BenQ Middle East announces ambitious expansion

Building on its already highly successful presence in the region, BenQ is undergoing significant expansion to cater for an expected increase in its customer base in the region.

Across the region, a concerted recruitment programme has boosted the company's total Middle East workforce by more than a third. These additions to Ben Q's regional team are intended to support a demanding campaign of business development being mounted in both new and established markets.

"Growth rates are a reliable indication of the success, or otherwise, of businesses operating in challenging markets such as the Middle East," said Robert Dung, managing director, BenQ Middle East. "BenQ has established itself in the region as a reliable vendor of original products for every digital technology need, but there are still many potential customers yet to hear our digital lifestyle message."

In addition to the new staff members, who will be distributed across the region, BenQ has announced strategic expansion in two key markets. The appointment of the company's first country sales manager in Iran will exploit opportunities in one of the region's largest but most under-targeted countries, while the opening of a new office in Turkey extends BenQ's presence in the Middle East to its northernmost boundaries.

"We have enjoyed immense recognition and sales success in the GCC countries, where we have become one of the most recognisable brands for digital technology," said Dung. "We take a strategic approach to all of our decisions, and exhaustive market research shows that the potential rewards for investment in Iran and Turkey are considerable. That is why we are deepening our participation in those markets."

The final major transition announced by BenQ is the long-awaited relocation of the Dubai regional headquarters. BenQ Middle East's head office, situated for years next to the company's Jebel Ali warehouse, has moved into an impressive new space in the centre of Dubai. The move will equip sales and technical staff with the most advanced and comfortable facilities, while freeing up storage space at Jebel Ali.

"It is important for us to have a head office befitting our status as one of the region's premier vendors of digital lifestyle technology," said Dung. "Equally, having more room at the Jebel Ali site will enhance our distribution process. Taken together, the expansion plans we have announced reflect BenQ's successes in the region and our hopes for continued high achievement."