SALALAH FREE ZONE - ADMINISTRATIVE HQAERIAL VIEW SHOWING APPROACH TO MAIN ENTRANCE

Issue 47 | MAY 2012

YOUR LOGISTICS AND SUPPLY CHAIN MAGAZINE

www.logmiddleeast.com

Industry’s best recognised

Analytic data solutions

LOG. LEO AwArds

TErAdATA COrpOrATiOn

TECHNOLOGY | 24

Making business flow

CEVA LOGisTiCs

PROFILE | 40REVIEW | 32

Reaping the benefits of being on a major trade route | Page 06

SALALAH FREE ZONE

Eng. Awadh bin Salim Al Shanfari, Chief Executive SFZ

Reinhard Wind

Managing Director,

Gutenberg Publishing FZ-LLC

May 2012 I 3

Industry’s best recognised at LOG. LEO AwardsAs many readers are aware, the LOG.

LEO Awards once again recognised and

awarded the industry’s best last month. The

day-long seminar and awards ceremony

saw the attendance of the representatives

of the region’s leading transportation,

supply chain and logistics companies.

Based on my conversations with many of

our guests during and after the event, I must

say that the event has been well received

by the community and managed to create

the perfect platform for logistics executives

to network, exchange ideas, learn from

each other and at the same time initiate

new business.

The insightful seminar featured

prominent speakers from prestigious

companies and institutions such as Dubai

Trade, Dubai FDI, University of Wollongong,

Supply Chain and Logistics Group (SCLG),

SSI Schaefer and Famco. The speakers with

years of hands-on experience shared their

thoughts and enlightened the audience on

the industry’s persistent challenges. Each

may have talked on different topics but in

the end whoever had the chance to attend

all the sessions must have benefited greatly.

Personally, I learned a lot from the speakers

who touched upon several vital issues in the

industry that require urgent attention.

The morning sessions were followed

by a sumptuous buffet lunch at the five

star hotel, Ibn Battuta Gate Hotel, and the

excitement reached its peak just before

the awards ceremony. I would like to

thank the panel members once again for

their time and dedication and objective

approach to select the winners of this

year’s awards. The LOG. LEO Awards were

announced by my wife Silke Wind, Editorial

Director of Kompass Worldwide and our

sales manager Andy MacGregor who both

did a great job.

Although more details on the event

are available in this edition, I still wish to

congratulate the five winners - Supply

Chain Manager of the Year: Sascha

Geiken, Managing Director of Geodis

Wilson UAE LLC; Innovator of the Year:

Adil Alsmadi, Director of NTDE; Young

Achiever of the Year: Ramachandran

Padmanabhan, Supply Chain Manager

of Geodis Wilson UAE LLC; Sustainability

Champion of the Year: Rahman Siddiqui,

Supply Chain Manager at Famco; and

Lifetime Achievement Award: Prakash

Nair, Manager Network Cargo Sales

Development at Emirates Airlines.

The awards are designed to

celebrate excellence and outstanding

performance in our industry and there

is no doubt that events like this foster

healthy competition. The hard work and

dedication of the executives need to be

recognised and the LOG. LEO Awards

has been the platform to honour them.

Before I conclude, I would like to thank

my team who spared no effort to make

this event a success and of course,

our sponsors Famco and SSI Schaefer.

Without our sponsors’ support, we would

not be able to host such a great event.

PUBLISHER’S NOTE

IN THIS ISSUE

MAY 2012

06

Once the expansion is completed, the Port of Salalah will boast a world-class general cargo terminal to complement its container terminal. Merging powers with the Salalah Free Zone, the ultimate objective is the creation of the ‘Salalah Hub’ that is ready to serve the local, regional, and global business interests.

ThE sALALAh EffECTCOVER STORY

TECHNOLOGY

Experts argue that with the ‘explosion’ of data collected from multiple sources, the companies face the huge task of ‘making sense’ out of what has been collected.

TErAdATA COrpOrATiOn

REVIEW

The annual LOG. LEO Awards Ceremony once again honored the best of the logistics and supply chain industries on 19 April in Dubai.

LOG. LEO AwArds

PROFILE

CEVA announced increased revenues for the first quarter of 2012 driven by strong performance in contract logistics and ocean freight. The company has around 51,000 employees around the world.

CEVA LOGisTiCs

FEATURE

Business development is not confined to cold calling, email blasts, advertising or social media. Petros Zenieris of the Business Criterion explains the right method.

sOLid BusinEss dEVELOpmEnT

REVIEW

Offering a wide variety of products and services to industries and commercial businesses, FAMCO has recently launched a new branch in Muscat.

LAunCh Of fAmCO OmAn

24

32

40

42

LOG. WINDOW 12 PRODUCT UPDATE 44 LOG. CLASSIFIEDS 46 LOG. CAFE` 48 EVENTS CALENDAR 50

30

I May 20126

COVER STORY

Salalah at the meeting point of major east-west trade routes

Viewed as one of the region’s best located ports to access the middle East, indian subcontinent and East Africa, the port of salalah in Oman undergoes an expansion project as the salalah free Zone aims to become the leading global hub for quality industrial and logistics activities with attractive incentives, a secure environment and reliable services

May 2012 I 7

COVER STORY

Port of Salalah, located in Oman’s

second largest city after the capital

Muscat, is the country’s largest

port. The port (also known as Salalah

Port Services Company SAOG) is partly

owned and managed by APM Terminals,

one of the largest container terminal

operators in the world. Port of Salalah

is made up of a Container Terminal with

seven berths of up to 18m draft and a

General Cargo Terminal of 12 berths of

up to 16m draft.

Strategically located at the major east-

west shipping lane, the Port of Salalah is

viewed as the region’s best located port

in order to access the Middle East, Indian

Subcontinent and East Africa. The other

distinguishing aspects of Port of Salalah

include being the second largest port in

the region offering direct connections to

the world and shortest transit times to the

major markets. In its 14 years of operation,

Port of Salalah has risen to rank amongst

the world’s top 30 container ports and

has twice broken the world record for

productivity. The port has also won local

and international awards in economic

development, health and safety, innovation

and environmental initiatives.

Expanding capacity

The Ministry of Transport and

Communications has recently awarded

the commercial bid project worth US$143

million to expand the port’s general

cargo handling capacity that aims to

meet the growing demands for increased

economic activity in the Dhofar region and

international investment projects in Salalah.

“The general cargo business has

been growing rapidly and this expansion

will play a significant role in serving the

continued development of businesses in

Salalah and the surrounding region. We

also have a vision of Salalah taking a role

as a major liquid bulk hub for a number

of commodities. We are grateful to the

Ministry of Transport and Communications

and the many local stakeholders for their

vigorous effort to secure this project,” said

Peter Ford, CEO of Port of Salalah.

The project will increase cargo handling

capacity to 20 million tonnes per annum

(mtpa) of dry bulk commodities and over 6

million tonnes of liquid products, compared

to the port’s present ccapacity of 6.5 mtpa.

Main commodities driving the growth of the

I May 20128

COVER STORY

general cargo business are exports of locally

available limestone, gypsum and cement as

well as plastics and other bulk commodities.

The expansion of the general container

terminal covers the construction of

an additional 1,200m of multi-purpose

berths with 18m of draft and includes

liquid commodities loading facilities. The

proposed liquids terminal will add to the

port’s ability to handle a number of liquids

including, but not limited to, methanol,

fuel, mono ethylene glycol, and caustic

soda, enabling Port of Salalah to become a

premier liquid bulk hub in the region.

Once completed, Port of Salalah

will boast a world-class general cargo

terminal to complement its container

terminal. This combination of facilities

utilising the strategic location that Salalah

occupies and a well functioning free zone

creates the ‘Salalah Hub’ that is ready to

serve local, regional, and global business

interests.

Showcasing growth potential

Port of Salalah welcomed executives

and representatives from the shipping

world’s largest shipping lines and principal

customers in the local market to the recent

handling of its 30 millionth TEU (Twenty

Foot Equivalent Unit) container.

The tour of Port of Salalah also

substantiated its unique position to

benefit customers through the Salalah

Free Zone and Free Trade Agreements

(FTA) accessing the United States and

Singapore, as well as sea-land-air

agreements with local businesses and

faster connection routes to the GCC

markets. The Port of Salalah serves as

an engine of growth to the country’s

economy in line with the progressive

vision from the government of Oman to

diversify the economy from oil exports

and generate meaningful Omanisation

and employment, as around five jobs

are created for logistics, shipping or the

local economy for every one job

in the port.

“The general cargo business has been growing rapidly and this expansion will play a significant role in serving the continued development of businesses in Salalah and the surrounding region. We also have a vision of Salalah taking a role as a major liquid bulk hub for a number of commodities”- Peter Ford, CEO Port of Salalah

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P.O. Box 20336Jebel Ali South Zone

Jebel Ali Free Zone, Dubai, UAE

Tel.: +971 4 8131555E-mail: salesme@cevalogistics.com

I May 201210

COVER STORY

The Salalah Free Zone has been operational for over two years and has attracted in excess of US$4 billion of investments from several leading international companies

Milestone achievement

Over the past two years Port of Salalah

has attained resilient growth in productivity

and market growth amid the downturn of

the global containerships industry, as well

as significant progress in the company’s

safety record and technology investment,

to better serve some of the largest vessels

in the world.

“We’re happy to bring together

our local valued customers and all

our partners onboard, as well as our

people, to mark this achievement which

is made possible through your support

and dedication,” said Mr. Ford. Port of

Salalah’s customers include the world’s

blue-chip names in ocean carriers such

as Maersk Line, APL, CSAV, Shipping

Corporation of India and the newly

formed G6 alliance.

The 30 millionth TEU milestone

was a tribute to the port’s strength in

container handling coinciding with the

first eastbound call of Hyundai Force of

the G6 alliance, a new service line that

increases Port of Salalah connections

to Asia and Europe to over 30 sailings

every week.

The newly formed G6 alliance unites

six ocean carrier firms into one of the

largest vessel networks and operates

90 ships each with capacities up to

14,000 TEU covering 40 ports. The G6

includes members of the Grand Alliance

- Hapag-Lloyd, NYK and OOCL - and

the New World Alliance - APL, Hyundai

Merchant Marine and MOL.

Investing for the future

The Port of Salalah has invested over

US$800 million in infrastructure that ranges

from some of the world’s largest cranes to

handle vessels, 2.4 km worth of container

berth quay with depths of 18 m, and plenty

of yard capacity to ensure growth in line

with demand.

Customers were escorted throughout

the port to survey the day-to-day

operations and stopped at safety zones to

get a first-hand experience of the size and

scale of Port of Salalah. The tour included

a stop at the MV Altonia, the latest vessel

added to the Oman Shipping Company

subsidiary company, Oman Container Lines

(OCL). At 1,730 TEU, MV Altonia is OCL’s

newest product meeting growing interest

in connecting Salalah and Jebel Ali.

“We expect to add Port Sultan Qaboos

to the Gulf Express feeder service. With

this connection, Omani ports will be

connected like never before and it will

finally be possible to ensure Omani cargo

passes through Omani ports rather than

through the UAE,” said Nicholas Fisher,

CEO of Oman Shipping Company.

“As we go forward we look to expand

the network which will include Indian

subcontinent, and potentially East Africa,

connecting through the Salalah hub,

to offer the ability for Omani cargo to

reach the world through Omani ports.

At the end of the day it’s about Omani

transportation solutions for the country,”

Mr. Fisher concluded.

The CEO added, “We believe

significantly in this considering the

improved product it can give to customers

looking for new transportation ways to get

to and from Muscat and the Sohar area, as

right now the transit times are fairly poor,

but with this connection they can decrease

by a week to ten days at a minimum.”

Salalah Free Zone and Platinum Circle

In pursuing further solutions and

connectivity for Oman’s businesses,

the Port of Salalah and the Salalah Free

Zone (SFZ) work together closely to

provide opportunities for local businesses

to flourish. The strategy is to provide

opportunities for the customers to grow

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I May 201212

COVER STORY

and prosper by having further downstream

activities from their core business. A Port

Facilities Agreement has been signed

with a logistics distribution company that

is expected to start construction this year.

There is also progress on agro-business

going from bulk to container items.

The SFZ has one of the Middle East’s

most developed business environments

fostering partnership and collaboration

across industries and borders. Offering

world-class infrastructure and support

services providing turnkey facilities for both

multinationals and start-ups, the Free Zone

was established by the Government of the

Sultanate of Oman, with a commitment to

make its 19million square metres one of the

most progressive and desirable business

locations in the Gulf.

