Metro Machinery Co., Ltd. Group, Thailand's sole authorized dealer of the world-leading US-based heavy machinery organization, Caterpillar, has achieved sales of more than THB 3 billion in 2022 after implementing aggressive and proactive business strategies to connect with nationwide customers upon an organization restructuring for its executive, sales, and marketing teams.
Metro Machinery Co., Ltd. Group is confident that this new structural change has increased and will continue to increase the effectiveness on the variety of heavy equipment, parts, and after sales support to fulfil market demand. This will be a significant factor in contributing to the organization's sustainable growth.
Mr. Veera Burapachaisri, Managing Director and Vice Chairman of Metro Machinery Co., Ltd. Group, revealed that the main contributing factor to the Group's continuous success each year is the increasing trust and popularity amongst the organization's customers. Over 45 years of operations, the Group has displayed its strength by maintaining its market leadership in the world-class heavy equipment industry. The strategy for the organization's impressive growth is through the studies and research done in developing its products and services to meet its customers' needs and shifting consumer behavior.
Based on Thailand's construction industry trend and economic outlook in 2023, Metro Machinery Co., Ltd. Group expects a growth value of approximately THB 1.48 trillion, with a 5% growth compared to 2022, in the construction segment of both government and private sectors.
"Currently, Metro Machinery Co., Ltd. Group is the authorized dealer of Caterpillar which covers the market of heavy machinery, parts, and services in Western China, Laos, and Cambodia. The company restructured its executive, sales, and marketing teams in all regions nationwide, built technical support teams to provide customers with product knowledge, and implemented business strategies such as price restructuring and product repositioning to meet market demand. In addition, the company developed marketing and promotion strategies to meet the customers' needs and actively increase marketing channels for brand awareness", added Mr. Veera.
The organization has expanded its customer support channels through Facebook, Line Official Account and Call Center. In 2023, there will also be a focus on the corporate customers in each business segment to fulfill their needs. Moving forward, a wider range of product lines, parts, and services have been developed to suit the different customers' needs.
Apart from traditional sales channels, customers can also leverage on MY.CAT.Com for easy access to equipment information and PARTS.CAT.COM to make purchases online.
MY.CAT.COM is the online platform containing information about machine utilization designed for equipment owners. This platform provides detailed information such as service history, parts catalog, maintenance information and allows equipment owners to receive various equipment-related notifications.
PARTS.CAT.COM is platform for customers to place orders of products online at their convenience, anywhere and anytime. Apart from the easy access to ordering products online, it also drives continuous and sustainable growth.
"The annual sales turnover of Metro Machinery Co., Ltd. Group in 2022 was positive compared with 2021 sales figures. The company was able to generate growth exceeding expectation and thus impressively increased market share", said Mr. Veera.
Metro Machinery Co., Ltd. Group is ready to remodel business to deal with an ever-changing business environment and fulfill customer needs at its best. The spread of Covid-19 pandemic prompted the company to ready itself for all unanticipated situations. To achieve this, the company has utilized advanced technology to improve its services under the concept of "YOU ARE ALWAYS CONNECTED" to embrace the global trend of digital technology where customers turn to online channels, allowing the organization to respond to changes in consumer behavior. This enhances customers' confidence with easy contact, convenience, anytime and anywhere.
In 2023, Metro Machinery Co., Ltd. Group's marketing direction continues to focus on customers in construction industry with great potential for continuous expansion in this year and is an opportunity to expand the government investment in megatrend projects, which are economically viable and likely to be another factor that drives sales target to grow above 20%. The organization is confident that the sales of over THB 36 trillion will be achieved in 2023.
"The company has developed a strategic plan focusing on three main areas including 1. Promoting product choices will further satisfy customer needs such as "GX Model" which works faster with higher level of strength and durability yet lower fuel consumption. We also highlight the importance of benefits for customers to continuously connect with them as it is one of the most popular models. 2. Setting a clear target market for parts products and after-sales services which focus on high-potential customers and offers customized solutions that suit customer needs. This allows utilization of digital technology to connect and communicate with customers under the concept of "YOU ARE ALWAYS CONNECTED" by selling parts products on the online platform through the website PARTS.CAT.COM as well as connecting with customers through MY.CAT.COM, an easily accessible heavy equipment database platform. 3. Developing 32 service and sales centers in Thailand and a major training center at Metro Cat, KM.20 Bang Na - Trat to deal with market expansion in the future. It is predicted that in 2023 sales of heavy equipment and parts as well as after-sales service will continue to grow, which is another major factor contributing to an increase in market share", concluded Mr. Veera.
For further information about Metro Cat, please visit www.facebook.com/metrocat.th and www.metrocat.com/th/.