Ducab : state-of-the-art technology and the most modern plant
Dubai Cable Company (Ducab), which has literally powered the nation through its cables, has decided to lead Dubai's quality movement from the front.
Having just doubled its production capacity last year with the introduction of medium-voltage cables, the company is looking forward to double the business over the next three to four years.
The expansion, costing Dh77 million ($20.98 million), increased the product range from 1 kV to include 11 and 33 kV, which Ducab is marketing as the new Ducab Powerplus range.
Ducab plans to extend the range to 132 kV during this year. "That will mean selling more products in different markets and finding new markets within and outside the GCC," says managing director Walter Bailey.
Ducab, set up in 1979, is part of the BICC Group, which is one of the largest energy cable manufacturers in the world. BICC has a worldwide network of technology centres which support the production units for materials and compound development, cable design, processing techniques and analytical services.
About 80 per cent of the company's business is in the UAE.
Speaking further on the quality commitment of Ducab, he says Ducab is the first cable maker in the region to get ISO9002 certification. "We are the only one with ISO9001 since it involves design element as well as the manufacturing processes of the business. Ducab is also the first power cable unit in the world to have been certified ISO14001 compliant (for environmental-consciousness)," he claims.
"We will continue to lead in quality and to encourage the quality movement in Dubai," says Bailey.
In its focus on excellence, Ducab has introduced a new scheme called Value Edge Programme, which sets the objectives for many key aspects of service. They include:
"This is a unique programme... this is what we pledge we will do. Adding service elements to the products makes all the difference. You are actually buying better value for money," says Bailey.
"We are leaders in all the products and services in our field. We have the state-of-the-art technology and the most modern plant. It is the best because it is the latest," he says.
Speaking about the management culture at Ducab, he says: "Service is about people and attitude. We try to foster a 'no-blame' culture. If something is good, we set up a system to maintain it and improve on it. If there is a complaint, we attempt to rectify it without blaming someone for it."
He adds: "We always give as much authority and responsibility to our staff as they are willing to take.
"Simplistically, you have to be prepared to invest in the best equipment, training, people, give authority and responsibility, and allow them to do their job. Ducab is where ordinary people achieve extraordinary things."
"We outperform our rivals in any criterion in the sector," he says confidently. "Our shareholders are delighted with our results.
"Our main focus is to ensure that we can serve the customer better."
He says there is too much dumping in the market. " Once you start cutting margins, then you cut costs on quality, staff, training and research and development (R&D) and eventually product quality is compromised."
"If my competitors think that their product is worth less than mine then, I for one would believe them because they will know," says Bailey categorically.
He discounts the talk of recession in the construction sector. "The market is buoyant, as it has been during the last years. The problem is some people have entered into contracts at uneconomical prices putting themselves and others in trouble. This situation is caused by irresponsible people charging far below commercial rates," he says.
