1.
‫اﻟﻰ‬ ‫اﻟﻌوده‬‫اﻷدوات‬‫ﻧﺎﺟﺣﮫ‬ ‫ﻧﺗﺎﺋﺞ‬ ‫اﻟﻰ‬ ‫ﻟﻠوﺻول‬ ‫ﺑﻛﻔﺎءه‬ ‫اﺳﺗﺧداﻣﮭﺎ‬ ‫و‬ ‫اﻟﺗﻘﻠﯾدﯾﮫ‬
‫ﻋن‬ ‫داﺋم‬ ‫ﺟدل‬ ‫ﯾدور‬‫اﻷدوات‬‫اﻻﺳﺗراﺗﯾﺟﯾﺔ‬‫اﻟﻣﺳﺗﺧدﻣﺔ‬‫او‬ ٌ‫ﻣﻌﯾﺎر‬ ‫ظﮭر‬ ‫ﻛﻠﻣﺎ‬ ‫اﻻداره‬ ‫ﻋﻠم‬ ‫ﻓﻲ‬‫أداة‬‫ﻣن‬ ‫ﺟدﯾده‬‫أدوات‬‫ﺗﻘﯾﯾم‬
‫اﻟﻰ‬ ‫ﻟﻠوﺻول‬ ‫ﻓﯾﮭﺎ‬ ‫اﻟﻣوﺟدة‬ ‫اﻟﻌﯾوب‬ ‫ﺗﺣدﯾد‬ ‫او‬ ‫اﻟﻣؤﺳﺳﺎت‬‫إﺻﻼﺣﮭﺎ‬‫رﻓﻊ‬ ‫و‬‫أداء‬‫اﻟﻣؤﺳﺳﮫ‬.
‫ھذه‬ ‫ﻣن‬‫اﻷدوا‬‫ت‬‫ھﻲ‬ ‫ﻣﻧﮭﺎ‬ ‫اﺣدث‬ ‫ﺑﺎدوات‬ ‫ﻣﻘﺎرﻧﺔ‬ ‫ﺟدواھﺎ‬ ‫ﻋن‬ ‫و‬ ‫ﻋﻧﮭﺎ‬ ‫اﻟﺣدﯾث‬ ‫ﯾدور‬ ‫اﻟﺗﻲ‬‫أداة‬‫اﻟﻣﺳﻣﺎه‬ ‫اﻟﺗﺣﻠﯾل‬SWOT‫او‬
‫اﻟﻔرص‬ ‫و‬ ‫اﻟﺗﺣدﯾﺎت‬ ‫ﺗﺣدﯾد‬ ، ‫اﻟﻘوه‬ ‫و‬ ‫اﻟﺿﻌف‬ ‫ﻧﻘﺎط‬ ‫ﺗﺣدﯾد‬‫اﻟﻣﺗﺎﺣﮫ‬‫ﻣن‬ ‫اﻋﺗﺑرھﺎ‬ ‫اﻟﺗﻲ‬ ‫و‬ ،‫اﻷدوات‬‫ا‬‫ﻟو‬ ‫ﻟﺟﻣﯾﻠﮫ‬َ‫ﺣﺳن‬ُ‫ا‬
‫اﺳﺗﺧداﻣﮭﺎ‬.
