Issue 23

Increased purchasing power has contributed to the expansion of the furniture market and has provided global trade opportunities for Thai entrepreneurs. Horizon Thailand meets the managing director of O.K. Wood Product Co Ltd to discuss the company’s long-term marketing plans.

When was the company founded and what does it specialise in?
The company was established in 1989. We specialise in manufacturing solid teak wood furniture, teak outdoor and indoor furniture, marine floors and high-tech insulation floors.

Who are your main customers?
Our products are exported to many countries, including Denmark, the USA, Italy, France and Japan. This year, we are planning to expand our exports to Australia.

What is the company’s mission?
We strive to exceed our customers' expectations by offering products that feature unique designs, qualified craftsmanship and the finest materials. In addition, we ensure that our manufacturing processes and business practices are environmentally-friendly.

What contributes to the success of your business?
We believe that know-how of solid wood construction, and ensuring that products meet our customers’ needs are key factors to our success. Apart from these, we also make sure that the products have the required durability, and we invest in research, development and innovation in order to stay one step ahead of the competition.

 How does the company position itself in the market?
We position ourselves at the top end of professional solid teak wood manufacturers. We achieve this by working with experienced employees, who are provided with the necessary training. Our products have won several awards, including the Prime Minister’s Export Award 2003 and Design Excellence Award 2009, which guarantee that our products and services are second to none.

What are the strengths of the Thai furniture industry?
It’s all about the quality of products and reliability of services. Thailand has been exporting furniture products for more than 40 years and as a result it has gained creditability and acceptance both in the country and abroad. We are competitive in terms of the availability of resources and skilled labourers who also expertise in design and craftsmanship. Additionally, being one of the major exporters of Para rubber gives us an advantage to obtain cheaper resources, compared with other countries where manufacturers might have to import wood and furniture-related materials.