And recently, Salalah Free Zone (SFZ)

and Platinum Circle signed a Memorandum

of Understanding (MoU) to include SFZ

and the Sultanate of Oman as an official

member of the Future Global 100 (FG100)

Initiative and place Salalah Free Zone as

the first GCC Free Zone in the Middle East

to act as a strategic Partner of the Future

Global 100 Initiative.

Ali bin Mohammed Tabouk, Salalah Free

Zone’s Chief Commercial Officer attended

the global meeting of the FG100 Initiative

held in Jakarta, Indonesia. The FG100

Initiative is a global program by Platinum

Circle that shapes the future of the global

economy, national markets, business

and industries through the collective

input of leaders from business, and

intergovernmental organisations.

Platinum Circle, a leading global

business group involving corporations

with annual revenues exceeding

US$100 million, governments and

intergovernmental organisations from the

six continents, invited SFZ to join following

Salalah’s recent success in attracting

international blue-chip companies to the

Sultanate. The Omani Free Zone is now

part of one of the most influential global

business communities, which comprises

more than 1,000 firms and government

organisations operating in more than 20

industries and 40 markets globally.

Ali Tabouk said, “In today’s challenging

times, Oman and SFZ offer a perfect

environment for investors and entrepreneurs

who are seeking to expand their global

operations. Platinum Circle and the FG100

Initiative is an outstanding opportunity for us

to implement our vision and strategic plan

for economic growth and sustainability.”

The MoU will pave the way for

implementing the global initiative into

Oman consisting of a grouping of FG100

Oman Leaders (made up of local and

foreign corporations and government), an

Annual FG100 Oman Meeting and a Future

of Oman Report.

SALALAH FREE ZONE - ADMINISTRATIVE HQAeriAl View Showing MAin entrAnce ApproAch And AgorA

The SFZ has one of the Middle East’s most developed business environments fostering partnership and collaboration across industries and borders. Offering world-class infrastructure and support services, the free zone was established by the Government of the Sultanate of Oman, with a commitment to make its 19 million sq m one of the most progressive and desirable business locations in the Gulf.

An artist’s impression of the SFZ once fully completed

May 2012 I 13

COVER STORY

MoU with Carmeuse Group

Earlier this year, the Salalah Free Zone

signed a MoU with Carmeuse Group of

Belgium, a world leader in lime and lime-

related products, to establish a US$140-

million joint-venture production facility.

Salalah Free Zone chief executive, Eng.

Awadh Salim Al-Shanfari said the new

venture would have a number of positive

spin-offs for Oman and the Salalah Free

Zone: “The Carmeuse facility will support

the development of new industrial activities

and employment. This investment is made

possible due to the availability of quality

limestone and has the added benefit

of promoting Oman’s significant natural

resources potential. It will also boost traffic

through the Port of Salalah.”

Carmeuse’s project has the potential

of creating up to 300 direct and indirect

jobs. In the first year of operation, Carmeuse

expects to produce 50,000 tonnes of lime

and lime-related products, with the aim of

increasing that to 750,000 tonnes by 2020,

once all three phases are fully operational.

Carmeuse, which has over 150 years of

experience in extracting and processing

limestone and dolomite stone has

committed to applying environmental

standards to the Carmeuse joint venture

facility in Salalah Free Zone. In addition,

Carmeuse should deliver a number of

environmental applications, such as flue

gas desulphurisation, water and sludge

treatment, as well as industrial and

municipal gas cleaning.

Ali Tabouk added: “We expect a sharp

rise in interest and application in Salalah

Free Zone in the coming years, potentially

reaching US$6 billion of investment by

2015, given that over 50 companies have

now shown strong interest in the zone.

Signing global multinationals like Carmeuse

further underpins Salalah Free Zone’s

unique value proposition, and sends a

positive message to other organisations

considering establishing facilities in Oman.”

Joining forces with Oman Air

Furthermore, the Salalah Free Zone is

collaborating with the Sultanate’s flagship

carrier, Oman Air and the Port of Salalah in

the development and implementation of the

Indian Ocean’s first multi-modal logistics hub

located on the East to West shipping line.

Linking air, sea and land, and in

the future rail to facilitate increased

and more efficient trade flows through

Oman, the proposed collaboration is

set to reduce transit times between

Asia and Europe by as much as 48

hours due to Salalah’s strategic location

and will decrease handling charges by

approximately 20 per cent, or US$0.15

cents per kilo, when compared to

comparative products available in

the market today. The collaboration

between the three entities will enhance

the economic competitiveness of the

Sultanate and position Salalah as a

global logistics hub of excellence.

The Salalah Free Zone aims to become the global leading hub for quality industrial and logistical activities by creating long-term partnerships with its clients, using state-of-art infrastructure in a unique location combined with attractive incentives, a secure environment and reliable services

I May 201214

Horizon Terminals to open new oil terminal in Jebel Ali

Horizon Terminals Ltd, an Emirates

National Oil Company (ENOC) subsidiary,

has awarded a contract to Punj Lloyd Ltd,

an India-based construction conglomerate,

which covers the engineering, procurement

and construction of a bulk oil terminal

inside the Jebel Ali Free Zone along with

a 60 km jet fuel pipeline to the Dubai

International Airport.

Previously referred to as ‘Project

Falcon,’ it will have state of the art oil

terminal facilities with storage tanks

capacity of 141,000 cubic m, including a

Tanker Truck Loading system connected

to the oil tanker berths and associated

facilities. The oil terminal will handle a jet

fuel system initially and other petroleum

products at later stages. The proposed

60 km pipeline running from the Jebel

Ali Free Zone to the Dubai International

Airport will have a branch off point at the

new Dubai World Central (DWC) airport for

future expansion.

Saeed Abdullah Khoory, CEO ENOC,

said that the strategic project aims to

further support the economic development

of Dubai and the recently awarded

terminal project in Fujairah. He said the

project is in line with ENOC’s long term

investment strategy.

Ravindra Kansal, President and CEO of

Punj Lloyd, Middle East, Africa & CIS, said,

“The Middle East is a very important market

for us. Our strong focus on the region,

complemented by our proven track record

in the EPC domain has created a niche for

Punj Lloyd in the region.”

LOG. WINDOW

Emirates SkyCargo bolsters Australian operations Emirates SkyCargo, the freight division

of Emirates, is strengthening trade

partnerships with the launch of an additional

dedicated weekly freighter service from

Sydney. A dedicated Boeing 777 freighter is

now flying twice a week – on the Dubai-

Singapore-Sydney-Hong Kong-Dubai

route - providing these key trading points

with additional connectivity to Emirates’

Dubai hub and onwards to more than 120

destinations on the carrier’s network.

“The demand for a bi-weekly service

is a good indication of Australia’s growing

importance as a trade partner to major

international markets. Emirates SkyCargo is

committed to providing Australian businesses

access to trade opportunities in the 70-plus

countries we operate to via our state-of-the-

art Cargo Mega Terminal in Dubai,” said Greg

Johnson, Emirates’ Cargo Manager Australia.

This second service comes just seven

months after the introduction of the first

dedicated freighter service. The Boeing 777

freighter has the capability to carry up to

103 tonnes of cargo and will boost Emirates

SkyCargo’s import capacity to more than

1500 tonnes per week.

Emirates is the largest operator of

Boeing 777 aircraft in the world, with 102

aircraft currently in service. The aircraft

also maintains the lowest fuel burn of any

comparable sized aircraft, at nearly 18 per

cent less than standard freighters.

Emirates SkyCargo serves a global route

network that spans 123 points in 72 countries,

including 12 cargo-only destinations, while

more than 50 of the locations Emirates

SkyCargo serves are e-freight compliant.

Emirates currently operates 70 flights

per week to Dubai from Brisbane, Perth,

Melbourne and Sydney, and 28 weekly trans-

Tasman services. The airline’s fleet of 171

wide-bodied aircraft includes eight freighters.

Emirates SkyCargo has expanded its Sydney freighter operation and a Boeing 777F will now fly twice a week on the Dubai-Singapore-Sydney-Hong Kong-Dubai route

LOG. WINDOW

dnata sets new record cargo volumes at DWC dnata’s newest cargo terminal,

FreightGate-8, located at Dubai World

Central - Al Maktoum International Airport

(DWC) in Dubai has managed an increase

in air cargo volumes of 700 per cent for the

2011-2012 financial year.

The dnata-operated air cargo terminal

which opened in June 2010, currently

handles local and sea-air export and import

cargo as well as transit cargo at DWC. In

2011-2012 dnata handled a total of 127,665

tonnes of air cargo, representing an

increase of 700 per cent over the previous

period. The total number of active cargo

flights handled on the ramp and in the cargo

terminal was 2,832 for the financial year,

having grown by 600 per cent from the

previous period.

In addition to large volumes of

‘standard’ air cargo shipments, dnata is

increasingly handling unique exports that

require careful planning and specialised

handling equipment. One of the most recent

highlights included a purpose-built gas

turbine being flown to Nigeria. With a total

weight of 95 tonnes, it was the heaviest

single piece of cargo ever handled by any

of the dnata FreightGate cargo terminals.

Other examples of over-sized cargo

recently handled include a 25 tonne turbine

generator, heavy vehicles weighing up to

30 tonnes per piece and pieces of cargo

that exceed 50 feet in length. dnata has

also invested in specialised equipment to

help handle the out-sized loads.

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I May 201216

LOG. WINDOW

Calogi rolls out a new 3PL solution Calogi has recently rolled out of a

new Third Party Logistics (3PL) module

called ‘c-Plus’. 3PL providers can now

seamlessly distribute their products

to Calogi’s growing base of over 500

customers. The c-Plus solution services

both 3PL providers and users alike by

allowing customers to book and pay

for 3PL services such as transportation,

warehousing, customs brokerage,

insurance, road feeder services and

packaging in one place.

The solution also enables 3PL

providers to set up products, services and

associated rates using a variety of flexible,

programmable parameters. The new solution

has attracted several new users including

WeCare logistics and Rainbow Cargo.

“Our latest 3PL solution module has

enhanced our ability to offer end-to-end

solutions for our customers”, said Patrick

Murray, Head of Calogi Worldwide Cargo

Distribution Network. “We have extended

our paperless range of products to all our

3PL customers and now invoices, job cards

and monthly statement of accounts are

all available online. Crucially, because we

guarantee payment, it is risk-free.”

“Calogi has simplified our business

model by allowing us to distribute our

warehousing and transportation products

online to a large customer base. Calogi

gives us the ability to conduct business

with a few mouse clicks rather than conduct

lengthy phone calls with our trading

partners - it has truly moved our business

into the electronic age,” said Rajan Kunhi,

Managing Director of WeCare Logistics.

The Calogi portal is highly

comprehensive and built for the air cargo

business of the future. Calogi’s vision is

to offer cost effective solutions to small to

medium enterprises and remove paper

from the air cargo supply chain.

Lufthansa Cargo Charter to support Moto GP Lufthansa Cargo Charter office in

Dubai, were recently awarded the

contract to operate the first 747 charter

flight from Doha to Barcelona, in support

of the Moto GP race series. A Lufthansa

Cargo Charter expert was present in Doha

to oversee the final preparations and

liaise with airport officials.

On completion of the night race at

the Losail circuit, the operation began

immediately to prepare and document the

cargo for air transport. The pallets, nets and

straps, provided by Lufthansa, had been

pre-positioned at the circuit. A team of cargo

specialists from the airport built up, weighed

and documented the cargo at the remote

location, and the cargo was then escorted on

to the airport ready for loading.

The chartered Boeing 747 arrived

at DOH right on time, where the cargo

was ready and waiting. Lufthansa Cargo

Charter, together with the operator of the

freighter, had completed the loadsheet

in advance, so the cargo loading could

commence immediately. Within 90 minutes

the aircraft was loaded, fuelled and cargo

attendants on board, ready for an early

departure to Barcelona.

Rajan Kunhi (L), Managing Director of WeCare Logistics, pictured with Patrick Murray, Head of Calogi Worldwide Cargo Distribution Network at their recent contract signing

May 2012 I 17

LOG. WINDOW

Agility wins contract to move railway wagons Agility has recently won a contract

to transport 420 railway wagons from

Spain to Kazakhstan for Talgo, Spanish

manufacturer of railway wagons and

components. Agility teams across Europe

– from Spain, Finland and Kazakhstan – will

deliver this heavy-lift project. Agility will

provide all logistics services starting with

the collection of the wagons at factories in

Spain through delivery to Talgo’s factory in

Astana, Kazakhstan.

