BenQ to focus on consumer segment

BenQ Middle East, has unveiled plans to improve the company's business operations in the region, as part of its drive to target the consumer segment.

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By  Maddy Reddy Published  January 21, 2004

BenQ today unveiled a focused year-long strategy plan to further improve the company's business operations in the region, as part of its drive to continue growing market share in the Middle East. The vendor said it would continue to target the consumer segment for 2004. After a profitable 2003, BenQ said its 2004 sales targets are even higher. Since 2000, global revenues have steadily grown from US$1.7 billion to a high of US$3 billion in 2002. Two years ago, the 20-year old Acer Communications and Multimedia Group changed its brand name to BenQ (pronounced Ben-Cue) and currently employ more than 15,000 employees worldwide. “While the Middle East is viewed as a new market for BenQ, we are aware of its importance to the company's overall success. The home technology market is growing faster in the Middle East than it is in Europe and we want to be at the centre of that development,” says Robert Dung, managing director, BenQ Middle East. “In the Middle East, the PC market is growing at around 10% and BenQ is growing by about 18%, so this market is very important to us. We have market share of 15% in optical storage and for image product such as scanners we have more than 20 percent. During 2004, we aim to increase our market share by at least 5% in each of these sectors,” adds Dung. As part of BenQ's aim to improve its global revenue results, the company said it was placing extra emphasis on the Middle East market. At its regional centre the vendors has increased management and sales staff with further plans to substantially increase its inventory and operations in the region. The vendor expects to conduct year-long surveys, to study the spending patterns and trends of Middle East customers. During 2004, BenQ is expecting a rise in demand for wireless technology and mobile products. Additionally, it anticipates a spike in demand for large-screen LCD TVs. “Over the years, the difference between the commercial market and the home market has become increasingly blurred - new technology needs to be both functional and fun, and at BenQ that is what we specialise in,” adds Dung.

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