TOSHIBA ASIA Pacific (Thailand) aims to cash in on the skyrocketing demand for its products and tremendous business opportunities here and in neighbouring Cambodia and Laos. To that end, it says it will deal directly with the local governments and major companies in all three markets.
Toshiba Corporation, a Japan-based manufacturer of electrical products, in April set up a sales operation in Bangkok to be in charge of its infrastructure, power-generation systems and smart community businesses in the three countries.
Historically, all business transactions involving power and infrastructure systems were conducted directly between Toshiba's headquarters in Japan and local customers from the public and private sectors via Toshiba's liaison office in Bangkok, which has been open since 1963.
The office has been converted to Toshiba Asia Pacific (Thailand) to be responsible for all sales activities for power and infrastructure systems, and smart community solutions with individual customers in Thailand, Cambodia and Laos, on a business-to-business basis.
Toshiba has also opened a representative office for infrastructure and power generation in Myanmar. It has set up a power-system subsidiary in Malaysia and opened sales offices in Indonesia and Vietnam's Hanoi and Ho Chi Minh City.
Hiroyuki Sawada, president of Toshiba Asia Pacific (Thailand), said about 10 infrastructure and power-generation projects were under negotiation with the governments and private sectors in some countries. Each project is worth about 15 billion yen (Bt4.8 billion) on average.
Kaori Hiraki, manager for corporate communications at Singapore-based Toshiba Asia Pacific, said Toshiba's new focus on power and infrastructure systems followed Hisao Tanaka taking over as president of Toshiba Corp in mid-June. The management direction, however, is to implement the reorganisation plan to pursue its goal this month.
Toshiba Corp is a 138-year-old company and has been doing business in Thailand for 44 years. The company is the global market leader in nuclear power plants (28 per cent), geothermal power plants (23 per cent), advanced metering infrastructure, or "smart meters" (33 per cent), gas insulated transformers (40 per cent) and point-of-sale retail information systems (26 per cent).
Toshiba Corp posted 5.8 trillion yen in sales globally in its last fiscal year ending in March. About 41 per cent of sales were from social infrastructure, 23 per cent from digital products, 21 per cent from electronic devices and 10 per cent from home appliances.
About 32 per cent of sales were generated in Asia. Toshiba operates 68 companies in Southeast Asia - 17 of them in Thailand.
Centralised by its regional operation in Singapore, Toshiba Asia Pacific will closely monitor the business situation in Southeast Asia, which varies from market to market. The company says it will work very closely in each country to cash in on the growing power and infrastructure demands as seen in Thailand, Indonesia, Vietnam, Malaysia and Myanmar.
source: Eleven Myanmar
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