“Agility has a strong presence in Russia,

Ukraine, Kazakhstan and Turkmenistan,”

said Francesc Casamitjana, Agility’s

Managing Director of Area South. “We

understand fast moving economies

and bring experience and know-how to

industries such as engineering, energy,

mining and heavy equipment supply.”

Agility has scored an early success

in delivering the initial shipment of

wagons against extremely challenging

deadlines. From its roots in emerging

markets, Agility brings efficiency to

supply chains in some of the globe’s

most challenging environments, offering

personal service, a global footprint and

customised capabilities in developed

countries and emerging economies alike.

A publicly traded company, Agility is

one of the world’s leading providers of

integrated logistics with close to US$6

billion in annual revenue and more than

22,000 employees in 550 offices across

100 countries.

AW Rostamani Group opens new parts distribution centre

AW Rostamani Group recently opened

a state-of-the-art spare parts warehouse

and distribution centre to support its

automotive-related businesses. Located at

Dubai Industrial City (DI), the facility delivers

600,000 sq ft of storage capacity and will

house over 90,000 line items for Nissan,

Infiniti, Renault, MG & ZNA spare parts.

The new parts warehouse is designed as

a multilevel facility with large operational

areas and also houses a training facility

within the premises.

The facility was inaugurated by Abdul

Wahid Al Rostamani, Chairman of AW

Rostamani Group in the presence of Michel

Ayat, CEO of Arabian Automobiles, Atsuo

Kosaka, Managing Director, Nissan Middle

East and Mustansir Lakdawala, Managing

Director, Renault GCC.

Michel Ayat, CEO of Arabian

Automobiles commented, “This facility has

been designed to deliver a quality spare

parts logistics service in the minimum

amount of time and monthly will handle

over 100 containers of incoming spare parts

shipments and 250 outbound deliveries

by the 200 members of our dedicated and

professional logistics team.”

Abdulla Belhoul, Managing Director,

Dubai Industrial City, said, “A seamless

process of import and supply of spare parts

is integral to a quality service network, and a

facility such as the Arabian Automobiles has

set high industry standards in this space. We

are confident that leveraging DI’s inherent

advantages of proximity to the emirate’s sea

and air ports, excellent road connectivity

and the high standards of our storage

offerings will make the process even more

efficient for Arabian Automobiles.”

Arabian Automobiles maintains a 99 per

cent spare parts ‘fill rate’, stocks AED 150

million of spare parts lines at any one time,

operates 16 spare parts branches in Dubai

and the Northern Emirates and supplies 103

approved independent spare parts dealers

in the UAE.

I May 201218

LOG. WINDOW

JX Nippon Oil & Energy Corporation consolidates MEA

UASC takes delivery of AL QIBLA containership

Japanese energy company JX Nippon

Oil & Energy Corporation (NOE), belonging

to JX Group has reaffirmed its commitment

to expand its operations in the Middle East

and Africa. With its presence in more than

70 countries, JX Group manages some of

the largest oil and gas operations across

the world, including exploration, import

and refining of crude oil, manufacture and

distribution of petroleum products, including

fuels and lubricants and other energy-

related activities.

Michio Ikeda, Sr. VP of JX Nippon Oil &

Energy Corporation, said that the expansion

in the Middle East and Africa regions was

in line with the group’s strategy to expand

into promising international markets. In the

Middle East, the group is handling oil and

gas exploration and production businesses

in Abu Dhabi and also in Qatar recently.

Ikeda officially opened “JX Nippon

Oil & Energy Middle East & Africa FZE”,

NOE’s new corporate office in Dubai’s

Jebel Ali Free Zone, in the presence of

senior officials. The new corporate office

in the UAE will be overseeing the group’s

lubricants business in the Middle East, Africa,

Pakistan and several countries in the CIS

Region and will be headed by its Managing

Director Tomohiko Kagawa.

Outlining the expansion strategy, Ikeda

said: “Our growth in high-growth international

markets is imperative, considering that the

world’s demand for energy is increasing

exponentially, especially in Asia, and that

international competition for acquiring rights

for development of oil and gas resources is

becoming increasingly intense.”

The United Arab Shipping Company

(UASC) has taken delivery of its eighth A13

(13,500 TEU) container vessel “AL QIBLA”,

during a naming ceremony held at the

Samsung Heavy Industries (SHI) shipyard in

Geoje, South Korea, where the vessel was

named by her sponsor, Othman Ibrahim Al-

Issa, Chairman of UASC’s board of directors.

With the delivery of this eighth vessel, UASC

is closer to completing an order of nine A13

containerships with SHI placed in 2008

valued at US$1.5 billion.

Mr Al-Issa said: “AL QIBLA takes her name

after a city in my homeland Kuwait, and her

name carries a special spiritual meaning as well,

in the Arabic language it means the direction

towards which we turn for prayer.”

The nine vessels, out of which seven have

already entered service, are deployed on

UASC’s key trade routes between the Far East,

Arabian Gulf, Red Sea and Northern Europe -

on the AEC8 and AEC2 and AGX1 services.

Jorn Hinge President & CEO of UASC

commented, “The deployed ships are

living up to expectations and are providing

substantial savings in operational cost,

which, combined with recent freight

increases have resulted in a substantial

improvement for UASC.”

Almajdouie hauls three more evaporators

Almajdouie safely executed the job

of shifting three huge evaporators in

Rabigh, in the Kingdom of Saudi Arabia,

simultaneously. Doosan Heavy Industries,

a Korean based company specialising in

power projects, tied-up with Almajdouie

for all land transportation jobs in Saudi

Arabia. The scope involves haulage

and positioning of three evaporators in

Rabigh, in the Western Region of the

Kingdom, where DHI’s Power Project

construction is underway.

The evaporator started from the jetty

at Rabigh Port to Rabigh PP2 Project Site

travelling a distance of 35 km. The size

of each evaporator was 34.2 m in length,

13.20 m in width and 9.51 m in height

and its total weight was 460.60 tonnes

including all steel beams. The cargo was

received at PetroRabigh’s laydown area.

The barge with huge evaporators

that docked at Rabigh Port were rolled

on-shore by Almajdouie’s expertise.

The Self-Propelled Modular Transporter

(SPMT) had to move-in at turtle speed to

carefully maintain the balance on both

sides of the barge. Ballasting – balancing

the equipment on the barge with counter

weights – was being done concurrently by

the ship crew. All three evaporators rolled

out from the barge safely.

Another major task came unexpectedly

in the form of ongoing road construction

work on the stipulated route, due to which

a new road had to be laid down on the

restricted area of PetroRabigh, all the way

upto the main entrance of the site. Heavy

equipment was called upon to develop an

access path for the SPMT. Despite initial

hiccups, the first evaporator reached its

destination within 24 hours of departure

from the port.

Michio Ikeda, Sr. VP of JX NipponOil & Energy Corporation

MIDDLE EAST

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I May 201220

LOG. WINDOW

RAK Airport strengthens management team

The RAK International Airport has

continued to strengthen its management team

with three recent appointments of Michael

Coe as the Development Director, Terry Sloan

as the Head of Operations, and Salem Hasan

Al–Ghafri as the Head of Security, Control

Authorities and Regulatory Compliance.

Andrew Gower, RAK International

Airport’s Airport Director, said: “I am pleased

to announce that Michael, Terry and Salem

are joining the senior team at the airport.

They bring with them a wealth of experience

of working in commercial environments in

the aviation sector, and I am confident they

will be a major asset to the team.”

Michael Coe joins RAK International

Airport from the United Kingdom, having

previously worked with SSP UK Air Ltd as

Projects Director, where he was responsible

for new developments throughout the UK

and in overseas airports. With a background

in architecture, project management and

business development across airport, retail,

leisure and commercial sectors, Coe will

be responsible for driving RAK International

Airport’s development goals.

Terry Sloan has 17 years’ experience

in the aviation industry, with an extensive

background in ramp handling, apron, airfield

and terminal safety. He played a key role in

Liverpool’s John Lennon Airport expansion

from 0.5 million to 5.5 million passengers.

Salem Hasan Al–Ghafri is an Emirati

who has risen through the ranks and has

exhibited a strong potential.

Wilhelmsen Ships Service (WSS) is

launching a revised portfolio with Unitor and

Nalfleet product brands as the first part of

their strengthened marine chemicals offer.

When this scheme has been fully rolled

out it will offer an increased product range,

enhanced customer service, specialist

support in the form of an innovative new

customer portal and an improved global

logistics network.

Graham Hunter, Business Director Marine

Chemicals says; “The concept called Active

Solutions is about people, products - and

ultimately - better performance. I believe the

full version of the new offer will be a game

changer in this business. We know that crew

competence and health and safety are a key

concern for all owners and operators. Also,

the shortage of time due to a multitude of

other pressures means that it can be difficult

to stay on top of changes in regulation and

increasing environmental legislation.”

“Active Solutions has been developed

with the aim of assisting our customers in

solving these issues and providing solid,

long term solutions. Although times are

tough, this is the right time for us to invest

for the future.

WSS offers improved marine chemical

Cooperation key to meeting challenges in the Gulf - IATA

The International Air Transport

Association (IATA) called upon all parts of

the aviation value chain in the Gulf region

to work together on issues critical to

aviation’s ability to serve as a catalyst for

economic growth.

Aviation has been at the centre of

the economic transformation in the Gulf

region over the past 25 years. A study

by Oxford Economics shows aviation in

the Middle East supports 2.7 million jobs

and US$129 billion in GDP. Aviation’s

role is set to grow rapidly as international

passenger numbers rise from 77.1 million in

2010 to 220 million in 2030.

“Aviation’s ability to play a leading

role in GDP growth is not guaranteed. It

depends on having the right conditions

in place to support competitive

sustainable businesses. Many of

these are beyond the direct control of

airlines, and most require industry and

government to work together with a

common vision and purpose,” said Tony

Tyler, IATA’s Director General and CEO in

his address in Abu Dhabi.

Tyler identified a four-point agenda

for the region based on safety, security,

infrastructure and the environment.

On infrastructure he highlighted that

the MENA region has invested more

than US$100 billion on airport projects

and this investment must be matched

by similar commitments to efficient

air traffic management (ATM) through

harmonisation and optimal routings.

Graham Hunter, Business Director Marine Chemicals

May 2012 I 21

Leadership to change hands at Aramex Fadi Ghandour, founder and CEO of

Aramex announced that by the end of 2012

he will be retiring as CEO, handing over

day-to-day operations to Hussein Hachem,

his chief lieutenant and current head of the

Middle East and Africa regions.

The move will allow Ghandour, who

has taken over as Vice Chairman of

Aramex’s Board of Directors, to focus on

strategic expansions, new investments, and

sustainability, areas he considers crucial to

Aramex’s growth and profile as it moves to

consolidate its position as one of the world’s

leading logistics operators.

Ghandour made the announcement

at the company’s annual conference.

Ghandour declared, “There is no better

time than this 30th anniversary of Aramex,

capping an astounding journey of

challenges and achievements, to propose

that you and I are ready for yet another

leap. I have always maintained that the best

part of building a company is to build it for

and with others, to make it a platform for

collective ambition and innovation. I know

that I have fulfilled my promise and that the

day-to-day running of the company, under

the leadership of Hussein Hachem, is in

very capable hands.”

Ghandour added that in addition to

concentrating on strategy and investments

he will be devoting his time and energy to

sustainability and entrepreneurship, two

causes very close to his heart and ones

he has actively championed throughout

his tenure.

In 2006, Aramex was the first in the

Middle East to issue a sustainability report.

Moreover, in 2010, the company set another

precedent by combining financial and non-

financial results into one integrated annual

report. It was also one of the first in the

region to issue a carbon footprint report.

LOG. WINDOW

Marking the 175th anniversary of the

founding of British maritime group P&O, DP

World has unveiled a prestigious book telling

the P&O story through the eyes of those who

travelled with, worked for and managed the

company over the years, illuminated by works

from the official P&O Heritage collection.

DP World is the proud preserver of the

P&O Heritage collection, having acquired the

P&O Group in 2006, including the collection

of more than 25,000 documents, paintings,

photographs and memorabilia dating back to

the formation of P&O in 1837.

DP World Chairman Sultan Ahmed Bin

Sulayem said, “When we look back 175 years,

it is clear that from the very beginning P&O

was a company that stood apart from the rest

for its service excellence, entrepreneurship

and innovative business ideas that built

bridges of trust with its customers. Those

fundamental principles continue to be part

of DP World today and are what continue to

distinguish the “children” of the original P&O

– amongst them P&O Ferries, P&O Cruises,

P&O Maritime, and P&O Estates.”

