-Condor Electronics is today imposing itself as one of the giants of the household appliance in Algeria. What are the key factors of your success ?
Many factors contributed in the success of Condor, we do have a long term vision and we invest each year, especially in the key aspects, including innovations and human resources. We work every day to create a corporate culture of our own. This culture is supposed to push each of our employees to contribute in the collective effort. The company invests, for its part, in the recycling as well as in the continuing education of the qualified staff. Today, Condor includes a great number of master degrees holders. Our front line officers and our machinists benefits, continuously, from trainings on new production techniques… We, in Condor, also continuously care about how to satisfy our customers. For that purpose, we created efficient customer services in order to track Condor products and to work, through the same services, in order to satisfy our customers. We also worked on our distribution network by densifying and personalizing it. We actually managed to open 102 showrooms all around the country.
- Tell us about Condor in numbers: growth, investments, market shares …
Turnover growth has followed the evolution of Condor staff. Since a couple of years, we realized a turnover growth of two digits. From 2011 to 2013, turnover is growing by an average of about 30%. We are expecting to reach the same growth rate this year. This growth rate follows closely the evolution of our company's staff. Each year, we create about 1000 direct jobs. We have 4 categories of products, to which we added high-tech products since one year. We strongly invested in an air conditioner manufacturing complex, this investment allowed us to be highly successful in the related market. As for refrigerators, we realize each year a 10% annual sales growth. We completed some extensions on our production lines in order to meet the increasing demand. In 2013, we realized a growth of over 50% of brown goods sales. The organization of the World Cup was marked by a very strong demand for our brown goods. Our white goods experienced the same success, as sales are growing more and more each year. One year ago, we launched our high-tech products which encountered a great success. This year we will reach the production of 800 000 unit. We went from the production of a single product, a year ago, to a range of 10 products.
- What is the integration rate of Condor products ?
We produce almost all components of some of our products, including refrigerators. From sheet metal to painting and plastic accessories. The integration rate varies from a product to another. It increases from high-tech products to refrigerators. We fit the international standards of products integration rates. Except for high-tech products, all other Condor products have an integration rate of over than 50%.
- Today, do you intend to go on the international market ?
In the past, we have made some exportation attempts. We have already made exportations to Jordan and Tunisia. Our strategy is to export our products to Arab countries first before moving to higher level later. We have decided to export at least 10% of our products. However, taking into account the tragic events happening in some Arab countries, we decided to scale down our ambitions. We will continue our work in the field of development. The exportation remains the best factor of growth.
