Canon boosts logistics chain

Canon Middle East's status has risen to an independent entity within Canon world wide providing regional resellers with greater supply flexibility.

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By  Michelle Sturman Published  March 25, 2001

Canon Middle East will deliver faster and better logistics to its resellers, as a result of its new status as a full Canon subsidiary.

Quicker time to market will be achieved by holding surplus stock in local warehouses—something it was unable to do previously, and through a stronger forecasting position as an independent entity, according to Ammar Alul, head of business strategy for Canon Middle East.

“We could have warehoused here as a representative office, but it would have been more of a shared control operation with Europe. We would have had to revert back to Europe for more issues than we have to now.”

As part of the change in Canon’s local status, general manager Gordon Jones was promoted to president of Canon Middle East, and achieved broader powers besides the ability to make more independent stocking decisions.

“Regarding internal issues, staffing, and the things that go along with that, the president of Canon Middle East now has more authority than the GM of a representative office,” said Alul.

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