‫ﻣوﻟد‬ ‫ﻣﻛﺎن‬SWOT ‫ھو‬‫ﺟﺎﻣﻌﺔ‬‫ﺑﯾن‬ ‫اﻟﺳﻧوات‬ ‫ﻓﻲ‬ ‫ﺳﺗﺎﻧﻔورد‬1960-1970‫اﻟﺟﺎ‬ ‫ﻗﺎﻣت‬ ‫ﺣﯾث‬‫ﻣ‬‫اﻟﺷرﻛﺎت‬ ‫اﺣدى‬ ‫ﻣﻊ‬ ‫ﺑﺎﻟﻌﻣل‬ ‫ﻌﮫ‬
‫ﻟﺗﺣﻠﯾل‬‫ﻓﻲ‬ ‫اﻟﺿﻌف‬ ‫و‬ ‫اﻟﻘوه‬ ‫ﻧﻘﺎط‬‫أداﺋﮭﺎ‬‫ﺳﻣﻲ‬ ‫ﻣﺎ‬SOFT ‫او‬Satisfactory, Opportunities, Fails, and Threats،
‫اﻟﻰ‬ ‫اﻟﺻﯾﺎﻏﺔ‬ ‫ﺗطورت‬ ‫ﺛم‬SWOT : Strengths, Weaknesses, Opportunities, and Threats‫او‬ ،‫ﺑﺎﻷﺣرى‬:
-‫ﻟﺸﺮﻛﺘﻚ‬ ‫أو‬ ‫ﻟﺪﯾﻚ‬ ‫اﻟﻘﻮه‬ ‫ﻧﻘﺎط‬
-‫ﻟﺸﺮﻛﺘﻚ‬ ‫او‬ ‫ﻟﺪﯾﻚ‬ ‫اﻟﻀﻌﻒ‬ ‫ﻧﻘﺎط‬
-‫اﻟﻤﺘﺎﺣﺔ‬ ‫أﻟﻔﺮص‬
-‫اﻟﻘﺎﺋﻤﮫ‬ ‫اﻟﺘﮭﺪﯾﺪات‬‫اﻟﻤﺤﺘﻤﻠﮫ‬ ‫او‬
‫ﯾﺴﺎﻋﺪ‬ ‫اﻟﻤﺒﯿﻌﺎت‬ ‫إدارة‬ ‫ﺳﯿﺎق‬ ‫ﻓﻲ‬ SWOT ‫ﺗﻮاﻓﻖ‬ ‫إﯾﺠﺎد‬ ‫ﻋﻠﻰ‬ ‫وﯾﺴﺎﻋﺪ‬ ،‫ﻟﻔﺮﯾﻘﮭﻢ‬ ‫اﻟﺤﻘﯿﻘﻲ‬ ‫اﻟﻔﮭﻢ‬ ‫ﺗﻄﻮﯾﺮ‬ ‫ﻓﻲ‬ ‫اﻟﻤﺒﯿﻌﺎت‬ ‫ﻣﺪﯾﺮي‬
‫ﺗﻘﻒ‬ ‫أﯾﻦ‬ ‫ﻟﺘﺤﺪﯾﺪ‬ ‫اﻵراء‬ ‫ﻓﻲ‬‫رﺳﻢ‬ ‫ﻓﻲ‬ ‫اﻟﺒﺪء‬ ‫ﻗﺒﻞ‬ ‫ﻗﺴﻤﻚ‬ / ‫ﺷﺮﻛﺘﻚ‬‫اﺳﺘﺮاﺗﯿﺠﯿﺔ‬‫ﻣﺒﯿﻌﺎت‬.‫ﺟﺪﯾﺪه‬
