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ENTERPRISEA NEWSLETTER FROM AL SHIRAWI ENTERPRISES

The financial year closing June 2015, was a great experience with customer’s keeping us busy and pushing us for more. We thank you all, for your trust in Al Shirawi and for participating sincerely to build a customer experience focused on Organization that en-ables our customers to get more value from their vehicles and units.

Our operation has evolved around our customers’ needs. In line with this, we have initiated a plan to be a ‘logistics solu-tion service provider’ to our clients. To achieve this we added “Racking and Stor-age Systems” from Standard Avery Group Turkey to our already existing offerings of materials-handling equipment from STILL Germany.

Our Central Warehouse in DIP is now fully operational with increased capacity to handle Parts and distribute them to our branches across the UAE. The hub & spoke model is geared up to cater to higher volume and frequency of delivery

as we increase our economic activity level in the future.

Last year, our increased focus on training customer operators and drivers about correct han-dling of their vehicles and machines has yielded great value for our customers, who have realised the savings from less wear and tear, better fuel consumption

Continued over page

Masafi has a fleet of 18 Scania G460 LA 6x4 tractor heads that transport Masafi products (Water, Juice, Tissue, etc.) packed in cartons and pallets from their factory located in Masafi to their three distribution centres.

Mahesh Sharma said: “The Scania units

On Time Delivery is key for our operations – this is where we realize the Value of having the SCANIA fleet and Al Shirawi Sales and Service teams ready to service 24x7 says Mahesh Sharma, Fleet Supervisor, Masafi. He speaks to Rajiv Bhatia, Department Head Marketing & Capability, AI Shirawi Enterprises, about his experience with operating his Scania fleet.

Dear Colleagues

Mr Thani Al Shirawi, Executive Director, ASE (second from left) celebrates winning the UAE championship of the Scania Top Team competition. With him is the winning team – Limin Tomy, Balaji Sundram Thiyagarajan, Narayansamy Sridharan, Sameesh Puthan Purayi. They go on to compete in the regional championships in Guangzhou, China from 18-20 September 2015.

The competition is tough as teams from Scania’s workshops all over the world enter the Top Team competition. To satisfy customer demands for high availability and premium services, Scania’s service network relies on dedicated, professional, competent and service-minded personnel. The Scania Top Team competition was created to further enhance the skills in Scania’s workshops around the world and to enable them to offer a premium service.

and, above all, more up time.We want to keep listening to our custom-

ers systematically through our Customer Touchpoint Centre and continually improve our processes, procedures and routines to enhance value realisation by our customers.

With Best Wishes

Thani Al Shirawi

Gearing up for increased economic activityEnabling our customers to get more value from their vehicles

Masafi praises Scania quality and ASE’s 24x7 service

Continued from previous page

are running ever since we bought them except for around 3 hours when we are loading the packed cases onto the trailers in our factory. These units have not had any breakdown for the past two years; all thanks to the Scania product, and After Sales main-tenance by the Al Shirawi Service Team. We have annual repair and maintenance contracts for the units with ASE and so can be assured that they are being serviced with genuine parts, correct oil and lubricants and there is qualified workmanship. We are also assured that if there is any roadside emer-gency the unit will be attended to quickly using ASE’s 24-hour mobile workshop.

“Also, our special colour coding custom-izing look in pretty ‘Argentoluna’ is carried out in the ASE Bodyshop painting facility,” he added.

“Our distribution cycle is dependent on the timely receipt of products from the Ma-safi factory to the three distribution centres located in the UAE. ‘On Time Delivery’ is key for our operation. Every one hour loss

in breakdown would multiply to mul-tiple thousands of dirhams financial loss. And so that is the value we realize from Scania and ASE services.

“Each Scania tractor head is a prime mover of the specially designed trailer. The total length of the truck-trailer unit, bumper to bumper, is the longest single trailer in the UAE. Therefore they have to be manoeuvred with great skill and care. Our drivers are selected based on ASE’s assistance in selection and were also trained by ASE’s internationally certified driver coach.

