Albatron enhances its Middle East profile

Motherboard and VGA vendor Albatron has inked a deal with Al Yousuf in a bid to expand its reach into the Middle East. The Taiwanese vendor has also extended its distribution deal with Summit to incorporate Iraq and claims it is still on the lookout for a local distributor to focus on Saudi.

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By  Dawinderpal Sahota Published  February 15, 2007

Motherboard and VGA vendor Albatron has inked a deal with Al Yousuf in a bid to expand its reach into the Middle East. The Taiwanese vendor has also extended its distribution deal with Summit to incorporate Iraq and claims it is still on the lookout for a local distributor to focus on Saudi. Dottie Chen, sales specialist at Albatron, said: “We want to have fortitude in three main markets: Egypt, Saudi Arabia and Iran; those are our three main markets of focus in the Middle East. We’re already strong in Egypt and Iran, but for Saudi we are still trying to find a suitable distributor.” Following these distribution agreements, Albatron claims it is now in a strong position —with two distributors based in Dubai — to penetrate markets in the region such as Iraq, the Levant countries and Kuwait. Summit has already built foundations with Albatron in Syria and will now be expanding its reach with the vendor into Iraq. Al Yousuf will distribute to all countries in the Middle East apart from Iraq, Iran, Syria and Egypt. “Summit has already been distributing in Syria and it is quite good in developing new markets. It has already started to conquer new markets from Dubai, so we chose to extend our distribution strategy with it. Our brand image is growing and brand recognition is now quite strong in the Middle East so Al Yousuf was interested in working with us and we were very willing to work with such a good company,” added Chen. The vendor says that with the Middle East being a strategic area of focus, it is important to have distributors based in the region who understand the market dynamics. Albatron claims to employ a laissez-faire policy towards distributors, giving them the freedom and responsibility of representing the vendor’s brand in the region. “Every country has their own culture and consumer behaviour and this is very apparent in business. We cannot really understand the requirements of the customer as well as local companies can so we don’t get involved in selecting partners. The selected distributors create our brand image in the Middle East, but we also work closely with our customers to offer support,” concluded Chen.

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