Sahara Computers' new deputy MD, Gary Naidoo, plans to grow the company through a recruitment drive and opening more branches in southern Africa.
Formerly Sahara's marketing head, Naidoo says his appointment will see him head up the company's African operation because MD Atul Gupta is involved in numerous global projects. The South African operation needed someone to look at long-term prospects and its expansion into Africa.
The company has operations in Kenya, Botswana, Namibia, Mozambique and Tanzania, and will soon open branches in Zambia and Angola. It is also in talks about a partnership in Nigeria, Naidoo says.
"We are looking at restructuring the company and this will involve a recruitment drive because we need to increase our resources to meet new targets. At the same time we will need new divisions and departments as we take on new products," Naidoo says.
Sahara also runs an internship programme, in which it takes on up to 20 unemployed graduates for a year-long hands-on training course at the company in various disciplines.
He adds that over the past few years, Sahara's business has grown at a rate of between 30% and 40% through its reseller partners and furniture retail chains.
However, Naidoo says the company has more conservative expectations for future growth percentages due to the fact that it sees the South African market as maturing, while at the same time the rand/dollar exchange rate will impact revenue figures.
"We need to expand our operations in order to maintain the right service levels, and at the same time we will soon expand our product range by bringing in new products both at entry level and at the high end."
Naidoo feels the key to Sahara's success is bringing affordable products to market. He foresees the company soon bringing to market notebooks that cost less than R4 500 and desktops priced at under R2 500.
"Part of our go-to-market strategy is to bring products to market that will not be out of reach for the 'common man'."
The company sees itself expanding into consumer electronics. It already has its own branded digital cameras, MP3 players and LCD screens, and will soon launch flat-panel televisions.
Sahara has also taken on the challenge of changing the market perception of local brands. Naidoo says that with the much improved product quality levels, local brands have advanced beyond being considered as glorified "white boxes".
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