JCB, Europe's premier manufacturer of construction equipment, is keenly eyeing prospects in the Middle East and is actively promoting itself as a single source for a full line of construction equipment.

The UK company has recently strengthened its presence in the region by appointing a resident sales managers who is now based in the UAE, according to Francois Rausch, managing director of JCB Sales.

Rausch holds responsibility for worldwide sales service and marketing following her appointment to the position at the end of 2001. She joined JCB from CNH where she was vice president of sales, marketing and distribution for the Case brand in Europe, Africa and the Middle East. She had previously worked for JCB as managing director of JCB France, the group's most successful European subsidiary.

Rausch recently toured the region accompanying Sir Anthony Bamford, chairman and managing director of JCB, and Keith Bastock, international sales director during their visit to JCB dealers and customers.

Commenting on the GCC market, she says: "Dubai is now more or less what Singapore was in the Far East, incredibly active. We have very positive feelings about Dubai. As did all the businessmen we met, very positive. Saudi Arabia holds great potential - it's a huge opportunity.

"We have a big market in backhoe loaders, but we believe we can grow the market for our other products - excavators, wheel loaders and skid steers among others. There is a big potential."

"We have a strategy to be global - and being global means that we should not only focus on Europe and key markets like North America but also that we should take all the opportunities that we can to identify and set out the right strategy for each country. We realised that we needed to be closer to this (Gulf) market, and we took the decision to transfer one of our managers to the UAE. He is based in Dubai and travels from Dubai to customers. We expect him to be with customers and dealers and help them to drive the business.

"We have had long relationship with our dealers - in the UAE for more than 25 years with Galadari and in Saudi Arabia we have been with Abahsain for more than 12 years. They are highly professional and do a good job for us.

"All these dealers are terribly committed and what we want the region to understand is that we are more than only a manufacturer of the backhoe loaders. We have a full range of products and our dealers are ready to implement our strategy to grow not only our medium range business but also our compact range as well as our heavy lines."

During the visit to the region, the key JCB team impressed upon its dealers the need to promote the entire JCB family of machines.

She comments: "During our visit we communicated our strategy to our partners. Our message was to emphasise that they were not only dealers of our backhoe and of our telescopic handler - they are a full-line JCB dealer and that they need to cope with this strategy. We want our partners to be fully involved in the complete line of JCB products. Of course with minis, mini-excavators, we have less opportunities in these territories than in other territories. Nonetheless, dumptrucks, excavators, wheel loaders and even I believe some teletruks have opportunities here."

Following the visit, JCB held road shows in Saudi Arabia, which are now set to become a regular feature for the region.

"Our road show in March was a great success," Rausch says. "Over 600 customers attended it at four locations in Saudi Arabia. We are definitely going to do it again. For three reasons: First, people understand and sometimes discover for the first time that we have a full range of products so we gain recognition; second, people see the performance of the product. All the contractors like to see and use these big machines and not just look at pieces of paper; and thirdly, it has an impact on the image of the brand as well as the motivation of the distributors.

"Not only are the local dealers attending, it is their mission to invite the customers . We provide all the promotional tools to ensure the event is a success. It is a very full programme. We not only have JCB sales teams there, we also bring out product specialists out from the UK.

"After the summer, we expect that we will be holding a road show again in the region. It is a powerful tool, a tool we use not only here but in many other countries and one we know is effective.''

About three per cent of JCB's output reaches the region and Rausch believes it should grow in a good market. "We have strong dealers and good partners. As always, we are dependent on the direction of the market.''

JCB is one of the world's top five construction manufacturers and has 11 plants on four continents. JCB exports to more than 140 countries worldwide. The company employs more than 4,000 people and manufactures more that 130 machines in nine product ranges.

Privately owned by the Bamford family, the company has won more than 50 major awards for engineering excellence, exports design, marketing, management and for its care for the environment.