Notre Dame University Louaize/NDU – Zouk MosbehFaculty of Business Administration

Notre Dame University Louaize/NDU – Zouk MosbehFaculty of Business Administration & EconomicsDepartment of Management and Marketing
International Business Management

Submitted by: Georgio AssafSubmitted to: Mrs. Cendrella Mjaes SamahaInternship done in summer 2018 from July 1 till August 31September 16 2018BAD 481
GEORGIO ASSAFAin El Rihane, street 24, Bldg. Georges Abi Nakhoul Bloc A Telephone Number: 70-795447 Email: [email protected] Dame UniversityZouk Mosbeh, Lebanon
Mrs. Cendrella Mjaes Samaha
[email protected] Mrs. Cendrella Mjaes Samaha,
Satisfying the respected university curriculum and to fulfill graduation for a bachelor degree, an NDU student must attend and internship program. I pursued my internship program at Global Stones SARL.

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Following the respected guidelines, please find below the report for the completion of the course “International business management –internship”.

Please note that some documents will be submitted under the constraint of the company’s secrecy.
I am looking forward for the interview.

Please accept my best regards.

Sincerely,
GEORGIO ASSAF ID#20132754

Summary
I will share in this report the experience I gained while pursuing my internship program at Global Stones SARL in two month period.

I will start by giving a brief history of the company, how did the firm form and develop by the years, its current status, plus its structure and its objectives.

Then we move to the management section, by doing analysis, talking about the supply chain and everything related, as the market itself, pricing policy plus culture and ethics.

We then move to macro environment or the international section, talking about the international market status, its opportunities and threats.

Moving to our second big section, the job analysis, my training program and details about my duties and responsibilities.

Finally in our third section we talk about the challenges of the business, what would I personally do if I was the manager, and then evaluate my performance and the skills obtained plus the different personal areas needed to work on.

Macro and Micro environment
The company
Global Stones has been in the Stone and Construction Industry since 1990.

The products have proved to be reliable commodities throughout the years worldwide, i.e. Europe, North America, the Middle East, the Far East, and Australia.

The mission statement: To become the leading firm in the construction and stone industry; trading in general services, electrical appliances, and home appliances on an international level.

At this time, the firm have a main office and factory in Cairo Egypt, a sales office in Guangzhou China, a business office in Treviso Italy, and finally a sales office and showroom in Zouk Mosbeh Lebanon. The company is based on selling mostly ceramic, granite, and marble tiles from Egypt, which are processed in the firm’s factory, or from Italy and china which are bought in cheaper than usual prices throughout different services the firm offers for example business consultation. The target market is tiles factories, real estate and construction companies. In the recent year, this current market is declining in Lebanon which is a big threat to the firm, for future opportunities, the firm is awaiting for the political situation in Syria to stabilize in order to reach a new market.

The firm’s organizational objectives is acquiring the maximum stock possible according to the firm’s standard to be able to compete in the Syrian market for the coming year.

Their experience in the market has provided them with the knowledge and reputation necessary to find the desired product quality for the best possible prices.

They do not deal with a single quarry in Egypt convincing their clients to buy the products of this quarry but deal with the quarry that offers a product that best fits the clients’ needs.

They follow the order during production and delivery, that is, from choosing the bloc to be cut in the quarry to delivering the product at your door step. The firm make sure that the product is being processed in every step of the production cycle in the right manner that would fit the needs.

International Business Management
Corporate Values
Our values define who we are and how we conduct ourselves and our business.

Excellence
Means that we deliver what we promise-and add value that goes beyond what is expected. We achieve Excellence through Innovation, Agility and Learning.

Innovation
Means developing creative solutions and putting them into action.

Learning
We learn by continuously developing-and deepening-our knowledge of our business, and the skills of everyone within it.

Agility
Being alert to change and moving quickly and decisively to provide our clients with a competitive edge.

Values of Individuals:
The best results come from working together in harmony with both colleagues and clients. Effective teamwork demands strong Relationships, Respect and Sharing.

Relationships
Building productive, long-term relationships with clients and each other.

Respect
Embracing diverse cultures, communities and points of view.

Sharing
Readily sharing experience, resources and opportunities.

Integrity
Being trustworthy and honorable.

Values of Global Stones employees
•Trust
•Respect
•Collaboration
•Learning
•Efficiency
•Providing service with courtesy, honesty and transparency.

Core Values of Global Stones
•Exclusivity
•Time Management
•Integrity
•Learning
•Providing a positive and appreciating atmosphere for the employees
•Employee empowerment – the core asset and cornerstone of Global Stones.

The Products:
Galala:
Color: Beige White, Beige Light, Beige Medium, Beige Dark, Beige Rose
Vein Density: low, medium, high
Technical information:
Abrasion resistance hardness (ASTM C241): 16.6 Ha
Flexural Strength (ASTM C880): 10.6 Mpa.

Modulus of rupture (ASTM C99): 7.36 Mpa.

