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Electronics giant Casio to launch Middle East subsidiary

Published: Updated:

Multinational electronics manufacturing company Casio announced earlier this week plans to start sales and marketing in October through a subsidiary.

Casio Middle East FZE is the firm’s first sales and marketing unit in the Middle East, although the parent company has been supplying products to the region through intermediaries since the mid-1970’s, according to a press release issued by Casio.

The subsidiary will focus on increasing the number of local retailers stocking Casio products and will ramp up the brand’s promotional activities, as well as reaching out the educational sector by promoting adoption of scientific calculators and electronic musical instruments.

“In recent years, we have noticed that markets in the Middle East and the GCC in particular have been thriving against the backdrop of robust economic growth and an expanding young population and therefore, we regard the region as a strategic growth market in the years to come,” said Tsuneo Nagai, managing director, Casio Middle East FZE, as quoted by Dubai-based business magazine Arabian Business.

The subsidiary has a 20.0 billion Japanese yen ($203.72 mn) net sales target by the fiscal year of 2016.