The OEM is aiming to grow by 18 percent through focusing on “customer, cost, convenience and communication”.
Nation Multimedia reported on Brother’s aims to focus on a “4C strategy = customers, cost, convenience and communication – to grow its business in Thailand by 18 percent. The OEM aims to release over 10 new inkjet and laser printers, as well as scanners, for “all segments”, including SOHO, SMBs, home users, corporations and governmental agencies.
In terms of cost, it’s looking to provide products “that offer performance at a reasonable price, which will ensure that value is passed on to customers”, while it is also intending to expand its sales network in the Thai provinces, including “providing its products at modern trade outlets in order to reach individual customers”, offering the ‘convenience’ aspect of the “4C” strategy.
Brother is also intending to offer convenience through service centres in the provinces, while from a communication perspective, the OEM is creating a marketing campaign in every segment to “maximise buyers’ purchasing power”, alongside a “cool” marketing campaign to support customers and social media to “enhance awareness of the brand, as well as customer satisfaction”.
Teerawut Supapunpinyo, Director of Sales and Marketing at Brother Commercial (Thailand), commented: “We will provide products to support demand for all our customers. Meanwhile, we also have specially designed products such as laser printers to meet demand in the region, including in Thailand.
“I think the company this year will achieve double-digit revenue growth as the economy continues to expand, especially in manufacturing and other industrial sectors, which will drive the market as a whole.”
Other areas the OEM is intending to improve include “providing e-learning for technical training and soft-skill training for technical support” through its 139 authorised service centres, and the growth target was generated after 10 percent growth was seen in the last financial year. 90 percent of the revenue for the OEM comes from printers, while 65 percent comes from Greater Bangkok alone, and Brother aims to “increase revenue from the upcountry market” to around 40 percent.
Tomoyuki Fujimoto, Managing Director, added: “We can see the potential of every department in terms of steadily pushing the business towards growth. The overall picture for Brother worldwide, from April to December 2014, was one