data of the year 2019.
Other barriers & their implications have also been founded such as the cultural differences, lack of
effective values, etc. The solution which has been founded for all the foreigners is the E-service
application that can solve all the identified problems in the effective as well as in an efficient
manner.
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Chapter one: Introduction
The E-service applications utilize the technologies of information & communication which includes
the three essential components of service providers, effective channels for service deliveries & the
service receivers. The concept of e-commerce is being included under the e-service applications.
These applications constitute the online services that are being available to all the people on the
internet. The complete thesis, in the form of the business plan, identifies the different issues that are
being faced by the foreigners living in Egypt, such as the unemployment and the cultural
differences.
The main problem is being identified because of which they need for developing e-service
applications have been arisen, which is that the people face a struggle in finding out or searching for
the competent people who possess the required skills, talent as well as the complete effective
knowledge. The proper evaluation of the e-service applications has been enhanced in the context of
all the customers or the foreigners. Various internal, as well as the external factors, have also been
determined that can affect the implementation as well as the utilization of the e-service applications
in both the negative as well as the positive manner. Difference implications have been identified in
the context of all the related internal & external factors.
Though the e-service applications provide the major benefits to all the foreigners by solving the
different problems faced by them, these applications need to update their strategies & enhance the
innovation to gain, ensure & enhance the higher level of competitiveness, effectively & efficiently.
The operational and technical feasibility or viability has also been ensured. Apart from all these
things, effective & efficient plans have also been formulated related to the marketing & financing
that can help in managing the overall budget related to the cost & other expenses. The promotional
campaigns have also identified with the help of which they can promote their business & gain a
competitive advantage.
The main findings have been realized & discussed based on the research questions such as knowing
about the digital interference for all the local Egyptians & those who lack the effective knowledge
in the context of different cultural barriers. The complete research has been enhanced while
evaluating the different aspects related to the multiple constraints, struggles faced by the foreigners,
communicational methods and the effective solutions, methods, alternative & other favorable
opportunities, properly, suitably & appropriately. Hence, the overall thesis will include the complete
business plan that will ensure the overall importance, effectiveness as well as the efficiency of the
different e-service applications to all the foreigners living in Egypt.
The findings will include those research questions that can be asked by the interviewers from the
different applicants in the context of the knowledge & skills possessed by them in the multiple
rounds of interview sessions. The overall market of Egypt has also been analyzed properly that can
evaluate the needs & requirements of all the foreigners suitably.
The great importance can be ensured & enhanced of utilizing the e-service applications in the form
of the standard amount of cost to acquire the new as well as the potential customers. These
applications can also use the alternative channels of ensuring a higher level of communication to all
the customers. In the context of all these, the favorable & the positive recommendations are being
discussed that can be considered properly to eliminate the negative implications of the identified
problems which are the unemployment & the higher cultural differences.
The recommendations are being provided & discussed in the context of the findings of the research
question. The competitor analysis will also be made that will help in identifying the different
competitors that use the same strategies as the leading organizations use to gain a competitive
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advantage. With the help of adapting effective recommendations, the e-service applications can
enable the whole economy to provide the increasing job opportunities to all the people.
