Toshiba broadens retail distribution channels in UAE

Santosh Varghese, regional sales & marketing manager for Toshiba Middle East, said: "The UAE market is the biggest for us in the Middle East, in terms of current market and growth potential. Together with Al-Futtaim Technologies, we have taken the conscious decision to broaden our business-to-consumer retail channels.

"Jumbo Electronics and Virgin have a select portfolio of high-profile stores, which combine high footfall with excellent customer service and product knowledge."

This focused and compact distributor strategy has paid off for Toshiba in 2004. Al-Futtaim Technologies, their sole distributor in the UAE, has doubled its Toshiba unit sales year-on-year.

Varghese added: "Our strategy to go with a compact distributor network - usually a single distributor in each country - has led to increased focus, product awareness, and customer intimacy.

"We have selected distributors who have the right strategic approach, the proper market segmentation and a solid financial base, as well as a commitment to grow the business and market share with us."

At a recent ceremony, Toshiba Gulf recognised its top resellers of 2004 in three categories: Plug-Ins Electronix and Dubai Duty Free for retail activity; Computronics Trading LLC and Computer Care for best reseller in the SMB category; and Alpha Data Abu Dhabi and PC Centre Dubai for value-added reseller.