Issue 61

Greater regional integration and increased market opportunities have provided a Thai company that previously specialised in Original Equipment Manufacturer (OEM) products to create its own mark.

Despite considerable success in producing a wide range of electric appliances for major companies, Thai Habel Industrial, launched its own high-quality LED TV under the Altron brand in 2015.

“Since our establishment in 1987, Thai Habel Industrial has been manufacturing and assembling electric appliances, such as colour TVs, LCD TVs, LED TVs and DVD players, as well as kitchen appliances serving as an OEM for major modern trade,” says Narindej Thaveesangpanich, the company’s deputy managing director.

“We have promoted Altron to the domestic market, as well as tapping into business opportunities in neighbouring countries, such as Cambodia, Laos, Myanmar and Vietnam (CLMV). We aim to expand our base within the CLMV area, and then move into other potential markets in ASEAN,” he continues.

Having successfully generated export sales of over 100 million baht (approximately US$2.8 million) in its first year in India, Bangladesh and Nepal, where they still use CRT TVs, Thaveesangpanich plans to penetrate the African market where the classic TV is still in use.

Thai Habel Industrial’s marketing strategy aims at creating brand awareness and credibility, with a target of achieving sales worth 300 million baht (US$8.4 million) by the end of 2016. The company also benefits from third party certification, such as ISO, Thai Industrial Standards Institute and the Thailand Trust Mark by the Ministry of Commerce.

Thaveesangpanich says that the ratio of domestic and export sales for Altron compared with OEM is currently 30:70.

“What we need to do is to focus on ‘Building Strength Within’,” he says. “Market research has revealed a segment of customers who feel proud to be Thai and have confidence in the quality of Thai products assembled in Thai factories. This has motivated us to develop Altron TV; a quality television produced by a Thai company for Thai people.”

The goal for the next five years, is for Thai Habel Industrial to strategically grow its business in a more sustainable way, with the majority of sales being derived from the Altron brand, both domestically and regionally.

The implementation of the Asean Economic Community (AEC) has already impacted on the company’s business strategy with it looking increasingly towards its near neighbours.

“We are getting more opportunities not only to be a distribution centre, but also a manufacturing base in the CLMV sub-region, thanks to the geographic advantage of Thailand – not to mention being the transportation hub for the region,” he says.

For more information, visit www.thaihabel.co.th or www.altronthailand.com

Words by Natthinee Ratanaprasidhi