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Customer Snapshot: Overview

200,000 sq. meters of tile shipped per day

Starting from a single plant in 1991, RAK has grown into the world’s largest ceramics manufacturer. Now, new Mega Slab technologies have positioned the company to challenge the traditional stone and granite markets. The future looks bright and with SAP ERP and SAP CRM applications, they have put in place the tools needed to continue their phenomenal growth.

RAK Ceramics

US$1 billion

Number of Employees

Mill Products

Ras Al Khaimah, United Arab Emirates

Customer Website

Line of Business

SAP Solutions
SAP Customer Relationship Management (SAP CRM), SAP ERP

Customer Snapshot: History

Technology and innovation is what makes us stand out from the crowd, however it is the continued commitment, effort and dedication from our people, at all levels, who contribute daily to our continued success. It is the people who make RAK Ceramics. - Mr. Abdallah Massaad, CEO, RAK Ceramics P.S.C

Plants and More Plants, But it all Came Down to People

Customer Snapshot: Business Model


Trendsetter in the Ceramics Market

Investments in new technologies, which benefit both the consumer and a greener future, have made RAK Ceramics a world leader in ceramic tile manufacturing, with over 1500 products, 49 production lines and 13 plants.

Customer Snapshot: Success Strategy

A World Class Leader

RAK Ceramics market priorities are: to be in the top three ceramics players in focus markets; be among the top 5 exporters to value markets; and to strengthen presence in frontier markets in order to grow market share. With a renewed interest on core verticals of tiles, robust plans are in place to increase market share in existing and new markets.

As an organization with a long and distinguished history, RAK Ceramics is well-accustomed to the realization of visionary ambitions. Now, however, the company is implementing an entirely new phase of strategic change that will further consolidate its position as a world leader in the ceramics sector. – HH Shiekh Mohammed Bin Saud Al Qasimi, Chairman

The Challenge

''We’ve gotta change this.''

That was the unspoken thought at RAK Ceramics. The Legacy IT systems had begun to show their age as growth, new technologies, and higher demand strained system resources. If they intended to maintain their industry leadership role, they had to find a new platform that could improve customer satisfaction, reduce costs, improve working capital management, and enhance asset utilization.

Enter SAP


Making the Move

RAK Ceramics selected the SAP platform to improve customer satisfaction, reduce costs for production, procurement and acquisition, improve working capital management, and enhance asset utilization.

A business solution implemented across the entire operation in just 8 months.

SAP will give RAK Ceramics the big picture it needs to improve transparency, efficiency, productivity and business integration as we strive to consolidate our leadership position and redefine both the scope of our company and the possibilities of our industry. – Dinesh Mohan, General Manager-SAP Projects, RAK Ceramics

Enter SAP: The SAP Experience

A Giant Step

The first phase deployed SAP ERP and SAP Customer Relationship Management (SAP CRM) applications to streamline sales and marketing. Implementation was completed in just 8 months, including training 350 end users—an exceptionally short timeframe for a project of such complexity.

Streamlining operations to serve global customers in the most efficient way possible.

With SAP ERP and SAP CRM we have taken a giant step forward in the improvement of operations management. We are more efficient and opportunistic, leading to lower costs and increased productivity and putting us on the fast track to even greater success. – Abdallah Massaad, CEO, RAK Ceramics P.S.C.

Better Business

Shorter planning cycles and more efficient production – RAK is winning across all verticals with SAP.

Better Business: Benefits

This Was A Good Move

From real-time visibility on inventories and procurement to schedule flexibility across all production lines, matching supply more closely with demand, the goal of a more efficient organization has been realized.

Integrating SAP CRM and SAP ERP has raised the accuracy of cost and profit analysis, making Run Simple a reality for RAK Ceramics.

Better Business: Run Simple

RAK –on SAP?

RAK-on SAP – as the system has been christened – sees the introduction of enterprise wide integrated software solutions that incorporate key business functions that serve to improve on overall transparency, efficiency and productivity. The advanced analytics modules include the Business Intelligence (BI) tool, the Treasury & Risk Management module (TRM), Global Trade Services system (GTS) and Business Planning and Consolidation (BPC) for integrated reporting – all of which allow the company to make quick decisions reflecting the bottom line.

With SAP we are building a strong future. – Dinesh Mohan

Journey Ahead

Living on the Edge

Training all employees on SAP applications will ensure optimal performance and maximum return for all the company’s stakeholders. The goal is to expand reporting capabilities and corporate accountability, allowing RAK Ceramics to pursue a culture of continual improvement using cutting-edge technology.

As we embark on Phase II of implementation, we continue to upgrade operational processes in a development that sees better customer satisfaction, improved cost efficiency, and more efficient business integration between plants which is surely going to enhance the bottom line of the company in the long run. – Abdallah Massaad, CEO, RAK Ceramics P.S.C.
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