‫ﻋ‬ ‫اﻟﺤﺪﯾﺚ‬ ‫ان‬ ‫ﻻﺣﻈﺖ‬‫ﻦ‬SWOT ً‫ﺎ‬‫ﻋﻤﻠﯿ‬ ً‫ﺎ‬‫ﻧﻤﻮذﺟ‬ ‫او‬ ً‫ﺎ‬‫ﺗﻄﺒﯿﻘ‬ ‫ﺗﻘﺘﺮح‬ ‫ﻻ‬ ‫ﻟﻜﻦ‬ ‫و‬ ‫اﻻداه‬ ‫ھﺬه‬ ‫ﻣﺎھﯿﺔ‬ ‫ﺗﺸﺮح‬ ‫ﻣﻜﺮره‬ ‫ﺟﻤﻞ‬ ‫ﻓﻲ‬ ‫ﯾﻨﺤﺼﺮ‬
‫ﺑﺎﻟﻔﻌﻞ‬ ‫و‬ ،‫اﻟﻌﻤﻠﯿﮫ‬ ‫اﻟﻮرﺷﮫ‬ ‫اﺛﻨﺎء‬ ‫طﺮﺣﮭﺎ‬ ‫اﻟﻮاﺟﺐ‬ ‫اﻻﺳﺌﻠﮫ‬ ‫ﯾﺸﻤﻞ‬ ً‫ﺎ‬‫ﻋﻤﻠﯿ‬ ً‫ﺎ‬‫ﻧﻤﻮذﺟ‬ ‫اﺗﺨﯿﻞ‬ ‫ان‬ ‫ﺳﻨﻮات‬ ‫ﻋﺪة‬ ‫ﻣﻨﺬ‬ ‫ﻗﺮرت‬ ‫ﻟﺬﻟﻚ‬ ،‫ﻟﮭﺎ‬
‫ﻣﺜﻞ‬ ‫ﻣﺨﺘﻠﻔﮫ‬ ٍ‫ت‬‫ﻣﺠﺎﻻ‬ ‫ﻓﻲ‬ ‫ﻋﺎﻣﻠﮫ‬ ٍ‫ت‬‫ﺷﺮﻛﺎ‬ ‫ﻋﻠﻰ‬ ‫اﻟﻤﻨﮭﺠﯿﮫ‬ ‫ھﺬه‬ ‫ﺟﺮﺑﺖ‬،‫اﻟﺒﻨﻮك‬ ‫و‬ ‫اﻟﻤﺎﻟﯿﮫ‬ ‫اﻟﻤﺆﺳﺴﺎت‬ ‫اﻟﻨﻘﻠﻮ‬ ،‫اﻟﺘﻮزﯾﻊ‬ ،‫اﻟﺘﺼﻨﯿﻊ‬ :
‫اﻻ‬ ‫ﺷﺮﻛﺎت‬‫ﺗﺼﺎﻻت‬‫اﻟﻄﯿﺮان‬ ‫ﺷﺮﻛﺎت‬ ‫و‬‫ا‬ ‫ﺷﺮﻛﺎت‬ ‫و‬‫ﻧﻮع‬ ‫ﻋﻨﮭﺎ‬ ‫ﻧﺘﺞ‬ ‫اﻟﻮرﺷﺔ‬ ‫ان‬ ‫ﻣﺮه‬ ‫ﻛﻞ‬ ‫ﻓﻲ‬ ‫وﺟﺪت‬ ‫و‬ ‫اﻟﺦ‬ ، ،‫اﻟﺘﻄﻮﯾﺮ‬ ‫و‬ ‫ﻟﺒﻨﺎء‬
"‫اﻻﻋﯿﻦ‬ ‫"ﻓﺘﺢ‬ ‫ﻣﻦ‬eye opening ‫ﻋﻠﻰ‬‫أﺷﯿﺎء‬‫ﺗﻀﻢ‬ ‫اﻟﺘﻲ‬ ‫اﻟﻮرﺷﮫ‬ ‫ھﺬه‬ ‫ﺧﻼل‬ ‫ﻣﻦ‬ ‫اﻻ‬ ‫اﻻداره‬ ‫ﻟﮭﺎ‬ ‫ﺗﻨﺘﺒﮫ‬ ‫ﻟﻢ‬ ‫و‬ ‫ﺑﺎﻟﻔﻌﻞ‬ ٍ‫ﺔ‬‫ﺣﺎﺻﻠ‬
‫ﻗﺴ‬ ‫ﻣﻦ‬ ‫ﺣﺎﺿﺮﯾﻦ‬‫اﻟﺘﺸﻐﯿﻞ‬ ‫و‬ ‫اﻟﺘﺴﻮﯾﻖ‬ ‫و‬ ‫اﻟﻤﺒﯿﻌﺎت‬ ‫ﻢ‬.