Absorption by weight % (ASTM C97): 0.42
Density (ASTM C97): 2650 Kg/m3
Surface Treatment: rough, polished, honed, brushed, acid treated, resin treated, sand blasted, bush hammered
Use: indoor ; outdoor flooring, skirting, stairs, countertops, indoor ; outdoor wall covering, door and window frames, parquet.

Perlato:
Color: light, medium, dark.

Vein Density: low, medium
Technical information:
Abrasion resistance hardness (ASTM C241): 38.1 Ha
Flexural Strength (ASTM C880): 13.79 Mpa.

Modulus of rupture (ASTM C99): 17.93 Mpa.

Absorption by weight % (ASTM C97): 0.12
Density (ASTM C97): 2627 Kg/m3
Surface Treatment: rough, polished, honed, brushed, acid treated, resin treated, sand blasted, bush hammered.

Use: indoor ; outdoor flooring, skirting, stairs, countertops, indoor ; outdoor wall covering, door and window frames, parquet.

Golden Sinai:
Color: medium, dark
Vein Density: light, medium
Technical information:
Abrasion resistance hardness (ASTM C241): 38.7 Ha
Flexural Strength (ASTM C880): 14.48 Mpa.

Modulus of rupture (ASTM C99): 15.17 Mpa.

Absorption by weight % (ASTM C97): 0.4
Density (ASTM C97): 2648 Kg/m3
Surface Treatment: rough, polished, honed, brushed, acid treated, resin treated, sand blasted, bush hammered
Use: indoor ; outdoor flooring, skirting, stairs, countertops, indoor ; outdoor wall covering, door and window frames, lisi?res, parquet.

Golden Crème:
Color: light, medium, dark
Vein Density: low, medium, high
Technical information:
Abrasion resistance hardness (ASTM C241): 9.7 Ha
Flexural Strength (ASTM C880): 10.28 Mpa.

Modulus of rupture (ASTM C99): 20.66 Mpa.

Absorption by weight % (ASTM C97): 2.14
Density (ASTM C97): 2520 Kg/m3
Surface Treatment: rough, polished, honed, brushed, acid treated, resin treated, sand blasted, bush hammered.

Use: indoor ; outdoor flooring, skirting, stairs, countertops, indoor ; outdoor wall covering, door and window frames, parquet.

Rosso Antiquato:
Color: brown, bordeaux
Vein Density: medium, high
Physical Characteristics:
Surface Treatment: rough, polished, honed, brushed, acid treated, resin treated, sand blasted, bush hammered.

Use: indoor ; outdoor flooring, skirting, stairs, countertops, indoor ; outdoor wall covering, door and window frames, parquet.

Mill Brown:
Color: medium, dark
Vein Density: low, medium
Surface Treatment: rough, polished, honed, brushed, acid treated, resin treated, sand blasted, bush hammered.

Use: indoor ; outdoor flooring, skirting, stairs, countertops, indoor ; outdoor wall covering, door and window frames, parquet.

Tiriesta:
Color: light, medium, dark
Vein Density: low, medium
Surface Treatment: rough, polished, honed, brushed, acid treated, resin treated, sand blasted, bush hammered.

Use: indoor ; outdoor flooring, skirting, stairs, countertops, indoor ; outdoor wall covering, door and window frames, parquet.

Brechia:
Color: medium, dark
Vein Density: medium, high
Surface Treatment: rough, polished, honed, brushed, acid treated, resin treated, sand blasted, bush hammered.

Use: indoor ; outdoor flooring, skirting, stairs, countertops, indoor ; outdoor wall covering, door and window frames, parquet.

The tiles could pass through the following distribution channels to reach the end user:
Plants (Egypt) – Global Stones – Consumer
Plants (Egypt) – Global Stones – Contractor – Consumer
Plants (Egypt) – Global Stones – Retailer (Showrooms) – Consumer
Plants (Egypt) – Global Stones – Plants (Lebanon and China) – Consumer
Business office (Italy) – Global Stones – Consumer
Business office (Italy) – Global Stones – Contractor – Consumer
Business office (Italy) – Global Stones – Retailer (Showrooms) – Consumer
Business office (Italy) – Global Stones – Plants (Lebanon and China) – Consumer
The firm have been working on the last distribution channel to sell the products in the past. They are trying to increase the contractor and retailer sales since the profit margin is higher than that of selling to plants. At the same time the firm is trying to maintain the sales of the last distribution channel.

To increase the contractor and retailer sales, they will need to use both the push and pull strategies:
Push Strategy: the push strategy could be used with the retailers; the firm will need to offer the products to the retailers with a cheap price that would offer them a high profit margin which will induce them to sell the products at market prices. Using this method the firm will be able to penetrate into the retailer market without lowering the final price that the consumer will pay which will not alter the positioning of their products.

Pull Strategy: the pull strategy could be used by promoting the products to the end users. The message would not only promote the products as having good appearance but as having good quality too. This strategy will follow the push strategy for two reasons; first it will be costly to promote the products directly to the end user, the second is that the products are not available at all the retailers therefore even if the demanded arises for the products the firm would not be able to supply them in time which will reduce the impact of the promotion.