“The strong link between the UK and the

UAE that dates back decades was anchored

throughout the mid-20th century by regular

calls by P&O vessels. Those ships were

a strong contributor to the growth of trade

between Dubai and the wider region. With

P&O Ferries, P&O Maritime and P&O Estates

all now coming under the umbrella of Dubai

companies, we continue to be reminded of

the vision and reach of the one of the world’s

most respected companies.” The book titled

“P&O: Across the Oceans, Across the Years”

is published by Antique Collectors’ Club,

designed by Webb & Webb and printed in UK.

DP World unveils book at 175th anniversary of P&O

I May 201222

LOG. WINDOW

United Arab Shipping Company

(UASC) announced concluding a bilateral

facility worth US$150 million including

a 7-year senior term loan facility with

Burgan Bank’s Corporate Banking Group.

The proceeds from this transaction

will be invested in UASC’s undertaken

growth and network expansion plans.

The facility is expected to contribute

in particular to the company’s long-term

working capital facilities associated with

growing the fleet capacity. UASC is in

the process of completing the induction

of nine A13 (13,500 TEU) vessels of which

seven have been put into service.

The new A13s are environment

friendly vessels equipped with green

technology, such as a Waste Heat

Recovery System, that transform exhaust

gases to energy, allowing a considerable

reduction in the carbon footprint of

UASC’s ships, and the vessels’ hulls

have received special silicon paint that

reduces their friction with the water

surface and thus reduces the vessel’s

fuel consumption.

Othman Ibrahim Al-Issa, Chairman

of the Board of Directors at UASC,

commented: “This facility marks a

significant step forward towards the

implementation of UASC’s financial

strategy and speaks of UASC’s solid

foundation and steadfast commitment

to forge ahead amidst a challenging

business environment.”

Majed Essa Al Ajeel, Burgan

Bank Chairman said: “Burgan Bank’s

Corporate Banking Group has proved

over the years to be a reliable partner

for growth by industry leaders such as

UASC. The group continues to expand

its finance deals with its corporate

clients to support them in executing their

strategic plans.”

Basil Al-Zaid, Chief Financial and

Technical Officer at UASC, commented

on the transaction: “We have faced the

headwinds in the international trade

markets and continue to move firmly with

the implementation of UASC’s expansion

plans. Concluding this transaction

amidst the current difficult market

conditions further demonstrates UASC’s

unique position as a shipping line with

access to capital and affirms the long-

term business collaboration between

UASC and Burgan Bank as well as their

understanding of our Industry.”

UASC and Burgan Bank sign $150m facility

Etihad Airways, the national airline of the

United Arab Emirates (UAE), has signed a

memorandum of understanding (MoU) with

the Abu Dhabi-based Lulu International

Group. Etihad Airways will be the preferred

supplier of air cargo services for Lulu’s retail

operations into and out of the UAE.

Under the agreement, Etihad Airways

will offer the Lulu International Group and

its forwarding agents a range of preferential

and priority air cargo services. This

includes transporting mostly fresh produce

from countries such as Egypt, India, the

Philippines, Thailand and the United

Kingdom to and through the UAE.

Best known for the Lulu chain of

supermarkets, the Lulu International Group

operates businesses in the UAE, Oman,

Qatar, Bahrain, Kuwait, Saudi Arabia, Yemen,

Egypt, India, Indonesia, Malaysia, Thailand,

Hong Kong, Vietnam, China, Kenya,

Tanzania, Ivory Cost, Ghana and Benin.

Peter Baumgartner, CCO Etihad Airways,

said: “We are delighted to have signed this

MoU with the Lulu International Group and

look forward to working together as this

relationship develops. This deal is central

to Etihad Airways’ role of facilitating trade

into and out of the UAE, and will further

support the commercial development of the

Emirate of Abu Dhabi.”

Saifee T Rupawala, CEO Lulu

International Group, said: “We are

very excited about this new agreement

with Etihad Airways which will help us

immensely in effectively managing our

worldwide supply chain and logistics.

This in turn will help us cater to the

diverse needs of our large multi-ethnic

consumer base with prompt service and

competitive prices.”

Etihad signs cargo agreement with Lulu

Peter Baumgartner, Etihad Airways’ CCO shakes hands with Saifee T. Rupawala, CEO, Lulu International Group

The 3rd International

TRANSPORTATION, MATERIALS HANDLING, WAREHOUSING & LOGISTICSExhibition & Conference

11-13 November 2012Dhahran International Exhibition Center,

Dammam, Kingdom of Saudi Arabia

Working Towards the Integration& Implementation ofEffective Logistics& Transportation Systems

OfficiallySupported by theMinistry of Transportof the Kingdomof Saudi Arabia

www.sauditranstec.com

Organised by

The Chartered Institute of Logistics and Transport

ASSOCIATED COMPANIES

OFFICIAL REGIONALPUBLICATION

OFFICIAL REGIONALNEWSPAPER

OFFICIAL ONLINEPORTAL

LOGISTICNETWORK

SUPPORTERS

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I May 201224

TECHNOLOGY

Data warehousing and analytical solutionsBeing a global leader in its field, Teradata gives businesses the ability to leverage data assets to gain strategic insight, recognise emerging trends, and respond quickly. LOG. Middle East attended the Teradata Conference in Dublin, Ireland to learn more about big data analysis.

Data warehousing is the process of capturing, storing and analysing data to gain insight. This process is built on an integrated data warehouse (IDW), which is a single, centralised application-neutral repository of an organisation’s current and historical data.

May 2012 I 25

TECHNOLOGY

Teradata, one of the world’s leading

analytic data solutions companies

focusing on integrated data warehousing,

big data analytics, and business

applications, provides a single view of

the enterprise in real time and helps

use data in imaginative new ways to

gain maximum value. The company

offers a suite of business intelligence

technology platforms and solutions,

a wide range of data access and

management applications and robust

data mining capabilities. With locations

in the USA and offices throughout the

Americas, Europe, Middle East and Africa

(EMEA) and Asia Pacific Japan (APJ), the

company’s total assets reached US$2.6

billion as of last year serving over 1,370

customers worldwide.

The issue with ‘Big Data’

According to some IT experts, cloud

computing technology was the buzzword

for some time. Today, with the advance

of new technologies, availability of smart

phones and presence of sensors all around

us, ‘big data’ and its analysis by businesses

has been put in the spotlight. A new book

by Bill Franks, Chief Analytics Officer for

Teradata Alliances actually illuminates

the complex and critical new field that is

accelerating the evolution of information

technology (IT) today – big data analytics.

The book titled ‘Taming the Big Data

Tidal Wave: Finding Opportunities in Huge

Data Streams with Advanced Analytics’,

explains how tapping big data sources can

be applied to improve business decisions

through the practice of analytics, and

addresses these issues:

• What is big data, why is it important, and

what are its benefits?

• Ten big data sources that can benefit your

business, including web data, sensor data,

text data and more

Dublin, Ireland

I May 201226

TECHNOLOGY

• Technologies, processes, and methods

required to tame big data

• The convergence of the analytic and data

environments

• What makes a great analysis, a great

analytic professional, and a great analytics

team?

• How to create a culture of innovation and

discovery in your organization

“I thought it was important to have a

business-focused book that pulled the

important themes together around big data

– in one place, and in a format that both

business and analytic professionals can

easily understand, said Franks. “I wanted to

provide relevant insight with tangible advice

and action steps on how to put big data

sources and analyses to work for business.”

The foreword says that the book is

primarily about the effective analysis of big

data, rather than the big data management

(BDM) topic per se. It starts with data and

goes all the way into such topics as how to

frame decisions, how to build an analytics

centre of excellence, and how to build an

analytical culture.

What exactly is data warehousing?

Being in the logistics industry, we are used

to the physical aspect of ‘warehousing’

where goods are brought in, kept for some

time and dispatched at the request of the

client. Space requirements, warehouse

management systems, automation, racking

and shelving are some of the concepts that

pop up when we discuss warehouses in

logistics business.

However, the Teradata Conference,

which took place from 23-25 April at Dublin

Convention Centre featured a series of

sessions that talked about various aspects

of data warehousing and analytics and

offered solutions to the challenges faced by

companies today – regardless of the sector

they are operating in. The experts argued

that with the ‘explosion’ of data collected

from multiple sources, companies face the

huge task of ‘making sense’ out of what has

been collected.

Teradata defines data warehousing

as ‘the process of capturing, storing and

analysing data to gain insight’. This process

is built on an integrated data warehouse

(IDW), which is a single, centralised

application-neutral repository of an

organisation’s current and historical data.

Furthermore, Active Data Warehousing™

(ADW) - the foundation of enterprise

intelligence - drives valuable information into

a company’s operations and to hundreds of

front-line decision makers. It enables smarter,

more competitive decisions through near

real-time information access and analysis

and predictive analytics on customer or

business activity. The ADW supports both

long-running strategic and short-running

tactical queries and provides strategic and

tactical intelligence across the enterprise.

Teradata Active Enterprise Intelligence™

capabilities represent the power of active

data warehousing, and refers to the

alignment of strategic and operational

systems, people, technology and processes

to make the best decisions possible.

Teradata delivers such capabilities through

real-time data warehousing technology,

professional services and applications and

Teradata delivers such capabilities through real-time data warehousing technology, professional services and applications and enables its clients to convert information into intelligence, and intelligence into actions, leveraging existing operational applications and infrastructure

The Convention Centre, Dublin

May 2012 I 27

enables its clients to convert information into

intelligence, and intelligence into actions,

leveraging existing operational applications

and infrastructure. This capability helps

decision makers and front-line workers

achieve new productivity levels, speed

and precision in decision making, manage

business complexities, and respond to

business events while they are occurring.

Private Cloud Benefits

Greater utilisation of processing power

has been a key driver and sought-

after benefit of corporate private cloud

computing implementations – to centralise

and share computing resources and

increase utilisation to 60 per cent or higher.

According to Gartner, today, only about 25

per cent of the available processing power

of virtualised servers is being utilised by

many companies that adopt virtualisation.

Teradata’s Active Data Warehouses

(ADW) have been providing customers

with 90 to 100 percent utilization for years.

The consolidation and centralisation of

numerous under-utilised, disparate data

marts has resulted in data and analytics

being more efficiently shared from

one, centralised ADW among multiple

organisations and thousands of users.

As a data warehouse private cloud, the

Teradata ADW directly addresses a major

pain point with CIOs by ensuring computing

resources are optimised, and fully utilised

– a significant economic advantage to

any IT organisation. By consolidating data

warehouse servers onto a Teradata ADW

Private Cloud, IT executives and their

teams can be certain that their computing

resources are fully utilised and producing

ROI on a 7X24 basis.

BI or Business Intelligence

Information technology is an area where

we people often come across acronyms

that are confusing. Attending almost all

sessions during the two-day conference

and meeting top executives of the company

at pre-arranged one-to-one interviews, I

became pretty familiar with IT terms such

as BI (Business Intelligence), ADW (Active

Data Warehousing), EDW (Enterprise

Data Warehousing), etc. and how one

differentiates from another.

Talking about Business Intelligence,

a powerful trend started by Teradata

customers and Teradata Engineering is

known in the industry today by the common

terms “pervasive BI,” “operational BI,”

and “real-time BI.” Teradata’s strategy for

delivering such business intelligence is

known as Active Enterprise Intelligence™ and

the backbone for this strategy is the range of

Active Data Warehousing™ solutions.

TECHNOLOGY

Teradata’s Key ProductsTeradata® Database Software: Flagship software for analysing data and processing increasing volumes and complexity of queries without compromising performance.

Teradata Purpose-Built Platform Family: Offers customers options that take full advantage of all the power of Teradata systems anywhere in the enterprise – as an active data warehouse, enterprise data warehouse, entry-level data warehouse appliance, special-purpose data mart or sandbox environment.

Teradata Logical Data Models: Easy-to-follow blueprints for designing an enterprise data warehouse that reflects business priorities tailored to the specific needs of an industry.

Teradata Applications and Services: Data access and management tools and applications such as data mining/analytics, master data management, enterprise risk management, finance performance management, demand/supply chain management, and integrated web intelligence.

