talking shop

摘要

In this month's talking shop, AC discusses tge recently unveiled expansion plans at Saudi Ceramic, and how their switch to porcelain tiles will improve their outlook for 2005... Saudi Ceramic Company (SCC), one of the leading ceramic manufacturers in the Middle East is all set to enter into the production of Gres Porcellanato Tiles, adapting itself to the increasing global competition and also strengthening its position in the high end segment, according to Mr. Abdul Karim Al Nafie, General Manager of SCC. Unveiling the company's plans for 2005, Mr. Alnafie told AC; "We will start porcelain production in the second quarter of 2005 and will produce tiles in many sizes upto 1x1 metres in various finishes and textures. Our main objective is to produce Gres Porcellanato tiles that are similar to natural marble and granite for the high end of the market". This move by one of the region's most prominent manufacturers respresents a conscious shift towards the high-end segment. However, is this simply a matter of following the competition, or does Saudi see itself as responding more directly to a market need? "In our opinion" Mr Alnafie states "this move clearly demonstrates that our company is gearing itself to meeting changing market trends. We have analysed the end-user market and purchasing patterns extensively, and have concluded that the best way for us to proceed is through an expansion into larger sized, porcelain tiles. This is what we have concluded, and this is what we are c doing - what our competition does is of course interesting, but we see ourselves as a leader, not a follower."