Backhoe leader digs into new markets

Challenge

The construction industry plays an important role in Thailand’s economic expansion and JCB’s construction equipment, ranging from telescopic handlers, tracked excavators and backhoe loaders for the construction sector, has played a key part in building up the country’s infrastructure.

To ensure the brand continues to be the preferred choice for developers and construction companies in Thailand, JCB partnered with DKSH to help them develop a plan. A key element of which was to build awareness of its products among private construction companies in Thailand.

Approach

As JCB, the world’s number one backhoe manufacturer, was already well-known for its backhoe loader equipment in Thailand, the main task for DKSH was to educate potential customers about JCB’s other product lines like excavators, mini excavators, telehandlers and wheel loaders.

DKSH provided an all-inclusive five-year business plan to JCB, together with comprehensive ways to expand and grow market share in Thailand.

To increase brand awareness and provide better after-sales services, DKSH opened new branches across the country to serve growing local demand. DKSH also conducted road shows and participated in key country exhibitions to further engage and educate customers about different JCB product lines.

Result

JCB recorded growth in market share for the corresponding year after working with DKSH. The company also doubled the number of customers in its portfolio within the private construction segment in Thailand.

DKSH was presented with the “Best Sales Growth in 2017 Award” from JCB. We will also support the opening of JCB’s branches including in Song Khla, Ubon Ratchathani provinces and other new branches in 2019.