Nihon Kohden has established a sales subsidiary in Dubai, UAE. The business, called Nihon Kohden Middle East FZE, aims to expand the market across the Middle East and Africa, which is regarded by the company as one of the major emerging markets. Operations will formally commence in October 2012.
In Dubai, the Middle East representative office had previously conducted sales activities through local agencies. The company says that the Middle East and Africa has shown economic growth and believes that the medical equipment market is expected to expand. The direct sales office in the Middle East will perform sales and service operations with regional distributors with the aim of enhancing brand image and providing tailored customer services.
Under its mid-term business plan, known as âSpeed Up IIIâ, Nihon Kohden aims to reinforce its operations in emerging economies in order to seize growth opportunities in its core areas of patient monitoring, sleep assessment, neurology and cardiology instrumentation. The process involves continuing to develop products tailored to emerging markets as well as expanding sales networks.