Mitsubishi Electric taps into Indonesia

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Indonesia has a quickly growing consumer market
Indonesia has a quickly growing consumer market

Mitsubishi Electric Corp, a Japanese manufacturer of electrical and electronic equipment, has announced that it will be establishing a sales company in Indonesia under the name PT (Mitsubishi Electric Indonesia). The new Jakarta-based sales company of the global manufacturer will specialise in household appliances, air-conditioning systems and factory automation equipment and open for business starting March 2013.

Combined with existing sales and manufacturing operations for automotive equipment, elevators and escalators, the Mitsubishi Group aims to register annual sales of $300 million in Indonesia by March 2016.

Indonesia’s burgeoning middle-class has prompted other global consumer brands, namely Nestle, Unilever and Procter & Gamble, to set up offices in the vast archipelago of 242 million people, half of which are under the age of 30.

These young domestic consumers with higher disposable incomes are the main market for Mitsubishi Electric Indonesia, whose value-added air-conditioning systems are targeted at middle- and high-income earners.

Also on the radar are plans to make improvements with sales networks through training programs to boost household appliance sales with middle- and high-income households, marketing two- and three-door refrigerator models among other white goods.

Additionally, Mitsubishi will be adding more personnel to help support sales, marketing and technical growth of factory automation equipment, especially in the automotive sector, where both local and global manufacturers and stoking production lines. Toyota, Daihatsu, Mitsubishi, Suzuki and Nissan, with Toyota alone holding 38.7 per cent of the market for passenger and commercial cars, currently dominate the Indonesian automobile market.

Based in Jakarta, the 60-person sales company will have close contact with some of the larger electrical and transportation projects being planned in the country, such as the long-awaited Jakarta MRT. For larger projects like this, Mitsubishi Electric Indonesia plans to provide marketing information, and business support for tax, labour and legal issues.

The new Jakarta sales company is 30-per cent owned by Mitsubishi Electric Corporation and headed by Takeshi Terada.

 

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Reading Time: 2 minutes

Indonesia has a quickly growing consumer market

Mitsubishi Electric Corp, a Japanese manufacturer of electrical and electronic equipment, has announced that it will be establishing a sales company in Indonesia under the name PT (Mitsubishi Electric Indonesia). The new Jakarta-based sales company of the global manufacturer will specialise in household appliances, air-conditioning systems and factory automation equipment and open for business starting March 2013.

Reading Time: 2 minutes

Indonesia has a quickly growing consumer market
Indonesia has a quickly growing consumer market

Mitsubishi Electric Corp, a Japanese manufacturer of electrical and electronic equipment, has announced that it will be establishing a sales company in Indonesia under the name PT (Mitsubishi Electric Indonesia). The new Jakarta-based sales company of the global manufacturer will specialise in household appliances, air-conditioning systems and factory automation equipment and open for business starting March 2013.

Combined with existing sales and manufacturing operations for automotive equipment, elevators and escalators, the Mitsubishi Group aims to register annual sales of $300 million in Indonesia by March 2016.

Indonesia’s burgeoning middle-class has prompted other global consumer brands, namely Nestle, Unilever and Procter & Gamble, to set up offices in the vast archipelago of 242 million people, half of which are under the age of 30.

These young domestic consumers with higher disposable incomes are the main market for Mitsubishi Electric Indonesia, whose value-added air-conditioning systems are targeted at middle- and high-income earners.

Also on the radar are plans to make improvements with sales networks through training programs to boost household appliance sales with middle- and high-income households, marketing two- and three-door refrigerator models among other white goods.

Additionally, Mitsubishi will be adding more personnel to help support sales, marketing and technical growth of factory automation equipment, especially in the automotive sector, where both local and global manufacturers and stoking production lines. Toyota, Daihatsu, Mitsubishi, Suzuki and Nissan, with Toyota alone holding 38.7 per cent of the market for passenger and commercial cars, currently dominate the Indonesian automobile market.

Based in Jakarta, the 60-person sales company will have close contact with some of the larger electrical and transportation projects being planned in the country, such as the long-awaited Jakarta MRT. For larger projects like this, Mitsubishi Electric Indonesia plans to provide marketing information, and business support for tax, labour and legal issues.

The new Jakarta sales company is 30-per cent owned by Mitsubishi Electric Corporation and headed by Takeshi Terada.

 

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