TOKYO -- Toshiba Corporation today announced a strengthening of its sales and marketing operations in the Middle East and Africa with the establishment of a new subsidiary in Dubai, Toshiba Gulf FZE (abbreviation: TGFZ). The new company supersedes the company's regional offices in Dubai and Athens, and is expected to provide a firm base for promoting and expanding Toshiba's sales and marketing activities throughout the region.

TGFZ is located in Dubai's Jebel Ali Freezone, and is a wholly-owned subsidiary of Toshiba Corporation of Japan. The company is capitalized at 2 million dirham (approximately 64 million yen) and has a staff of 17 under its Managing Director, Mr. Hisao Ishiyama.

Commenting on the new company, Mr. Ishiyama said, "The Middle-East and Africa has huge potential for further economic and industrial development and is becoming more and more important in Toshiba*s worldwide business operations. We want to enhance our presence in and commitment to this region. Dubai's strategic location as a major commercial and information center serving both the Middle East and Africa played a key role in locating the company."

Initially, TGFZ will function as a regional business promotion center for Toshiba's Information Media & Consumer Products business, and it is expected to promote efficient and integrated strategic sales and marketing activities for products ranging from consumer products such as TVs, VCRs and air-conditioners, and key information equipment, including Toshiba's market-leading personal computers and peripheral equipment. A key mission for the new company is to provide its distributors and dealers with close, responsive support and to promote a strongly market-oriented business supporting short delivery lead times for products.

The immediate benefits Toshiba will enjoy from the establishment of TGFZ include a more efficient organization for promoting regional business, and improved efficiency in resource management, information sharing, and coordinating corporate level planning.

TGFZ will closely work with Toshiba's representative offices in Cairo, Egypt and Jeddah, Saudi Arabia respectively.

Toshiba anticipates that TGFZ will eventually take on wider functions, and become a general regional headquarters coordinating Toshiba's overall business in the Middle East and Africa.

Outline of Toshiba Gulf FZE

Establishment	January 21st, 1997
Capital	2 million Dirham (Approximately 64 million yen)
Managing Director	Hisao Ishiyama
Number of Staff	17
Address	61028, Jebel Ali, Dubai, U. A. E.
Business	Sales and marketing of consumer products and information and communication equipment.