ELARABY: Orchestrating a fast-paced business process transformation for greater visibility, responsiveness, and efficiency
en
Industry
Manufacturing; retail home appliances
Region
Cairo, Egypt
Company Size
>45,000 employees
Continuous improvement from data-driven decision-making
Egyptian consumer electronics and appliances powerhouse ELARABY Group modernized core business processes on an SAP Cloud ERP Private solution with SAP Signavio Process Transformation Suite. By reducing data silos and improving cross-functional collaboration, ELARABY can reshape supply chain visibility, demand planning accuracy, and transportation planning efficiency to stay ahead in a competitive market.
75%
of processes remodeled.
18
corrective actions taken for 18 processes using insights.
60
processes evaluated and assessed using insights.
"With SAP Signavio Process Transformation Suite, we’ve gained end-to-end process transparency, accelerated decision-making, and achieved operational excellence across our value chain."
- Ihab Selim, Chief Information Officer, ELARABY Group
Reshaping core business processes for better accuracy and efficiency
ELARABY Group is an Egyptian family-owned corporation and a recognized leader in consumer electronics and appliances manufacturing in the Middle East and North Africa region. Besides manufacturing and marketing its own brands, the company manufactures for international brand giants, including Tornado, HELLER, and KAJITO.
Structured into 15 companies, the organization operates 39 modern production facilities across four regions, as well as a vast distribution network. Its operations encompass more than 3,000 sales partners and 40 sales branches, supported by more than 550 service and support centers.
With the emergence of increased competition from international manufacturers entering the Egyptian market, ELARABY’s reliance on manual processes had the potential to hinder fast decision-making and operational agility. Likewise, continuing to manage more than 15,000 suppliers and multiple factories without sufficient digital capabilities would become more demanding.
To stay ahead, ELARABY decided to modernize core processes, encompassing manufacturing, supply chain management, procurement, logistics, sales and operations planning, and after-sales service by migrating to SAP Cloud ERP Private. With a focus on eliminating data silos and improving cross-functional collaboration, ELARABY identified supply chain visibility, demand planning, transportation planning, and integration across functional areas as its most pressing needs.
"SAP is a trusted, industry-leading technology partner with a proven track record of enabling transformation in complex manufacturing operations. Since our strategic partnership was established in 2003, SAP solutions have supported our growth, streamlined our operations, and helped us remain competitive in global markets."
- Ihab Selim, Chief Information Officer, ELARABY Group
Driving process visibility and data-based decision-making
The move to SAP Cloud ERP Private presented ELARABY with the perfect opportunity for a major business process transformation. Establishing executive sponsorship, clear alignment between IT and business goals, and robust change management practices, the company set new business objectives for operational excellence. These objectives included harmonizing processes, improving data transparency, standardizing workflows, enhancing forecasting accuracy, and reducing costs through automation. From an IT perspective, the company wanted a scalable, integrated process management tool to empower business users with real-time insights while supporting continuous innovation and process excellence.
To support transformation success and new technology adoption, ELARABY invested in SAP Signavio Process Transformation Suite. The suite includes the SAP Signavio Process Modeler solution for modeling and standardizing processes, SAP Signavio Process Collaboration Hub for cross-functional alignment, and the SAP Signavio Process Insights solution for identifying inefficiencies. It also includes the SAP Signavio Process Intelligence solution for advanced analytics capabilities and the SAP Signavio Process Governance solution for helping ensure compliance and process ownership. Ihab Selim, chief information officer at ELARABY Group, comments, “Together, these tools help us accelerate continuous improvement and align processes with our strategic objectives.”
Beyond the comprehensive features offered by SAP Signavio, ELARABY was impressed by the smooth integration potential. Selim explains, “By integrating SAP Signavio into our SAP solution landscape, we’d get real-time process analytics and a unified base for process management and governance. The integration eliminates data silos and enables process improvements to be directly actionable within our operational systems.”
"One unexpected benefit of adopting SAP Signavio has been the positive cultural shift toward collaboration and ownership, because process transparency has encouraged teams to work more cohesively and proactively address issues."
- Ihab Selim, Chief Information Officer, ELARABY Group
Powering dynamic decision-making through data-driven insights
SAP Signavio solutions helped ELARABY supercharge its procurement process transformation—focused on procure-to-pay, lead-to-cash, source-to-pay, manufacturing, and after-sales processes—by identifying EGP 2.6 billion (US$55.2 million) in potential value from detecting and resolving inefficiencies. With improved cross-departmental collaboration and process alignment, ELARABY can resolve procurement process bottlenecks, standardize supplier onboarding, and streamline the procure-to-pay cycle. What’s more, with decision-making powered by data, there are opportunities to reduce lead times, improve compliance, and enhance supplier collaboration.
Since adopting SAP Signavio, ELARABY has evaluated 60 processes and identified more than 40 process changes across procurement, manufacturing, logistics, and customer service, each potentially contributing to measurable efficiency gains. This includes increasing planning precision, reducing order-cycle times, and achieving big results in transportation management by optimizing load planning.
Likewise, with insights from SAP Signavio Process Insights and SAP Signavio Process Intelligence providing data-driven visibility into process performance, ELARABY’s teams can base decisions on actual operational metrics rather than assumptions. So far, 18 corrective actions have been taken on 18 processes, allowing for better alignment with strategic goals.
"With SAP Signavio, we’re aiming to foster a culture of data-driven decision-making, cross-functional collaboration, and continuous improvement. Employees at all levels now have greater visibility into their processes and understand how their roles contribute to overall performance."
- Ihab Selim, Chief Information Officer, ELARABY Group
Directing fast-paced continuous process optimization
As ELARABY moves ahead with its business process transformation, its first goal is to complete the standardization of core processes across all business units and then target holistic process automation in key operational areas. Thereafter, the company aims to become a regional leader in smart manufacturing, supported by SAP’s evolving technology stack and innovation capabilities.
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