As one of the key driving engines of the UAE’s economy, the FMCG industry has been undergoing a major transformation, primarily due to the influx of digital innovations, e-commerce penetration, and rapidly changing consumer behaviors. In fact, a recent report by Mordor Intelligence states that the FMCG market in the UAE is poised to grow at a CAGR of 5.2 percent between 2021 and 2026. Many other studies and industry connoisseurs also link development to an increasing population, rising consumer costs, and fast-paced urbanization in the UAE. However, in a bid to dominate this highly competitive market, FMCG manufacturers have to constantly innovate and adapt while also focusing on cost optimization across all of their business sectors, including distribution channels. This is where a distributor comes into the frame.
Considered an international business professional, Louie has built a significant career record of four years of retail operations management in the Middle East and over 11 years of business development in the regional FMCG sector across multiple eminent companies in the Middle East, North Africa, Europe, and the Levant. Renowned for his analytical, sales, and communication prowess, he is responsible for guiding the day-to-day operations, strategic decisions, delivery of solutions, and tactical programs of the business unit of CTH. He leads key functional managers and executives in the business unit while overseeing the hiring and talent management programs.
As a cornerstone of the FMCG domain, an efficient distributor is more than just an intermediary between the manufacturers and the retailers. An ideal distributor possesses the ability to understand and cater to continuously changing consumer demands, enabling the brands to expand their customer reach in widely known as well as untapped markets. Standing in the foreground of such distributors, Corporate Trade House (CTH) - a UAE-headquartered distributor - has been a trustworthy service provider for multiple companies since its inception, owing to its professional and customized trade and distribution services.
The Building Blocks of Excellence
“The story of CTH's journey is one of ambition and challenges, as it operates under the umbrella of its leading company, The Corporate Group (TCG), a prominent entity with numerous subsidiaries”, shares Louie Balbuena, Business Development Head, CTH. Born as a part of such a market leader in the GCC region that leverages advice and consultancy services, CTH provides a complete yet diverse range of services, aimed at helping FMCG companies register and expand their product portfolio in the UAE. In addition to trading and distribution, the venture also specializes in other services, including commercial agent and trade show planning and management.
Like its parent group, CTH is also driven by its values of growth, integrity, innovation, and empowerment and is renowned for its sheer focus on customer satisfaction.
“We prioritize the needs of our customers, and hence, our services and products are designed to be sustainable and reliable, enabling our customers to enhance their operations”, proclaims Louie. The skilled team at CTH endeavors to provide accurate and actionable data, thereby guiding its customers to create bespoke solutions to suit their consumer needs and price points. On the other hand, the company strives to surpass its customers' expectations through its agility and use of advanced technologies and tools that shape its high-quality solutions.
Like its parent group, CTH is also driven by its values of growth, integrity, innovation, and empowerment and is renowned for its sheer focus on customer satisfaction
The rationale behind the growth of CTH can also be traced back to its expert employees, who are marked by their multi-industry experience, the prowess to ace any challenges, and collective endeavor to deliver exceptional customer service. The company considers its employees’ fundamental components in establishing a solid footing in the industry and has fostered a workplace where their aspirations and innovations are encouraged. The safe and excellent environment also serves as an added advantage in helping the personnel thrive.
Strengthening the Legacy Foundation
Market knowledge and a well-connected market network play an instrumental role in making or breaking an effective distribution system. Understanding the significance of these factors, CTH has created a niche in the industry through its industry know-how, strong trade partnerships, and local as well as global market network, which has further molded the company to achieve consistency in delivering an unparalleled customer experience. The firm’s marquee clients also vouch for the same and laud its commercial focus and mettle in establishing strong relationships.
“We also offer warehousing and delivery services equipped with cutting-edge technology”, explains Louie. While its conveniently located warehouses provide safe storage of goods, its strong transportation models are well-equipped to supply them via air, sea, and land. “Our reliable delivery system ensures timely product delivery to retailers, further enhancing our reputation”, adds Louie. With such a distinctive approach, the firm envisions a brighter future and wishes to continue to work hard to provide comprehensive customer-centric business solutions, thereby filling life to its vision of being the number one trading and service partner of choice in the GCC region.
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