Capitalizing on the diverse and numerous locations of their fuel retail outlets; ExxonMobil (The resulting company of the recent merger between Mobil & Esso) has created the concept of Convenience Retailing of FMCG'S inside their stations, in addition to their fuels and Lubes. The new venture, known as C-Stores (short for convenience stores.), carries the brand name "On The Run". You will find that the "On The Run" logo and the store decor are made up of bright colors and lively designs that are very different from the colors and image of the Mother Fuel and Lubes Company, making "On The Run" a distinct product that can be thought of separately in the mind of the consumer. In this way, no one will say "I am going to buy a Hot Dog and some coffee from Mobil", but rather "I will grab a sandwich from On The Run".

As far as the management at ExxonMobil is concerned, the new C-Stores will provide the consumer with Fresh, Fast, and Friendly service and can be considered a time saver to the consumer
who can service her car and do her week's shopping all in one trip. Convenience is the name of the game.

The North Area Manager for C-Stores, Engineer Ahmed Helmy, speculates that "by the end of 2001 the New Concept of "On The Run" will be spread for the customer's convenience throughout the service stations network in the main geographic targets of Greater Cairo, Alexandria and Areas of Domestic and International Tourism."

After a lot of preparation and planning, Tiba Hospital is now finally open and ready to receive its patients. Tiba Hospital is the first private hospital in Alexandria to be fully active on the internet and virtually the only hospital in Alexandria to have a professional and well thought-out business plan based on one main principle; "The Patient comes first."
Tiba Hospital is the Brain Child of Dr. Ahmad Hussein, who upon returning to Alexandria from Abroad (Europe and the Gulf) teamed up with a group of investors and started to plan for a hospital that, in his own words, "will transform the quality of Medical care in Alexandria." Not just an optimistic statement, but a true reflection of the size of the project. The return on investment of any medical project is usually a very slow one, that is why at Tiba Hospital the primary concern is not quick profit, but rather a reputation of Absolute Dedication to the provision of a Premium Standard of Healthcare to Children and their Mothers. That is why an emphasis has been made on choosing the most qualified and competent medical and nursing staff. And on the other side of the equation the managerial structure of the project has been masterminded so that the whole hospital functions smoothly in an orchestrated effort to achieve its mission of ultimate healthcare. On the Marketing front, Ace of Clubs Marketing Bureau, which had created Tiba's Marketing and Promotional Strategies, is currently helping the hospital's staff understand & implement the Mission and Vision of the project in an effort to hand over the daily implementation of the strategies to trained in-house staff. Finding suitable staff for the marketing aspect of the project was and still is rather difficult. Execution of the sophisticated Strategies set by AOC requires an absolute dedication to detail that is not readily available in the Egyptian Human Resources Market. The search is, however, still on.