“We have control over the driv-ers and the fleet by using the fleet tracking system which is connected to Scania CAN-Bus (Computer Area Network) with help of Al Shirawi. I get alert signals, like truck over-speeding, idling, fuel consumption, stop time and more. I also view the tracking of individual fleet units through KPI dashboards on my mobile. We can use

these measurements to give drivers incen-tives for achieving more trips in a month. The best fuel consumption delivered last month by a driver on his unit was 2.56 km/ltr. All drivers achieve minimum 2.1 km/ltr. Incentives are decided based on the weighted score of desired parameters to be controlled by drivers. Our investment payback period on the units is expected to be 2.5 - 3 years.”

Al Shirawi’s ‘trouble-free’ Scania trucks make big inroads in the commercial vehicles market

Mr Salamoun says the surge in develop-ment, particularly in the construction industry, is reflected in the extraordi-nary growth of Al Shirawi’s commer-cial vehicles sales.

The vehicles that are most in demand from their sales teams are the Scania heavy commer-cial vehicles -- G460 LA 6X4, followed by the P410 CB 6X4 and the P410LA 4X2.

The G460 LA 6X4 is in highest demand because of its maximum Gross Train Weight of 120 tons and it can be used to maximum capacity on UAE’s roads.

“Our Scania market share in the UAE has increased from 12% to 17% in the past two quarters. This is phenomenal growth. We are finding that many of our customers are shift-ing from competitors to Scania,” Mr Salamoun says.

“They refer to Scania as ‘the

In the run up to the World Expo 2020 in Dubai there has been a development surge in the city. Samir Salamoun, General Manager Sales, Commercial Vehicles, ASE, talks about how this is affecting business.

trouble-free truck’,” he notes. “Scania also has the best fuel

consumption in the market and this is often remarked on by our customers.”

ASE have strengthened their position in the market by increasing their sales force and now have separate sales teams in Dubai and the Northern Emirates.

“Our philosophy is to look after the customer with our services and care, as we believe that the customer’s job is to concentrate on his business and leave the truck to us,” Mr

Salamoun says.“We do this by offering two

types of service contracts: a ‘Pre-ventive Maintenance Contract’ and a ‘Repair and Maintenance Contract’. With these in place, customers can be assured that their vehicles will run trouble-free for many years.”

Mr. Mahesh Sharma Fleet Supervisor,Masafi and Said, a driver, stand in front of one of Masafi’s Scania trucks. Said has been driving Scania trucks for four years – two in Mo-rocco and two in the UAE. He said he is on the road for eight hours a day and remarked that the Scania Opticruise is a great feature as it makes shifting gear effortless. He also pointed out that the cabin is very spacious and that he has a clear view of the dashboard.

Proscape, one of Dubai’s premier landscap-ing companies, recently purchased Manitou aerial work platform 160ATj from Al Shirawi Enterprises, which is currently deployed at Burj Khalifa site. “It is great equipment, with a work-ing height of 16 metres and lifting capacity of 230 kilograms. We are happy to have included it in our fleet,” Naik said.

Proscape is a large company with 2500 units. It is using Al Shirawi construction equipment solutions i.e. machines from CASE Construc-tion and Manitou.

Proscape has a range of prestigious commercial, retail and leisure proper-ties to its credit.

“We have had excellent use out of our CASE SR220 in the past, which prompted us to buy the new CASE Skid Steer Loader. This equipment is essential to our work. We take care of all veg-etation at various sites – palms, flowers, shrubs – that accentuate the

Rajiv Bhatia speaks to Vinay Naik, Manager (Transport Fleet and Workshop), Proscape, about their landscaping work and the machinery required to do it.

ASE’s machines used to keep Dubai’s gardens beautiful

Samir Salamoun, General Manager Sales, Commercial Vehicles CASE skidloader

Contractors cautious about buying new construction equipmentn Enterprise Editor: With Dubai planning to host the World Expo 2020, have you noticed an increase in construc-tion activity? How is this affecting your business?

Abdel Aziz Moham-med: We have seen a few projects launched, but the mobilization for these projects is not at the pace we had expected. Contractors are being very cautious in purchasing new equipment or replacing their old equipment, they are monitoring their re-quirements very closely. This is, in a way, good for the economy and will provide stability in this sector.

n EE: With growth in the construction industry in the UAE, which equipment under your management is in most

demand and why?AA: We see a demand

in the lighter segment of machines mainly being the Backhoes and Skidloaders.

