cessna marketing success in the middle east trevor esling vice president, international sales,...
Post on 21-Dec-2015
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Cessna Marketing Success in the Middle East
Cessna Marketing Success in the Middle East
Trevor EslingVice President, International Sales, Cessna Aircraft Co.
Trevor EslingVice President, International Sales, Cessna Aircraft Co.
Doing business in the Middle EastDoing business in the Middle East
• What is the Middle East?• Try to understand the market for your
products in the area;• What are the market trends in your business
in these territories;• Understand how to do business in these
countries;
• What is the Middle East?• Try to understand the market for your
products in the area;• What are the market trends in your business
in these territories;• Understand how to do business in these
countries;
Doing Business in the Middle EastDoing Business in the Middle East
• Where actually is the Middle East – how does Cessna define it??
• Saudi Arabia is the largest single market in the Area, Egypt is second;
• The Gulf, or GCC territories cover UAE, Kuwait, Bahrain, Qatar, Doha & Oman;
• Syria, Iran and Iraq are also large but embargoed countries;
• Jordan & Lebanon• Yemen
• Where actually is the Middle East – how does Cessna define it??
• Saudi Arabia is the largest single market in the Area, Egypt is second;
• The Gulf, or GCC territories cover UAE, Kuwait, Bahrain, Qatar, Doha & Oman;
• Syria, Iran and Iraq are also large but embargoed countries;
• Jordan & Lebanon• Yemen
Doing business in the Middle EastDoing business in the Middle East
• What do we exclude?• Israel• Turkey (considered to be European)• The Maghreb – Morocco, Algeria, Tunisia &
Libya• Sudan and Ethiopia are considered as African
• What do we exclude?• Israel• Turkey (considered to be European)• The Maghreb – Morocco, Algeria, Tunisia &
Libya• Sudan and Ethiopia are considered as African
Doing business in the Middle EastDoing business in the Middle East
• After many years of slow growth progressive Governments in the GCC, Saudi and Egypt have tried to open their economies;
• The World Bank recently said KSA & Egypt are in the 5 most improved countries in the world for starting new businesses;
• It’s quicker to start a business in Egypt than it is in Italy;
• Do not expect the region to “westernize”;• Considerable inter-regional investment
• After many years of slow growth progressive Governments in the GCC, Saudi and Egypt have tried to open their economies;
• The World Bank recently said KSA & Egypt are in the 5 most improved countries in the world for starting new businesses;
• It’s quicker to start a business in Egypt than it is in Italy;
• Do not expect the region to “westernize”;• Considerable inter-regional investment
Doing business in the Middle EastDoing business in the Middle East
• PetroDollars have driven a vibrant economy across the Middle East
• SWF’s are aggressively investing outside the area –largely in UK and USA
• Riyadh as a city is 4-5 million people• Cairo is closer to 20 million• The most profitable oil Company in the world is
Saudi Aramco;• One of the most successful mobile comms
companies in the world is Egyptian (Orascom)• The worlds largest private real estate company is
from the UAE –EMAAR Group• Dubai becoming a worldwide vacation, banking and
trade hub;
• PetroDollars have driven a vibrant economy across the Middle East
• SWF’s are aggressively investing outside the area –largely in UK and USA
• Riyadh as a city is 4-5 million people• Cairo is closer to 20 million• The most profitable oil Company in the world is
Saudi Aramco;• One of the most successful mobile comms
companies in the world is Egyptian (Orascom)• The worlds largest private real estate company is
from the UAE –EMAAR Group• Dubai becoming a worldwide vacation, banking and
trade hub;
Doing business in the Middle EastDoing business in the Middle East
• What about the market for business jets?• No longer solely a market for the BBJ or GV• The area has 295 jets (per Flight) -50% in KSA• Also many aircraft registered outside the area• Increasingly business aviation is changing from a life
style choice to a business necessity• Many more aircraft now being sold to the private
sector in the Mid to light categories;• Cessna has seen significant growth in Citation sales
since 2000;• An increasing recognition of value for money
• What about the market for business jets?• No longer solely a market for the BBJ or GV• The area has 295 jets (per Flight) -50% in KSA• Also many aircraft registered outside the area• Increasingly business aviation is changing from a life
style choice to a business necessity• Many more aircraft now being sold to the private
sector in the Mid to light categories;• Cessna has seen significant growth in Citation sales
since 2000;• An increasing recognition of value for money
Doing business in the Middle EastDoing business in the Middle East
• So how do you get business in the Middle East?
• Patience, patience & more patience• Relationship selling is key;• A list price mentality does not exist;• Let people see you face and your products on
a regular basis;• Select a well known and respected local
representative• Make sure you understand the law in
appointing representatives;
• So how do you get business in the Middle East?
• Patience, patience & more patience• Relationship selling is key;• A list price mentality does not exist;• Let people see you face and your products on
a regular basis;• Select a well known and respected local
representative• Make sure you understand the law in
appointing representatives;
Doing business in the Middle EastDoing business in the Middle East
• Build a rapport with all your representatives –invest time in that relationship;
• Time is valued differently – no financial quarter mentality
• Establish a local office –be visible• Don’t expect a Saudi to react like an Egyptian
–all are different. Appreciate regional differences and rivalries;
• Don’t always believe the hype –dig deeper than that;
• Build a rapport with all your representatives –invest time in that relationship;
• Time is valued differently – no financial quarter mentality
• Establish a local office –be visible• Don’t expect a Saudi to react like an Egyptian
–all are different. Appreciate regional differences and rivalries;
• Don’t always believe the hype –dig deeper than that;
Doing business in the Middle EastDoing business in the Middle East
• So has Cessna been successful??• Yes, the market has become a major growth
area;• In the segments we sell to our market shares
are strong;• We selected our representation well;• We have invested a lot of time and effort in
the area;• We enjoy a strong presence in the Mid size to
light jet category
• So has Cessna been successful??• Yes, the market has become a major growth
area;• In the segments we sell to our market shares
are strong;• We selected our representation well;• We have invested a lot of time and effort in
the area;• We enjoy a strong presence in the Mid size to
light jet category
Doing business in the Middle EastDoing business in the Middle East
• In summary:-• The area is changing rapidly;• Inter –regional trade is booming;• PetroDollar surpluses are driving significant
investments both in and outside the area;• In this environment business aviation is
thriving and growing;• Cessna is well placed to take advantage of
this new market;• We have had to invest time and effort to get
to where we are today –more will be needed!
• In summary:-• The area is changing rapidly;• Inter –regional trade is booming;• PetroDollar surpluses are driving significant
investments both in and outside the area;• In this environment business aviation is
thriving and growing;• Cessna is well placed to take advantage of
this new market;• We have had to invest time and effort to get
to where we are today –more will be needed!
Doing business in the Middle EastDoing business in the Middle East