Bangkok--Mar 7--Ripple Effect
Internationally successful production-based furniture company plans aggressive market penetration in Thailand and overseas.
Sunwood Industries Plc., a global leader in teak furniture manufacturing industry whose sales and distribution network span over 20 countries across Europe and the U.S.A., announced today plans to extend its business lines into sales and marketing. The group, which has been internationally successful as high quality teak furniture manufacturer and exporter, has outlined a new vision and strategy to place emphasis on both marketing and production, in its attempt to adapt to the new domestic and overseas market environment. As part of this new move, Sun Wood is unveiling its innovative 6-8 inch wood veneers and decorative wood products at the Thailand International Furniture Fair 2005.
Mr. Thaveesak Wayakornvijit, Chief Executive Officer of Sun Wood Industries public company limited, said that Sun Wood Industries will expand its business from production-based platform to include marketing and sales within the Thai and international markets. The move comes as a result of Sun Wood’s visionary strategy to strengthen its positioning and competitive advantages to cope with rapid growth and stiff competition in local and international markets.
“This new vision will help accelerate our growth as we venture into marketing endeavor that goes along side with our already strong production-based business. We will also focus on brand building to give Sun Wood products added value needed for a sustainable and long-term growth in Thailand and in the world markets.”
“Another factor contributing to our diversification is the Government’s FTA policy that will result in stiff competition in international trade, particularly for the furniture industry. Furniture companies need to adapt to these changes and equip themselves with tools and means to strengthen their competitive advantages,” said Mr. Thaveesak.
To implement the new policy and strategy, Sun Wood will start penetrating market by launching new products in the wood furniture and wood building and interior design products segment in the second quarter of 2005. The move was inspired by matured markets and more consumers demanding for high quality, premium grade products.
In terms of marketing strategy, Sun Wood will capitalize on the three dimensions of its competitive advantages: world-class product quality and design by European designers, market maturity, and consumer demand for premium quality products with distinguished designs.
Sun Wood’s first step to promote its products in the Thai market is to join in the Thailand International Furniture Fair or TIFF 2005, in its attempt to demonstrate longtime global success and potentials. New Sun Wood products to be launched at the Fair are 6-8 inch wood veneers and decorative wood products made from teak, ironwood, and Burmese ebony, which are very first large-sized wood veneers ever made in Thailand.
Sun Wood Industries will also be targeting at middle-income consumer group, which is now a rapidly growing segment. Another target group is interior designers and architects, to which Sun Wood will be introducing the new E-series collection garden furniture that comes in three designs of Elite, Econ, and Express-- each differing in terms of design, materials, and prices, to suit varying needs.
Elaborating on Sun Wood’s overseas market expansion, Mr. Thaveesak said, “Sun Wood Industries has appointed Lister 1883, a leading garden furniture distributor that has been operating in England for over 100 years, to manage our distribution network and sales in Europe and USA.”
In terms of production, Sun Wood will incorporate state-of-the-art technology into its production. In addition, production capacity will be boosted by spreading out productions to various Sun Wood’s manufacturing facilities, and by establishing production arms overseas, to ensure sufficient supply to the markets. Plans are now being reviewed to expand production facilities in Thailand and in other ASEAN countries, which can take the form of expanding existing factories and outsourcing production to other companies under Sun Wood’s quality supervision.
“In marketing Sun Wood products in Thailand and in foreign markets, we will continue to highlight our cutting-edge strengths of product design and functions. Sun Wood furniture’s unique positioning is teak woods designed in harmony with metals or other materials, serving modern lifestyles and needs of premium group consumes. Our designers are mostly English, Danish, and Dutch professionals working at their bases in London and other European countries, while Thailand serves as production center,” said Mr. Thaveesak.
Sun Wood Group was founded in 1980. With a 150 million baht registered capital, the Group is now a global leader in teak furniture and has four production facilities on 200 — Rai land in two provinces-- two factories in Bang Pa In, one in Bangsai, Ayudhaya, and one in Klong Luang, Pathumthani.
With a far-reaching distribution network in the U.S.A. and England, combined with high quality raw materials supply and advanced production technology, Sun Wood products are recognized by international consumers. The company is also major exporter of building materials, such as doors and windows, frames, wood flooring, decorative woods, exclusively to Japan.
Sun Wood furniture product lineup includes house and office furniture, garden furniture, building and materials, interior design woods, and wood floorings, etc.
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