Company Profile & Organization Objectives of Rammal Group, One of The Lebanese Leading Retailers for Home Appliances.

Company Profile and Characteristics

Rammal Group is one of the Lebanese leading retailers for Home Appliances. Since it was first established in 1994 as RAMMALCO, they have built a sincere reputation. In 2000, the board of directors switched the company’s name to Rammal Group with Hadi Nasrallah’s branch as its headquarters.

After several years of success and hard work, Rammal Group was able to open its second branch in Jnah in 2009. Within a year the company was able to enlarge it’s market to Gallery Semaan Crossroad as a new major store in 2010, this jump pushed the company to reach Tyr Jal-al-Baher at Centre Samhat to accomplish its fourth branch in 2011. After being nominated the best seller of the year in 2014, the dream didn’t stop and they further extended To Bir Hassan and Baalbeck ending 2017-beginning 2018 as Rammal group with 6 branches. Rammal Group is the exclusive representative of “General Tech” in the MENA region, giving the company a competitive advantage in Air conditioners wholesalers in the country.

The company provides its customers with the widest spectrum of products in the market, ranging from laptops, air conditioners, TV’s (all sort), gaming, all types of home appliances, mobile phones and all related products. The company’s mission and vision is being able to Create their own TV screen and lens, and being able to hit the market 2 years from now expected 2020. Their own vision is to become the leader of home appliances business in Lebanon ahead of customer satisfaction and needs, in other sense having the best quality with the lowest price.

Organization objectives

Their prime motivation is to achieve our customers loyalty and satisfaction providing the most effective sale and services for quality product. Rammal group always cherish customer satisfaction, by offering constant newly released products keeping up with the changes in lifestyles. Their main objective is to be able to target all generations and all types of customers depending on their budget. The variety the company provides attracts customers with low-wages, middle and high budgets.

The CEO Mr. Adnan Rammal adapted a simulator program brought from Canada and distributed the program to all its branches to be able to track customer needs and wants from the statics that the algorithm provides every 48 hours. All the Research and development invested in the company shows a great penetration of the market in the past few years.

Functional Structure Future Growth and Opportunities

The market of home appliances is growing rapidly with generations, there is also growing interest from private equity firm in acquiring home appliance and home automation companies, which will serve to keep investment in the industry going to the top over the next years. Since the demand of all these products is significantly increasing, the company is expanding its market to Eastern Europe in 2019 targeting Ukraine as its first investment.

The company rented a 450 m2 store located in the heart of Kiev (Khrechatic Street), with a market penetration strategy. Since these types of businesses are found rarely in such countries with low income wages and currency fluctuation. The launching of this event will take place beginning of February 2019. On the other hand, the company signed a 10 years contract with the military forces by providing General Tech Air conditions.

International Business Management Market, Customers, Competitors

The procedure by which a company's managers assess the future prospects of the firm and choose the suitable strategies to accomplish long-term targets is called strategic planning. The essential means by which the organization competes, its decision of business or businesses in which to work and the courses in which it differentiates itself from its rivals, is its strategy.

Rammal Group penetrate all the region From Hadath to Bir L Abed as a first location, South region as its second target market Tyre And Nabatieh alongside Saida and neighborhood regions, To finish with Bir Hassan branch taking Ramle L bayda, Raouche and Jneh in consideration. However, Rammal Group has 3 big competitors in the market, not taking small businesses in consideration. Khoury Home first market leader since 2015, Abed Tahan 4 times top of the list and Hkoyam Brothers.