Change - The Only Constant

With rapid advances in its size and operations since 2017, Masaha Global continues to be a prime mover in the heavy equipment space in the region. Pandemic or not, it’s business as usual for this Kuwaiti conglomerate.

With the onset of the pandemic, companies and businesses have had to adapt to a new mindset of continuous change as the business environment evolves. It has taken till the last quarter for things to actually get back on track after the derailment of the first three quarters of the year.

Regionally the construction equipment industry has been more or less sturdy. Projects have been delayed and postponed but work has been ongoing throughout the year even if at a slower pace than usual.

Kuwait-based Masaha Global, has taken the bull by its horns when it comes to tackling the consequences of the pandemic to its business. While things slowed down, Masaha Global was quick to conduct several studies and surveys aimed at its short and long term goals relating to the local and GCC market. “The new normal these days isn’t easy. It’s a huge challenge. The pandemic has globally affected all sectors. However, we believe following our policies and with near future market growth, there will be enormous opportunities for us to achieve through various channels,” says Mohamed Al Mulla, General Manager at Masaha Global.

In the early days of the pandemic, the company also worked closely with the local government to help in the country’s fight against the COVID-19 virus. Masaha provided machines to support the Kuwaiti government’s nationwide sanitisation initiatives. “We wanted to do as much as we could to support the government in achieving its goals and objectives in making the country safe for all its citizens and residents. We voluntarily provided more than 2,500 units of machines and manpower.”

Focusing on customer needs

On the business side, the new normal means working days don’t work like they used to - both from a service provider and a customer perspective. Communication and marketing strategies have had the most relearning. This was not the time to ask customers for additional spend. This has been a time where service providers have had to provide support, continuous communication, virtual learning channels, training programmes and looking after ad hoc requests. “Customers are looking for increased bolstering in terms of service. We were of course there to fulfil all requests. Communication was and is a major factor in easing customer nerves as well as putting the right message across,” continues Al Mulla.

“There has also been an urgent need to rethink and reformulate marketing strategies and price/value programs. We have been forced to take a modern approach to how we think about promoting our services to new and existing customers. Service has had to remain on top at all times.”

Enhancing communication and customer service is how Masaha is tackling this pandemic.

Moving online

The pandemic also saw Masaha Global organizing their first ever online auction. While it was a challenge setting everything up, the potential for success was worth pursuing. “The first machinery auction in Kuwait helped us achieve the best sale ever in town,” says Al Mulla.

It was a completely new experience for the market hence a major event. Masaha Global created an interactive and responsive website with demos taking customers through the entire bidding and buying process. They established customer support channels through a 24-hour call center as well as a helpline through social media. Customers could also book in person meetings.

The end-to-end process was simple - customers had to read the bonded draft contract prior to registering online, accept the terms and conditions and then a bid number would be generated. This bid number - unique to each customer - would be used for the buying/selling process. Equipment inspection was also available to the customer based on their preferences. Once satisfied, the item would then be delivered to the customer’s location. “It was a resounding success, since the entire process was so simple with clear guidelines every step of the way. We continue to develop and deliver the best client experience,” says Al Mulla.