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26 27 Kingston,and the companyhas several divisions: ATL Business Solutions,ATLHome,ATL Industrial,ATL EnergySolutions,ATLParts Plus,and theATLService Department which supports all the other divisions. ATLBusiness Solutions offers everything fromsmall office supplies tomultifunction printers,networking solutions,computers,and accessories with featured brands such as Canon,Hewlett-Packard,andApple. ATLHome is Jamaica’s undisputed leader in appliance retail with brand names such as Frigidaire,Samsung, Panasonic,Sub-Zero,andWhirlpool. ATL Industrial supplies commercial food equipment such as ovens,stoves,and refrigeration units,as well as industrial and laundryequipment,pumps,and air conditioning systems.ATLEnergySolutions specializes in turn-key solar hot water and photovoltaic solutions whileATLParts Plus stocks over onemillion parts and accessories across 35,000 product categories for the hospitality,construction,automotive,and industrial sectors.Its in-house Service Department remains its competitive advantagewith a certified teamof 150 teammembers. DanvilleWalker,ATL’sManagingDirector,believes that the company’s diversified nature presents both challenges and strengths.One challenge is that each divisionmust compete against a rival companywhose business is based solelyon that particular market segment.“That’s one of the difficult things forATL,”he APPLIANCE TRADERS LIMITED explains.“Our competition is very focused on a specificproduct line,sowe have to position ourselves to react quickly.”Meeting that challenge is a sales force of about 50 who traverse the island sellingATLprod- ucts across all of its divisions.“That’s one of our secret weapons,”Walker exclaims.“We have peoplewho are out there–‘feet on the street’–knocking on doors and trying to knowwhat our clients need.That’s the difference.Also,we service anything that we sell andwe stockparts for everything that we sell.” In addition,because of its diversity,ATL can offer complete industrial solutions for its commercial clients.For example,it can outfit an entire hotel kitchen fromdesign to installation.“ATLcan supply the parts; we can design and install the kitchenwith top brands,”saysWalker.“That’s another of our competitive advantages.” WhileATLhas always dealt the best, name-brand products,Walker says that the company is also growing its own line of alternative goods that it can sell for less. “We have a couple of factories in China that we are currentlyworkingwith,wherewe make alternatives to the high-end brands that we carry,”he reports.“So,wemaycarry aVulcan stove,which is a premiumbrand, but we also carrya stovewhich is a lot like it,but not aVulcan,because not everyone can afford the price point for those stoves.A small business person going into business usuallycan’t afford to buya premiumunit, EricaWallace,Product Manager, ATLHome, gives attendees a brief overviewof the newlyextended Prizm line of domestic and commercial appli- ances which nowincludes televisions as well commercial washers and dryers,refrigerators and air conditioners at the recent appliance launch. Corporate SalesManager,Delano Barnett (centre) andAliciaMcAnuff,Sales Executive (Right) fromApplianceTraders Limited (ATL) ATLHead of EngineeringMarkBlair,Product ManagerATLHome EricaWallace,Man- agingDirector DanvilleWalker and Jacqueline Carter,SalesManager