1. UAE & Saudi Arabia – A Wealth of Opportunities Workshop 6: Case Study - UAE & Saudi Arabia Similarities and Differences Peter Lloyd – Marketing Manager R&D Tool and Engineering Ltd 6 March 2007

2. R&D supply expert technical solutions to the global plastics industry. Established 1976. HQ – Missouri, USA. 2006 turnover $40M. 300 employees. One of the world’s leading tooling suppliers for the PET packaging sector, the Group also has injection moulding and rapid prototyping divisions. Markets: food and beverages, cosmetics, household and personal care. Facilities in UK, USA and Slovakia supported by global sales agency network. Who are R&D?

3. Global reach

4. Export experience R&D have dealt with many territories in our 25 year history and now supply to over 40 countries Main focus – US, Europe and Middle East Half of UK activity is now for export clients Products are international – literature adapted to suit Main M. E. markets – Saudi Arabia, UAE and Israel Also supply other M.E. areas e.g. Iran, Lebanon R&D have dealt with Middle East for many years Initial opportunities came via networking and shows rather than via Chambers, embassies etc

5. Saudi vs. UAE Traditionally, no tangible differences in culture between rest of Emirates and Saudi Arabia but … … the security\political dimension is widening the gap “Personal” nature of business culture – “face time” Trust is a strong part of customer relationships Long term relationships rather than quick wins Reputation for integrity and service is important Business\industry in clusters in both countries Dubai – a special case Export documentation – accept reality, deal with it

6. The Israeli question Saudi Arabia and UAE are #2 and #3 markets for us in the Middle East. Israel is the largest. How do you do business with Israel and the others? Keep it separate. Have 2 passports etc Don’t stay away from Saudi/UAE because you deal with Israel or vice versa If US-owned, play up UK angle in Saudi/UAE

7. Why did we look for agents as recently as 2004? We wanted to increase our customer base More time “on the ground” could do the trick? Having agents doesn’t mean you don’t need to go Principals still must visit to meet decision makers “Old boys tours” will give limit results Trust is very important when choosing agents Be prepared for a long courtship Use someone who is well respected in your markets Our deal didn’t work but we are still looking at others

8. Thank you for your attention