‫اﻻﺳﺋﻠﮫ‬ ‫ھذه‬ ‫ﻣن‬ ‫ﻋﯾﺑﻧﺔ‬ ‫ﻓﻲ‬ ‫اﺷرﻛﻛم‬ ‫دﻋوﻧﻲ‬‫ﺗﻘﯾﯾم‬ ‫اﻟﻰ‬ ‫ﺗﮭدف‬ ‫اﻟﺗﻲ‬ ‫و‬‫أداء‬‫اﻟﻣﺑﯾﻌﺎت‬ ‫ﻗﺳم‬:
) ‫اﻟﻘوة‬ ‫ﻧﻘﺎط‬‫ﻋواﻣل‬(‫داﺧﻠﯾﺔ‬
1.‫ﻣﺎ‬‫ﺑﮫ‬ ‫ﯾﺘﻤﯿﺰ‬ ‫اﻟﺬي‬‫ﺑ‬ ‫اﻟﺨﺎص‬ ‫اﻟﻤﺒﯿﻌﺎت‬ ‫ﻓﺮﯾﻖ‬‫أﺧﺮى‬ ‫ﺷﺮﻛﺔ‬ ‫أي‬ ‫ﻋﻦ‬ ‫ﺸﺮﻛﺘﻚ‬‫؟‬
2.‫ﻓﻲ‬ ‫ﻣﯿﺰة‬ ‫ﻋﻤﻼؤك‬ ‫ﯾﻌﺘﺒﺮه‬ ‫اﻟﺬي‬ ‫ﻣﺎ‬‫ﻟﺪﯾﻚ‬ ‫اﻟﺒﯿﻊ‬ ‫ﻟﻔﺮﯾﻖ‬ ‫ﯾﻘﺪروﻧﮭﺎ‬ ‫و‬ ‫اﻟﺘﻌﺎﻣﻞ‬‫؟‬
3.‫ﻣﻨﺎﻓﺴﯿﻚ‬ ‫ﻋﻨﺪ‬ ‫ﺗﻮﺟﺪ‬ ‫ﻻ‬ ‫اﻟﺘﻲ‬ ‫و‬ ‫ﺗﺒﯿﻌﮭﺎ‬ ‫اﻟﺘﻲ‬ ‫اﻟﻤﻨﺘﺠﺎت‬ ‫ﻣﺤﻔﻈﺔ‬ ‫ﻓﻲ‬ ‫اﻟﻘﻮه‬ ‫ﻧﻘﺎط‬ ‫ھﻲ‬ ‫ﻣﺎ‬‫؟‬
4.‫ﻣﻨﺎﻓﺴﯿﻚ‬ ‫ﻋﻦ‬ ‫ﻣﻨﻔﺮده‬ ‫ﻟﻠﺒﯿﻊ‬ ‫ﻣﻨﮭﺠﯿﺔ‬ ‫ﻟﺪﯾﻚ‬ ‫ھﻞ‬‫؟‬
(‫داﺧﻠﯾﮫ‬ ‫)ﻋواﻣل‬ ‫اﻟﺿﻌف‬ ‫ﻧﻘﺎط‬
1.‫ﺷﺮﻛﺘﻚ‬ ‫ﻓﻲ‬ ‫ﺿﻌﻔﺎ‬ ‫ﻣﻨﺎﻓﺴﻮك‬ ‫ﯾﻌﺘﺒﺮه‬ ‫اﻟﺬي‬ ‫ﻣﺎ‬
2.‫ﻣﺎذا‬ .‫ﯾﻌﺘﺒﺮه‬‫ﻓﻲ‬ ‫ﺿﻌﻔﺎ‬ ‫اﻟﺤﺎﻟﯿﯿﻦ‬ ‫اﻟﺰﺑﺎﺋﻦ‬‫طﺮﯾﻘ‬‫ﺔ‬‫اﻟﺒﯿﻊ‬,‫اﻟﺨﺪﻣﺔ؟‬ ‫أو‬ ،‫اﻟﻤﻨﺘﺞ‬
3.‫ﻋﻨﺪﻣﺎ‬‫ﺗﺮاﺟﻊ‬‫اﻟﺨﺴﺎره‬ ‫ﺗﻘﺎرﯾﺮ‬‫اﻟﺼﻔﻘﺎت‬ ‫ھﺬه‬ ‫اﻟٮﺨﺴﺎرﺗﻚ‬ ‫أدى‬ ‫أﻧﮫ‬ ‫ﺗﻈﻦ‬ ‫اﻟﺬي‬ ‫اﻟﺴﺒﺐ‬ ‫ﻣﺎ‬ ,‫؟‬
4.‫ﻣﺎ‬‫ﺗﺠﻨﺒﮭﺎ‬ ‫ﺗﺤﺎول‬ ‫اﻟﺘﻲ‬ ‫اﻟﻀﻌﻒ‬ ‫ﻧﻘﺎط‬‫؟‬
