Japanese appliance maker Panasonic Group has announced plans to integrate its three sales companies into a single unit to increase competitiveness.
According to Hidekazu Ito, the group's chief executive, Panasonic Life Solutions Sales (Thailand) Co (PLSSTH) became Panasonic Solutions (Thailand) Co (PSTH) as of Jan 4.
From April, Panasonic Management Thailand Co (PMT), the headquarters in Thailand, and Panasonic Siew Sales (Thailand) Co, a distributor of systems, consumer audiovisual and lighting products, will be merged under the PSTH umbrella for synergy and efficient operations, he said.
Key objectives of the integration are to raise their speed and synergise expertise in providing service via one sales team for each vertical customer, compared to multiple sales contacts with customers in the past.
The integration also strengthens contacts with business-to-business (B2B) customers and provides total solutions for living space by systematising multiple products.
The reorganisation in Thailand is in line with Panasonic Corporation, its parent company's strategy that will transition to a holding company and change its corporate name to "Panasonic Holdings Corporation".
The Panasonic Group will be divided into operating companies that will thoroughly implement autonomous management based on clearly defined responsibilities and authority.
After merging three companies under one roof, Panasonic will have 16 companies operating in Thailand, nine of which handle factories.
He said the strategy aims to drive sustainable growth in a new business identified as "Total Living Solution".
"The company seeks to strengthen contacts with B2B customers and provide innovative solutions that serve diverse needs," he said.
"The integration of local businesses will strengthen PSTH's sales team, combining marketing, design and sales to propel business growth under the concept of 'One Panasonic & One Team'," he said.
"The centralised sales contact will streamline operations and improve B2B customer support across residential and non-residential markets, including houses, hotels, office stores, factories, warehouses, hospitals and nursing homes, as well as business-to-government customers."
According to Mr Ito, PSTH's goal is to offer "Total Solutions for Living Spaces". The company has implemented a strategy to systematise multiple products into groups of solutions rather than focusing on single products. Three groups of solutions to be offered by PSTH are energy-saving solutions; comfort and wellness solutions; and smart and safety solutions.
Sales of PSTH in fiscal 2021 are expected to grow by 31% to 14 billion baht. Of the total, 8 billion baht will come from Panasonic management, with 4 billion from Panasonic Life Solutions and 2 billion baht from Panasonic's system, consumer audiovisual and lighting products.