Positioning: Their main product is Egyptian marble, to differentiate themselves from other Egyptian marble dealers in Lebanon the firm will need to add the quality dimension to the sales since the Egyptian marble is already positioned as low quality. If this positioning can be achieved, the firm will become the only dealers in Lebanon that provide high quality Egyptian marble.

By the order of management due to secrecy, the only financial statement I could provide is a 2004 balance sheet.

Macro Environment
According to the firm’s marketing research team, the international market size should increase by 8%.

Plus a new trend is taking some attention in the market which is sophisticated tiles or 3D tiles, where the demand is increasing in rich areas around the world.

Since its one of the components used in construction, the rise of emerging economies is pushing the market to rise.

However, the reason it is a slow rise, it is the availability of substitutes on many different varieties that cost less.

Based on the research, it is clear that some opportunities arise for the firm, one of them is the above stated, the wait for the political situation to stabilize in Syria to reach a new and close market.

In future plans, the firm should target new emerging countries and construction giants.

However, Lebanon is witnessing the lowest market yet since this firm have been formed, ruled and regulations are getting harder in Egypt, and the firm already closed down an office in USA due to availability of substitutes and another office in Qatar since the country seized to deal with Arabic countries in the last years and only dealing with European countries.

Job Analysis
As seen in the organizational structure above, there is 4 key top management members, the chairmen, CFO, CEO and COO, for the time being the chairmen is acting as CEO at the same time since there is a vacancy in the position.

Since this is a family business, the chairmen and CEO is a relative (father), I was acting as personal assistant to the chairmen and as CEO when asked for, without taking critical decisions without the full consent of the chairmen, CFO and COO.

Assuming some of the responsibilities of a CEO, I was checking if the duties asked from the chairmen were daily met. Duties are given as a monthly project for the subordinates in each section and in case some projects needed more time or less time, changes were made. Some of my daily checkup were the marketing team and business development team. Most of the work was online communication with the team since the firm’s main office is located in Egypt.

The marketing team was responsible of promotions, either finding activities advertising the firm, or working along the IT team for the firm’s under construction online profile in website and social network. Also responsible for market research which is a project ordered by the acting CEO or chairmen since collecting the right data and information takes time to be fairly accurate. Since the firm cannot only rely on salesmen to find potential deals, a telemarketing strategy had to be implied in Egypt and china for the time being. And finally as any marketing team, there last responsibility would be budgeting in order to promote the firm’s product according to the required standard asked from the CEO.

As for the business development team, their duties are all correlated to maintain a future for the company, which is public relations to gain access to new formed projects that could profit the firm, business planning to point the right direction and the right markets to target, and finally business intelligence which is the business analysis of the past, current and future operations to make decision making easier.

Conclusion
In conclusion, Global Stones is a firm entered the business in 1990, expanding slowly for the time being, started as a main Egyptian marble selling firm to different fields and services, located for the moment at four countries, its goal is achieving more and targeting new markets and emerging countries.

The main marketing mix consisted of 8 kinds of tiles, now reaching new kinds with the mix of other services that the firm can offer.

The company has clear values to be followed, corporate values, employee values, and core values for the company.

Its objectives are always set and clear for the employees to reach.

The firm is facing a big threats in its existing market, but some opportunities are about to come up.

My job was mainly the chairmen’s assistant or a shadow to learn decision making and the follow up needed on the business.

I had some responsibilities to cover, following up the main offices of Egypt from the sales office in Lebanon and when a decision was needed, I had to the full consent of the main management to take it.

If I was the manager, or the chairmen in this situation, some things I find in need to change. The firm’s presence on social media and website is weak, the firm did not adapt to the internet change yet, that’s some resource allocation that needed to be done. Second, our target market in Lebanon is high quality Egyptian marbles, but for the time being, this market is slow, since customers with resources prefer other kind of tiles, like Italian in which we do not excel in yet, and customers with low resources or lower budget are moving into substitutes, so I suggest a change in the target market. Third, to reach a new market like the Syrian market or the existing Chinese market or any other emerging country, a partnership with bigger companies is needed since the current firm resources are limited to fully access the new markets, we can achieve full potential by partnering with other companies.

To briefly evaluate myself, I did every duty it was asked of me and at the right time, as we could say, a good employee, but it is not enough, since this is a family business and I am bound to someday take charge, I did learn some leadership skills in this internship and other jobs I already work on before, but more is needed, I still did not participate in a course changing decision or got some sort of a big deal for the firm. In other terms, I am not fully fit yet to take charge, some more experience is needed in this field to reach such height and be successful.

For the future, I had some negatives that I had to work on which I discovered in other jobs as well, such anger management, working under pressure, and as an introvert I had to learn talking to people around me more in which I succeeded over the years. The main target now is developing my business intelligence, to have more experience planning ahead and finding potential growth and courses to take. I hope this would be achieved through experience and the daily thrive to get better.

References:
No outside references had been used, only the firm’s data available.

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