WRITTEN BY AMY TOCKNELL

When effortless adherence to seemingly impossible product standards collides with an internationally recognised reputation for being a market leader, how does a company improve? By constantly striving to supersede expectations, ALUPCO is in a class of their own.

HEAVY METAL

Securing its position as an industry giant through the provision

of creative and considered solutions, while retaining a high

quality finish, the company is now seeking to grow further by

increasing it’s expertise through continued professional and industry-

specific development, adoption of new technologies, increased

product diversity and by maintaining an effective and financially

viable international supply chain network.

Enjoying a reputation for offering clients a wide variety of surface

treatment options, including electronic powder coating, anodising,

polishing and a specialist wood finish, ALUPCO has most definitely

earnt the title of largest supplier of aluminium products in the Middle

East. Maintaining this coveted position, while still evolving and

moving forward as an organisation, is at the very top of the ALUPCO

management team’s priorities. In line with the company’s mission

statement that states they wish to ‘provide superior aluminium

solutions backed by excellent services’, new clients are consistently

being won, with existing relationships being nurtured and maintained.

ALUPCO recognises that a stand out product is not enough to retain

customer loyalty; an exemplar level of after sales support must also

be extended.

Through continued growth, ALUPCO is now the proud owner of

ALUPCO

The undisputed largest supplier of Aluminium in the Middle East, Aluminium Products Co (ALUPCO) is also the eighth biggest globally, making it’s position as the market leader for Aluminium solutions in Africa, Europe and the Gulf Cooperation Council (GCC) entirely unsurprising. ALUPCO has carved itself an impressive reputation as a dominant figure in the worldwide Aluminium industry.

That’s really the story of Alba’s success.An ideally accessible location midway between the source of

raw material and the world’s primary aluminium markets - combined with an invaluable local workforce: a unique

opportunity indeed. But opportunity alone is not enough. It is with passion and faith, vision, pride and a lot of hard-work, that

Alba has become the global player it is today.

twin facilities located in the Dammam and Jeddah industrial cities,

boasting an impressive 130,000 square metres. The company has

invested significantly in machinery and appropriate, future-proofed

equipment and as such, has eight extrusion presses, allowing for a

total extrusion capacity in excess of 78,000 tonnes. Determined to

meet demand for coasting services, ALUPCO has also made provision

for 5 powder coating lines, two anodising lines, two polishing lines,

a wood finish line and a thermal break crimping production line

within their facilities, allowing them to complete numerous projects

simultaneously, preventing avoidable delays and a backlog of work

building up. These time saving initiatives are benefits that are passed

directly to clients in the guise of reliability and time efficiency.

With a reputation for excellence, cost-effective solution creation

and international quality standards compliance firmly under their belt,

the company has been privileged to supply a number of internationally

recognised and exceptionally high-end projects in the GCC, including

the Dubai International Financial Centre, the Emirates Mall and

particularly notably, the Palm Jumeirah, a location of choice for the

extremely wealthy and/or famous.

The best, and most successful, companies in the world always

recognise the value of a strong, unified and motivated workforce.

Aluminium Bahrain B.S.C. (Alba) is renowned

for its premium grade aluminium products,

technological strength and innovative policies

and strict environmental and safety guidelines.

Established in 1971 as a 120,000 mtpa smelter,

Alba today produces more than 912,000 mtpa

of the highest grade aluminium, with products

including standard and T-ingots, extrusion

billets, rolling slab, properzi ingots, and molten

aluminium.

That’s really the story of Alba’s success.An ideally accessible location midway between the source of

raw material and the world’s primary aluminium markets - combined with an invaluable local workforce: a unique

opportunity indeed. But opportunity alone is not enough. It is with passion and faith, vision, pride and a lot of hard-work, that

Alba has become the global player it is today.

to identify those individuals that show a natural predisposition for

responsibility and leadership, which in turn allows it to promote from

within, in accordance with a structured succession planning function.

The development of such leaders and supervisors is of the utmost

importance to ALUPCO as it directly impacts on the economy of the

surrounding communities. Promoting from within and encouraging

new staff to join can help to achieve a far more organic development of

the staff body. Considering ways in which they could actively support

surrounding areas, ALUPCO has a clear strategy to, where possible,

employ local people, calling this initiative ‘Saudization’. Currently,

the company employs professionals encompassing 13 nationalities,

with 33 percent of the workforce being successful applicants to the

Saudization process. ALUPCO plans to build on this figure by two

percent year on year.

Backed by numerous, recognised accreditations, ALUPCO’s

exemplar reputation for working in accordance with high standards

is what really makes it stand apart from it’s nearest rivals and

competitors. The recipient of not just an ISO: 9001 but also an ISO:

2000 certificate, ALUPCO is the sole aluminium extrusion company

to achieve this impressive feat, thanks to it’s firm dedication to an

uncompromising approach to producing high quality products. By

working in accordance with

European (EN), German (DIN),

British (BS), American (ASTM)

and Saudi (SASO) standards in

all of its operations, ALUPCO

are fully deserving of their

international reputation for

excellence.

Looking to the future, the

company invests 50 percent

more than it needs to on capital

investments, every year. Abdel

Monem Khaled, CEO of ALUPCO

highlights that with regular

investments in automation

technology, the company ensures

that its production consistently

hits the highest standards while

simultaneously conserving

energy and remaining cost-

effective.

ALUPCO

ALUPCO is absolutely

no exception to this rule,

acknowledging that their mission

statement is only achieved

through the commitment of their

800-strong, highly trained, staff.

Boasting exceptionally versatile

and expert individuals across

all areas of the business, the

team is well placed to recognise

and surpass expectations.

Determined to never stop

striving for improvements to both

products and services, ALUPCO

seeks to continually develop

the skills and performance of all

team members, throughout the

business as a whole. Offering

all staff access to an impressive

range of comprehensive training

programs, the company is able

The company’s management

team are fully engaged with

‘focusing and validating’ its core

business strategy and execution

plans in the immediate future.

Khaled, who recently won an

award for the Best CEO in

Saudi Arabia explains that: “In

this increasingly competitive

and challenging environment,

it has become imperative to

focus and validate core business

strategy and execution plans to

align processes with the right

solutions and technology to

enhance performance, expand

market share and increase

returns on investments.”

Khaled goes on to comment

that ALUPCO will be looking to

further expand its production

capacity in order to grow at an

accelerated rate. The growth

plan will be realised thanks to the

company’s already impressive

facilities and dedicated team of

workers.

“Integrity is the key to all

our dealings with our clients

and partners. We treasure our

world-class team of people and

invest in their abilities. We aspire

at being innovative in our work

through bringing new ideas and

new ways of doing business to

deliver practical, reliable solution

implementations for our clients,”

Khaled concluded.

Nurturing relationships with our customers is

a crucial part of Jotun’s strategy to grow the

business. We view Alupco as a strategic partner

and have forged a very close relationship. The

relationship between Alupco and Jotun began

more than a decade ago and it is fair to say there

is a high level of trust and empathy on both sides”

www.littlegatepublishing.com

ALUPCO

00966 13 847 1300

WWW.ALUPCO.COM