‫اﻟ‬‫ﻔرص‬(‫ﺧﺎرﺟﯾﮫ‬ ‫)ﻋواﻣل‬
1.‫ﻣﺎذا‬‫اﻟﺴﻮق‬ ‫ﻓﻲ‬ ‫ﺷﺮﻛﺘﻚ‬ ‫ﻣﻮﻗﻒ‬ ‫ﺗﻘﻮﯾﺔ‬ ‫اﻟﻰ‬ ‫ﺳﺘﺆدي‬ ‫ﻟﻠﺒﯿﻊ‬ ‫ﺟﯿﺪه‬ ‫ﻓﺮﺻﮫ‬ ‫ﺗﻌﺘﺒﺮه‬‫؟‬
2.‫ﻣﺎ‬‫ھ‬‫اﻟﺴﻮﻗﻲ‬ ‫اﻟﻘﻄﺎع‬ ‫ﻮ‬‫ﻣﻨﺘﻈﻤﺔ‬ ‫ﺑﺼﻔﺔ‬ ‫ﺷﺮﻛﺘﻚ‬ ‫ﻣﻦ‬ ‫ﯾﺸﺘﺮي‬ ‫اﻟﺬي‬‫؟‬
3.‫ﻋﺎﻟﯿﺔ‬ ‫اﻟﻤﻨﺘﺠﺎت‬ ‫ھﻲ‬ ‫ﻣﺎ‬‫أﺧﺮى‬ ‫أﺳﻮاق‬ ‫ﻓﻲ‬ ‫و‬ ‫اﻟﺴﻮق‬ ‫ﻣﻦ‬ ‫ﻋﺪﯾﺪه‬ ‫ﻗﻄﺎﻋﺎت‬ ‫ﻓﻲ‬ ‫ﻟﺒﯿﻌﮭﺎ‬ ‫ﺗﺤﺘﺎج‬ ‫اﺗﻲ‬ ‫اﻟﺮﺑﺢ‬‫؟‬
4.‫ﺗﻐﯿﯿﺮ‬ ‫ﻻﺣﻈﺖ‬ ‫ھﻞ‬‫ﻣﺒﯿﻌﺎﺗﻚ‬ ‫ﻟﺰﯾﺎدة‬ ‫إﺳﺘﻐﻼﻟﮫ‬ ‫ﯾﻤﻜﻨﻚ‬ ‫اﻟﺴﻮق‬ ‫ﻓﻲ‬ ‫ﻣﻌﯿﻦ‬‫؟‬

2.
(‫ﺧﺎرﺟﯾﮫ‬ ‫)ﻋواﻣل‬ ‫اﻟﺗﮭدﯾدات‬
1.‫ﻧﺴﺒﺔ‬ ‫ﺗﺄﺗﻲ‬ ‫ھﻞ‬25%‫ﻣﻦ‬ ‫إﯾﺮاداﺗﻚ‬ ‫ﻣﻦ‬10%‫ﻋﻤﻼﺋﻚ‬ ‫ﻣﻦ‬‫؟‬
2.‫اﻟﺘﺤﺪﯾﺎت‬ ‫ھﻲ‬ ‫ﻣﺎ‬‫ﻟﺪﯾﻚ‬ ‫اﻟﺒﯿﻊ‬ ‫ﻣﻮظﻔﻮ‬ ‫ﯾﻮاﺟﮭﮭﺎ‬ ‫اﻟﺘﻲ‬ ‫اﻟﻤﺘﻜﺮره‬‫؟‬
3.‫ﻣﻨﺎﻓﺲ‬ ‫ھﻨﺎك‬ ‫ھﻞ‬‫اﻟﺴﻮق‬ ‫ﻓﻲ‬ ‫ﻋﻠﯿﻚ‬ ‫اﻟﻔﻮز‬ ‫ﻓﻲ‬ ‫ﯾﺴﺘﻤﺮ‬ ‫ﻣﺎ‬‫؟‬
4.‫ﻟﺸﺮﻛﺘﻚ؟‬ ‫اﻟﻤﻌﺪوﻣﺔ‬ ‫اﻟﺪﯾﻮن‬ ‫ﻗﯿﻤﺔ‬ ‫ﻣﺎھﻲ‬
5.‫ھﻞ‬‫ﻣﺒﯿﻌﺎت‬ ‫ﻋﻦ‬ ‫راض‬ ‫أﻧﺖ‬‫؟‬
‫ﺗﺣﺗﺎج‬ ‫اﻟﺗﻲ‬ ‫اﻻﺳﺋﻠﮫ‬ ‫ﻣن‬ ‫ﻋﯾﻧﺔ‬ ‫ھذه‬‫اﻹﺟﺎﺑﺔ‬‫ﺑﺟ‬ ‫ﻟﺗﺧرج‬ ‫ﺷﻔﺎﻓﯾﮫ‬ ‫و‬ ‫ﺑﺄﻣﺎﻧﮫ‬ ‫ﻋﻧﮭﺎ‬‫ﻻﻛﻣﺎل‬ ‫ﺳﻧﺣﺗﺎﺟﮫ‬ ‫اﻟذي‬ ‫و‬ ‫اﻻرﺑﻌﮫ‬ ‫اﻟﻧﻘﺎط‬ ‫ﻓﯾﮫ‬ ٍ‫ل‬‫دو‬
