Gigabyte plans regional base

Taiwanese components giant Gigabyte is launching a regional office based in Dubai. The operation will be up and running by the end of 2004 and will act as an RMA and marketing base for Gigabyte.

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By  Alex Malouf Published  October 19, 2004

Taiwanese components giant Gigabyte is launching a regional office based in Dubai. The operation will be up and running by the end of 2004 and will act as an RMA and marketing base for Gigabyte. “By the end of this month our staff should be here and the operation should be set up,” said Eunice Chen, Gigabyte marketing account manager for the Middle East and North Africa. “There will be three engineers and a dedicated marketing team based full time in Dubai focusing solely on the Middle East region.” Gigabyte has been planning to open a Middle East office for over a year and has now taken the plunge. The vendor aims to reduce costs and improve its understanding of the Middle East through a direct presence and closer links with distributors. “Dubai is the perfect location for a base — it is the gateway to the GCC and Iran where most of our business is done. Having a RMA centre here rather than shipping back to Taiwan will substantially reduce costs. On another level we are aggressively building a brand in the Middle East. Actually being present here will give us insights into customer perception and allow us to launch localised marketing campaigns,” added Chen. Gigabyte employs a dual distribution strategy in the Middle East through a mix of exclusive distribution deals and in-country partnerships. Golden Systems acts as Gigabyte’s sole distributor for the UAE and Iran, while the vendor has multiple partnerships for other Middle East markets. Gigabyte enjoys high market share in Iran and is looking to replicate that success in both Saudi Arabia and Egypt. With a direct presence the vendor plans to ramp up marketing in both Saudi and Egypt.

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