EXECUTIVE INTERVIEWS > PUBLIC SECTOR
D r. SULIMAN ABDELMAGID SULIMAN MOHAMED is a 35-year-old businessman whose entrepreneurial journey began when he was still in high school. As he hails from a family with a robust business background and a long history of trading in agricultural and industrial sectors on both local and global scales, he decided to pursue business administration in the Business School in University of Khartoum. He graduated with an Honor’s Degree and completed his Master’s in Science in International Business and Finance in Coventry University, UK. Furthermore, he holds an International Finance Certificate (IFC) from Bournemouth as well as a doctorate in Financial Speculation, which he earned at University of Khartoum. As he began to garner extensive experience from a young age, and became closely acquainted with the business world, he was a forerunner in establishing a range of associations with Portugal for the first time in history. Currently, he is the Vice President of the Chamber of Commerce and Industry Portugal Sudan, President of the Sudanese Portuguese Friendship and Business Association, and Honorary Member at the International Club of Portugal for the Elites, the Association of Culture between Portugal and the Arabic World, the Disaster and Crisis Institute between Portugal and the Arabic World, and Instituto Luso Arabe para a Cooperaçao – Portugal.
The ASM group was established as a family business 35 years ago. Since it was founded, the entity engaged in multiple industries ranging from building materials to constructions, coupled with co-businesses like import and export, storage and warehousing, real estate development, plastic manufacturing and gold mining. Moreover, within a short period, ASM Group acquired a stellar reputation, which can be attributed to its high ethical values, outstanding customer service, superior product selection and testing prior to investment. All of these characteristics enabled the business to mark its place in the Sudanese market. Today, this renowned group has international offices in the UAE, UK, Belgium, Portugal and KSA, while it is headquartered in Sudan. Its robust supply chain process, which can be attributed to its 40 warehouses coupled with its assets, are estimated to be worth millions of dollars. As part of our goal to exceed customers’ and clients’ expectations, we try to provide the best customer service in a seamless manner, allowing the group to build close relationships with its customers. The result was the creation of multiple streams of revenue directly coming from the needs and wants of the customers and the market, resulting in the diversification of the company.
The ASM Group began its journey 35 years ago. Since its establishment, the primary driver for its employees was customer satisfaction and experience. As such, it immediately built a reputation for its quality of service and its dedication to its customers. This reputation, coupled with its warehouses spanning across various regions and countries enabled the ASM group to establish lucrative product lines across diverse fields in Sudan. Needless to say, the proactiveness with which the market needs of the country were identified also played a pertinent role.
The ASM group must be credited with attracting Portuguese investors and products to Sudan. A decade ago, I identified a glaring gap in terms of the commercial link between Portugal and Sudan. The opportunity in the area of culture, society and governmental collaboration became apparent to me. I leveraged my connections and resources to address this gap. Our research helped us understand the depth of the existing gap, specifically in terms of the exchange of information between both countries. Misleading and incorrect information was rampant, with Portuguese institutions unaware of the untapped resources in Sudan. So, I leveraged my knowledge and resources to fix this issue, and realized that the best way to establish this relationship is through institutions and association. Therefore, with a group that shared the same goals, we formed the Chamber of Commerce and Industry Portugal- Sudan, with head offices in Lisbon- Portugal. To test the waters and understand how we can develop this relationship, we organized various conferences and gatherings for businessmen, including the first Portugal Sudan Business and Investment Forum in Lisbon attended by the Sudanese Ministry of Investments. Several other events were held in Portugal at the House of Parliament in Lisbon to introduce Sudan’s commercial and cultural capabilities. We soon realized that Portugal and Sudan are linked in more than one way, and diversification was required to bridge the gap. In order to build this multicultural bond, three institutions were born: • The chamber of Commerce Portugal Sudan. • The Parliamentary Friendship Group Portugal Sudan. • The Sudanese Portuguese Friendship and Business Association.
Portugal-based commercial agencies have enjoyed considerable success in the Sudanese market. In Sudan, there have been 3 main Portuguese agencies that have gained a lot of traction: · Agriculture equipment and irrigation system · Solar energy and green power supply · Mining solutions.
The ASM group is headquartered in Sudan, but it has offices across the globe, including the UAE, UK, Belgium, Portugal and KSA. At present, it has 40 warehouses spread across these regions, which cater to the host of industries that the ASM group has established its mark in.
Portugal is an international hub for technology, and Sudanese entrepreneurs can tap into that sector in addition to real estate, construction, rehabilitation of buildings, and tourism as these are growing sectors. Our invitation also extends to large corporations, SMEs, and start-ups who wish to explore the Portuguese market advantages with Sudanese products and services to expand their business.
Like the immense potential that Sudanese companies have witnessed in Portugal, businesses emerging from Portugal also have untapped markets they can leverage. Our research shows that Portugal has a great interest in the Sudanese market, and they are eager to start investing in a wide range of industries in Sudan, including mining, agriculture, construction, food, and the hospitality industry. A further benefit of the Portuguese expansion into the Sudanese market has been that they have discovered a huge potential in the market due to the availability of unused resources, as well as the high demand for some products on several Sudanese markets. By using the correct promotional tools and attractions, the Portuguese have secured a huge potential in the market.
Sudanese companies do not face any restrictions when establishing themselves in Portugal; it’s just a matter of following the same requirements as any other nationality. It’s not hard to set up a business in Portugal if you have financial capacity, practical experience, and a clear vision of what you want to achieve. The Golden Visa Program, which allows Sudanese investors to set up businesses in Portugal, made crossing the bridge even easier. With a residential permit for a minimum stay of one week and a financial investment of €500,000, you can travel and work anywhere in the world, and after five to six years, you’ll be eligible for a Portuguese passport.
The ASM group has established friendly relations between Sudan and Portugal by founding two associations: The Chamber of Commerce Portugal Sudan and The Sudanese Portuguese Friendship and Business Association. The former includes 43 companies from both the countries, emerging from diverse fields such as building materials, construction, real estate habitation, agriculture, mining, and more. This association has enabled each country to explore and invest in the market of the other. Tektonica, an exhibition held in Portugal, and Khartoum International Fair were also among the exhibitions the Portuguese Chamber of Commerce has participated in. However, as far as friendly relations are concerned, the Sudanese Portuguese Friendship and Business Association established by the ASM group is of utmost importance. In order to attract both cultures, we organized film festivals and organized conferences with promotional and introductory materials about both countries’ history, culture, and community work. These associations were formed to promote bilateral trade between our two countries on imports, exports, investments, real estate, and other areas. The purpose of these associations is to represent Sudan and to establish closer ties in business, politics, and culture between our two countries. Besides the cultural aspect of the Sudanese Portuguese Friendship and Business Association, Portugal’s culture has been promoted in Sudan through the European Film Festival, which has taken place five times, and by sponsoring college admissions to Portuguese universities and events.
Sudan Business Magazine
