Casio Computer, a global electronics manufacturing company, has announced the establishment of Casio Middle East in Dubai, its first sales and marketing office in the region, set to commence sales and marketing operations from October.

Casio has been supplying products to countries in the Middle East through sales agents since the mid-1970s. In 1994, Casio set up a representative office in Dubai to function as a point of contact for its customers.

“In recent years, we have noticed that markets in the Middle East and the GCC in particular have been thriving against the backdrop of robust economic growth and an expanding young population and therefore, we regard the region as a strategic growth market in the years to come,” explained Tsuneo Nagai, managing director, Casio Middle East.

Strategically located in the Jebel Ali Free Zone (Jafza), Casio Middle East has been established as a local subsidiary responsible for GCC.

In October this year, it will work together with distributors in each of the six countries and carry out tailored sales and marketing activities for each country. By supplying products and services suitable for the lifestyles and cultures of the local population, the company intends to further popularize Casio products and expand its business in the region.

“Jafza provides world-class facilities for stock operations and this will be very important for us as we aim to expand across the Middle East region in the years to come,” added Nagai.

More specifically, Casio Middle East will focus on increasing the number of local retailers carrying Casio products and will also step up sales promotional activities with the goal of strengthening the presence of unique brands of Casio watches, especially the G-SHOCK brand of shock-resistant watches.

In the education market, Casio plans to contribute to the scholastic abilities of children in the GCC region by promoting the adoption of scientific calculators in math classes as well as the use of electronic musical instruments in schools and music learning centers.

Looking into the future, Casio Middle East will explore increasing the number of Middle Eastern countries it covers, Nagai said.

It will also look at taking on greater business responsibilities as a gateway to countries in Africa, which are drawing attention as a new growth market, he added.

Casio Middle East will have a capital of Dh9 million ($2.45 million) and will have an initial staff strength of 25. It is targeting 20 billion yen ($205 million) sales in the Middle East by fiscal year 2016, a company statement said. – TradeArabia News Service