Irannara starts LCD production in Iran for BenQ

BenQ has teamed up with local partner Irannara to accelerate sales of its LCD monitors in Iran as it attempts to wrest market share away from LG. An SKD LCD manufacturing facility, which is wholly-owned and operated by Irannara, has been launched in Iran with an initial production capacity of 1,000 17” BenQ-branded LCD monitors per day.

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By  Stuart Wilson Published  February 12, 2005

BenQ has teamed up with local partner Irannara to accelerate sales of its LCD monitors in Iran as it attempts to wrest market share away from LG. An SKD LCD manufacturing facility, which is wholly-owned and operated by Irannara, has been launched in Iran with an initial production capacity of 1,000 17” BenQ-branded LCD monitors per day. “Producing locally in Iran makes sense for a number of reasons,” explained Manish Bakshi, general manager at BenQ Middle East. “It is a huge market and the difference in price between imported finished goods and those produced locally can be as much as 36%.” BenQ backed up the inauguration of Irannara’s LCD production facility with a five-city roadshow reaching out to Iran’s massive reseller base. The tour started in Tehran and called in at Isfahan, Shiraz, Masshad and Tabriz as BenQ educated local resellers on its background, product range and plans in Iran. “The response was phenomenal,” said Bakshi. “If we expected 200 people, 250 turned up. It was an overwhelming response from resellers and at every event we were bombarded with questions for more than an hour. I have never found such an enthusiastic crowd.” “Iran has been dominated by LG and resellers are always keen to have another vendor to work with. Whenever one company is dominant, there is always the possibility of a second player developing a strong presence,” he added. With Iran’s IT channel raring to go on BenQ kit, the vendor also hit the road in Saudi Arabia recently to enthuse local partners. In conjunction with distributor ESAP, BenQ executives traveled to Jeddah, Riyadh, Damman, Al Khobar and Madina, meeting more than 125 resellers. The visits aimed to increase awareness of BenQ’s point-of-sales branding. “Partners in the Kingdom provide a vital link between BenQ and our customers, and in order to provide the best service to both, we need to listen to their feedback, and if necessary act on it,” commented Robert Dung, managing director at BenQ Middle East.

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