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