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Negin Ordibehesht- Iranian Market-leading Self-drilling Screws Provider
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2016-01-06

Focus on Main Fastener Industry Players & How do They See the Middle East and Turkish Markets

Negin Ordibehesht- Iranian Market-leading Self-drilling Screws Provider

 

Iranian Negin Ordibehesht under the leadership of Arash Afsar Kazerooni, a director and a board member of the company, was established in 2007 and specialized in self-drilling screws.

 

In the early years, it only imported 4 items of screws; however, it has recently increased to more than 100 items. In addition, it also started to negotiate with several Taiwanese companies to enter a new market in the bolts industry in Iran.

 

“Previously we had a small share in Iranian marketplace. However, with the contribution of our representatives, sales agents, and loyal customers across Iran, we have been known as a market-leading company in self-drilling screws in Iran. With this reputation we are able to supply products to a variety of industries. Moreover, with high quality products imported from Taiwan, we are able to get 19-21% of the market share in Iran. In 2011, we attempted to acquire ISO 9001:2008 since a consolidation of trade and industry require a higher license in accordance with essential quality standards,” said Kazerooni.

 

Kazerooni believes that in today’s competitive market the most critical success factor for every product/service company is building customer loyalty. He calls the business success and reputation of the company in Iranian market “tree of trade”. The “tree of trade” of the company in the procurement dept. has strong and fixed roots, the management dept. has a solid, small, and agile central core, and the marketing dept. has thick, regular, and flexible branch.

 

“At the moment our main activity is supplying self-drilling screws for home appliances, drywall systems, prefabricated houses, and roof tiles and panels in Iran. Our market share for the roof tiles and screws for prefabricated home are 29% and 21 % respectively. According to our R&D Department, the market for drywall systems is highly potential in Iran because of growing housing markets in near future. Therefore, we have planned to expand our market share in this area and we had some negotiation to increase our market share in this area,” added Kazerooni.

 

Since the time when oil becomes an important product in human’s life, a number of countries in Middle East, such as Iran, have become one of the main oil producers. Therefore, Gross Domestic Product (GDP) of these countries has dramatically increased. This phenomenon affects people’s lifestyle. People’s behaviors become more consumptive. This condition makes Iran with a population of over 80 million and a fast growing economy become a potential market for various industries including automotive, railway, and transportation.

 

During the last few years, Iran faced sanctions from USA and European countries. Thus, the trade between Iran and western countries decreased. However, with a new agreement between Iran, China, Russia, USA, UK, and France (known as 5+1), an opportunity of investing in Iran increased. It is predictable in early 2016 that many foreign companies will invest in numerous industries in Iran, such as automotive, oil/gas, construction, and transportation.

 

Since 2011, the consumers’ taste for purchasing cars has shifted to Korean brands and Chinese brands. As a result, local Iranian automakers had to improve the quality of their products to retake their lost market share. This kind of competition is happening not only in the automotive industry but also in other industries such food and beverage, rail road, electrical equipment and so on.

 

Kazerooni said, “In this regard, we, as a leading company in the area of fasteners and self-drilling screws have to improve and update our systems to achieve customer satisfaction. For instance, we implement Customer Relationship Management (CRM) system and online sales. We also negotiate with our suppliers and retail sellers to standardize their products and services to attain industry requirement and customer satisfaction. It is obvious that recent military activities of countries in the Middle East have demonstrated huge economic impacts to the region. However, because most of our markets are in Iran, the government has more effects on our business. If Iranian government supports and advocates large companies, consequently small and medium companies which provide products and services to these companies run well, too. Since these supports are the long term plan of the government, I would predict that Iranian economy will boom soon.” 

 

In the end of the interview, Kazerooni said, “I would like to thanks to your valuable magazine. Moreover, I would like to say thanks to my friends, Mr. Karim and Mr. Saeed, who have given their supports and assistance so far. Their advices, which are related to the business and selection of reliable suppliers, are valuable for advancement and improvement of our company.”

 
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2016-01-06

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