Gulf Craft partners with SAP

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Talal Nasralla (right), CEO of Gulf Craft, with Mohamed Hammad (left), Head of Sales at SAP Middle East & North Africa

Gulf Craft has announced a strategic digital transformation partnership with the global software corporation, SAP, that’s designed to improve the experience of the UAE builder’s customers all over the world and support its ongoing global expansion.

The digital transformation will include the implementation of new systems and processes that will drive the brand’s approach to boat and yacht manufacturing, from prototyping to production and delivery of the vessel to the owner.

Talal Nasralla, Gulf Craft’s CEO, said: “As our business continues to expand into new and emerging markets across the globe, it is important we have a strong digital infrastructure to streamline our processes effectively.

“With the addition of customers from different parts of the world, the digitalisation will help unify our sales, project management, manufacturing and procurement functions on one real-time digital platform. This will contribute significantly to enhancing our operational and resource management efficiency.”

The partnership will transform’s Gulf Craft’s operating software

As part of the first phase of digital transformation, Gulf Craft will deploy the RISE with SAP solution that includes customer relationship management, project and portfolio management, and supply chain solutions running on the Microsoft Azure cloud.

In the second phase, SAP Ariba digital procurement solutions and the SAP SuccessFactors human experience management suite will be rolled out. The SAP Teamcenter by Siemens solution will also provide integrated product lifecycle management that leverages Industry 4.0 capabilities.

Zakaria Haltout, Managing Director of SAP UAE, said: “By adopting SAP’s real-time solutions, Gulf Craft can drive innovation to optimise its operations, costs and customer experiences, and fuel its global growth strategy. Gulf Craft’s marketing, sales and service teams can gain a single source of truth to support new levels of business competitiveness in the yachting industry.”

Founded in the UAE in 1982, Gulf Craft has facilities in the UAE and the Maldives, and a manufacturing capacity of 200 boats per year, from 31-175ft. The company has already built more than 10,000 boats across its brands including its flagship Majesty line, Nomad explorer yachts, Oryx sports cruisers, Silvercraft family and fishing boats, and Touring Passenger Vessels.