Villa projects have also been on the rise. These require more telehandlers and lighter machines.

The major infrastructure projects are mostly seen in Abu Dhabi with the Midfield

Terminal and Mafraq / Ghweifat High-way. These projects need the big, heavy machines.

n EE: What percentage growth for construction equipment are you see-ing year on year?

AA: This is the most difficult part of our job, to project growth particularly with the oil prices down and a lot of instability across the region.

We are keeping track of past figures in order to project the growth in this industry.

YTD, growth in the construction equip-ment market in the UAE has increased by 7% compared to the same period last year.

n EE: How long do you expect this growth to continue? Why?

AA: The UAE is a vibrant country, however, the Expo 2020 in Dubai will be a major chal-lenge with the number of projects projected to be built for this mega event.

We are closely monitoring these projects in or-der to forecast our sales planning and budgeting.

We expect the demand for heavier machines to increase in the run up to this mega event.

n EE: What challenges do you face in keep-ing up with this demand and how are you resolving them?

AA: The biggest challenge we face is to budget for and forecast our stock tracking for these projects.

We are in constant contact with leading contrac-tors and business experts in this industry to guide us through this process. They are our end users and their feedback is the most important factor to our continuous evaluation of the process.

n EE: How is performance in the other indus-tries that you supply equipment to, such as the waste handling and agricultural sectors?

AA: The AG and waste handling are very niche segments, which are crucial for any country to grow. Waste Management is an important segment for us since the availability of empty land for waste disposal is becoming less year after year. This sector requires new technology and mechanization to make the process more efficient.

The AG industry is not big in this country due to water and climatic conditions, but we are still able to penetrate certain segments, such as dairy farms, race course and turf applications.

n EE: What demand do you see for your equip-ment in these industries over the next five years?

AA: We see a decent, but stable demand in these sectors. With more multinational companies entering this market, we are also looking at a number of other products which will complement these industries. We are studying their new requirements with a view to offering them the best practices of the leading companies around the world. n

We speak to Abdel Aziz Mohammed, General Manager, Sales -- Construction Equipment and Material Handling Equipment, Al Shirawi Enterprises, about the construction equipment business in the run up to the World Expo 2020 in Dubai.

Rajiv Bhatia speaks to Vinay Naik, Manager (Transport Fleet and Workshop), Proscape, about their landscaping work and the machinery required to do it.

beauty of the soft landscaping we do,” explained Vinay Naik.

“We appreciate the support from suppliers like Al Shirawi Enterprises for their sales and service flexibility, prompt response and timely support for main-taining our equipment and machines.

“They have even come out after 8pm to repair a non-franchise brand of machine simply because we needed it!” he exclaimed.

“We also appreciate ASE’s advice and facilitation to change tyres on the machines to bigger sizes following

the purchase of the new units,” he said. Proscape is a large company with 2,500 labourers and 350 machines, including 120 con-struction machines and transport units.

ASE’s machines used to keep Dubai’s gardens beautiful

Vinay Naik Manager (Transport Fleet and Workshop), Proscape

Abdel Aziz MohammedGeneral Manager – CE & MH

The Manitou Access Platform

With the growth of Jebel Ali Free Zone and Dubai Logistics City; along with the Al Maktoum Airport and Khalifa Port and Kizad, the UAE has become the regional hub for logistics.

The STILL brand of Material Handling

ASE offers Standard-Avery Group Racking Systems as part of total solution for customer warehousing

Equipment from Al Shirawi Enterprises has seen good growth and in order to be a logistics total solutions provider to clients, it was natural to add racking/storage systems.

With this view, ASE has partnered with Standard Racking Systems of Turkey to provide warehouse racking. Standard Racking Systems is a member of Averys Group of companies, headquartered in Paris, France. All Racking Systems prod-

ASE now offers STILL’s completely new version of FM-X series reach truck which provides ALS (Active Load Stabilization) technology for high reloading performance : reduced mast vibration, high residual capac-ity, means that reach truck can lift loads of up to 1000kg to an incredible height of 13 metres (thanks to the energy-saving LED headlights & Blue-Q energy efficiency module).

