Record sales for Aptec thanks to focus on SMBs and local markets

Despite a gloomy international outlook for the distribution business, Aptec is reporting record sales for the past quarter, and continued growth over the past eleven quarters.

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By  Mark Sutton Published  October 14, 2002

Despite a gloomy international outlook for the distribution business, Aptec is reporting record sales for the past quarter, and continued growth over the past eleven quarters. The company posted sales revenue of $70m for Q3 2002, with total revenues of $185m for 2002 to date.

Dr Ali Baghdadi, president and CEO of Aptec explained that the company has been successful because of its focus on core business: “We have been very focused, concentrating on growth and profitability, and we have been achieving that—confirming that the region is unaffected by the international happenings,” he said.

Aptec has continued to grow by concentrating on small-to-medium sized business in the Gulf and emerging markets throughout the Arab world. The company recently opened an office in Istanbul, to service Turkey and CIS countries, and continues to have strong growth in Central and North Africa, through its presence in Nigeria, Kenya, and Morocco.

“The idea is to identify the opportunity areas, and focus on those,” said Baghdadi. “We have focused on SMBs, as opposed to large tenders and projects, overall we have seen growth, and we are confident that the growth will continue.”

With a broad base of products, that includes networking, PCs, mobile telephony, components, enterprise lines and software, Aptec is careful to focus on one or two categories at a time in emerging markets, and to grow those, but more importantly is understanding the local markets, according to Baghdadi.

“One key feature in all of this is that we talk the local language — we are talking about habits, ways of doing business, banking methods, laws, all sorts, and we know how to talk the local language, be it in Saudi, or Egypt or Lebanon,” he said.

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