ASEAN facility to build on creative economy

Toshiba (Thailand), one of the country's major electrical and electronic goods producers, is looking to set up a product design centre for ASEAN in Thailand.

Hidenori Matsui, president of Toshiba (Thailand), and chairwoman Kobkarn Wattanavrangkul showoff thenewonedoor refrigerator designed in Thailand.

The plan would support the government's creative economy policy, which is seen as a major driver to push forward local development in the future.

Hidenori Matsui, president of Toshiba (Thailand), said the plan for Thailand was is in line with the strategy of Toshiba of Japan, which wants to develop products that fit the tastes and lifestyles of local consumers.

"We are more localised in technology and research and development (R&D), which are shaping a future business model for Toshiba. With the strategy, design and technology development can come together in one place," he said.

It is also possible that Toshiba will move parts of its design centre from Japan to Thailand in the near future.

Kobkarn Wattanavrangkul, the chairperson of Toshiba (Thailand), said the company had already approached headquarters in Japan to set up a local design centre for the ASEAN market.

"We are quite ready as the largest production base of Toshiba for electrical appliances, such as one- and two-door refrigerators, washing machines, as well as small home appliances, with two major factories in Bang Kadi and Nonthaburi," she said.

Ms Kobkarn referred to forecasts by Toshiba chairman Norio Sasaki, who predicted that emerging markets would enjoy stronger growth when the global economy recovers.

Businesses that want to keep up with growth need to cope effectively with the changing lifestyles and trends of consumers in the emerging markets.

Toshiba (Thailand) has adopted a new marketing strategy called Cool Wave to be applied to all markets - from Red Ocean and Blue Ocean to White Ocean.

In the competitive Red Ocean, Mr Matsui said Toshiba could count on a a variety of products - from audio-visual to home appliances - at competitive prices and with year-round promotion.

In the relatively calm Blue Ocean, it will focus on innovative products such as energy-saving and environmental protection products, while in the White Ocean it will continue to pay attention to corporate social responsibility activities. These would include Green concerts and a company-sponsored project in Chiang Mai and Lop Buri to return elephants to their natural habitat.

Toshiba (Thailand) yesterday launched its latest Curve one-door refrigerator designed and manufactured locally. The design was done in collaboration with King Mongkut's Institute of Technology Thonburi.

"We will market the Curve refrigerator domestically and the product will be exported soon to Malaysia, Vietnam and the Philippines," said Mr Matsui.

Toshiba (Thailand) expects record sales of 5.7 billion baht in the fiscal year ending March 2010, up 15% from the previous year.