Abraj Al Zahira Investments (AZ Medcare)
Fast paced Growth
Mansoor Nasser Mansoor Al Rahbi created a brand identity for his business, as a first key step towards achieving better market positioning
Having over a decade of experience in the pharmaceutical sector and aspiring to join the business world by taking advantage of his specialisation, Mansoor Nasser Mansoor Al Rahbi founded his own business ‘Abraj Al Zahirah Investment Company’ for the distribution of medical products in Oman. Recalling the beginnings of his company, he remarks, “I worked as a pharmacist for more than ten years and eventually thought it was about time I started my own business. I capitalised on my experience in the field and started a business for distributing one-time-use medical products and medical devices for home-use like the appliances for measuring blood sugar and blood pressure and wheelchairs for people with disabilities”.
In 2012, the company began participating in government tenders for the provision of medical products. It offered its services to hospitals of the Ministry of Health, the Diwan of Royal Court medical clinics, the Military Hospital and SQU Hospital. Later in 2016, the company started providing services to private hospitals and clinics.
“One of the difficulties I faced initially was the reluctance by some public sector medical centres and health units regarding our ability to adhere to tight deadlines and stringent storage conditions, especially that we are a relatively new and small enterprise. However, their concerns were eased when we started doing business with them, and our company quickly gained a reputation for high-quality products and trusted service”, he continued. “Taking advantage of my extensive experience supplying public-sector hospitals, in 2016 I opened new outlets that were aimed at providing products and services to private hospitals and clinics, so my business grew even further”.
Mansoor joined Zubair SEC as a member in October 2016 and was chosen to be among the ten members of the Direct Support Programme for 2017. Joining hands with the Centre marked a new phase in his career with the prospect of success and professional excellence.
“After joining Zubair SEC, the advisors showed their appreciation of the achievements I had already accomplished and were confident that I could do more, since my business had already effectively passed its initial launch phase”, he added.
Soon after joining Zubair SEC, the advisors guided Mansoor with the development of his company’s business plan, assisted in conducting a study of the local market to find out the medical products in high demand, while searching for new suppliers to broaden his product range. As part of the marketing consultancy they provided, Zubair SEC team helped Mansoor create the brand ‘AZ Medcare’ along with brand identity for his business, as a first key step towards achieving better market positioning, and also introducing his own branded products to the market as a following step.
AZ Medcare, part of Abraj Al Zahira Investment, has launched more than 30 branded medical equipment and products. Abraj Al Zahirah Investment Company now markets its products to over 280 pharmacies across the Sultanate and seeks to reach out to more, in the next phase. To achieve this goal, the company has utilised part of the financial grant from the Direct Support Programme to purchase a fully equipped mini-van, to deliver medicine and medical supplies. Mansoor also has plans to export his products to the Gulf market in the near future.
Mansoor advises those who aspire to start their own business, saying, “An entrepreneur has to be confident of his ability to achieve his dream as well as having a clear business plan and feasibility study for the project. It is always preferred to start a business with self-invested capital and avoid costly bank loans. When I started my project I relied on my own savings and some loans from family members. Therefore I was not obliged to pay monthly instalments and interest, which would have negatively affected my business revenue. Last but not least, using a good accounting system is essential for the success and sustainability of any business.”
“With the close support of Zubair SEC, we were successful in creating a brand, which was launched in May 2017 and achieved good market recognition. We formed relationships with two new suppliers, who offered products of outstanding quality and value, while adhering to the stringent standards for medical products mandated in Oman. Additionally, we also enhanced our accounting system through the use of an advanced accounting programme and made a contract with an accounting company to make a periodical inventory of the products available in the company’s store and matching them with the records. Furthermore, thanks to the Zubair SEC’s support we recently added a line for children natural products, as we have signed an agreement with a Hungarian company so that Abraj Al Zahirah will be their official distributor in the Sultanate”, says Mansoor Nasser Mansoor Al Rahbi.