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Chapter two: Summary of Literature Review
2.1 E-service
2.1.1 Concept
Service supplying through networks that are electronic such as the internet can be defined as E-
service. The pre-mentioned service does not only restrict to the organization but also the providers
of those services. The success of the providers crucially depends on the efficiency and standards of
their service. Therefore, E-service is a comprehensive user-centered concept. (5)1
2.1.2 Benefits
The benefits of following the E-service model is the customizations and personalization for
customers. E-service being the context, customization insinuates of aiming at customers as part of a
specifically targeted segment. On the other hand, personalization insinuates marketing for the
customer on an individual basis that is considered direct and one-to-one. The establishment of value
for the customers has been permitted by the technological evolution that promotes the structuring of
customer equity. The recognition of the businesses' foremost customers is allowed by the expansion
of the data hunting tools found which helps those businesses to generate value for those customers
using customization and personalization. (11)2
2.1.3 Success
The main reason behind the success of E-service is the factor of taking feedback from the
consumer. The basic comprehension of the consumer’s psychology and needs helps the growth of
the company in each phase. (27)3
2.2 Unemployment
2.2.1 Definition
The broad definition of unemployment is that individuals who are searching for a job and non-
searching individuals as well are considered as unemployed. On the other hand, the narrow
definition, which is considered to be the most common one, states that all individuals who are
physically capable of working, looking for a job, and eager to work and age from 15 to 64 years old
who could not find a job is considered to be unemployed.4
2.2.2 Rates
According to trading economics, the rate of unemployment in Egypt is estimated to be 8.10% in
2019. The number of unemployed people recorded to be 2267.00 thousand individuals from a
population of 96.20 million people. On the other hand, the number of employed people in Egypt is
25701.00 individuals.5
1 Rust, R. T., & Kannan, P. K. (2002). E-Service: New Directions in Theory and Practice : New Directions in Theory
and Practice. Armonk, N.Y.: Routledge.
2 Rust, R. T., & Kannan, P. K. (2002). E-Service: New Directions in Theory and Practice : New Directions in Theory
and Practice. Armonk, N.Y.: Routledge.
3 Rust, R. T., & Kannan, P. K. (2002). E-Service: New Directions in Theory and Practice : New Directions in Theory
and Practice. Armonk, N.Y.: Routledge.
4 HASSAN, M., & SASSANPOUR, C. (2008). Labor Market Pressures in Egypt: Why is the Unemployment Rate
Stubbornly High? Cairo.
5 Egypt Unemployment Rate. (n.d.). Retrieved from https://tradingeconomics.com/egypt/unemployment-rate
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2.2.3 Values
A motivational-cognitive model called the Expectancy- Value Theory states that the motivation of
an individual to strive for a goal is considered as an eagerness by them to achieve his goal.
Unemployed individuals who extremely appraise labor are a determent to be involved in several
functions to attain labor opportunities and entrust a significant quantity of physical and
psychological vitality in locating a job. The unemployed individuals have more flexible actions
when it comes to monetary value, training, or other conveniences as they are hunting jobs and that
differs from employed individuals as they have a limited openness to new opportunities. 6
2.2.4 Self-employment
Individuals with higher educational status are more likely to be keen to transition into a self-
employed status than those with lower educational levels. Also, individuals who are linked to a
particular career carry on to put effort into their human capital. Consequently, people with more
experience in the labor market lean towards transitioning towards self-employment.7
2.3 Cultural differences
A culture is made of the symbolic meanings, spiritual ideologies, society attainments, people
creations of material and non-material, beliefs, pattern thoughts, morals, values, perception settings,
and behavior of its individuals. Barriers that affect the functioning of a business could result from
cultural differences when dealing with a foreign party. A mental discomfort may result from a sense
of doubt when it comes to incidents that don't usually happen in a culturally stable environment.
There should be a moderate amount of attention given to the following factors; non-verbal
behaviors, verbal behaviors, methods of communications, understanding, motivations, and
interpretations in a mixed cultural environment to avoid as many misunderstandings as possible. 8
Cultural differences can be minimized through the following solutions. Clear communication
strategies diminish the possibility of shock and conflict. These strategies could include the usage of
clear and straightforward words, visual communication, and evade slang language. To minimize
cultural differences, unconscious bias should be recognized and eliminated. There should be an
understanding and comprehension of different cultures to encourage more fluent communications. 9
2.4 Digital integration
Digital integration refers to the idea that information or data on the electronic device can be
manipulated or read by another device by using the format which has prescribed standard. In Egypt
the digital transformation is taking place at the high pace and it has bought good transformation in
6 Broeck, A. V., Vansteenkiste, M., Lens, W., & Witte, H. D. (2010). Unemployed Individuals Work Values and Job
Flexibility: An Explanation from Expectancy-Value Theory and Self-Determination Theory. Applied Psychology,
59(2), 296-317. DOI:10.1111/j.1464-0597.2009.00391.x
7 Georgellis, Y., Sessions, J. G., & Tsitsianis, N. (2005). Self-Employment Longitudinal Dynamics: A Review of the
Literature. Economic Issues, 10(2), 51–84.
