【Machining tools・OKUMA】Almost 20 years have passed since OKUMA Techno established their Thai subsidiary, and they still are aiming for further penetration into the local market.

07/08/2019

Samurai Editorial Department

The long-established company ”OKUMA CORPORATION” (Oguchi, Aichi prefecture), established in 1898, is a major machining tool manufacturer in Japan. The company’s business started from noodle making machines. Due to the modernization of Japan, they made progress into the machining tool market and developed the industry’s first numerical control method in 1963, which firmly established their position in the industry.

Since then, half a century has passed. The idea that OKUMA has in consistency is a way of thinking known as "Mechatronical Integration", which develops every unit by themselves. Almost 20 years have passed since they established a Thai subsidiary. We interviewed Mr. Dai Haritani, Senior Technical Engineer, who is “aiming for further penetration into the local market”.

Provide value-added machining tools in Thailand, such as NC Lathes, Machining Centers and Multitasking Machines

They are one of the major 4 companies in Japan and extended their business into Thailand in February 2000. It was just about the time Thailand tried to return to the international market after getting over the economic setbacks caused by the Asian currency crisis. Many Japanese manufacturers, mainly in the automobile industry, went across the sea and stepped into the land of Thailand, which is now a manufacturer area.

It didn’t take much time until the needs of the new market in Thailand require “OKUMA”. Their products penetrated into every manufacturing site, such as electricity, electron and molds, but mainly in the automobile market.

The demand that kept flowing from the bottom was ”value-added machine products”. There was a high demand for OKUMA’s value-added products, such as lathes, machining centers and multitasking machines.

"Mechatronical Integration", OKUMA’s strength is to develop everything by themselves. Immediate delivery and test cuttings are also available in the showroom.

“Our greatest strength is to develop everything by ourselves, from machine bodies to control devices (NC devices), motor and servo drive unit detectors, software, and intelligent technology. They import the products produced in their factories in Japan and Taiwan into Thailand and provide them to the customers.” Mr. Haritani said. About customizing, they reflect at the stage of the production by asking requests when receiving an order.

The whole of after-sales service, such as maintenance after importing and installation, is also a role of Thai subsidiary. They try to understand whether the customers are satisfied with the usability and whether there is any trouble. The company motto from the time of establishment is, “We should be glad to receive one complaint more than a hundred compliments” is followed carefully in Thailand, too. In the training room set up inside the company of OKUMA, operational training for the customers and technical guidance for their engineers are held regularly. In the showroom established in the same place, test machines for cutting were also installed, in addition to immediate delivery machines of lathes and machining centers. They accept test cutting at all times, receiving customers from ASEAN, which includes Thailand.

The showroom where OKUMA’s machining tools are lined up

The training room to hold technical guidance for engineers

OKUMA’s products have durability, and the total cost is relatively low? OKUMA is aiming to be the brand most trusted in the Thai market.

At the moment we are aiming for further penetration into the local market. There are many cases where middle and small-sized companies with Thai capital regarded as tier 2 and tier 3 keep using the machines which seem to be 20-30 years past production by continuing to repair them in any way possible. “Thai companies have an impression that Japanese products are expensive, but if we think of the high durability, abundant lineup and total cost, there is enough room for them to be considered.” Mr. Haritani said.

Recently they sent the information by social networking service(SNS) to let as many Thai people as possible know about OKUMA’s name. More than 70% of Thai people are familiar with some SNS. They want Thai people to recognize OKUMA’s brand more and feel familiar with them.

They have a base in Vietnam, Singapore and Indonesia and aim for the brand “to be chosen” in the whole ASEAN market.

■ If you are looking for machining tools such as CNC lathes and machining centers in Thailand, please contact OKUMA Techno (Thailand) through the inquiry form, telephone or E-mail.

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