Dell in talks with Kuwaiti distributor

Dell looking for in-country distributor to handle unique market requirements.

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By  Dawinderpal Sahota Published  August 25, 2007

PC vendor Dell has revealed it is currently in talks to sign an in-country distributor for the Kuwaiti market as it looks to optimise its coverage in a country it reckons possesses distinctive characteristics from the rest of the region.

"Kuwait is a unique market," claimed Michael Collins, general manager at Dell Middle East (pictured). "We're looking to cover the SMB segment in Kuwait through a local distributor; someone with presence, sales staff, stock and people on the ground, as opposed to a Gulf-regional distributor."

The SMB segment is a key focus for Dell, prompting the vendor to look for additional ways to develop its routes to market. Dell admits it is also in talks with other distributors in the region in an effort to extend its coverage of the Middle East.

"We are speaking to a few distributors and we're focusing on the important markets," revealed Collins. "We're taking a ‘market-backwards' approach to expansion and we're only looking to enhance coverage where we see potential areas of growth. But at the moment we're just in the discussion stage. We don't expect to make any announcements within the next month or so," he insisted.

News of the vendor's hunt for a Kuwaiti partner comes just a few weeks after its appointment of components-focused distributor Asbis to cover several Middle East markets. The vendor claims that although Asbis will cover a large section of the region, the distributors it is currently in dialogue with could be recruited to intimately address niches in certain markets.

"Where we see more unique markets, we'll look at appointing local distributors to cater to that specific market," explained Dave Brooke, marketing manager at Dell Middle East. "Where we see commonality between markets, we'll try and appoint a distributor with the logistics and inventory to cover a broader area. For example, Asbis has been appointed for the UAE and the wider-Gulf region," he said.

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