Bangkok--May 24--Siam PR. Consultant
The Furukawa Battery Co., Ltd. of Japan, the world’s leading ‘high-performance’ battery manufacturer, will promote Thailand as a regional production base in Southeast Asia, after the Thai plant acquires international standard certifications such as QS 9000/ISO9001, ISO 14001, ISO/TSI6949 and Superbrands from leading International organization.
The Thai plant will serve an increasing demand of ‘high-performance’ battery from automotive and motorcycle manufacturers worldwide, with a targeted sales growth this year of 20%.
Akira Wada, Chairman of Siam Furukawa Co., Ltd., and Director of Furukawa Baterry Co., Ltd., said the Furukawa Group of Japan, which comprises of 57 companies and another 604 subsidiaries worldwide, Furukawa Electric, one of the major member of this group has set up Furukawa Battery for more than 50 years. Furukawa Electric and Cementhai Holding Co., Ltd. jointly established Siam Furukawa, with a registered capital of THB240 million, under a shareholding ratio of 71:29, respectively.
Siam Furukawa aims to be the leading manufacturer of ‘high performance’ batteries, with world-class manufacturing technology and impeccable services to meet and exceed customer satisfaction. It is also committed to social responsibility.
Furukawa Battery provides wide range of products, including lead acid batteries for automotive and motorcycle, industrial use, Ni-Cd battery for space technology, etc and power source & equipment. Major customers of automotive batteries are Toyota, Honda, Isuzu, Suzuki, Nissan Diesel, Hino, Daihatsu, Mitsubishi, etc. Meanwhile, it supplies motorcycle battery to Honda, Suzuki and Kawasaki. Some of 30% of motorcycle batteries sold in Japan are manufactured by Siam Furukawa in Thailand.
With its commitment to be the leader in the industry through a research and development in world-class technology, Furukawa has introduced “F-GUARD,” the world’s first innovative battery installed with self-diagnose tester. The Furukawa “F-GUARD”, 12-volt flooded lead-acid battery, is able to provide battery state of health and state of charge diagnostics. New type of metal materials,C-21, in “F-GUARD” also helps extend battery life.
Furukawa has also developed and under developed batteries such as railway battery to install in HSST linear Motor Car of Expo2005 AICHI Japan, Nickel Metal Hydride as Sub-Battery and Lithium batteries for main driving power source in Hybrid Car, which are lighter and smaller in size. The company has also improved materials used in batteries, in a bid to enhance durability and lengthen battery life.
On marketing strategies, Furukawa Battery plans to concentrate into ASEAN market, since a solid growth of automotive industry in the region has significantly boosted demand of automotive batteries. Thailand will become the company’s production base to enlarge the group’s production capacity and to supply products to Japan and Southeast Asian countries. The Furukawa battery technology has been developed to suit requirements of consumers in the region.
‘The best technology, the best quality and the best service’ are Furukawa’s philosophy in our policy and performance, said Mr. Wada.
Twatchai Wongpaisarn, Managing Director of Siam Furukawa, Thailand’s leading battery manufacturer under “FB Battery” brand name, said the country’s total demand of automotive battery in replacement market (REM) this year would reach 2.7 million batteries, up from 2.3 million units in 2004. At present, its market share stands at 20%.
The company also ships its batteries to 46 countries worldwide. Its main export destinations are the Middle East and Asia Pacific. Its export contributes around 40% of total revenue, while the balance is from the domestic market.
Siam Furukawa targets its turnover this year would surpass a 20% growth recorded last year. It will expand its customer bases, to cover more automotive and motorcycle assemblers and manufacturers (OEM market). The company also plans to increase numbers of distributors from the current of 400 distributors nationwide. Its distributors in Bangkok amount to 120 while another 300 distributors are in other provinces. It also plans to offer the products through modern trade channels such as car showrooms, tyre service center and petrol stations.
The FB Battery is supplied to both OEM and REM markets. The batteries for OEM market are expected to increase 16% this year, thanks to surging numbers of vehicle exports by Thailand-based manufacturers. FB Battery’s main clients are Honda, Toyota, Isuzu, Nissan, Mercedes Benz and Lexus. It also provides motorcycle batteries to Honda, Suzuki and Kawasaki.
The REM market is expected to post a double digit growth, of around 10%-15%, due partly to an expansion of automotive industry in recent years.
FB Battery’s marketing strategies this year are:
- To emphasize on quality developments
- To use advanced technology for product developments
- To prioritize customers
- To use integrated marketing approaches
- To offer best-in-class services
Siam Furukawa aims to consistently develop product quality to ensure that its products meet international standards. Its products are designed based on Japanese Industrial Standard-JIS D5301-1986 and German Standard-DIN 43539 PART 2-1963. The company has received ISO9000, QS9000, ISO14001 and Thailand’s industrial standards. Recently, it was the first Thai company in battery business being awarded ISO/TS 16949 and ISO9001:2000 certifications, which are widely accepted by international car companies. FB Batter has also received Superbrands award, thanks to its advertisements that create consumer awareness. Siam Furukawa is a fast growing company. It becomes Thailand’s third leader in battery market within seven years.
To develop new products, Siam Furukawa has used world-class technology from Furukawa of Japan, to ensure high standard and to meet customer satisfaction. The company also organizes activities with its customers regularly to strengthen partnership.
The company has applied an integrated marketing communication approach through advertisements and public relations tools to promote its products. It also offers two-way communication through www.fbbattery.com. The company will also focus on marketing activities, brand building and customer relationship management. It also ensures just-in-time service and on-time delivery through Cementhai Logistics. Hotline service is also available.
“The FB Battery has invested THB40 million on machinery installation to boost its production to 2 million batteries a year, from 1.7 million units earlier. It will also increase a production of motorcycle batteries to 1.5 million units a year to meet increasing demand in the country and overseas markets. In addition, the parent company plans to relocate a battery production facility for large-size motorcycle from Japan to Thailand,” Twatchai said.
For more information please contact:
Jidapa Pramualsub, Nunthaporn Boonlong
Siam PR. Consultant Co., Ltd.
Tel. 0-2693-7835-8 ext 32,33, 0-1817-7153
Fax. 0-2693-6920
E-mail: jidapa@siampr.co.th
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