Its compact dimensions make it ideal for use in block warehouses and in shelf aisles for goods provision and disposal. It also works well for transport over long distances, includ-ing combined indoor and outdoor use. The FM-X won the Red Dot Award 2014 for its

exceptional design, its improved visibility and intuitive operation, together with active load stabilization to enable considerably fast-er storage placement and retrieval processes. In conjunction with its large residual load capacities and smaller working aisle widths, it is perfectly suited to optimize warehouse storage density.

All these factors combined enable this reach truck to provide significantly faster storage placement and retrieval processes. Its ergonomic design ensures comfortable and safe work for the driver during the whole shift with its roomy driving position, adjustable controls and generous leg room.

STILL’s new FM-X reach truck has load stabilisation and award-winning design

ucts are of the highest quality and have been rigorously tested at Averys laborato-ries. They conform to European quality standards and have been approved by relevant European regulatory bodies.

Al Shirawi Enterprises has a dedicated team for the Design, Estimation and Sales of Standard Racking Systems products and is successful in having a customer base which values quality and adherence to specifications.

Special Announcement!

Well prepared for an increase in After Sales servicesWe speak to Lars Möller, General Manager, After Sales, ASE about the latest offerings and developments in his division.

n Enterprise Editor: What are the latest special offers you have for your customers?

Lars Möller: We are currently working with CASE to provide special offers related to attachments and hydraulic components. For Scania we will con-tinue our ‘Package Offers’ announced earlier. We are also developing a special offer on brake drum and brake liners.

n EE: What developments have taken place in After Sales in the past quarter?

LM: We have finalised physical restructuring of the service facility based on the ideal size of the STILL and CASE workshops. We have expanded the Gensets and Carrier workshop in Al Quoz. At the workshop for Scania we have expanded capacity by 40% and are now better equipped to handle an expected increase in demand.

We are continually adding staff to the

Lars Möller General Manager, After Sales, ASE Workshop

ASE Workshop based on skill and produc-tivity requirements, which we closely moni-tor. We will continue to focus on training and development of all brands and specially STILL, Manitou and CASE which are all updated to the latest specs model.

n EE: Can you give details about any new Repair & Maintenance contracts?

LM: We are working on supporting customers at their sites in different ways, such as:

(a) Having our technicians on their site (b) Providing supervisory capability (c) Partially or fully taking over their

workshop operations at competitive rates

n EE: Is there any other important news you have for your customers?

LM: With regards space, facilities and staff, we are prepared for a significant increase in demand.

Our ‘Customer Experience Measure-

ments’ are received by all of our top management. Customer comments are taken very seriously and we are able to work on and implement systematic improvements.

We thank all our customers for their trust and valuable suggestions and we ask them to continue giving their input to enable us to keep improving – a priority for us – and to keep our focus pointed in the right direction.

factories in Italy and Sri Lanka, they are able to produce in excess of 450,000 tyres per year for the industrial tyre market.

With a dedicated marketing and service team now in place, Al Shirawi is looking forward to being able to really push the brand to a new level in the region and hope-fully see the Forza range of tyres become the number one industrial tyre choice when it comes to replacing forklift truck tyres.

As of May this year Al Shirawi Enterprises has become the exclusive distributor in Dubai for Marangoni industrial tyres. The agreement was reached following a visit to Dubai of Adam Dudas-Smith, Export Area Manager for Marangoni tyres. He noted that ASE had shown a strong com-mitment to the Marangoni brand since taking on a non-exclusive dealership role for Dubai and UAE.

This commitment is shown in ASE’s substantial investment in a state-of-the art 300 tonne purpose built tyre press. Follow-ing on from good initial sales, Al Shirawi have increased tyre stocks of Marangoni’s premium Forza brand of industrial tyres with repeat orders and a larger range and quantity following on from a successful promotion of the Forza brand in the market. ASE plans to further expand the Italian tyre manufacturer’s name and brand image in the region after adding to the dedicated sales and service team.

