The survival of small exporter
in the
World Competition
RAKCHAI RENGSOMBOON
LAMOON INTERNATIONAL
THAILAND
Network of 50,000 villages people … They are still waiting for the job.
Location
• Bangkok
- Head office
- Showroom
- Silk mill
- R&D weaving factory
• Sakon Nakorn
- Factory
- Lamoon Arena
Group of 2,500 villages people … They got the job from us now.
Villagers Benefit-Contribution
Changing the attitude to
Working with Knowledge,
With Passion , with Harmonized
Sales order
Products
Development
Production
Development
Costing
Pricing
Reliability
Value
Understanding
Villagers
Young Generation
Market
Knowledge
Others Knowledge
Education , Health & sanitary
Basic financial & accouting
Simple management
Market
Villages people in the
production line units
Villages people in the production line
Profile
• Home textile and soft furnishing
manufacturer and exporter
• Established in 1997
• 100% Thai ownership
• 350 employees
- 300 operators
- 50 officers
Location
• Bangkok
- Head office
- Showroom
- Silk mill
- Factory
• Sakon Nakorn
- Factory
Facilities
Facilities
PRODUCTS COLLECTION
PRODUCTS COLLECTION
PRODUCTS COLLECTION
Product Showcase
Product Showcase
Product Showcase
Product Showcase
Product Line
• Fabric
- Thai silk
- Lai
- Pandanous
- Designed fabric
• Bedding
- Bed sheet
- Pillowcase/ sham
- Sham
- Bolster
- Duvet cover
- Quilt
- Bed runner
Product Showcase
• Window treatment
- Drapery
- Curtain
- Valance
- Window skirt
Inspiration
Inspiration
Cottage Legend
Competitiveness
Designs
Differentiation
Materials
Techniques
Customer
North America
USA
Canada
60%
Target
Home Goods
Importer
Crate Barrel
Pier 1 Import
TJ Max
Marshall
Cost plus World market
Nordstrom
Pottery Barn
Etc.
Customer
Europe
U.K.
Greece
Netherlands
Portugal
Sweden
25%
– France
– Italy
– Germany
– Spain
– Denmark
Harrods
Metro Group
Carrefour Department Store
Auchan
Casino
Etc.
Customer
10%
Asia and Australia
Japan
– Singapore
Korea
– Taiwan
UAE
– Kuwait
5%
Loft
Senshukai
Marubeni
Takashimaya
Tokyu Hands
Daimaru
Isetan
Mujirushi
Key Operations
Office
Customer
Mill
Factory
Downstream and upstream
business
Full control of supply chain
Independent operations
Flexibility
Support each other
Resource utilization
Investigate each other
Quality assurance
Shared objective = Customers
Our Commitments
Mill
Factory
Office
Innovation
Differentiation
Technique + Function
Value of Customer
Cost Advantage
Economy of Scale
Economy of Scope
Unique Design
Variety Assortment
Safety Stock
Quick Response
Accurate Lead Time
Reliable Delivery
Quality Control
Quality Control
Promising Quality
Committed Order
Strategic Alliance
Expandable Capacity
Back-up Labor
Volume Production
Customer
☺
Global Gifts and Home decorative
items Import
USA
Germany
Japan
23%
31%
United Kingdom
France
3%
Canada
3%
3%
3%
Belgium
Netherlands
3%
10%
6%
Spain
Italy
7%
8%
Others
Business Model
Chain stores
Mass Merchants
Chain stores
Special Stores
Manufacturer
Importer
Wholesaler
Sales Rep.
Dep. Stores
Mail Catalog
Retailers
Distribution Channels
Typical Channel
Logistic
Corporate Customer Operator
Channel
Through Sales
Rep. Channel
Own Brand
Channel
Customer
Service
Project
Interior Designe
SHOWROOMS LOCATION
• NEW YORK , FIFTH AVENUE 34 ST.
NEW YORK , NY
• ATLANTA , AMERICASMART , DOWNTOWN
ATLANTA , GA
• LASVEGAS , WORLD MARKET CENTER
LAS VEAS , NV
• HIGH POINT, SUITES AT MARKET SQUARE
HIGH POINT ,NC
• BANGKOK , THAILAND
SHOWROOMS
Community products development program
Export
Com.1
Com.2
Team1
Team2
Com.3
Team3
Com.4
Team4
Products
Product Development
Costing/Pricing
Production/quality
Segregation
Marketing & Sales
Marketing Media
Trade show
Sales channels
Dep. Stores
Business Matching
Domestic
Local
souvenir
Merchandising
Design/Marketing
Specialists
Sales tools
Marketing budget
Sales Operation
SME
Education Institution
Department of Industrial promotion
OSMEP
Ministry of commerce
Export Business Model
Chain stores
Mass Merchants
Development
Team
Villagers
Community
SME
Marketing
Sales Dev.
Analysis
-Trade show
Segregation
-Sales rep.
-Prod. Dev
-Advertise
-Pricing
-Event
-Chanels
-Point of sales
-CompetitivenessMarketing
Special stores
Small retailers
Cash & Carry
Retailers
DEP
Logistic
Operator
Project
Interior Designe
SMES
Customer
Service