Expanding Market Presence MENA

A leading German medical furniture company, sought to expand its market presence in the MENA region due to escalating demand for its products.

Introduction:

A leading German medical furniture company, sought to expand its market presence in the MENA region due to escalating demand for its products. Recognizing the need for a nuanced and strategic approach, the company engaged Theta, leveraging their extensive knowledge and experience in the field and the region.

Problem Statement:

The challenge lay in formulating a comprehensive strategy that could navigate the diverse market landscapes of Saudi Arabia, Kuwait, UAE, Bahrain, Qatar, Oman, Egypt, and Jordan. Theta aimed to establish a robust go-to-market plan, select suitable distributors, and ensure compliance with regulatory requirements, all while fostering strong partnerships and maximizing customer satisfaction.

Approach:

Theta's approach comprised a multi-faceted strategy. Beginning with a knowledge transfer through sales training, the team provided crucial market data for each country. The go-to-market strategy was then meticulously tailored to the unique characteristics of each region. Evaluation and implementation involved setting distributor criteria, leveraging Theta's network, conducting due diligence, negotiating and signing agreements. Marketing efforts included coordinated roadshows, double visits with distributors, and annual exhibitions. A robust reporting system ensured transparency, with monthly reviews and an annual distributors' meeting. Ongoing support involved sales assistance, pre-sales support, and active participation in key conferences and exhibitions.

Conclusion:

Through this comprehensive approach, the company and Theta collaborated to pave the way for successful market expansion in the MENA region. The case study illustrates how strategic planning, thorough evaluation, transparent reporting, and continuous support contribute to establishing a strong market presence and enduring partnerships in a dynamic and diverse market landscape.

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