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The Case and NBKS stands at Project Qatar.

Case and NBKS look to boost business in Qatar

01 June 2014

Nasser Bin Khaled & Sons (NBKS) is aiming to take sales of Case Construction Equipment to new highs in Qatar, supported by its long-standing partner’s proven heavy equipment and back-up service.

The fruitful partnership has served with distinction many prestigious projects in Qatar to date, with the promise of many more in the pipeline as the country prioritises major infrastructure, transport, real estate and leisure projects.

Speaking to Gulf Construction from their stand at Project Qatar, Qatar’s premier construction event, Case regional field marketing manager Bassem Al Bermawy and Jihad Bacheer, sales manager, heavy equipment for NBKS, outlined the nature of the strong relationship between two strong brands.

The relationship between Case and NKBS has become a benchmark of successful collaboration of the two leading and most respected brands in their respective marketplaces. With heavy equipment production plants in the US, Italy, Japan and Brazil, Case is a true global player with a 170-year heritage. NBKS, meanwhile, is part of a successful, diversified group which enjoys an excellent reputation in Qatar.

NBKS’ Heavy Equipment Division will celebrate its 40th year of operation in 2015, and can reflect on its long-standing association with a clutch of globally recognised brands including Case.

“Case is one of the most important brands we represent,” said Bacheer. “It is a strong relationship built on trust and tremendous support from our principal in terms of back-up service and proven heavy equipment ideally suited to the local market.”

Locally, NBKS represents the full range of equipment from Case Construction Equipment: from compact skid-steer loaders to wheeled excavators, crawler excavators, mini excavators, backhoe loaders, wheel loaders, crawler dozers, graders and telehandlers, all sharing common attributes – advanced engine technology, premium ergonomics, low maintenance, high efficiency transmission, reliable and durable, high visibility and operator safety, and economic productivity.

Bacheer said local customers in Qatar are loyal to brands that serve their needs well over the long term. Extended warranties, annual maintenance contracts and durable, reliable heavy equipment and low total cost of ownership, backed by extensive after-sales service at the local level create what he insists is a “unique brand proposition”.

“It is a successful formula,” Bacheer admitted. “Through Case, we offer excellent machines and excellent service, and because we hold vehicles and parts, as well as fully-trained maintenance expertise and mobile workshops locally, our delivery and response lead times are very short.”

While NBKS’ competitive strengths are varied, it is arguably in its customer engagement approach to service that the value proposition differs from its rivals.

In keeping with Case’s long-standing tradition of listening to and accepting end-user feedback to improve its equipment and service, it now adopts the same philosophy in Qatar through NBKS.

“It is a process of continuous improvement,” stated Bermawy, who represents Case from the company’s regional headquarters in Dubai Airport Free Zone in Dubai, UAE. “Research and development is one of Case’s biggest focus areas and we channel significant investments towards product development. Customer feedback and market surveys are vital components of this strategy.”

Bacheer explained that NBKS benchmarks its approach based on customer feedback.

“Has the work been done properly? If we failed to meet their expectations, were corrective actions taken? We do counter checks on work done, and guarantee that repairs are conducted as per international standards.

“Clients have definitely become more demanding. They want a machine to exceed expectations, they want it to have the highest productivity levels possible,” said Bacheer. “We take a consultative and proactive rather than reactive approach to determine their needs. Our staff are trained to offer advice on alternatives, if necessary.”

It is with this customer-centric philosophy that NBKS will look to build its local market share this year and going forward.

“We operate in a very competitive Qatari market with huge potential,” said Bacheer. “In 2014, we aim to develop our market share by improving our services and improving availability of parts. On the equipment side, we’d like to offer more solutions.”

Bermawy echoed Bacheer’s positive outlook for Qatar, and in particular NBKS’ commercial prospects: “Everybody knows the scale and the scope of the projects here, and the potential is very clear. We firmly believe NBKS can take our business to another level in this market.”

With such a meeting of minds and solid foundations, NBKS can move forward at the heart of Qatar’s urban revolution.

Its client base include Ashghal, government entities, major infrastructure companies, road builders, civil construction projects as well as equipment rental companies, who place particular emphasis on vehicle reliability, performance and low operating and maintenance costs.

Case gives priority to training. “Training is a process of continuous improvement. You need to give people confidence in the product. We give them all the tools they need,” said Bermawy.

“We have a training facility in Europe. We conduct interactive training on what we are applying worldwide and what we expect of NBKS. We also offer in-house training in Qatar,” he added.