Empa Middle East, a leading IT distributor in the Middle East and North Africa region, has announced that its recent front office restructuring is expected to significantly boost profitability and increase territory and customer penetration. The move is in line with the company’s strategy to adopt a ‘go to market’ model and to capitalise on the growing opportunities in the regional IT distribution business.
The restructuring has also resulted in trifurcation of Empa’s sales territory, which will facilitate increased focus on smaller markets such as Bahrain, Qatar and certain North African countries, while adding resources to Empa’s main market – the UAE. Following the realignment, a dedicated customer service department having a customer relationship management (CRM) system has been set up, which is expected to attract and retain more resellers.
“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, Director, Sales and Marketing, Empa Middle East. “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.”
“By being closer to the customer and aligning with vendors, we are better positioned to deal with market threats and capitalise on opportunities. The restructuring also enables us to increase our credit line for existing customers and add new resellers to cater to our fast-growing customer base. Moreover, the realignment helps us achieve the right balance of product and territory focus, which will positively reflect on our profitability,” added Khan.
Empa recently opened its new office in South Zone, Jebel Ali Free Zone, in line with its objective of enhancing infrastructure facilities and aligning with its rapid growth. The office is built on an 84,000 square feet plot, which also houses a warehouse.
Empa Middle East has been an Intel distributor since 1985. In addition to this, Empa is the authorised distributor of well known brands such as Asus, Biostar, Fujitsu, Infineon-Aeneon, Kingston, Samsung memory, Liteon, MSI, Philips, Surecom, Lacie and Toshiba. Empa has a market presence in Saudi Arabia, North Africa, CIS, Egypt and Levant, and UAE and the GCC countries. The company’s operations are divided into distribution, business solutions and retail, with the retail arm (e-retail) dealing in the distribution of IT products and consumer electronics to ‘power retailers’ across the Middle East.
