INDUSTRY LEADERS FORUM
Jamie Teague National Sales Manager, Makita How was 2020 for Makita? What were the highlights? What were the challenges? 2020 was another successful year for Makita. Considering the difficulties many businesses have faced this year we are fortunate to have been able to achieve the result we have. The main challenge has been adjusting our forecasts to manage the demand and maintain adequate stock levels.
after the pandemic people want products to make their job either more efficient or more effective, simply putting a battery on an existing product isn’t innovation. We want to answer the consumer’s desire of a “better way to do it.” We will also be listening to our consumers and distributors to identify opportunities for totally new products we can develop for our 18V LXT & 40V XGT battery platforms.
How did Makita adjust to the impact of the pandemic?
Are there any new products to be launched in 2021?
The primary change was with our customerfacing teams where we introduced cleaning and disinfecting of demo tools between appointments to ensure safety and reduce risk of transmissions. As our face-to-face time with customers was reduced, we maintained a focus on marketing through a range of channels to keep up our exposure in the market.
Having just released our Cordless LXT Upright Vacuum, 2021 is shaping up to be another great year for new products. We are expecting to release our first XGT 40V Max Stick Vacuum which is set to move Makita further ahead in this product category. We also anticipate making some additions to our robotic vacuum range which will include additional functions like area mapping and return to start position.
Did you notice any changes in customer behaviour because of the pandemic? How did Makita respond to these changes? The limit in a face-to-face contact was the primary change, in line with government social distancing directives. Delivering information efficiently was key along with maintaining flexibility by meeting outside or presenting from a distance and using video conferencing platforms to engage safely.
What will be the immediate focus for Makita in 2021?
Innovation will continue to play an important role for Makita.
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Maintaining our high level of engagement with our existing consumers and distributers under the ‘new normal.’ We’re also excited about promoting Makita and the advantages of our battery platforms with our national business development team.
What role will innovation play for Makita in 2021? Innovation will continue to play an important role for Makita. Innovating is defined by making changes, especially by introducing new methods, ideas, or products. Particularly
What do you expect will be the big product trends of 2021? With the heightened awareness of disinfection, we expect to see more equipment be developed around the fight against COVID-19 as well as an additional emphasis on robotics and automation. Less people means less contact and potential for outbreaks as well as the associated efficiency increases. We also expect to see more battery platforms in the market as equipment manufactures continue to follow the trend to cordless.
Is there a message you would like to share with the industry? Makita is open for business! We have a healthy pipeline of innovative new products tailored to the industry. We have staff nationally who offer comprehensive product demonstrations to provide you and your business with the most effective solution for your application. If you are interested in a demonstration, please contact our customer service team and they can set you up with one of our business development or sales representatives. ■