BenQ Middle East experiences strong growth in Tunisia

As part of the deal, Texacom SA will supply BenQ's range of products to resellers in Tunisia. BenQ, which enjoys strong sales levels in the Middle East, is already experiencing strong demand for its products based on the maturity of the country's IT market.

"BenQ entered the Tunisian market in November last year, and since then our sales have grown at 20 percent each month. This monthly growth means that, overall, we will have experienced a total of 40 percent growth in sales in 2003," said Robert Dung, managing director, BenQ Middle East.

"Based on the maturity of the market and the results that we are already achieving, we anticipate the business will be as strong there as it is now in the UAE and Europe. Achieving such high levels of success already in Tunisia gives us confidence to continue our expansion into other markets in North Africa," added Dung.

BenQ already has strong market share in Egypt and plans to move into markets in Algeria, Libya and Morocco in the near future.

Demand for BenQ in Tunisia
BenQ has witnessed strong demand for its professional products based on the developed IT market in Tunisia. CRT monitors, LCD monitors, scanners and digital projectors have all been selling well in the North African country.

"People in Tunisia understand the importance of using technology to make life and work easier," said Dung. "With so much emphasis placed by the market on enjoyment and functionality, we are confident that our entire range of products - including our new range Joybook computers - will record outstanding sales levels."

To fully capitalize on the interest and demand in the market for BenQ products, the lifestyle technology company is formulating an enhanced marketing strategy, to include special offers and bundled product deals, for the end of the year.

"When BenQ entered the Tunisian market at the end of last year, it was immediately well-received by consumers. Our partner in Tunisia, Texacom SA, has contributed greatly to our success," commented Dung.

BenQ Distributes Products to Tunisia from Jebel Ali
BenQ products will be supplied directly to Tunisia from the company's warehousing and logistics facility at Jebel Ali Free Zone.

"With the products being exported from BenQ's factories in Malaysia, China and Taiwan to our facility at Jebel Ali Free Zone, we are able to ensure that we can respond quickly to the needs of the Tunisian market," explained Manish Bakshi, director and chief operating officer, BenQ Middle East.

BenQ's Jebel Ali plant has evolved to become the nerve-centre of its operations in the Middle East - shipping quality lifestyle products to countries across the GCC, Levant, South Africa, and now Morocco.

"Having the base at Jebel Ali Free Zone, with its state-of-the-art infrastructure, which is centrally located to all the major surrounding markets, we are perfectly positioned to carry on expanding into new territories across North Africa," added Bakshi.