Media Round Table

Mike Koehler, President and CEOTeradata Corporation

Hermann Wimmer, President Teradata EMEA

I May 201228

TECHNOLOGY

Teradata’s Active Data Warehousing™

product set offers a mature mixed-workload

management subsystem and lets the

business concurrently run multiple data

load jobs, dozens of complex reports, data

mining and hundreds of fast tactical queries

while meeting service level agreements for

the front-line users.

Supply & Demand Chain Management

One of the main reasons for attending the

conference in Dublin was finding out what

Teradata offers to our focus industries

– Logistics, Transportation and Supply

Chain. According to Teradata, traditional

lean and demand-driven supply chain

management delivers value in highly

predictable and steady-state industries and

markets. However, increasing globalisation,

virtualisation, requirements for increased

leverage of IP outside the firewall, and

pressures for increasing growth and profits

are demanding new chaos-tolerant supply

chain management approaches.

With Teradata’s solutions, logistics

companies can reach more informed and

productive decisions by better analysing

and synchronising products and processes

daily from multiple sources. Consistent and

accurate data - both detailed and summary

- can be generated for analysis anywhere

in the organisation, along with the flexibility

to view the business from a variety of

perspectives. Teradata can help:

• Combine data from thousands of readers

and edge servers and millions of tags

• Allow managers to see and collaborate

across the total supply chain

• Proactively measure, monitor and exceed

supply chain performance objectives

The Teradata Demand Chain Management

(DCM) solution is architected as a bottom-up

analytic data solution employing consumer

demand to develop sales forecasts of each

item, by location, weekly and daily. These

forecasts recognise historical performance,

are deep in seasonal and causal

identification and respond automatically

to the latest trends. The forecast is then

combined with inventory and replenishment

strategies, serving to pull inventory through

the supply chain based on expected sales

across each location in the network.

Recent studies show that retail industry

stock-outs are between 5 per cent and

8 per cent and that overstock conditions

Increasing globalisation, virtualisation, requirements for increased leverage of IP outside the firewall, and pressures for increasing growth and profits are demanding new chaos-tolerant supply chain management approaches

- the result of poor forecasts and buys -

continue to climb. The DCM reverses the flow

of information in the traditional supply chain,

pulling information about demand at the

store and SKU level, up through the chain, to

vendors and manufacturers eliminating out of

stocks and reducing inventory carrying costs.

Modules that make up Teradata DCM are:

Contribution: Provides dynamic

stratification ranking of merchandise

categories and location combinations based

on their contribution to the success of the

business. All SKUs are ranked A through E

based on the percent of sales units, sales

dollars, or gross margin they represent.

Seasonal Profile: Draws on historical sales

data to automatically create seasonal

models for groups of items with similar

seasonal patterns. The model might contain

the effects of promotions, markdowns, and

items with different seasonal tendencies.

The bottom line is that the DCM projects

deliver multimillion-dollar ROI and payback

less than 12 months after implementation.

Take-home benefits

From an editorial point of view, I must admit

that the whole event proved extremely

useful even for someone not with an IT

background. The sessions throughout the

day and interviews as well as exclusive

media roundtables were all enlightening.

Besides, many of the company’s top

executives including Mike Koehler, President

and CEO Teradata Corporation; Hermann

Wimmer, President Teradata EMEA; and

Stephen Brobst, CTO Teradata Corporation

were available to discuss relevant topics.

The executives also provided insights on the

emerging markets such as the Middle East

and the Gulf, which had the highest growth

rate for Teradata. Finally, more details on

the presentations will be available in our

magazine’s subsequent editions.

P: +971 4804 8100 · E: info@ssi-schaefer.ae · www.ssi-schaefer.ae

Effective warehouse design means short routes for goods and staff. Using containers in conjunction with intelligent conveyor systems speed up and optimise logistics operations. We show you how to become fast, flexible and efficient. Contact us, we will gladly advise you.

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I May 201230

REVIEW

FAMCO expands into OmanFAMCO launches new

branch in Muscat at a grand ceremony

attended by the industry’s leading

executives

FAMCO (Al-Futtaim Auto & Machinery

Company) offers a wide variety of

products and services to a diverse range

of industries and commercial businesses

covering the transportation, construction,

oil and gas, manufacturing, warehousing

and marine sectors. The company is

well known throughout the UAE for the

supply and service of heavy vehicles

and machinery including trucks, buses,

construction machinery, marine engines,

air compressors, diesel generators and

material handling equipment.

With bases in Dubai, Abu Dhabi, Al Ain

and Ras Al Khaimah, the company is the

sole UAE distributor for Volvo trucks, Volvo

buses and Volvo construction equipment.

FAMCO is also the exclusive distributor

for internationally renowned industry

heavyweights such as Yanmar, Ingersoll

Rand, Himoinsa, Merlo and Linde. Providing

high standard product support services

FAMCO regularly receives performance

awards from its major principals, competing

on a global scale with other distributors.

Operating through five separate trading

divisions, FAMCO also enjoys an excellent

reputation for its turnkey industrial storage

and handling solutions, including the

design and installation of Dexion shelving

and racking systems.

New launch

With such a variety of products and

services for the industry, FAMCO has

expanded into Oman to be able to serve

its existing and potential customers better.

The one day launch event took place at

a five star venue in Muscat. Attended by

the leading companies’ representatives,

FAMCO had the perfect opportunity to tell

more about its launch in the country, brand

portfolio and future plans. The whole event

was organised by Dubai-based Gutenberg

Publishing FZ, the proud publisher of LOG.

Middle East.

With the new branch located in Al

Qurm, the region’s leading industrial

equipment supplier known for its product

range in warehousing, material handling,

generators, compressors, construction

equipment and commercial vehicles has

a more convenient access to the lucrative

Omani market.

FAMCO executives attending the launch event (L-R): Adnan Dawood (Marketing Manager), David Dronfield (General Manager, Storage & Handling Solutions), Ayman Ahmed (Country Manager - Oman & Qatar), Paul Floyd (Managing Director), Kevin Miller (Finance Manager), Mark Johnson (General Manager, Aftersales) and Ahmad Halwani (General Manager, Construction Equipment)

May 2012 I 31

REVIEW

FAMCO’s success story

In related developments, FAMCO

previously launched FAMCO Parts Online,

an online portal developed entirely in-

house and fully integrated with SAP, which

allows customers to place orders for spare

parts and make enquiries about price and

availability via the Internet.

The new facility enables customers to

track their orders, deliveries and invoices,

and to obtain a statement of accounts.

It also displays news of FAMCO’s latest

sales campaigns and special offers will be

highlighted for customers’ ease of reference.

Paul Floyd, Managing Director, FAMCO,

said “This is an important step for us in

achieving FAMCO’s vision of being a

company whose service standards exceed

those of our competitors.”

Furthermore, FAMCO was awarded

global honours after it won the prestigious

Volvo Construction Equipment International

Dealer of the Year award. The award

was presented to Paul Floyd at the Volvo

Construction Equipment International

Dealer Conference in Abu Dhabi.

“2011 was a year of many milestones

in our history with Volvo Construction

Equipment, and we are thrilled to begin

2012 with this great recognition from Volvo,”

said Mr. Floyd. “It’s a great honour to be

globally recognised by one of our most

important principals and partners. Our high

performance is the result of a concerted

effort by all our team members in what was

a challenging yet rewarding year. I would

like to thank the entire FAMCO team for

their outstanding efforts and to also thank

our customers for their continuing support.”

“Customer support is a key focus for us

at FAMCO. Understanding our customer

needs and delivering on promises has

been essential to our success. We take

great pride in knowing that we are

providing our customers with global best

practice and it’s a great honour to be

recognised as doing so.”

Mr. Floyd also said the full market

introduction of all Volvo CE’s soft

products such as the ‘CareTrack’ remote

monitoring system and machine inspection

programmes among others has further

established FAMCO as providers of

benchmarking service and product support.

Al-Futtaim Auto & Machinery Co. LLC (FAMCO)P.O. Box 47, Al Qurm, PC 102, Muscat, Oman

Tel: +968.24593708 or +968.24593722 | Fax: +968.24593709

I May 201232

REVIEW

LOG. LEO Awards 2012 recognise the best of the industry

The best of the logistics and supply

chain industries were once again

honoured at the glittering annual

LOG. LEO Awards Ceremony which

took place on 19 April at the Ibn

Battuta Gate Hotel in Jebel Ali, Dubai.

Organised by the region’s leading

media company, Gutenberg Publishing

FZ LLC, the award ceremony and

day-long seminar attracted leading

professionals from the sector. As

revealed by many of our guests, it was

a day full of networking opportunities

where the attendees shared their ideas

and experiences to help solve the

industry’s challenges.

This year’s event was divided into

three parts - morning session of seminars;

lunch and award ceremony; and

afternoon session of seminars. Despite

the hectic schedule of people working in

logistics industries, the turnout was high

and almost all delegates attended both

morning and afternoon sessions, which

proved to be useful and insightful.

Welcoming the delegates, Reinhard

Wind, Managing Director of Gutenberg

Publishing FZ LLC highlighted the leading

role of Dubai as a logistics hub in the

region and touched upon the ongoing

mega investment projects to upgrade

infrastructure aimed at easing trade and

commerce.

“With such optimism in the air and as

stated by the country’s leaders, Dubai

has recovered from economic downturn.

Today, at this prestigious ceremony

attended by the industry’s top performers,

we can all feel that there are still bright

opportunities in the region as logistics is

a vital part of businesses here,” added

Mr. Wind. This year’s LOG. LEO Awards

Ceremony was sponsored mainly by

FAMCO UAE and SSI Schaefer.

Insightful seminars

The seminar programme hosted speakers

from prestigious companies and

institutes such as Dubai Trade, Dubai FDI,

University of Wollongong, Supply Chain

and Logistics Group (SCLG), SSI Schaefer

This year’s awards ceremony and the day-long seminar took place in Dubai with the attendance of top companies’ representatives

May 2012 I 33

REVIEW

and Famco. In the morning, the welcome

speech by Mr. Wind was followed by

Dubai Trade’s presentation titled ‘How

Dubai Trade Masters E-Trade’ by Shahab

El Jassmi, Head of Commercial. With a

vision to transform the end to end trade

supply chain and to establish Dubai as

the leading trade and logistics hub of the

world, Dubai Trade aims to make trade

easier, faster, and cost effective for all

stakeholders. Mr. El Jassmi explained

how Dubai Trade facilitates trade in the

emirate by giving a real life example of a

container import.

The programme continued with the

presentation of SSI Schaefer, one of

our main sponsors. Shrikanth Kolawadi

talked about Storage Solutions -

Ergonomic Warehouse Planning. Asking

‘What system to choose’, Mr. Kolawadi

suggested looking at flows, operational

costs, and required investments and

added that for most applications non-

automated or semi-automated systems

are the right choice.

Then, David Dronfield, General

Manager, Storage & Handling Solutions,

Al-Futtaim Auto & Machinery Company

LLC presented ‘What goes around comes

around in distribution’. To make his point

clear, Mr. Dronfield gave the example of

the production of a toothbrush, which

probably never caught our attention as

something that requires massive logistics.

The raw material – plastic is derived from

oil and the lengthy and costly process

involves terminals, tankers, containers,

ships, agents, warehouses and finally

supermarkets. The GM mentioned

that “By the time I buy my toothbrush,

the materials and product have been

distributed at least six times and handled

at least 22 times, twice by hand, of which

one was mine. The price of a mere AED12

includes the distribution from UAE oil

fields around the world and finally to a

Dubai supermarket.”

Immediately after the networking

break, the seminar focused on the

‘academic’ side of business with Dr.

Balan Sundarakani, Associate Professor,

Program Director, MS Logistics, University

of Wollongong, Dubai. His presentation

was titled ‘Trends in Logistics Industry: An

Academic Perspective’. Dr. Sundarakan

talked about the length and breadth

REVIEW

I May 201234

REVIEW

I May 201236

of the logistics industry and the five

imperatives, namely changing supply

chain focus; delivering a sustainable

logistics service; collaboration &

competition; mergers & acquisitions

between LSPs; delivering innovation;

and pressure towards integrations and

disintegration.

Providing an outlook of the industry,

David Harris of Dubai FDI (Foreign

Investment Office) explained the case of

‘Dubai and Logistics’. Dubai FDI’s strategy

revolves around forming a sustainable

investment model: creation, growth and

retention. His office provides investment

guidance on office setup; regulatory

compliance; and market orientation.

According to Mr. Harris, the trends include

moving towards PPP model (e.g: Dubai,

Kuwait & Iraq); government initiative’s

to raise infrastructure funds (e.g: MENA

infrastructure fund); and concept of

integrated water & power projects (IWPP).

