An international giant in the plastics and melamine industry, Srithai Superware Public Company celebrates its 53rd anniversary this year. From its initial beginnings as an SME, Srithai soon exports to 110 countries on 6 continents, including Japan, Korea, the United Arab Emirates, the United States, England, Germany and South Africa. operate from its head office in Bangkok, it has overseas product plants in China, India, Vietnam and Indonesia. The company has become a 100 % integrated melamine product manufacturer with a melamine production plant that has the highest product capacity in the worldly concern. Its plastics business produces a wide variety of products to suit the demand of unlike target customers, from food and drinks packaging products to automotive parts. Srithai aims to reach a sales target of 20,000 million Baht in 5 years.
Mr. Sanan Angubolkul, Chairman and President, whose brilliant business acumen and skill is behind the success of Srithai, securely believes in a elementary personal philosophy that undergirds all his achievements : “ We must cursorily move from ideas to action. Make them happen and strive for sustainable growth. ” The “ charming touch ” to success according to him is “ action. ” He besides adds that a company must have clear and unionize policies in its management and output in order to thrive and prosper .
As he continued to explain his strategies for success, Mr. Sanan was quick to point out that Srithai is, first base and foremost, a people-focused enterprise. Proper precedence must be given to the human resources of a party. From investing in the discipline and exploitation of its work force to ensuring their personal wellbeing, it is significant to recognize the invaluable function they play in a ship’s company ’ south success and assist them in developing into their fullest potential. Therefore, a learning environment is cultivated and programs exist to help train employees and update them on the latest technologies being used in their factories. Those who want to further their department of education are encouraged to avail of the company ’ sulfur special incentives .
A similar border on is used in their product strategy. Srithai keeps abreast of the latest developments in management styles and production technologies. Its products are made from the best and safest raw materials available. This commitment to excellence has been recognized by national and external organizations which have given Srithai versatile awards for their achievements. Although Mr. Sanan is proud of these accomplishments, he continues to emphasize that it is evenly important to understand what the consumers need and how to meet that need with a eminent degree of gratification while at the same meter keeping their prices competitive. consequently, consumers have learned to trust the Srithai tag and it has become a family news .
Mr. Sanan ’ south philosophies are besides clearly reflected in the good relations he maintains with his business partners and suppliers through foil and dependability. In addition, it ’ south authoritative to note that Srithai takes its social province very badly and engages in a proactive overture to environmental issues and community development, particularly in areas where their factories and offices are located, both in Thailand and abroad .
When asked about other strategies that have led Srithai to its show success, he told us that the caller focuses on “ 3 Saves ”, namely : Save Material by learning how to use the least possible amount without compromising quality, Save Energy by using machinery that conserves energy, and last but not least, Save the World by protecting the environment and reducing its ball-shaped footprint .
Mr. Sanan besides suggests that it ’ randomness authoritative to be ready to partner with other experts. He gives the example of a accommodative feat with SCG Chemicals that resulted in the development of raw materials that enabled them to develop modern products. There is always a changeless substitution and flow of cognition and information that entrepreneurs must be will to engage in .
His advice to SMEs is to look into how they can expand and export their products : “ About 40 years ago, we were among the first in Thailand to start exporting products overseas. separate of the entrepreneurial liveliness is the ability to have the vision of how one ’ sulfur commercial enterprise can grow and to consider how you can make your product unique in regulate to make it attractive to consumers. Of course, it takes not lone skill but besides a lot of hard work to go from point a to degree boron. It was with this position that we entered into the external market. ”
Forward-thinking and staying in tone with changing trends in the market is besides substantive. Srithai melamine merchandise is known the worldly concern over for its lastingness and beautiful patterns but Srithai needed a design to appeal to the younger generation. Hence, the Potter line, which was wholly different in concept from their existing melamine merchandise, was launched to appeal to this special niche of consumers .
In closing, Mr. Sanan emphasized that a impregnable team spirit plays a critical function in any organization ’ south success. From R and D, to initial product design, to manufacture and product, to sales and market, he acknowledges the character everyone has played in the success and sustainable growth the party has achieved .
At the moment, Srithai is focusing on establishing its brand in the CLMV group of countries. It’s also aiming to be the world’s largest melamine tableware manufacturer and a leader in the plastic injection industry in the ASEAN. Under Mr. Sanan’s astute leadership, and given the solid business strategies on which the company has been built upon, these goals will undoubtedly be a reality in the not too distant future. Congratulations in advance.