BenQ readies phase two

BenQ plans to open offices in Saudi Arabia and Egypt before the end of 2004 as the lifestyle device vendor embarks on the second phase of its aggressive regional expansion plan.

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By  Stuart Wilson Published  June 17, 2004

BenQ plans to open offices in Saudi Arabia and Egypt before the end of 2004 as the networking lifestyle device vendor embarks on the second phase of its aggressive Middle East and Africa (MEA) expansion plan. Branding and closer links with in-country channel partners are the driving forces behind BenQ’s efforts to build local touch. “We have already opened liaison offices in South Africa, Turkey and Iran as phase one of the regional expansion,” explains Manish Bakshi, director and chief operating officer at BenQ MEA. “Phase two will involve opening offices in Saudi Arabia and Egypt. The Saudi Arabia office will open at the end of the third quarter with an Egyptian office opening before December.” With full year global 2003 sales hitting US$3.6bn at BenQ, operations in MEA pulled in approximately 7% of this total. The new offices will play a prominent role in boosting BenQ’s MEA sales even higher and forging deeper links with in-country channel partners. “The three countries we have already opened liaison offices in managed to double BenQ sales in those countries within the first three months,” says Bakshi. “The major function of the offices is to drive relationships with resellers, dealers and retailers and educate them on new products as well as BenQ’s policies and strategies.” “These local offices do not hold inventory in-country or invoice. The offices focus on sales and marketing and also appointing external service providers. Building local services networks is a real focus for BenQ now. We are also looking to push down to grass roots level in every country and develop relationships with the second tier resellers and retailers. The local offices can drive sales and branding efforts alongside BenQ's distributors,” adds Bakshi. BenQ’s choice of countries to launch local offices in is a carefully calculated decision. Each market targeted so far has a total addressable market (TAM) of at least 350,000 PCs per annum. The investment made in each country is controlled at a headquarter level with the expenses incurred measured against the rise in revenues it produces.

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