The industry’s vital question came

from Andre Verdier of Innova Supply

Chain: ‘Is your Supply Chain Healthy? –

Spotlight on the Supply Chain Manager’.

Mr. Verdier urged companies to benefit

from various advantages of integrated

supply chain management which can

save most companies between 5 to 25

per cent. The Health Check includes

asking questions on the strategy,

policies and processes. The tactics cover

forecasting, planning, S&OP, integration

and collaboration.

The first presentation of the

afternoon session, ‘Enhance Profitability

with Simulation’ was given by Katharina

Albert, Managing Director, SimPlan

Dubai. Her presentation aimed to

form a clear idea of what logistics

simulation is and which methodology

is used; learn when simulation can be

successfully applied; and discover the

plentiful benefits that simulation offers.

The benefits of simulation include

low investment in comparison to total

system costs; recognising bottlenecks

and harmonising processing times,

resources and buffers accordingly;

what-if analysis for strategic / demand

planning; and visualising the plan in the

form of 3D animation.

Another real life scenario was

presented by SSI Schaefer, one of

the main sponsors of the LOG. LEO

Awards 2012. Matthias Hoewer,

General Manager Middle East & Africa

provided a case study on ‘ZamZam

Water in Makkah, KSA’. Mr. Hoewer

explained how the challenging

ZamZam Water project was handled by

s.s.e.m (overall GC for civil works); SSI

Schaefer (logistics & materials handling

equipment); and KHS (depalletising and

distribution system). The major task

for SSI Schaefer was that only Muslims

are allowed to enter the Haram Area

and the installation team had to be

brought from SSI Schaefer in Turkey.

Temperatures reached 50C during

the day and the installation took place

mainly at night. Despite the challenges,

the project was completed and handed

over in June 2011.

And the last presentation belonged

to Mr. Wind: ‘The Future of Warehouse

Planning in the Middle East’. He talked

about old warehouses and when a

warehouse becomes a distribution

centre. The Managing Director of

Gutenberg Publishing FZ LLC went on

to compare the warehouse systems in

REVIEW

May 2012 I 37

Europe and the Middle East. He also

urged stakeholders to focus more on

designing the warehouse, paying for

the inventory, initiating modernisation,

and defining the key factor for a multi-

purpose warehouse.

Nomination and judging panel

The industry representatives submitted

their nominations online during the

campaign. The panel members included

prestigious names such as Mahmood

Al Bastaki, Director, Dubai Trade; Dr.

Cedwyn Fernandes, Associate Professor

in Economics and MBA Program Leader

at Middlesex University Dubai; Ojas

Wadivkar, Principal, A.T. Kearney Middle

East; David Harris, Director, International

Logistics, Department of Economic

Development (DED); and André Verdier,

Chief Executive Officer and Managing

Director MEA, MRM, and President,

Executive Committee, Supply Chain and

Logistics Group (SCLG).

And the winners…

The five categories of the LOG. LEO

Awards were Supply Chain Manager of

the Year; Innovator of the Year; Young

Achiever of the Year; Sustainability

Champion of the Year; and Lifetime

Achievement Award – all designed to

celebrate excellence and outstanding

performance in the industry. Silke Wind,

editorial director of Kompass Worldwide

together with Gutenberg Publishing

sales manager Andy MacGregor

announced the winners and Reinhard

Wind presented the awards during

the ceremony that was preceded by a

sumptuous open buffet lunch.

Sascha Geiken, Managing Director

of Geodis Wilson UAE LLC bagged

the Supply Chain Manager of the

Year award. The Innovator of the

Year award went to Adil Alsmadi,

Director of NTDE. The next category,

Young Achiever Award of the Year

was awarded to Ramachandran

Padmanabhan, Supply Chain Manager

of Geodis Wilson UAE LLC. To a loud

applause, Rahman Siddiqui, Supply

Chain Manager at Famco was honoured

with the Sustainability Champion Award

of the Year. And, finally the Lifetime

Achievement Award of the Year was

given to Prakash Nair, Manager Network

Cargo Sales Development at

Emirates Airlines.

The announcement of each winner

was greeted with much applause, not just

from colleagues but from all attendees.

The number of awards was limited to five

to be able to focus on the core tenets of

the industry. The award ceremony was

followed by a raffle draw which gave

away an iPad, a digital camera and an

LCD TV.

Behind the scenes

The organiser of the event, Gutenberg

Publishing FZ LLC, is located in Dubai

Media City, which hosts many of the

world’s leading media companies. The

company’s flagship product is LOG.

Middle East - a high-class industrial

magazine that addresses the issues with

Logistics and Supply Chain Industries in

the region and beyond. The magazine is

published monthly and distributed all over

the Gulf region. In addition, the company

undertakes the organisation of industry-

specific events for a select variety of

customers in the Gulf.

REVIEW

I May 201238

Winners of the LOG. LEO Awards 2012

Supply Chain Manager of the Year:Sascha Geiken, Managing Director, Geodis Wilson UAE LLC

Innovator of the Year: Adil Alsmadi, Director of NTDE

Young Achiever of the Year: Ramachandran Padmanabhan, Supply Chain Manager of Geodis Wilson UAE LLC

Sustainability Champion of the Year: Rahman Siddiqui, Supply Chain Manager, FAMCO

Lifetime Achievement Award: Prakash Nair, Manager Network Cargo Sales Development at Emirates Airlines

I May 201240

PROFILE

Making business flow with an innovative approachCEVA Logistics designs and implements industry leading solutions for large and medium-size national and multinational companies

CEVA Logistics designs and implements

industry leading solutions for large and

medium-size national and multinational

companies. Despite the challenging

airfreight market, one of the world’s leading

non-asset based supply chain management

companies, CEVA, announced revenue of

€1,712 million for the first quarter of 2012

driven by strong performance in contract

logistics and ocean freight. Focusing on

building market position in the months

ahead, new business wins of €504 million

actually exceeded the company’s targets.

Besides, the group reported revenues of

€6.9 billion last year. This is all due to the

dedication of around 51,000 employees

dedicated to delivering effective and

robust supply chain solutions across a

variety of sectors.

CEVA has also its ambitious plans for the

region. The company’s regional headquarters

based in Jebel Ali, Dubai is a pyramid shaped

unique building. To find out more about

CEVA’s business offerings and expansion

plans, LOG. Middle East team met with

Warren Angus, Sales & Marketing Director,

Middle East, North Africa and Central Asia

(MENACA). The energetic director explained

more about CEVA’s positioning in the Gulf,

how they deliver operational excellence to

their customers and what differentiates them

from their competitors.

Value added and integrated services

CEVA offers customers complete supply

chain design and implementation in Contract

Logistics and Freight Management, alone or

in combination. Contract Logistics includes

warehousing and ground based distribution,

offered separately or in combination. Freight

Management includes coordinating the

movement of products and materials by air,

ground or ocean using the most efficient

mode of transport meeting the customer’s

expectations in terms of cost, speed,

reliability and protection of goods.

“Increasingly, for our customers, we

co-ordinate several specific activities, from

managing the complete supply chain and

May 2012 I 41

executing the most critical activities to

designing and transforming the supply chain

while third parties perform the services

under our management. For customers who

utilize CEVA in the role of total supply chain

management provider, we offer a single

point of contact for all supply chain activities,

optimizing service and cost across the entire

supply chain,” remarked Mr. Angus.

The services of CEVA include

manufacturing support; inbound

transportation; warehousing & distribution

centers; outbound transportation; aftermarket

services and final mile solutions. The sales

& marketing director stressed, “In delivering

our services, ‘Impeccable Execution’ is our

credo. This applies to every area of our

business and supports our clear goal to

become the most admired company in the

supply chain industry.”

Advantages of choosing CEVA

CEVA has many major multinational

accounts across the region across all sectors

covering freight management and contract

logistics. The company is also proud of its

deep sector expertise across Automotive,

Industrial, Consumer/Retail, Technology and

Energy. This expertise has been developed

in many countries where CEVA operates.

The company has a systematic approach to

transfer best practices across the countries in

order for the customers to make the most of

the solutions CEVA offers.

Mr. Angus highlighted that their SMART

solutions are a set of established and

proven processes which help them identify

common areas where customers are able to

standardise their core processes of supply

chain solutions. They continually add to

these solutions, launching ‘SMART End to

End’ in May 2011 and ‘SMART Energy’ at the

end of the year.

“As already mentioned, we offer an

integrated approach and are focused on

delivering ‘Operational Excellence’ to

our customers, each and every day. By

uniting and working together, we focus

on growing our business by offering

outstanding supply chain services to our

customers and developing our business to

support theirs.”

Learning process

According to Mr. Angus, compared to Europe

where the term supply chain is very mature

with many strong networks, the Middle East

region is still growing and learning. But he

added that investment is second to none in

the region which is why the Middle East will

be the leading globally in terms of supply

chain where the general market can learn

from the challenges faced in mature markets.

“The region is certainly growing

through investment. With investment

comes opportunity which is where the

logistics industry will benefit. Coupled

with the population reach, the future

looks very bright,” concluded the sales &

marketing director.

New projects

In another note, CEVA Logistics has officially

opened its Control Tower in Alcobendas,

near Madrid, Spain. The Control Tower is

an innovative and integrated information

hub that offers enhanced control functions

to cater for all logistics services and has

been structured in a similar way to the Milan

Control Tower which was launched in 2010.

The Control Tower will allow the control

of fundamental logistics operations from

a single central point, at both national and

international levels. In this way CEVA will

strengthen the levels of service offered to

customers, at the same time ensuring further

cost optimisation.

The Control Tower is an example of

excellence and innovation within the

logistics sector; a state of the art solution

that offers companies both short and

long term benefits, including optimised

transport planning, improved reaction

time to any issues and real time advanced

reporting, thanks to 24/7 full coverage of

all Iberian locations. The Control Tower is

divided into three areas, each performing

specific functions: Red Area; Blue Area;

and Grey Area.

PROFILE

“In delivering our services, ‘Impeccable Execution’ is our credo. This applies to every area of our business and supports our clear goal to become the most admired company in the supply chain industry” - Warren Angus, Sales & Marketing Director CEVA MENACA

I May 201242

FEATURE

A sustainable development

program has several components with

unique characteristics that should be

applied by 3PLs. Petros Zenieris of

Business Criterion tells us more about

the path to success.

Business development is used to create

new sales. Whether it is done as a subset

of the corporate strategy execution

for greater market penetration or new

markets or whether it is a granular effort,

business development is important.

Many companies address business

development with cold calling, email blasts,

advertising or social media. Each of these

tools misses a key point, beginning with the

lack of focus and structure. The risk is using

essentially standalone sales efforts instead

of crafted business development. This

methodology limits the effectiveness - and

results. That is central to their shortcomings.

There are three parts to a solid business

development program. They are inter-

related and should be integrated for a

cohesive approach. The three are:

1. Unique Selling Proposition

2. Positioning Strategy

3. Market Positioning

Unique Selling Proposition: Generally

speaking, logistics services are viewed as

a commodity service. That means price is a

key differentiator for customers on selecting

which provider to use. To counter this and

to gain recognition for the company, an

important need is to have a Unique Selling

Proposition (USP). The USP is not about

what the 3PL or logistics service provider

does. It is about what customers really want.

Underlying the proposition is a customer

centricity. Customer focus is fundamental to

business development.

The Unique Selling Proposition is the

Value Proposition. Its need increases when

the company has missed sales opportunities

and customer retention problems. Too many

service providers send much time talking

about themselves. In the end, such a narrow

focus leads the ongoing price pressure

continuum, lost sales and higher-than-

needed customer turnover.

The key here, and with the positioning,

is to separate the LSP from its competition. It

is not about comparisons with competitors.

There is competition for customers of logistics/

supply chain services to choose among. This

is about more than having similar or different

capabilities. This is about defining the provider

is based on what customers want.

What makes a selling proposition unique

is its customer focus. A successful selling

proposition is not a slogan. It is about the

customers. It is a value proposition for

customers, why they should use you. That is

important to the accomplishment of sustainable

success of growing and expanding.

