28 LOGISTICS & TRANSPORT
LINDE BRINGS EUROPEAN QUALITY TO THAILAND’S INTRA-LOGISTICS SECTOR Contributed by Mr. Setthasorn Charoenphanich, Linde Material Handling (Thailand) Co., Ltd. Linde Material Handling (Thailand) Co., Ltd. the local source of the traditional German brand of handling equipment, is a relatively new player in South-East Asia. As one of the most important markets for forklift trucks in the region, Thailand is the location of several suppliers in this sector.
prepare a multi-layered offer for clients, ranging from new trucks, to faultless used trucks and rental programmes in order to meet peaks in demand.”
The sustained integration into this flourishing ground is a clear objective of the company’s Country Manager Mr. Setthasorn Charoenphanich. Accordingly, the Linde subsidiary, established in 2012 in Bangkok, is taking ambitious steps, driven by benchmarking quality from Europe as well as an innovative approach to the business.
Within this framework, products are simultaneously core items and defining elements. Increasing workloads and changing arrangements in logistics require not only low maintenance and reduced wear-and-tear in quality, but also a wide range of truck types that are able to meet individual working conditions. High demand exists among Thai customer s, for efficient electr ic counterbalanced trucks as well as for reach trucks.
OFFERING BESPOKE SOLUTIONS “In Thailand we have to meet multi-faced requirements. Due to increasing competitive pressure, companies need high performance, durable working equipment that they can count on,” according to Mr. Setthasorn. Combined with reliable service features, Linde Material Handling (Thailand) Co., Ltd. performs not merely as a supplier, but also establishes partnerships with customers. “In line with rising demands in the Thai market we have set ourselves the goal of selling more than just products. We offer solutions.” Those solutions are in the form of a comprehensive portfolio of first-class handling equipment complemented by a wide range of services matched to individual customer needs. The benefit lies in the high level of flexibility, performance and reliability as much as in the sum of valuable add-on services, applied at every stage of use. “We push for maximum operational efficiency by providing driving lessons for customers’ employees and a 24/7 technical suppor t network with extremely fast response times,” Mr. Setthasorn emphasises. Apart from these features, the local market comprises further crucial issues that need to be addressed, such as affordability and alternative financing models. Mr. Setthasorn is well-aware about the importance of this topic. “Nowadays, businesses in the logistics sector need to
UPDATE 3/2014
EUROPEAN ROOTS Close ties to the parent company in Germany allow a rapid flow of information as well as the early implementation of innovative technologies and products. According to Mr. Setthasorn, the good relationship with Linde headquarters and its background of more than 100 years of experience in engineering have enhanced the approach of Linde Material Handling (Thailand) Co., Ltd. to the local market.