The show must go on

With a regular flow of success stories reported from the Middle East logistics industry, it almost seems the region has perfected the art of supply chain management. Of course, whilst logistical mistakes are not a regular occurrence, they happen through the world, and the Middle East is no exception.

The idealists among us would like to believe that the supply chain is consistently effortless and smooth. Unfortunately this is not always the reality.

Logistic projects can encounter problems, run over schedule and blow their budget. A recent example of this is the Abu Dhabi Classic Car Rally which was postponed this year due to a delay in the transportation of some racing cars. According to Abu Dhabi Tourism Authority (ADTA), the adjournment of the event was due to "an unforeseeable problem in transport logistics." The specific details of this apparent transportation error were not revealed, as the event organisers refused to comment. What we do know is that a logistical disaster of this scale would have lost Abu Dhabi an awful lot of money, not to mention the Classic Car Rally's reputation.

This is why it is so important for logistic companies these days to install rigorous planning, the most advanced technology, and a loyal workforce to ensure smooth operations, particularly in something so public as event logistics.

This is something that companies such as GAC are acutely aware of, as they have supplied the logistics for events like the Robbie Williams concert in Dubai, the UAE desert challenge and the Asian games in Qatar.

Although these all seemed to have run smoothly, there is huge potential for disaster. For example, the Asian games involved GAC offering logistic solutions for people and equipment in the 45 participating countries, as well as making special arrangements to handle over 140 horses for the equestrian event.

The risk therefore of organisations entering niche markets like the events industry is that things can go wrong, and this could result in forwarding companies not only losing a lot of revenue, but also being put out of business. However, with diligent planning and close attention to detail, logistics companies can continue to showcase their solutions to the events industry and receive a standing ovation.

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READERS' COMMENTS

The Tip of the Icedberg in Events Logistics Management
Posted by Prof Philbert, Salmiya/ Kuwait on Monday 17 March 2008 at 19:45 UAE time

It is indeed a point well made by Emma that many still harbour an illusion that the supply chain is a piece of cake. If it is not handled in a professional manner, it can be disastrous to event managers - in terms of money, loss of reputation and the prestige of the event itself.

Companies and their logistics staff cannot learn this on the job as it is used to be before at little or no cost. Dedicated resources and time are required to make the supply chain make work perfectly. It is years of training at professional level that makes this difference.

I was a witness to the Great Dubai Horse Racing when the consignment of horses we handled with such special care and aircraft at Amsterdam Airport Cargo Terminal. Two stewards to each thoroughbreds and special enclosure for the horses that were taken extraordinary care in handling them effectively through the takeoff, landing and unloading the live animals. It all reflected a professional approach to the job well done by KLM airline in 1999

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