8 Fandrejewska, A., & Wasilik, K. (2018). Cultural Differences and Barriers in Communication and Functioning of an
International Organisation. Handel Wewnêtrzny, (1), 203–215.
9 Bechervaise, Chantal. “5 Ways to Overcome Cultural Barriers in the Workplace.” Ly, Chantal Bechervaise, 2 Jan.
2018, takeitpersonelly.com/2018/01/02/5-ways-to-overcome-cultural-barriers-in-the-workplace/.
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the business along with providing help to the business organizations as well as people of Egypt to
have access to search for the different opportunities for job and this has also helped in reducing the
differences of the culture in Egypt making it easy for the foreigners also to do the job in Egypt
without any hesitation10.
2.5 E-service application used for the employment
E-service application provides economic and social value to the individuals who use it effectively.
Many applications are provided to the natives and the foreigners in Egypt by using them they can
find the solutions for their unemployment. The list of employees is provided there at those
applications from where the different organizations in Egypt or out of Egypt can use or refer to
employ or fill the vacancy in their offices as per the vacancy. These applications have made it easy
for the Egypt civilians and foreigners living there to search for the job. Even the organizations also
get competent employees for the designation and the required skills. It has global access and
provides services for 24 hours a day and seven days a week11.
It also saves the cost of the organization as they can get a lot of competent employees list from the
e-service application. It also helps in increasing professionalism, and paper wastage is reduced.
There can be easy management and development of the services depending on the requirements of
customers. The field's needs and services can easily be adapted through the application of the e-
services and that too more rapidly. The contemporary networks are strong and due to this it works
as a good source of information and information about the competent employees can be known very
easily. The business can be managed through this from anywhere in the world12.
It is the most reliable and secures way of accessing the IP's range. The unemployment problem has
become a huge one for the people of Egypt and this has caused a feeling of depression and
frustration among them as they do not find the relevant way of getting the jobs. The self-
employment of the workers is done through the application and only after the conduction of
evaluation, and interview of their skills, knowledge, and experience. The feedback is also
considered that has been received by the foreigners. There is a requirement of different employees
to a different organization. It can be tutor, plumber, electrician, baby sitter, or of any other field.
With this application, the companies and the wanted employees can be linked together.
10 Vial, G. (2019). Understanding digital transformation: A review and a research agenda. The Journal of
Strategic Information Systems.
11 Zaied, A. N. H. (2012). Barriers to e-commerce adoption in Egyptian SMEs. International Journal of
Information Engineering and Electronic Business, 4(3), 9.
12 Radchenko, N. (2014). Heterogeneity in informal salaried employment: Evidence from the Egyptian labor
market survey. World Development, 62, 169-188.
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Unemployment rates have been lowered through these applications as these applications have
provided employment opportunities to many people of Egypt. Even the freelancing opportunities
are also given to Egypt's natives along with this foreigner also get help as they are aided through
this. It becomes difficult for the foreigners for being in the new city and starting a new job as they
don't have good or strong contacts there so these e-service applications work best in getting the
different profiles jobs opportunities. Many of the spam situations are faced by them due to the
unemployment and the work of this application as the lightening source for them. Both native
workers of Egypt and foreigners coming to Egypt are targeted by the application. 24 hours service
is provided by these applications13.
The direct contact can be made by the candidates and the employers and this application are
critically important from the perspective of a job. It is like a platform for the candidates or the job
seekers for expressing interest in the pertinent information and position regarding the qualifications
for the employers. In Egypt, the use of the application for employment has increased as it helps in
gathering consistent data about the employees. The resumes and cover letter formats are different
from different applicant. The consistent information is collected by the application by the employer
in the uniform format from each applicant. It is due to the same document received by every
applicant asking the same questions. The applicant can be compared by the employer impartially
based on the filled form and the received resume and CV.