To develop the USP, the 3PL should:

• Seek to define a competitive advantage;

• Adopt a customer focus (investor

centricity approach) to gain the attention of

How to ensure solid business development

May 2012 I 43

FEATURE

potential customers;

• Target an expanded audience of

potential customers;

• Evaluate developing multiple USPs to

reach different target customers, markets

and service possibilities because using only

one USP may limit attaining opportunities;

• Recognise customer needs as compared

to the LSP offers;

• Position with regards to competitors;

The USP should answer the question of

“Why should I select you for my supply

chain needs?” Arranging transport or storing

and handling goods is not enough for a

USP. It should identify what the 3PL provides

and how customer needs are met. The latter

creates a value proposition for customers

and builds customer centricity.

The Unique Selling Proposition should:

• Reflect needs of customers;

• Differentiate the 3PL from the competition;

• Define why customers should consider/

select the company;

• Create value for potential customers;

• Segment for different markets, customers

or logistics opportunities;

• Open new customer needs.

Positioning Strategy: The firm needs to

identify the best positioning strategy for it and

what needs to be done to achieve this goal.

There are several layers to the Positioning

Strategy, including:

• How to design the strategy;

• Who to target with it;

• What to target;

• How to execute;

• How to present;

• Where to present;

• How to design the strategy for multiple

media and outlet venues.

The intent is to position to a large audience.

Let potential buyers of the service know

the 3PL is there and what it does. Create

awareness so that people can find the firm

in their searches. This contrasts with the

firm searching for customers.

Underlying the above points is the

question of whether the positioning should

be monolithic with one message and

approach for all prospective customers in

the target customer sets or whether it should

be segmented. One message is limiting

and closes off opportunities. It should it be

segmented and should be tailored to different

customers and/or to different markets.

Designing a well-targeted investment

promotion and marketing strategy is critical to

your success. Understanding the competitive

landscape, its differentiators, unique value

proposition, and constraints is crucial in

designing an effective positioning strategy

The key points here are:

• Segment the positioning strategy and

target it for different market sectors and/or

customers. Do not use a monolithic, one-size-

fits-all approach. Positioning will be customer

centric and targeted to potential customers

and markets.

• Consider potential niche opportunities.

• Try to trigger new customer needs with

“outside the box” thinking and additional

services or approaches. Provide customers

with concepts that you will work together with.

Market Positioning: This, tied with the Unique

Selling Proposition, creates a branding

for company. It is about having potential

customers see the 3PL as the solution

for their supply chain needs. This type of

positioning presents credibility for customers.

The marketing should have nationwide,

even global reach, recognising that

potential customers are located throughout

the country. This is very important. There is

a large base of potential users of the 3PL’s

services. It should also be a multi-media

approach, ranging from traditional print to

the internet. The internet efforts may include

a revised website with the new branding

and USP, with search engine optimisation of

key words for enhanced search rankings.

Conclusion

Business development is defining and

positioning your service to customers. It is

customer centric with a value proposition

that is focused on customer needs. It is

not about what the service provider does

or comparing with competitors. Business

development is about clearly differentiating

from the competition to create customer

interest in you and how you will help them.

There are three parts to a solid business development program, which are inter-related and should be integrated for a cohesive approach: Unique Selling Proposition; Positioning Strategy; and Market Positioning

Petros Zenieris of Business Criterion

I May 201244

PRODUCT UPDATE

Extended Range Scanners by Motorola Solutions

Clark diesel forklift C35D loads the Antonov

BeuMeR presents innovative packaging technology

A Clark C35D forklift with 3.5 tonne

capacity has been loading the Antonov

124 at Leipzig/Halle Airport since January

2012. Here a legend in materials handling

technology meets a legend in worldwide

air cargo. Ruslan Salis GmbH provides air

charter flights with Antonov 124 aircraft

at Germany’s second largest cargo hub

and opted for the C35D when loading the

airplane, in the warehouse and ground traffic

operations. The 2.8-litre diesel engine with

indirect fuel injection proves to be not only

low in pollution and fuel consumption, but

also offers excellent acceleration as well

as reliable handling on ramps and inclines.

The powerful drive of the C35D comes into

play for example when heavy goods are

loaded into the AN 124 cargo hold with ideal

measurements of 36.5 x 6.4 x 4.4 m.

BEUMER Group, headquartered

in Beckum, Germany, presented its

innovative stretch hooding system

BEUMER stretch hood® M, which is

already used in the brick industry

and offers a variety of options across

a broad range of pallet packaging

challenges and requirements. Packaging

palletised bricks with the BEUMER

stretch hood® M is quick and safe. In

addition, this system accommodates a

large variety of film thicknesses and is

characterised by more flexible handling

of different pallets and film formats

compared to other systems.

The combination of vertical and

horizontal film forces during stretch

hooding ensures increased load

stability. With low specific energy and

compressed-air consumption, as well as

compatibility with recyclable packaging

films, the BEUMER stretch hood® M is

a cost-effective and environmentally

sustainable approach to pallet

packaging. The stretch hooding system

is equipped with an optimised, user-

friendly control terminal, which enables

quick changes of operating parameters.

Films can be replaced in minimal time.

Motorola Solutions, Inc. recently announced

the availability in Europe, Middle East and

Africa region of the rugged DS3500-ER series

of extended range scanners offering the

flexibility to easily scan and capture barcode

information from both near and extended

distances for warehouse management and

other applications in the harshest industrial

environments. The DS3500-ER series is

capable of scanning 1D and 2D symbologies

and GS1 codes from as close as one inch to

a tall rack in a distribution center 31 feet away.

The omni-directional series of extended range

scanners improves worker productivity and

reduces the need for businesses to purchase

multiple devices.

The rugged DS3500-ER can be used both

indoors and outdoors for asset management,

inventory management, picking, traceability,

shipping and receiving applications

in warehouses, distribution centers,

manufacturing plants or warehouse-style retail

stores. The ergonomic series is available either

corded or in a Bluetooth® cordless version

with FIPS 140-2 validation enabling greater

worker mobility and enhanced security.

The easy, comfortable handling of the

C35D also ensures for higher throughput

during goods distribution and warehousing

at Leipzig/Halle Airport. The power steering

which enables secure, effortless steering and

maneuverability in the smallest of spaces,

as well as the vehicle’s compact design

and ideal weight distribution, guarantee not

only effective, sensitive work cycles but also

stability when cornering in confined areas.

We work for Bombardier Transportation Austria GmbH – RSI Rail Services International Austria GmbH – Railtec Entwicklungs- und HandelsGmbH – Deutsche Bahn - Stadtwerke München – Städtische Verkehrsbetriebe Zwickau GmbH – VAG Verkehrs-Aktiengesellschaft – SWB Stadtwerke Bonn Dienstleistungs-GmbH – Erfurter Bahn GmbH – Jenaer Nahverkehr GmbH – Bayrische Oberlandbahn GmbH – Dortmunder Eisenbahn GmbH – Rurtalbahn GmbH – Eurobahn – Voith Turbo Lokomotivtechnik GmbH & Co.KG – Kabel Technik Kiel – Gmein-der Lokomotivenfabrik GmbH – Bombardier Transportation GmbH – MGW Service GmbH & Co.KG – Northrail Technical Services GmbH & Co.KG – EuroMaint Rail AB – Motala Train AB – DB Schenker Rail Tabor S.A. – Capro GmbH – Hittmayr Baumaschinen GmbH – Hansa-Flex Hydraulik GmbH – Hagn Techn. Elastomere GmbH – MKE Metall- u. Kunststoffwaren Erzeugungs GmbH – Siems & Klein Autowerstatt-Technik Vertriebs GmbH – Tesso Klimageräte Vertriebsges.mbH – ÖBB Technische Services GmbH – ÖBB Immobilienmanage-ment GmbH – ÖBB Infrastruktur AG – Siemens AG Österreich – Wiener Linien GmbH & CoKG – IVB Inns-brucker Verkehrsbetriebe – Zillertaler Verkehrsbetriebe – RTS Rail Transport Services GmbH and many more.

WHEN TIME IS OF THE ESSENCEAND YOU MUST PERFORM

H&P Trading delivers Austrian craftsmanshipand solves your technical problemsin public transport and infrastructure!

ROAD+hoses & fittings+gear boxes & axels+pneumatic systems+doors & hinges+cnc parts+nuts & bolts+special parts+etc.

RAIL+fire protection+lighting & lamps+bearings & fittings+glass & windows+spare parts for brake systems+spare parts for the cabin+interior parts+etc.

Troubleshooting

Spare Parts & Consumables

Research & Development

Improvements & Innovations

Redesign & Rebuild

ISO 14001, ISO 9001, EN 15085

!

Gutenberg Publishing FZ-LLCDubai Media City, Al Thuraya Tower II, Office 1402Dubai, United Arab Emirates

T +971 (4) 4334 360F +971 (4) 4517 945

E info@gutenberg-dubai.com

H&P Trading GmbHBundesstrasse 18

A-7531 Kemeten, Austria

Contact us and we organise a constructive meeting.

I May 201246

Issue 45 | MARCH 2012

YOUR LOGISTICS AND SUPPLY CHAIN MAGAZINE

www.log.ae

Benefits of adopting GSM-R

Logistics trends in the GCC

Nominations now open

LOG. LEOawards

BUILdINGraILwaYs

TOp MEGa TrENds

TRENDS | 24 PREVIEW | 32 REVIEW | 36

Safe and risk free delivery of perishables from farm to consumer | Page 06

Logistics of

perishables

Issue 46 | APRIL 2012

YOUR LOGISTICS AND SUPPLY CHAIN MAGAZINE

www.log.ae

Reduce costs, maximise yields

Enhancing profits with technology

Ceremony takes place this month

LOG. LEO AwArds

CHAMP CArGO systEMs

BusinEss siMuLAtiOn

INNOVATION | 22 PREVIEW | 30 TECHNOLOGY | 38

LogisticsOIL & GAS

As a vital sector for the GCC economies, safe & secure logistics of oil plays a major role | Page 06

SALALAH FREE ZONE - ADMINISTRATIVE HQAERIAL VIEW SHOWING APPROACH TO MAIN ENTRANCE

Issue 47 | MAY 2012

YOUR LOGISTICS AND SUPPLY CHAIN MAGAZINE

www.log.ae

Industry’s best recognised

Analytic data solutions

Solid business development

Third ParTy LogisTics

Log. LEo awards

TEradaTa corPoraTion

TECHNOLOGY | 24 FEATURE | 28 REVIEW | 38

Reaping the benefits of being on a major trade route | Page 06

SALALAH FREE ZONE

Eng. Awadh bin Salim Al Shanfari, Chief Executive SFZ

Contract Manager, ThailandAn experienced Thailand operations manager with 5-10 years logistics and operations experience in large MNC 3PL or Operations environments is required. The candidate must be well versed in managing warehousing, transport, customer service, finance, IT and HR as s/he will lead the consistent delivery of high profile contracts for a leading Thailand company through their strategic supply chain partner.

With full operational accountability for the service delivery of this contract, the candidate shall have a strong sense of planning, leading commercial management and most importantly operational leadership. S/he will be leading from the front and working with the team to add value to the operations and be comfortable engaging with the client. Above average spoken and written Thai and English language capabilities are necessary.

Senior Projects Director, AfghanistanReporting directly to the CEO, the key responsibility of the Senior Projects Director is to provide leadership as a key advisor to the management team within Afghanistan.

Responsibilities■ Candidates must be prepared to travel as required ■ Oversee all operations, systems and management decisions ■ Direct and supervise all support resources■ Manage the direction of technical factors ■ Contribute ideas and operational expertise ■ Implement/design systems & processes

Requirements■ High level qualifications preferably from a FMCG ■ Senior Project Management experience ■ Experience in facilitation skills and people management skills■ Able to operate autonomously in a remote environment

Operations Director, Saudi ArabiaA freight & logistics services provider currently seeks a highly driven Commercial / Operations Manager who can turn around new and successful business opportunities in General Freight Forwarding and Logistics.

Responsibilities■ Proactively manage daily Freight Forwarding activities of the company ■ Lead and direct all Sales and Business Development ■ Offer competitive products & services to the market ■ Actively develop client relationships at a senior level ■ Provide leadership, guidance and support to the team■ Manage all divisional resources to ensure optimum utilization

Requirements■ An experienced operations candidate with proven success ■ At least 5 years of Sea, Air and Road Freight experience■ Strong commercial ability■ Able to conceptualise and deliver new Freight and Transport products & services

Advertise your job in LOG. Classifieds: Call: +971 (4) 4334 360

E-mail: info@gutenberg-dubai.com

Operations Manager, UAEA leading International Project Forwarding and Freight Management specialist seeks to hire an experienced Operations Manager to take over responsibility for their Freight Management. The role is based in Dubai, UAE. The Operations Manager will have the responsibility for the successful, proactive-managed daily operation of all sea, air and road freight forwarding activities within Dubai.

