| Kippreport.com

Intercoil unravels strategic roadmap for continual success

May 6, 2009 12:00 by Aarti Nagraj

Intercoil International, the leading orthopedic sleep products manufacturer and distributor headquartered in Dubai, has outlined a proactive strategic growth plan in the Gulf, Middle East and Levant region aimed at further spreading its foothold in the regional bedding milieu.

The roadmap for success was outlined at Intercoil’s Strategic Planning Conference held recently at the Intercoil Business Centre in Al Barsha. Chaired by Mr. Hassan Al-Hazeem, Managing Director of Intercoil International, the forum is held yearly and serves as a venue for strategy formulation. This year the focus was aligning the group’s initiatives and plans in the wake of the prevailing worldwide economic crisis.

Starting with the review of the previous year’s performance, the external environment analysis was also tackled. The company’s strengths, weaknesses, opportunities and threats were identified and strategic initiatives were aligned with the company’s over-all plans.

Quoting, Mr. Al-Hazeem: “In the changed global economic climate, it has become imperative that we take proactive and innovative steps to maintain our leadership in the market. As one of the leading names in the orthopedic sleep systems, we have decided to embark on an aggressive expansion plan in the region, backed by the strength of our innovative and functional products. Our priority action plan in the short-term would be expanding our clients in new markets. Drawing upon insights from our extensive Consumer Research and other resources, we aim to create the highest quality product for our retailers in the region.”

The Strategic Planning Conference also defined Intercoil’s key result areas over a 3 to 5 year-period. The key result area covered the company’s turnover, profitability, product mix, market mix and financial goals and objectives.

He added: “Our vision is to become the market leader in orthopedic sleep systems across the Middle East and Levant, and we have continually practiced high standards of quality through cutting-edge manufacturing processes and world-class products. The Intercoil strategic roadmap is aimed at ensuring that we are on track to fulfill this vision. Our primary objective is to offer products that will increase transaction size while producing extremely high levels of owner satisfaction across all the markets where we operate.”

Intercoil was incorporated in 1974 and is a member of the International Sleep Products Association (ISPA). Intercoil is the GCC licensee for Therapedic, a leading global brand. Intercoil holds the Guinness World Record for manufacturing the biggest bed in the world and is the only company in the UAE mattress industry accredited with ISO 9001, 14000 and OHSAS 18001.

Apart from the UAE, Intercoil has distribution centres in the Sultanate of Oman, Kuwait, Dammam, and Qatar. The company exports its products to the GCC countries, North Africa and South Asia.

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About Intercoil International

Intercoil International is a limited liability company incorporated in Dubai in 1974. The company’s head quarters and manufacturing complex are located in Al Quoz industrial area. Further, the company has distributions centers in Al Quoz, Sharjah, Muscat and Qatar, Intercoil has eight retail outlets in the UAE, one in Oman, one in Dammam (KSA), one in Jeddah (KSA), and one in Kuwait.

The company is one of the pioneers in polyurethane foam manufacturing companies in the Middle East region. Today, Intercoil’s core business is the production and distribution (wholesale, retail, and export) of PU foam, furniture, and orthopedic sleep products under two brand names, Intercoil & Therapedic. The company exports to all the countries of GCC, North Africa and South Asia.