2.6 e-service use for the cultural difference
These applications provide an equal platform for all the Egyptians as well as foreigners to approach
for the jobs for different designation. No difference is made at this platform. All are treated as per
their qualifications, knowledge, and experience. Every organization has a different work culture and
people from different country have different culture but no differences are made based on age,
Moral language, perceptions, values, and behavior of an individual. The call is received by the
applicants who get selected14.
2.7 Conclusion of literature review
Hence, it can be concluded from the overall literature review that in Egypt there is great digital
transformation and integration. The e-service applications have helped a lot in removing the cultural
differences and reducing the unemployment rate in Egypt. But it has been found that there is very
less information available about the literature review related to the cultural differences in Egypt and
13 Zakaria, M. R. (2015). Towards categorizing e-government services: the case of Egypt. International
Journal of Business Research and Development, 3(3).
14 Elsaid, E., & Elsaid, A. M. (2012). Culture and leadership: Comparing Egypt to the GLOBE study of 62
societies. Business and Management Research, 1(2).
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applications impact on it. The knowledge and learnings gathered through this literature review will
work in writing the thesis and making the business plan for the application and conducting the
whole research.
Chapter 3: Body of Thesis
3.1 Initial Index
This thesis paper is a business plan that aims to solve unemployment and cultural differences for
both the natives and the foreigners.
3.1.1 Problem
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People feel frustrated when they face a problem or a struggle and they can't find the right contacts
or people to solve it due to knowledge constrains about the country workers they live in. They face
greater problems when they deal with scam situations with workers who take advantage of the
problem. On the other hand, people with moderate to professional skills are not able to find decent
jobs in their own country which is a pain point. Those individuals are more than happy to assist
anyone in need.
3.1.2 Solution
An application that provides those foreigners with a list of employees working in different
professions to choose from with convenience in distance, time, and money.
3.1.2.1 What
An application that provides convenient, trusted and professional workers for foreigners who lack
the right contacts when it comes to a daily struggle. The application has a variety of workers with
different experiences and convenience in terms of monetary value and distance to fit the needs of
the foreigner.
3.1.2.2 How
The workers are self-employed through the application and they get accepted only after an
interview and evaluation of his ethics, morality, skill, and experience. Also; the feedback from
foreigners will also be the continues source of evaluation. The user can require a doctor, baby sitter,
tutor, plumber, or electrician according to his\her own convenience or specifications such as
language, cost, or distance. The application will link them to the nearest Worker to their location.
3.1.2.3 Why
To lower the unemployment rates by providing various range of freelance opportunities in the
country. Also; aid those foreigners who are new to the foreign city and have no contacts of any
workers and they usually deal spam situations.
3.1.2.4 Who & When
Two groups are targeted by this application and they are the foreign residents and the Native
workers. Both parties are crucial to the building of this business plan. The application will serve
throughout the day -24/7 hours for the emergency workers
3.2 Audience
There are two kinds of audiences in this matter; the user and the provider. The user is the foreigner
who is currently regarded as a resident in Egypt and who is new to the country, has no
acquaintances in the country, and has low or no knowledge of the Market. The needs of the user are
as follows; safe environment, honest deals, speed, quality, value, fixed prices, and convenience. On
the other hand, the provider is a local Egyptian unemployed worker who might be a professional, a
craftsman, or even a talented individual. The worker has great potential and skills but has no job
due to lack of education, his work is miss-priced or lowered just because he is not employed in a
company, and who is not appreciated or recognized in the market even though he has better work
abilities and lower prices. The needs of the provider are as follows; job opportunities, recognition,
conveniences, appreciation, bond, link, return deals, and monetary value.
3.3 Evaluation
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