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MARKET ENTRY STRATEGY AND REPRESENTATION FOR INDUSTRIAL EQUIPMENT SUPPLIER

Market Entry Oil Gas Consultancy

Clients Challenge

A prominent manufacturer of electric heaters and heat control panels had a major share of the market in China and Singapore and as part of the company’s expansion plans, it decided to enter into the Middle East region in order to tap into a fast growing market. Having headquarters and its engineering facility in Singapore, our client, a subsidy of a Chinese conglomerate had its manufacturing facility in China with no experience or knowledge about the Middle East region. Due to strict prequalification procedures and registration criteria, the client was unable to make a name for itself even after a year of trying to participate in projects in the region.

 

Our Solution

After being appointed as a consultant and business development partner in the region, Contax Partners helped the client understand the GCC project market overview in terms of the various projects and opportunities that existed for the client. As part of its consultancy services, Contax Partners developed a pipeline of priority projects for a 24 month period whereby Contax Partners and the client should focus the majority of efforts. Once high priority projects were identified, Contax Partners facilitated several high level meetings with project owners and EPCs in order to understand the perception and acceptance of Asian electric heater manufacturers since Chinese manufacturers in particular are not preferred over their European counterparts in the GCC market.

During the course of these meetings, Contax Partners understood that there were only 3 active manufacturers of the specific equipment in the region. Having this as a strategic entry point, Contax Partners promoted the client’s product and reputation so the EPCs and project owners would benefit from a more competitive landscape with a fourth player entering the market. Contax Partners embarked on a business development exercise of prequalifying the client as a registered vendor with select project owners, collecting RFQs, formulating proposals, and negotiating on behalf of our client. In the meanwhile, Contax Partners also advised the client to take on some small projects where prequalification procedures were not necessary, in order to gain some project experience in the Middle East.

 

IMPACT OF CLIENT'S BUSINESS

As a result of Contax Partners’ prolonged and methodical efforts, the client has slowly expanded its market presence within the GCC region and has a strong market presence in 3 countries - UAE, Oman and Kuwait, having completed the prequalification process with many of the key project owners and receiving one-off approvals on select projects.

 

LET US HELP YOU SUCCEED IN THE ENERGY MARKET!

 

Contax Partners assists project owners, contractors and suppliers to maximize opportunities associated with these projects, guide them on the underlying risks related to execution and the effects of increasing project workload. 

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Since our establishment in 1985, Contax Partners has been the advisor of choice for companies operating within the constantly evolving Middle East and Africa energy sector. Having operated in the energy market for over 30 years, we have a track record of empowering our clients to win business. Contax Partners is well placed to understand the challenges, and what impact these can have on your growth plans for the Middle East and Africa. 

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