Meet the Pioneers - Farida Guembour
1. What inspired you to join Trelleborg?
What initially inspired me to join Trelleborg was its global presence and the diverse range of projects, which provide a unique opportunity to work on innovative solutions that have a real impact. I was eager to contribute my versatile experience to a company that prioritizes technical excellence while fostering a collaborative and forward-thinking work culture.
2. What is it about your role that you find particularly rewarding?
As a regional sales manager for Africa, I find it particularly rewarding to contribute to the growth and development of a dynamic and diverse market. The opportunity to build strong relationships with clients across various regions and industries while tailoring solutions to meet their unique needs is both challenging and fulfilling. I also enjoy the chance to make a tangible impact on the business by driving strategic initiatives that open new opportunities in the region. Additionally, the opportunity to operate within such culturally rich diversity resonates with me, as it further enriches my personal and professional development, which makes the successes all the more rewarding.
3. Is there a particular experience that you bring from your previous roles into your current work?
Yes, one strong experience that I bring from my prior roles to my current position as the regional sales manager in Africa is the diverse working experience I have had in various industries across Africa and North America. This experience gave me greater insight into different market dynamics as well as customers' needs. In particular, my experience has equipped me with a deep understanding of the technical challenges and regulatory environments that influence market dynamics. This knowledge allows me to effectively engage with clients and offer tailored solutions that meet their specific needs. Moreover, my ability to engage cross-culturally with diverse groups has enhanced my effectiveness in driving sales and collaboration within various markets across Africa.
4. Are there any aspects of your interests that you bring to your work at Trelleborg?
Yes, there are several aspects of my interests that I bring to my work at Trelleborg, particularly my enthusiasm for teamwork and my commitment to social responsibility. I believe that effective collaboration is crucial for achieving our goals, and I actively foster a team-oriented culture where everyone’s contributions are recognized and encouraged. This collaborative spirit not only enhances creativity and innovation but also strengthens our collective performance.
5. Have large infrastructure projects in the IMEA region progressed consistently in recent years? How have the dynamics shifted over the past year?
Since 2023, large infrastructure projects have continued across the African region, particularly in sectors like transportation, energy, and port development. Notably, projects such as the Transnet National Ports Authority's investment plan in South Africa and other major port expansions have shown sustained activity. However, the dynamics of infrastructure development have evolved over the past year.
Governments have increased investments in infrastructure to meet rising demand for agricultural commodities and minerals, driven by global market trends. Challenges such as political instability, funding shortfalls, and regulatory delays continue to impact the pace of development. Nonetheless, the region’s commitment to infrastructure growth remains strong, with renewed efforts to modernize ports, energy grids, and transportation networks.
6. Are the major port projects in Nigeria, Senegal, Morocco, and Mozambique making steady progress?
Significant port projects in Nigeria, Senegal, Morocco and Mozambique have continued to progress, albeit with varying degrees of advancement. In Nigeria, the Lekki Deep Sea Port remains a key development, expected to boost trade and ease congestion at existing ports. Senegal has made strides with the expansion of the Port of Dakar, which is critical to improving its role as a regional trade hub. Morocco’s Tangier Med Port, one of the largest in Africa, continues to expand its capacity, reinforcing its position as a key link between Africa, Europe and the Middle East. In Mozambique, the development of the Port of Nacala, vital for coal exports and trade, has faced some delays but remains a strategic priority for the country’s infrastructure goals. Despite challenges like funding and political uncertainty, these projects underscore Africa's ongoing focus on enhancing port infrastructure.
7. Have there been any recent advancements in the schemes across South Africa, Kenya, and Angola?
Port development projects in South Africa, Kenya, and Angola are making significant strides, signaling a strong commitment to enhancing trade infrastructure across the region. In South Africa, Transnet National Ports Authority is driving a 13 billion rand investment plan to boost the capacity and efficiency of critical ports, with a particular focus on the Port of Durban and the Port of Richards Bay. Kenya is advancing its port projects with ongoing expansions at the Port of Mombasa and the development of the new Lamu Port, which aims to boost trade with Ethiopia and South Sudan. Meanwhile, Angola is modernizing the Port of Luanda and has initiated plans for the new deepwater port at Caio in Cabinda Province, although progress has faced challenges related to funding and technical issues. Collectively, these developments highlight a strong commitment to improving port infrastructure and trade connectivity in the region.
