Members of Reynaers Middle East’s (RME) management team met at the company’s Jordan office to discuss strategic plans of the leading aluminium solutions provider for the next three years. The event coincided with the appointment of a new finance director for RME and the ongoing recruitment for its technical department.

Managers from each of the departments presented their short- and long-terms goals to support the company’s vision and business objectives.

“As we emerge out of an unprecedented pandemic and contend with the ongoing volatility in the business world, Reynaers Middle East remains committed to providing superior product quality, performance and services to its customers; times like these test international companies for their durability and stability,” commented Ali Khalaf, Managing Director, Reynaers Middle East, the regional office of Belgium-based Reynaers Aluminium, a leading aluminium solutions provider.

“Like most organisations, we are faced with the challenges of changing market dynamics, evolving workforce and disrupted supply chains,” added Khalaf.

The event served as a brainstorming meeting to leverage some of the key strengths of the company and pinpoint the weaknesses that need to be addressed to reaching RME’s business goals, explained Khalaf.

“The deliberations of these sessions also identified a significant shift in customer segmentation, where a sizable market is emerging in the mega projects category as well as the medium to small projects including residential buildings and end-user homes.  Each of these segments warrants a dedicated approach for product development, sales, marketing, and operation strategies, which were developed through this forum,” he states.

Reynaers Middle East is based in Bahrain and caters to the entire GCC region in addition to Lebanon, Egypt, Jordan and Iraq. It has branch offices in the UAE, Egypt and Jordan.

Reynaers Aluminium specialises in the development and marketing of innovative and sustainable aluminium solutions for windows, doors, curtain-walls, sliding systems, sun-screening and conservatories. It is part of the Reynaers Group, which enfolds its several diverse companies in three business units, namely aluminium architectural solutions (Reynaers Aluminium), steel architectural solutions and building products. Founded in 1965, the Reynaers Group is active in more than 70 countries worldwide with 40 subsidiaries and 2,400 employees.