- Shinji Tada (Antonie Robertson/The National)
The OEM’s subsidiary, Brother International Gulf, has revealed it has a lower market share in the region, whilst also noting what it intends to do to grow there.
The subsidiary’s managing director Shinji Tada spoke to The National about Brother Gulf’s performance in the Middle East, noting that the company’s market share “is lower than it would like”, adding that “[our] market share of our products in the Middle East and Africa…if we compare with the USA or Europe…is still low”.
Tada notes that the company needs to “get a similar market as [it has in] the USA or Europe”, noting that the region is “a good location to be a hub, a centre of business” and that Brother Gulf needs to “organise” its operations there to improve its share.
To increase share in the Middle East, Tada stated that the company is “introducing some low-end models for both inkjet and laser” over a “very attractive price range” he thinks “will be very suitable for the retail market” there. Whilst the company is expecting “some expansion in sales”, Tada said that the aim is to “enhance” after-sales service.
Tada also discussed management and leadership with the website, stating: “I think a leader must listen to what their staff says. Only I have the vision or dream or direction, but a company is not only the leader, but also the staff.
“Every staff [member] must go in the same direction. If I just pull, I don’t think it’s good. I have to get comments, opinions and thinking of all staff, then we [go in] the same direction where all staff can
agree. The consensus of the staff is important for a company like us. If it is a huge organisation it may be different, but our organisation is still small, like 40 people.”