Singapore, 4 August 2025 –At its recent flagship event SAP NOW AI Tour Southeast Asia, SAP SE (NYSE: SAP) announced that Gulf Marine, a global marine lubricants supplier serving more than 1,000 ports across 80 countries, has selected GROW with SAP to power its digital transformation journey.
Gulf Marine previously relied on disconnected systems, from traditional spreadsheets to off-the-shelf project management and business intelligence tools, seeking a unified digital foundation to enhance efficiency. While functional, this fragmented setup posed growing challenges as the company expanded its global footprint: manual and repetitive updates, limited inventory visibility, disjointed planning processes, and inconsistent data across global entities.
To address their unique challenges, Gulf Marine implemented GROW with SAP, an offering that allowed it to transform using a standardized framework, tools, and guidance. As a result, Gulf Marine has increased its efficiency from order fulfilment and financial reporting to inventory management and supply chain planning. The company is also improving customer satisfaction with more accurate order promises and pricing consistency across channels.
“As a global business headquartered in Singapore, managing marine operations across multiple branch offices worldwide, we needed a more connected and scalable foundation to bring our business into the digital age – covering finance and sales, supply chain, and procurement functions,” said Joey Chua, Director of Digital and IT Transformation, Gulf Marine. “With GROW with SAP as our digital backbone, we have laid the foundation for an agile, data-driven future built on innovation, resilience, and operational excellence.
Since implementation, Gulf Marine has tracked various operational benefits that span finance operations, sales, supply chain planning, employee productivity, including:
- Up to 30 per cent improvement in on-time delivery by integrating a fast, predictive MRP to resource schedules and capacities, optimizing material flow
- Improved customer satisfaction of up to 15 per cent by providing reliable order to promise dates based on real-time inventory and giving customers consistent, accurate pricing data across channels
- Reduction in finance costs by up to 5 per cent with streamlined and automated financial processes, and holistic financial visibility
- Increased operating income with profitability visibility by 10-15 per cent with a single source of truth for unit costing and profitability analysis across segments
Eileen Chua, Managing Director, SAP Singapore, said, “GROW with SAP offers a standardized framework, tools, and guidance, enabling companies like Gulf Marine can continuously evolve as they grow – deploying new digital capabilities and simplifying global operations. By standardising core processes across headquarters and subsidiaries, they gain real-time visibility, automate manual tasks, and steer the business with greater speed and decision-making confidence.”
