By Lynne Nolan
Demand management consultancy Glendinning targets the Middle East's economic boom with opening of Dubai base.
Demand management consultancy Glendinning has opened its first office in Dubai as part of its broader expansion plans for the region.
The company has embarked on its regional plans as, according to a statement, the region has a greater GDP than Russia, Brazil and India, and is growing at 6%.
"Population growth and a proliferation of media channels are leading to an increasingly sophisticated customer, which is turn fuelling a rapidly changing retail environment," according to a company statement.
The industry has witnessed a tremendous influx of global brands alongside the emergence of powerful regional business, it said, all competing for increasingly discerning consumers.
Simon Morris, the company's executive director told Retail News: "These evolving market conditions mean manufacturers really have to raise their game to increase their competitiveness.
"Distributors in the region must build capability and evolve to meet the challenges ahead, while locally-based retailers have to respond to the growing presence of international retailers."
Morris said the company would help businesses to build their brands' profitability in the Middle East through greater channel and category focus, and by "working with retail partners to build strong and compelling shopper propositions."
Based at Dubai's Knowledge Village, Dubai Glendinning's operation will cover 14 countries - Saudi Arabia, UAE, Oman, Kuwait, Qatar, Bahrain, Iran, Egypt, Turkey, Sudan, Libya, Jordan, Syria and Pakistan - and has increased the consultancy's global presence to 12 offices.
The office operates under three practises: Consumer and Shopper, Go to Market and Capability, and will be managed by a team of UAE-based consultants with support from key countries.