Corporate Profile and Export StrategyAlMasreya Co. For Macaroni&StarchesIntroductionIn 1988, Al Masreya Company for Macaroni&Starches(Regina)was established as a joint stock company, to produce high quality pasta made from 100% Pure Durum Wheat Semolina. At that time, market research proved an immense gap between supply and demand of high quality macaroni; it also proved the flourishing future of this industry with the new strict environmental regulations. Throughout the past decade, the management of the company was able to achieve remarkable success in the Egyptian food industry becoming a market leader. Regina captures almost 70% share of the local market of pasta produced from Semolina.**Capital and Organizational structure:Al Masreya shareholding structure is built upon a major shareholder, with a stake of approximately 73%. The remaining stake is distributed between the Commercial International Bank(CIB)with 15% stake and 8 shareholders with 12% stake. The company has 264 employees and average sales of L. E.60 Million(US$13Million).**Products&CapacityThe company is specialized in producing all forms of high quality pasta(ofmore than 32 shapes) from fine durum wheat semolina. The company produces macaroni under a trademark(Regina)The factory facility is 14000 square meters divided among production floor, warehouse and other necessary facilities like quality control laboratories, management offices, water treatment and electrical facilities. The company has technical capacity to produce special kinds of pasta and these are:1) Regina Plus with added iron and lysine,2) Regina light: Pasta with very low calorie for weight loss programs and diabetics,3) Regina Veggie: Pasta with natural dried vegetables such as spinach, tomatoes and carrots.The available capacity of pasta(longshort cut pasta) is 96 Tons/Day,25000 Tons/Year. This gives 5-7 thousand tons per year capacity for exporting. Capacity utilization is about 85% of full capacity. Three production lines produce this amount and there is space for expanding with a fourth line for potential future growth strategies. With the fourth production line, the factory can produce up to 120 Tons/Day. The three existing production lines are made by Swiss and Italian companies which are considered to be the best manufacturers of such equipment in world. Machines are all computerized and equipped with the highest technology standards to assure highest quality and production efficiency.**QualityThere is no prosthetic for our commitment to quality. All products are made from 100% Pure Durum Wheat Semolina which is milled is a high tech mill under the best quality control standards. The factory has laboratories with specialized personnel to assure highest quality. The production process has zero manual interference. No hand touches the wheat until it is made into pasta.Concerning quality, its worth mentioning that Al Masreya Company has received the ISO 9002 and 14001 certificates in 1997 and 1998 respectively. Therefore, in accordance to international standards, the product is packed in polypropylene bags and packaged in high quality cardboard boxes.**Export Strategy&Target MarketsOur company has recently employed a new aggressive export strategy aided by the appreciation of hard currency against the Egyptian pound. Baring this in mind, we firmly believe that our price quality combination is extremely competitive in international markets. Our targets are those in need for high quality pasta with a competitive price level.