Responsibilities■ Plan, develop, manage and implement local operational strategies and directions■ Set up and monitor KPIs for efficient operational performance■ Ensure compliance with all relevant legislation and approved codes of practice■ Actively develop client relationships at a senior level Prepare and present detailed tender responses and bid documents■ Actively promote the company through industry events, marketing activities

Requirements■ Minimum 6 years Operations Management experience in Freight Forwarding & Shipping■ Multi-modal experience in freight management ■ Strong operational knowledge and proven ability to manage complex movements■ Good team player ■ Must be numerate, accurate & organised

Regional Business Development, UAEA leading logistics service provider seeks a Regional Business Development Manager (Airfreight) to be based in Dubai, UAE.

Responsibilities■ Internal support for local country organizations ■ Develop and implement sales campaigns■ Acquisition of accounts ■ Working on RFQ’s process ■ Identify and select airfreight opportunities ■ Work closely with implementation teams in the region

Requirements■ 5+ years experience in Airfreight ■ Multi tasking ability■ Excellent purchasing & negotiation skills■ Ability to travel abroad frequently and for longer terms

LOG. CLASSIFIEDS

General Manager, IndonesiaSenior Leadership role in the Logistics Market in Indonesia. The company is a leading Asian Supply Chain Solutions Partner and a leading Global supplier of Logistics, Freight Forwarding and supply chain management services internationally. The role will appeal to individuals who are commercially astute and place strong emphasis on customer relationships, are strong operators and running multi-customer (MNC’s), multi-sites operations environment.

Requirements:■ Degree qualified executive ■ Experience at a senior level at a 3PL company in Singapore ■ Willing to relocate to Jakarta■ Familiar with labor intensive environment ■ Thought leadership and communication skills

Head Business Development, IndiaTo design, develop and, as appropriate, sell logistics and SCM solutions and services across India in support to the business. This will include comprehensive transport & SCM solutions including warehousing and possible fulfillment/added value services and may involve all aspects of SCM along with both primary and secondary distribution, either in-house or 4PL, across the sub- continent and islands of India.

Responsibilities■ Determined SCM Sales and SCM Budget responsibility■ Design and deliver, manage and optimize all aspects of SCM sales ■ Develop and implement the strategy for the sale of SCM contracts■ Design and deliver SCM sales solutions across all business sectors ■ Optimize logistics & transport networks ■ Manage the RFQ process up to the award of any projects

Requirements■ Graduate and MBA■ Knowledge of business development process■ Good legal knowledge particularly re-contract law■ Knowledge of international freight market and trade organizations■ Comprehensive experience with SCM modeling and optimization tools

Marketing & Sales Head, KuwaitResponsibilities■ Determine M&S organizational structure, roles and goals■ Develop, manage, direct and control the country M&S function■ Sales reporting including KPIs, quotation analysis, pipeline, etc.■ Implement regional marketing strategies and concepts ■ Analyze growth opportunities, assess their cost and profitability■ Train of sales team and set challenging sales targets

Requirements■ Min 2 years experience in M&S management■ Degree level education■ Knowledge of freight forwarding business, logistics■ Fluent English verbal and written, Arabic an advantage■ Excellent business / commercial acumen

Business Development Manager, ChinaA success driven individual for the role of Business Development Manager - Contract Logistics is required. The role is based in Shanghai, China. The manager will be responsible for organic sales growth in within the scope of Warehousing and Distribution within China through active and aggressive new business development and for targeting and opening up new market segments.

Responsibilities■ Generate new business within the scope of warehousing and distribution■ Establishment of performance metrics to measure respective services ■ Share knowledge and continually reinforce positive internal communication ■ Participate in service presentations

Requirements■ Min 2 years sales and business development experience in China■ Solid understanding of Supply Chain Management and Solutions■ China Distribution Knowledge & Experience■ Ability to close deals and have analytical skills■ Excellent skills in negotiation and sales presentation■ Fluency in English and Mandarin

Advertise your job in LOG. Classifieds: Call: +971 (4) 4334 360 E-mail: info@gutenberg-dubai.com

LOG. CLASSIFIEDS

These brief postings are courtesy of Logistics Executive, an International Specialist Executive Recruitment and Business Consulting Company. To apply or to search for more positions in Supply Chain, Logistics and Transportation sectors, please visit www.logisticsexecutive.com

May 2012 I 47

I May 201248

Sustainability on top of the

agenda

David Beanland, Sales & Marketing Director, Schoeller Arca Systems MENA

Born and raised in the UK in a typical

middle class British family, David Beanland

is in many ways British. The Sales &

Marketing Director of Schoeller Arca

Systems MENA says traveling the world

gave him an open mind and wider view

of the world. Graduated in Electronic

Engineering, David discovered that he was

more comfortable talking to people and

understanding what they wanted rather

than sitting at a desk designing electronic

circuitry.

Flourishing in a sales and marketing

environment, David came to the Middle

East and set up an office for a UK company.

He was then approached by Schoeller

Arca Systems, which started with a detailed

review of the market and moved rapidly

into generating sales revenue and they are

now going from strength to strength. David’s

first day in the company was actually spent

flying to Dusseldorf to attend a trade show

and meet with some of the Schoeller Arca

people in Europe. Since then almost every

day has been different, which makes life very

interesting if not a little chaotic at times. The

company has a lot of expansion plans so he

has to balance the planning process with the

daily requirements of serving customers and

generating revenue.

David believes that there is a huge

regional potential for Schoeller Arca and at

the very top of their agenda is sustainability.

“The really great thing about our green

agenda and service offering is that not only

does it help the planet but it also helps

the bottom line of our customers. So by

embracing the Schoeller Arca proposition

for reusable sustainable plastic packaging

solutions you can increase the bottom line

for your company and make a difference to

the future of the planet. That’s a real win win!”

the sales and marketing director remarks. At

Schoeller Arca they do not just sell a product

but really engage with customers and offer

better solutions. Sometimes they come up

with completely new ideas for improved

logistics which saves money and reduces the

environmental impact of logistics.

David feels that for the coming 12 months

things are still very uncertain. “Companies

are cutting cost rather than increasing

revenue. There are still huge levels of debt -

government and personal and getting rid of

this could take many more years. The worries

with the Euro continue and the potential

defaults by some European countries are

persisting. Then there is China..! So, in my

opinion we are a long way from seeing a real

recovery at a global level,” David remarks.

And was there any culture shock for him

in the beginning? Well, David has travelled

to every continent on the globe except

Antarctica and he is pretty used to adapting to

different cultures, customs and environments.

But even this didn’t really prepare him for the

culture shock of actually arriving here to live.

That time there was no going home and he

needed to embrace the cultural differences.

Not really fond of the cold damp grey days

in the UK when it gets dark at 4.00pm, David

likes the bright, sunny and warm days here

throughout the year. He heads down to the

Corniche in Abu Dhabi, sits at a café or goes

for a holiday weekend in Dubai. Lovely!

LOG CAFE

SALALAH FREE ZONE - ADMINISTRATIVE HQAERIAL VIEW SHOWING APPROACH TO MAIN ENTRANCE

Issue 47 | MAY 2012

YOUR LOGISTICS AND SUPPLY CHAIN MAGAZINE

www.log.ae

Industry’s best recognised

Analytic data solutions

Solid business development

Third ParTy LogisTics

Log. LEo awards

TEradaTa corPoraTion

TECHNOLOGY | 24 FEATURE | 28 REVIEW | 38

Reaping the benefits of being on a major trade route | Page 06

SALALAH FREE ZONE

Eng. Awadh bin Salim Al Shanfari, Chief Executive SFZ

FAX TO: +971 4 451 7945

I May 201250

EVENTS The LOG. Middle East Magazineis a publication of Gutenberg

Publishing FZ-LLC. Licensed byTECOM, Dubai, UAE.

Trade Licence No: 20704

www.logmiddleeast.comwww.gutenberg-dubai.com

Gutenberg Publishing FZ-LLC

Al Thuraya Tower II, Office 1402

Dubai Media City

P.O.Box 502547, Dubai, UAE

Tel: +9714.433 4360

Fax: +9714.451 7945

Managing Director: Reinhard Wind

reinhard@gutenberg-dubai.com

EDITORIAL

Editorial Director: Rustu Soydan

rustu@gutenberg-dubai.com

Sub Editor: Michelle Kasper

michelle@gutenberg-dubai.com

SALES & MARKETING

Sales Manager: Andy MacGregor

andy@gutenberg-dubai.com

LAYOUT & DESIGN

Timonera Grafik

info@gutenberg-dubai.com

ADMINISTRATION

Office Administrator: Sherlyn Millet

sherlyn@gutenberg-dubai.com

PRODUCTION

Production Manager: Roy Varghese

roy@gutenberg-dubai.com

Contributors’ opinions do not necessarily reflect those of the publisher or editor and while every precaution has been taken to ensure that the information contained in this journal is accurate and timely, no liability is accepted by them for any errors or omissions, however caused. Articles and information contained in this publication are the copyright of Gutenberg Publishing FZ-LLC (unless otherwise stated) and cannot be reproduced in any form without the written permission of the publisher.

MAY

MulTIModAlBirmingham, UK; 1 - 3 maywww.multimodal.org.uk

GPCA suPPlY ChAIn ConfeRenCeDUBai, UaE; 8-9 mayhttp://gpcasupplychain.com

MIddle eAsT RAIl oPPoRTunITIesDoha, Qatar; 9-10 maywww.fleminggulf.com

loGIsTICs TRAnsPoRT exhIBITIonhElsinKi, FinlanD; 9 - 12 may http://mark.logexpo.fi

suPPlY ChAIn And loGIsTICs foRuM sAudI ARABIAriyaDh, saUDi araBia; 13 - 16 maywww.supplychainsaudiarabia.com

Cold ChAIn sAudI suMMITriyaDh, saUDi araBia; 13-16 maywww.coldchainsaudi.com

loGIsTICs And WARehousInG exhIBITIonromE, italy; 14-16 maywww.ifwla-rome2012.com

GloBAl loGIsTICs And sCM suMMITDUBai, UaE; 16 maywww.sclgme.org

fuTuRe RoAdsriyaDh, saUDi araBia; 21-22 maywww.iirme.com/futureroadssaudi

GloBAl WATeR, oIl & GAs suMMITDUBai, UaE; 22-23 maywww.cwcoilgasandwater.com

RoRo 2012gothEnBUrg, swEDEn; 22-24 maywww.roroex.com

loGIsTICs & TRAnsPoRT ConfeRenCegothEnBUrg, swEDEn; 22-25 maywww.logistik.to

TRAnsoMAnmUscat, oman; 28-30 mayhttp://trans-oman.com

AseAn PoRTs & shIPPInG JaKarta, inDonEsia; 30-31 maywww.transportevents.com

ToC ConTAIneR suPPlY ChAIn MeDUBai, UaE; 1-3 octoBErwww.tocevents-me.com

IRAq MeGA PRojeCTsDUBai, UaE; 1-3 octoBErwww.cwcimp.com

ChInA InT’l loGIsTICs And TRAnsPoRTATIon fAIR shEnzEn, china; 15 - 17 octoBErwww.scmfair.com

loGIsTICs WesT AfRICAlagos, nigEria; 5-7 novEmBErwww.cwc-logistics.com

sAudI InfRAsTRuCTuReJEDDah, saUDi araBia; 15-17 DEcEmBErwww.saudi-infrastructure.com

InTeRnATIonAl loGIsTICs & MATeRIAl hAndlInG exhIBITIonBarcElona, spain; 5 - 7 JUnEwww.silbcn.com

AIR CARGo ChInAshanghai; 5-7 JUnEwww.aircargochina.com

ToC ConTAIneR suPPlY ChAIn euRoPeantwErp, BElgiUm; 12-14 JUnEwww.tocevents-europe.com

TRAnsfAIRloG hamBUrg, gErmany; 12 - 14 JUnE 2012www.transfairlog.com

TRAnsCAsPIAnBaKU, azErBaiJan; 13-15 JUnEwww.transcaspian.az/2012

sAudI suPPlY ChAIn ConfeRenCe & exPo16-18 JUnEwww.iscea.net/scc

loGICheM AsIAsingaporE; 26-28 JUnEwww.wbresearch.com

UPCOMING

JUNE

Disclaimer: The details provided in the calendar may be subject to change. Please contact the organisers directly before making any arrangements.

May 2012 I 51