Overview Founded in 1987 and based in Cairo, Egypt, Fresh is a leading home appliances manu- facturer with fourteen factories across Egypt, Georgia, and Ethiopia. It has mul- tiple product lines, including refrigerators, air conditioners, and washing machines, with a total of 980 individual models. Fresh employs 7,000 people, and exports to 150 million customers in 52 countries, as well as operating a 24/7 call center for customer inquiries. Challenge With its fourteen factories in three coun- tries, not to mention its own customer call center, Fresh faces a number of logisti- cal challenges in managing its successful manufacturing business. “Each of our factories forms a discrete part of our operations,” said Abdelfattah Ali, IT Director at Fresh. “Therefore, co- ordination

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