‫اﻟﺧط‬ ‫اﻟﻰ‬ ‫ﺑﺎﻟوﺻول‬ ‫اﻟﻌﻣل‬ ‫ھذا‬‫و‬‫اﻟﺗﺎﻟﯾﮫ‬ ‫ه‬‫ھﻲ‬ ‫و‬‫ﺟدول‬TOWS ‫ﺣﯾث‬‫ﻧرﺑط‬‫اﻟﺟدول‬ ‫ھذا‬ ‫ﻓﻲ‬‫ﺑﯾن‬‫اﻟﺿﻌف‬ ‫ﻧﻘﺎط‬Weakness
‫ﺗﺣدث‬ ‫اﻟﺗﻲ‬ ‫اﻟﺗﮭدﯾدات‬ ‫و‬Threats ‫ﻛذﻟك‬ .‫ھذه‬ ‫اﻟﺿﻌف‬ ‫ﻧﻘﺎط‬ ‫ﺑﺳﺑب‬‫ﺑﯾن‬ ‫ﻧرﺑط‬‫اﻟﻘوه‬ ‫ﻧﻘﺎط‬Strength‫ﯾﻣﻛن‬ ‫ﻛﯾف‬ ‫و‬
‫اﻟﻣوﺟوده‬ ‫اﻟﻔرص‬ ‫اﻟﻰ‬ ‫ﻟﻠوﺻول‬ ‫اﺳﺗﺧداﻣﮭﺎ‬Opportunities.‫اﻟﺗﻣرﯾن‬ ‫ھذا‬ ‫ﺑﺎﺳﺗﻛﻣﺎل‬‫ﺑﺷﻘﯾﮫ‬SWOT , TOWS ‫ﻧﺧرج‬
‫ﻣﻌﯾﺎر‬ ‫و‬ ‫اﻟﻣطﻠوﺑﮫ‬ ‫اﻟﻣﯾزاﻧﯾﺎت‬ ‫و‬ ‫اﻟﻣﺻﺎﺣﺑﮫ‬ ‫اﻟﺗوارﯾﺦ‬ ‫و‬ ‫ﺑﻣﺎذا‬ ‫ﺳﯾﻘوم‬ ‫ﻣن‬ ‫و‬ ‫ﺑﮫ‬ ‫ﺳﻧﻘوم‬ ‫ﻟﻣﺎ‬ ‫واﺿﺣﮫ‬ ‫ﻋﻣل‬ ‫ﺑﺧطﺔ‬‫إﺗﻣﺎم‬‫اﻻﻋﻣ‬‫ﺎل‬
‫اﻟﺦ‬ ،‫اﻟﻣﮭﻣﺎت‬ ‫و‬
‫أﺗﻣﻧﻰ‬‫ان‬‫أﻛون‬‫اﻟﻣؤﺳﺳﺎت‬ ‫ﻋﻠﻰ‬ ‫ﺟﻣﮫ‬ ٍ‫ة‬‫ﺑﻔﺎﺋد‬ ‫ﻟﺟﺎءت‬ ‫اﯾﺗﺧداﻣﮭﺎ‬ َ‫ُن‬‫ﺳ‬َ‫ﺣ‬ ‫ﻟو‬ ‫اﻟﺗﻲ‬ ‫و‬ ‫اﻟﻛﻼﺳﯾﻛﯾﮫ‬ ‫اﻻداه‬ ‫ھذه‬ ‫ﻋﻠﻰ‬ ‫اﻟﺿوء‬ ‫اﻟﻘﯾت‬ ‫ﻗد‬
‫اﻟﻣﺧﺗﻠﻔﮫ‬.
‫ا‬ ،‫ﻋﺛﻣﺎن‬ ‫آﺷرف‬‫ﻣﺎﯾو‬ ‫ﻟﻘﺎھره‬٢٠١٧