Toshiba ramps up retail channel

With Toshiba’s notebook sales zooming ahead in the UAE, Al-Futtaim Technologies, the vendor’s sole in-country distributor, has taken the opportunity to bolster its retail reach with the announcement of deals to supply both Jumbo Electronics and Virgin.

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By  Stuart Wilson Published  February 3, 2005

With Toshiba’s notebook sales steaming ahead in the UAE, Al-Futtaim Technologies, the vendor’s sole in-country distributor, has taken the opportunity to bolster its retail reach with the announcement of deals to supply both Jumbo Electronics and Virgin. Santosh Varghese, regional sales and marketing manager for Toshiba Middle East, said: “The UAE market is the biggest for us in the Middle East, in terms of current market and growth potential. Together with Al-Futtaim Technologies, we have taken the conscious decision to broaden our business-to-consumer retail channels.” “Jumbo Electronics and Virgin have a select portfolio of high-profile stores, which combine high footfall with excellent customer service and product knowledge,” he added. Al-Futtaim has doubled its Toshiba unit sales year-on-year. Varghese added: “Our strategy to go with a compact distributor network — usually a single distributor in each country — has led to increased focus, product awareness, and customer intimacy.” “We have selected distributors who have the right strategic approach, the proper market segmentation and a solid financial base, as well as a commitment to grow the business and market share with us,” he continued. Toshiba’s limited distribution policy allows it to exert greater control over channel margins. With preliminary Middle East PC shipment figures for the fourth quarter of 2004 now circulating the market, channel insiders claim that Toshiba put in a stellar performance.

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