Dubai distributor finishes restructuring

Middle Eastern distributor Empa has completed the restructuring of its operations, which it claims will give it increased focus to smaller markets in the region as well as the UAE.

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By  Dawinderpal Sahota Published  September 23, 2007

Middle Eastern distributor Empa has completed the restructuring of its operations, which it claims will give it increased focus to smaller markets in the region as well as the UAE.

The distributor has also set up a dedicated customer service department to provide resellers with improved after-sales support services.

Empa recently recruited a number of new staff from the ex-Tech Data team and believes that by stepping up its engagement in countries such as Bahrain, Qatar and certain North Africa and CIS countries, it can increase customer penetration and boost profitability.

"Assigning the right people for the right job is fundamental to any organisation, and this formed the basis for Empa's front office restructuring," said Shahood Khan, sales and marketing director at the distributor. "Further, this restructuring will help our vendors realise their market share goals and help us expand our vendor portfolio, as the structure is designed to accommodate new vendors," he added.

Empa recently opened a new office and warehouse in Jebel Ali. Khan reckons the restructuring brings it closer to customers and aligns it with vendors and partners, equipping it to deal with market threats and capitalise on opportunities more effectively.

"The restructuring enables us to increase our credit line for existing customers and add new resellers to cater to our fast-growing customer base," he said. "Moreover, the realignment helps us achieve the right balance of product and territory focus, which will positively reflect on our profitability," concluded Khan.

Empa holds distribution rights for an array of vendors including Toshiba, Lacie, Kingston, Samsung, Fujitsu and Asus amongst others. It delivers to markets across the GCC, Levant, North Africa and the CIS.

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