BenQ targets Iran channel

IT hardware vendor BenQ is preparing a five-city dealer seminar tour of Iran this December. Calling in at Tehran, Tabriz, Mashhad, Shiraz and Isfahan, the vendor is expecting approximately 600 resellers to turn up and hear the latest on BenQ’s product portfolio.

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By  Stuart Wilson Published  November 16, 2004

IT hardware vendor BenQ is preparing a five-city dealer seminar tour of Iran this December. Calling in at Tehran, Tabriz, Mashhad, Shiraz and Isfahan, the vendor is expecting approximately 600 resellers to turn up and hear the latest on BenQ’s product portfolio. “Some 90% of Iranian IT sales come from these five cities,” explained Manish Bakshi, general manager at BenQ Middle East. “Iran is a massive market and BenQ realized its potential a long time ago. BenQ now has an LCD monitor factory in Iran that is responsible for manufacturing and distributing these products into both the private and public sector.” BenQ operates a dual channel strategy in Iran. As well as a channel focused on the assembly and distribution of LCD monitors, BenQ is also developing a channel focused on taking the rest of its product portfolio to market. With some finished goods attracting high customs duty when imported into Iran, BenQ’s decision to launch an in-country LCD manufacturing plant is a tactical move. Iran will also feature strongly in BenQ’s promotional activity during the next quarter. “We will focus a lot of our marketing effort during the next quarter in three countries: Iran, the UAE and Saudi Arabia,” adds Bakshi. “In Iran, the first step is the channel seminars running from December 12th to December 25th focusing on both dealers and distributors. In January, we will step up the promotional programme aimed at end users.” As well as building a committed channel in Iran, BenQ is also hopeful that it can pick up some significant tenders in the coming weeks. Bakshi claims that the Iranian IT market is already moving ahead of Saudi Arabia in terms of overall market size.

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