Today, we have the pleasure of interviewing Laura Zaccaria, our professional at Kelmer Group with experience in international market expansion and business development. In this interview, Laura shares insights into her journey, her expertise in helping companies establish a stable presence in Saudi Arabia, and the unique opportunities and challenges she has encountered in this rapidly evolving market.
Laura, could you tell us about your role at Kelmer Group and your career path so far?
After earning a bachelor’s degree in economics, I chose to pursue a path that combined professional and personal growth. My first experience in Saudi Arabia as a marketing specialist solidified my interest in the dynamics of international expansion. I was particularly fascinated by the challenges a company faces in the internationalization process, as the determination to overcome obstacles to access a broader market resonated with my career aspirations.
Today, at Kelmer Group, my role involves assisting companies from various sectors—from initial market analysis to strategy development and operational support—to ensure a stable and sustainable presence in the Saudi market. This role allows me to leverage my skills in overcoming cultural, regulatory, and logistical barriers, contributing to the growth of the companies we support.
What led you to work closely with the Saudi market? How did you become interested in this country in particular?
The opportunity to work closely with the Saudi market came in 2020, right after the complex period of COVID-19, which intensified my desire to broaden my international experience. When the chance arose to move to Riyadh, I immediately accepted, motivated by the appeal of working in a rapidly transforming country with immense economic and professional growth opportunities. In parallel, I specialized in “Small and Medium Enterprises for Global Challenges” to better understand strategies suited to SMEs in global contexts.
Despite the common perception of the country as a challenging environment, I quickly felt welcomed within the Saudi landscape, which I found to be safe, open, and internationally oriented. This stimulating environment has allowed me to build a network of local contacts and collaborators that now represent a fundamental asset in my work.
The Saudi market is in full development, with a future rich in major projects, driven by Vision 2030. I am excited to continue being part of this transformation and to contribute to the growth of companies seizing the opportunities in such a dynamic market.
Client Support for Saudi Market Entry
Certainly. A recent example involves an Italian company specializing in spreads and sweets. After a thorough market analysis, the company recognized the high potential of the Saudi market and, with our support, decided to establish a local presence by opening a branch in the country.
This choice proved strategic in multiple ways: not only did it facilitate access to Gulf markets, but it also allowed the company to benefit from Saudi Arabia’s advantageous tax regimes. Thanks to a solid position and a targeted approach, the company managed to build a stable customer base and expand its presence in the region. In the Saudi market, it’s essential to effectively meet local needs, offering a product that stands out and can meet growing demand promptly.
Missions of the Riyadh Office
Can you tell us about the missions carried out by Kelmer Group’s Riyadh office? What are the main objectives, and how are they implemented?
We start with an overview of the Saudi market, working with the company to define the mission’s objectives together. We work closely to identify the most suitable partners and make adjustments along the way. The mission on the ground, lasting two or three days, allows the company to meet key market players directly and evaluate the outcomes of the meetings.
What advice would you give to companies considering entering the Saudi market but are unsure of how to proceed?
My advice to companies interested in the Saudi market is to carefully assess their ability to adapt to the specific needs of a dynamic and rapidly growing market like Saudi Arabia. Despite the vast opportunities, it is essential to approach them with a well-thought-out strategy to avoid mistakes and resource wastage. In addition to an effective commercial mission, consistent follow-up and support are crucial to building long-term relationships. Establishing a solid network with local partners and having a flexible, long-term plan will enable a sustainable and successful presence in the Saudi market.