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gin with Sumitomo tyres. Dealers success will be our success as well. In order to succeed together, we will continue to increase brand awareness and visibility to attract more end- users to the brand, while maintaining reasonable distribution price for the dealers to achieve their sales and continue their business.”
Establish Sumitomo outlets in pipelines
In the very near future, he continued, as they had reached mu- tual agreement with SRAT, the company is hoping to establish Sumitomo brand outlets throughout Malaysia. He stressed that SRAT aims for Malaysia to be an important Asia market for the Sumitomo brand to grow its business.
“With the recent encouraging sales trend, together with SRAT, we are developing more product range for Malaysian market such as 4x4 tyres on AT and MT, as well as tyres for light commercial van.”
The biggest challenge for the company, Choong replied is to receive continuance strong support from their dealers and end- customers. To achieve this, they have to balance growth strat-
“Before appointing dealers, we make sure they understand and accept that they are not allowed to sell or market the tyre online or social media platform. By doing so, it allows us to be competi- tive while maintaining the brand image. If this rule is broken, the Sumitomo brand privileges and advantages could be impacted. We are looking at long term partnership with SRAT, our custom- ers and end-users.”
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