CASE STUDY: Maritimo makes a splash
A presence in Dubai just as the boating market emerged in 2005 means boat manufacturer Maritimo now benefits from having a well-established brand, especially as waterfront developments have since caught up to the demand for boats.
“They’re starting to put in facilities and that’s one of the things you have to get going in a new market,” says Maritimo’s sales and marketing chief Peter Jenkins. “If there aren’t marinas for people to moor their boats, they’re not going to buy boats. The first thing you need is marinas, you need service facilities.”
Maturity in the boating culture, due to centuries of sea trading, and an ability to afford luxury items makes the market attractive. “There’s a lot of wealth up there, and it’s a status symbol to have a nice expensive boat to show off to friends,” says Jenkins.
“I see that market as being very important and so do European manufacturers: they’ve flocked there in droves over the past three years. I remember going to the Dubai Boat Show in the early 2000s and it was in a hall. Now it’s in a marina.”
Jenkins regards the export environment as “user friendly” due to a lack of tariffs and duties. The only thing Maritimo have had to change is the temperature. “There are some modifications to make such as larger air conditioning units for the extreme heat up there, and covers on windows,” he says. “But they have less requirements than some sophisticated markets: Americans are fussy, but these guys seem pretty easygoing.”
Finding the right partner is another requirement. In Maritimo’s case, it was appointing someone who knew boats, had the money and facilities to store the boats, and the contacts to sell them.
“That market is somewhat cliquey, so a distributor need to be in the know to make it happen. When we go into a new market, we will be led by the guy we’ve appointed to point us in the right direction, to tell us where to spend the money in advertising and magazines and boat shows,” says Jenkins.
Supporting a dealer means maintaining a presence to get the brand “indelibly etched” into buyers’ minds. Once committed, though, it’s plain sailing. “One thing with the Arabs is if you do the right thing by them, you have friends for life.” he says. “They are the most honourable people I’ve ever dealt with in the world, and I’ve appointed dealers in over 30 countries.”
