Issue 17

With the advent of the ASEAN Economic Community, Thailand’s leading manufacturer of ice makers plans to further expand into international markets.

One of the country’s strongest sectors, Thailand’s electrical and electronics (E&E) industry is looking forward to new market opportunities created by the forthcoming ASEAN Economic Community.

According to figures from the Board of Investment of Thailand, the country is already the world’s second-biggest producer of air conditioners and the fourth largest for refrigerators. Several multinational E&E companies have established bases in Thailand, including Philips, Electrolux, Schneider, Western Digital, Seagate, Sony, Nikon, LG and Samsung.

But in many respects it is one Thai company that is paving the way for others to follow. Patkol is Thailand’s leading manufacturer of refrigerators, ice-making machines and a wide range of industrial equipment and machinery. The company operates in four major sectors, including liquid and solid foods processing as well as freezers and cold rooms.

Patkol’s Managing Director, Sangchai Chotechuangchutchaval, believes that much of the company’s success is due to the quality of its human resources. “Our employees are provided with several types of trainings to ensure they have the knowledge, skills and abilities needed to perform their jobs well,” he says.

Patkol also realises the importance of both pre- and post-sales services and their impact on customer loyalty. The company provides reliable around the clock after-sales support. It also holds sessions to keep customers updated with the latest technologies, and energy saving and safety-related issues.

Patkol’s Managing Director, Sangchai Chotechuangchutchaval

With the biggest market share in Thailand, Patkol’s domestic sales currently outweigh overseas sales by a ratio of 4:1, although Chotechuangchutchaval is targeting a 50/50 split “within the next three to five years.”

It has businesses in more than 50 countries, with representatives in the US, Australia, Europe, Japan, the Middle East and Africa. But it is ASEAN that is the company’s main focus of attention.

“Patkol currently has offices in the Philippines, Indonesia, Malaysia and Vietnam,” says Chotechuangchutchaval, adding that the company will open an office in Myanmar next year. “We believe there’s a lot of growth potential in the region. Patkol has over 50 years of business experience and a range of high-tech machines. We aim to deliver the right product to the right market. Product features and design can all be tailored to the needs of customers.”

Patkol’s factory in Phetchaburi will serve as a distribution, installation and training centre. To keep pace with the growing demand from customers, new machines will also be installed at the factory.

The company’s trend is reflected throughout the industry, with ASEAN being the largest export destination for Thailand’s electrical appliances. As plans to expand further into the region gather apace, the country’s E&E industry seems well-prepared for the AEC in 2015.

For more information, visit www.patkol.com

Words by: Manisa Phromsiripranee