8. What are the main competitive challenges Trelleborg faces in the IMEA region?
Trelleborg faces several competitive challenges in the Africa region, including the diverse regulatory frameworks across African countries complicate compliance and market entry strategies, while economic instability and political risks can impact operations and investment decisions. A key focus is on educating customers about the long-term value of high-quality solutions, as price-sensitive buyers often prioritize cost over durability and performance. Additionally, competition from local providers offering similar products at lower prices increases pricing pressure, making it even more important for us to effectively communicate the benefits and value of Trelleborg's premium offerings. Infrastructure limitations and logistical challenges also impact efficient distribution, while adapting to regional differences and prioritizing innovation and sustainability remain critical for maintaining competitiveness in the evolving maritime sector. Through a forward-thinking approach and a commitment to collaboration, Trelleborg continues to focus on delivering value and driving growth in this dynamic market.
9. Do customers fully recognize the importance of fender quality, rigorous testing, and comprehensive lifecycle support, or is there still a need to educate them and shift their perspective from viewing fenders as merely a commoditized purchase?
In Africa, many customers still view fenders as a commoditized purchase, which indicates a significant educational requirement regarding the value of fender quality, testing, and full lifecycle support. While some customers recognize the importance of high-quality fenders in enhancing safety and operational efficiency, a broader understanding of the long-term benefits, such as reduced maintenance costs and improved asset longevity, is often lacking. To shift customer perspectives, we are diligently developing strategies to raise awareness and invest in educational initiatives that emphasize the benefits of high-quality fender solutions and the significance of comprehensive support services. Our goal is to position quality fenders as essential investments rather than just commodities.
10. In addition to marine fenders, have you observed an increasing demand for other products? If so, what do you believe is driving this trend?
Yes, in addition to marine fenders, there has been an increased demand for related products such as bumpers, mooring systems, smart port equipment, hoses and marine accessories. This rise in demand is primarily driven by the growth of maritime activities across Africa, including port expansions, increased shipping traffic, and infrastructure development projects.
We have observed a growing demand for sustainable products among our clients in the region, extending beyond just the product itself. This trend is fueled by stricter environmental regulations, heightened corporate responsibility, and a growing awareness of eco-friendly solutions among consumers.
11. You mentioned managing complex stakeholder relationships. Could you elaborate on how you navigate stakeholders with varying needs, and what makes Trelleborg’s approach particularly effective in handling these challenges?
Navigating complicated stakeholder relationships requires a strategic and collaborative approach, especially when stakeholders have differing Key Performance Indicators (KPIs). Our main focus is prioritizing open communication and understanding each stakeholder's unique goals and priorities. This involves actively engaging with stakeholders through regular meetings, workshops, and feedback sessions to align objectives and ensure transparency throughout the project lifecycle.
Trelleborg's approach focuses on building strong partnerships by demonstrating how high-quality products and services can meet or exceed the varying KPIs of different stakeholders, such as safety, cost-efficiency, and sustainability. By providing tailored solutions and comprehensive support that address specific needs, Trelleborg can effectively manage expectations and foster trust among stakeholders. Additionally, leveraging data and analytics allows Trelleborg to present evidence-based outcomes that resonate with stakeholders’ objectives, facilitating a collaborative environment where all parties feel valued and involved in the decision-making process. This strategic alignment not only enhances project outcomes but also strengthens long-term relationships within the maritime sector.
12. What does the next year look like for Trelleborg Marine and Infrastructure in the region?
The coming year looks promising for Trelleborg Marine and Infrastructure in Africa, as the we plan to capitalize on the increasing demand for high-quality marine solutions and sustainable practices. We aim to strengthen our market presence by enhancing our product offerings and focusing on customer education regarding the benefits of superior fender solutions and comprehensive support services. Building strong partnerships with stakeholders will be crucial as the company navigates the evolving landscape of the maritime industry, ensuring we remain informed about key developments, such as the new PIANC standard WG11. Through these initiatives, Trelleborg is positioned for business growth, with expectations for revenue increases, an expanded client base, and a solidified regional presence.