Edita Foods

EDITA Food Industries was established in 1998 and now is one of the leading FMCG companies in Egypt and the Middle East. Edita first entered the Egyptian market with its unique concept of packaged on the go chocolate filled croissant under the brand Molto. Molto soon became generic name for packaged croissant in Egypt and by this product Edita became the market leader in the Croissant, Cakes and Bread snacks categories in Egypt.

The company developed its mission statement on the line of We are a consumer centric Company with passion for quality committed to making a valuable variety of unique, fresh and tasty products. We invest in our people and brands while our actions guided by a sincere concern for our social responsibility

The company is well known for its consistently high quality products and strong brands. Edita have more than 8 products in the market: Molto family, Todo family, Bake family, Freska family etc...However, currently the company is facing fierce competition from leading companies such as Monginis Foods, Biscomisr, Family foods (Kraft) and Cadbury. Also, since the 2011 revolution the Egyptian Political and Economic Situation have gone from bad to worse. This was due to the Successive events that faced Egypt. However, Egypt gained the support of the Arab countries followed by a lot of financial aids from these countries.

Now, you can enjoy Moltos delicious sweet and savory croissants from a redesign package with a whole new look in different flavors ranging from Feta Cheese, Spicy Cheese, Molto Chocolate and Strawberry. The website has been recently developed to include suggestions for cool recipes to compliment Edita products. You can also follow them on Facebook and You Tube.

Unfortunately, recently, Egypt has seen an increase in health awareness so customers became more selective in choosing their children food. This has tremendously led to a decrease in Editas sales and market share. The company is held responsible for and blamed for not investing in research and development to overcome the problem.

Based on the above case, please answer the following Question:

Develop a situational analysis (SWOT) for Edita