Golden Systems Middle East FZCo

COO: Ehsan Hashemi

Tags: Channel Middle East Power List 2010Golden Systems Middle EastUnited Arab Emirates
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Golden Systems Middle East FZCo COO: Ehsan Hashemi
By  Jonas Published  March 28, 2010 Channel Middle East Logo

Contact: +971 4 886 3300
Website: www.gse.ae
Headcount: 100
Active Accounts: 500
Regional Offices: UAE
Key Brands: AMD, Gigabyte, Kaspersky, Kingmax, Logitech
Ownership: Golden Systems Middle East is privately owned by a group of Middle East investors
2009 Sales:
US$109m
2008 Sales:
US$95m (Verified)

What measures have you taken to ensure your company remains competitive?

Inventory and cash-flow management were the two most important measures that we took. In terms of inventory management, we tied up with some good logistics companies to save on the transit time of the goods. For instance, if some goods took three weeks from Hong Kong or China to ship to Dubai, we got it down to two weeks or 12 days. So by that we were able to substantially reduce our inventory as well as the capital that is invested in inventory. That has also had positive implications on our cash flow as it meant we had less in-transit stock and were able to reduce our liabilities to the banks. The brands that we  represent are mostly quality brands and we are also able to offer very good after-sales support.

What are your main strategic plans when it comes to developing the business in 2010?

There are many new opportunities that have become available to us due to the downsizing and disappearance of many players in the market. We have seen some players move out or some players get pretty weak and that has left some room for us to grow. We will continue to concentrate on existing markets and reward our channels, as well as dedicate a certain amount of our resources to exploring emerging markets. There are certain under-developed markets that present strong potential, such as Iraq or those in North Africa and even Central Africa.

 

Company focus

Golden Systems is best known as the exclusive distributor for motherboard maker Gigabyte and even launched the vendor's new notebook range in the region last year, but the company has also worked hard to expand its product offering. Contracts with the likes of Kaspersky and Logitech have given GSME's portfolio a broader IT flavour. Its sales capabilities have also been supported by investments in after-sales resources to keep its ever-expanding dealer base satisfied.

Channel Middle East Verdict

Relocating to a new office and warehousing facility in Jebel Ali last year appears to have given Golden Systems a platform to move its business forward at a time when the components sector has been under intense pressure.

The company even houses Gigabyte's regional support functions at the all-purpose location. Aside from that, the distributor continues to be a strong re-export player from its centralised office in the UAE, reaching out into markets that others have struggled to penetrate.

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