The Gulf Office of Hitachi, Ltd. (Hitachi Gulf) pursues a strategy of promoting value-added products by making the most of its presence as a Japanese manufacturer in the Middle East and Africa. Growing faster than the average pace for the industry, the office strives to offer products with unique features, like the UT Series of ultra-thin flat-panel TVs, which also are available in Japan. Hitachi Gulf introduced these 35mm-thick sets in the Middle East and Africa this July. The emphasis on distinctive features enhances recognition of the Hitachi brand in the market. Hitachi Gulf opened in 1997 as the regional control base for Hitachi's consumer electronics department. The office covers 36 countries in Central Asia, North Africa and East Africa, as well as the Middle East. Its distribution strategy involves direct shipments from production sites. All products are sold through agencies. It also supports agencies and performs promotional activities.
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