Page 24 - EMINENT

Around The World
24
Around The World
Fred Guillo
Export Manager
Eminent Air (Thailand) Co.,Ltd.
Eminent, Thai air-conditioner brand has penetrated in global market for decades. What are the key success factors? In short, there are 3 key points needed to extend our distribution into new markets, with strategic thinking of Eminent, about Think Global, Act Glocal.
First is “Understanding”. We need to understand insights of each market. Do they have any regulatory requirements for product certifications, or energy efficiency targets? What is the power supply voltage? Is the power supply stable or not? We should understand the trends and consumer preferences – what are popular models and sizes? And many other issues, to gain a deep insight to enable a successful entry.
Next would be “Products”. Some export markets can use the exact same models as sold in Thailand, In fact, many countries have a strong consumer preference for Made in Thailand, and Thailand certified products. In other cases, we need to modify our existing products or even create entirely new models from the ground up. Eminent has excellent resources of highly skilled engineers and technicians in our R&D team, and we have our own in-house testing laboratory, that can make top quality products and customized products for any market.
And most important of all are “Relationships”. We can’t do it on our own. In each overseas territory, we must have close working relationships with key partners, that are leaders in their field. We have one overriding goal – any party that decides to entrust their business with Eminent must be made to feel that they want to continue working
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with us. We have to supply them with excellent products at competitive prices, and flawless service. We must do everything in our power to assist and ensure our partners are successful.
In 2020 to come, our strategic pace is to continue the work that we have been doing to familiarize overseas consumers with Eminent and our great products! Our name might not be as well-known as some of the big inter-brands, but we are working to change that. Let’s ensure the consumers know that, even we are not as famous as some other brands, but our products are equal, or even superior, to what is available from bigger players. Allow the consumer to understand the quality and experience the value of Eminent products, and surely, they will decide in our favour.
Concerning target territories, I believe there is still much room for growth in ASEAN markets, South Asia, and around the Middle East. We are already active in these markets, but we need to open additional sales channels, and help our existing strategic partners achieve more growth. This is never easy, especially in such a highly competitive market that we have for air conditioners, but with the strength of Eminent products, and our enthusiastic capable team, and Think Global, Act Glocal strategy, I am certain that the path to 2020 will surely be fruitful.
Think
Global, Act Glocal