Shetatex: what is wrong with the textile industry?

Author's Department

El Khazendar Business Research and Case Center

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Ashraf Sheta

Document Type

Research Article

Publication Date

Spring 1-5-2019


The case addresses the story of Shetatex, a company working in the textile industry in the field of weaving. It describes the different strategies used by the company to maintain its competitive advantage, and how it was able to position itself in a highly differentiated niche market. The case also explores the challenges faced by the industry after the revolution and gives a full description of the organizational design and departments within the company. Finally, it ends with a dilemma of whether to continue in a market that is not growing, and also how to face the challenge of a lack of motivation among employees according to the current situation.

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