As OEM supplier to Toyota for many years and already having tyre approval in

the forklift truck industry with the likes of the Kion Group which represent STILL and Linde forklift trucks, along with Jungheinrich forklift trucks, Marangoni are well respected and known throughout the industry in Europe. Building on that success they want to move into new mar-kets and expand the brand name. With premium brand tyres like the Forza and Eltor ranges which are produced in their

ASE wins Dubai exclusivity deal for Marangoni tyres

From left to right: Kathir Muraga, Workshop Manager, Material Handling Service Division; Darren Rycroft, Business Development Manager, Material Handling Service; Najath Yakoob, Sales Executive and Adam Dudas-Smith, Marangoni Export Area Manager, stand in front of the new purpose built tyre press at Al Shirawi.

Special Announcement!

Contact Details:n Al Shirawi Enterprises (LLC) P.O. Box 7427 Dubai, United Arab Emirates Tel: +971 4 3718585 l Fax: +971 4 3389559n Body Shop, Dubai Investment Park 2, Dubai Tel : +971 4 8855169 Ext. 181 l Fax : +971 48858750n Abu Dhabi Tel: +971 2 5513613 l Fax: +971 2 5507863n Sharjah Tel: +971 6 5429881 l Fax: +971 6 5429882n Ras Al Khaimah Tel: +971 7 2239069 l Fax: +971 7 2239068n Fujairah Tel: +971 9 2239160 l Fax: +971 9 2239150 Email: ase@ase.ae l Website: www.AlShirawi.com/ent

n EntERpRiSE is brought to you by Al Shirawi Enterprises (LLC) Marketing & Capability Development Department, Al Quoz, Dubai

In-house fleet management software developedAl Shirawi Enterprises’ IT team has developed in-house a software suite that enables sophisticated fleet management and analysis for smaller fleets at an af-fordable price.

Fleet Wave offers world-class flexible fleet and maintenance management software designed to meet the needs of Al Shirawi Enterprises and custom-

ers. Offering features such as, dynamic maintenance scheduling, work order planning and dispatch, fuel manage-ment, comprehensive driver behaviour tracking and accident management.

The web-based Fleet Wave offers flex-ibility and ease of use for larger fleets.

One of the key features of the system is the ability to manage Delivery Sched-

ules by the planning team and dispatch the job via mobile console (available for IOS / Android / Windows devices). It considerably increases efficiency of the fleet and results in revenue saving for the company.

For further enquiries, email Mr Ninan, Manager Automation and IT, ninan@ase.ae

LPG tanker repairs now available at the ASE Bodyshop in DIP facility, DubaiAl Shirawi Enterprises Bodyshop can now successfully undertake LPG tanker repairs. This niche field of expertise has been made possible following a lot of research, includ-ing looking at studies about LPG tank / pressure vessel codes as well as an accurate assessment of ASE’s infrastructure and capabilities.

The basic preparation included ASME Section IX Certification of the welders and assessment of our repair plan by appointed third party (TUV-Nord). Their approval gave ASE the confidence to go ahead with LPG tanker repairs. In implementing the initiative ASE Bodyshop has developed a Comprehensive Repair Plan which involves customer inspection and knowledge of all the critical steps of the repair which secures customer confidence and satisfaction.

The new Al Rayan Water Purification (ARWP) plant in Jurf Ajman, has purchased and installed three Power Generating Sets from ASE — two Scania 500kVA units and one Kirloskar 250kVA unit. At their existing fac-tory they are using the Kirloskar Gensets. Mr Ibrahim, General Manager ARWP, said in an interview with Rajiv Bhatia, that the Power solutions offered by Al Shirawi have led to fuel cost saving and he added that the Al Shirawi Sales and After Sales teams deserve appreciation for their cooperation, coordination and regular follow-up which enables realisation high up time!

Gensets

Massar (formerly Al Wathba) commended Al Shi-rawi Enterprises as a strategic partner for supplying its transport refrigeration pack-

age. Massar is a large UAE-based company providing a range of ser-

vices across fleet management, vehicle rental and supply chain solutions to government and

private sector. Refrigerated transport is an essential part of their supply chain solution.

Strategic partner for Massar’s refrigerated transport solution

The Government of Ras Al Khaimah Pub-lic Works and Services Department has awarded a certificate to ASE’s After Sales division, commending them for their ‘Distinguished Services’. “This is the third consecutive year we have been honoured with this award,” said Anand Natarajan, Commercial Manager, After Sales, ASE.

Honoured for impressive After Sales service