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APC overhauls its operations in ME

APC has revamped its regional set-up as part of a series of actions designed to improve its support infrastructure in the Middle East.

APC has revamped its regional set-up as part of a series of actions designed to improve its support infrastructure in the Middle East.

The overhaul is set to provide the foundation for the company’s expansion in the region, with Dubai poised to become a focus of major investment by APC in the coming months.

As well as plans to scale up its local engineering resources, the firm is preparing to expand its warehousing capabilities, and introduce a regional technical support and telesales operation.

In its most dramatic move yet, APC recently merged its Middle East and African (MEA) sales teams so that they can function as a single entity.

Philip Hughes, regional manager, APC MEA, explained: “Regionalisation is a major step allowing us to have a much larger critical mass within APC’s Europe Middle East and Africa (EMEA) operations.”

“Within the two teams we had a number of supremely talented members who now have the ability to use that talent in a much larger business value.”

“In addition, re-distributing our sales team resources allows us to better match the needs of our customers.” he added.

The first phase of the regionalisation began last month with the promotion of Anna Podgornaya to regional channel manager for APC’s MEA region.

She boasts eight years experience with the vendor’s Middle East direct partner accounts unit and has constructed a team focused on channel management programmes and initiatives to drive growth among distribution partners.

APC is also making changes to its field sales operations, according to Hughes.

He said: “APC made the positive decision to re-focus on our channel activities to allow us to work with partners on major projects. Simultaneously, many other changes are in process. Some of those improvements have given us major issues as we design new programmes to improve the technical and sales excellence of our in-country partners. The work involved during this time has had some knock-on effects during the year.”

“We have worked to improve our supply chain and logistics providers world wide which has been an issue here in MEA, but it should be back up to where we want it to be during November,” he added.

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