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The Jakarta Post
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Sony Indonesia to record highest global growth in 2013

  • Mariel Grazella

    The Jakarta Post

Jakarta | Fri, April 12 2013 | 12:03 pm

PT Sony Indonesia, the local arm of the Japanese electronics, camera and device maker, said that it was targeting to grow by 60 percent this year through the expansion of its distribution channels and warehouses across the country.

Satoru Arai, the president director of Sony Indonesia, said that the company saw sales climb 40 percent last year.

“This year, we are aiming to grow by 60 percent,” he added.

He pointed out that the growth Sony had experienced in Indonesia, and targeted to achieve in 2013, was “one of the highest for Sony”.

“In Southeast Asia, Indonesia is one of our top three sales contributors, and is nearly on par with Malaysia and Thailand,” he said.

“Malaysia and Thailand have posted strong gross domestic product [GDP] numbers but Indonesia, with its large population and economic growth, will be one of the biggest contributors in the Southeast Asian region in the future,” he added.

Indonesia’s GDP has grown over 6 percent in the last year, and is expected to repeat the feat this year.

Arai said Sony would achieve their “big target” this year by adding new distribution points to their current nine, located in key cities such as Jakarta, Medan and Makassar. “We plan on opening three more distribution branches this year,” he said.

Besides distribution points, the company looked to multiply its number of warehouses from the current five, he said, adding that the company was conducting feasibility studies on several locations.

“Having more warehouses would shorten the delivery time of products to dealers or consumers, or time to market,” he said.

In addition to expanding distribution and service networks, Sony plans to introduce 60 new products, including televisions, cameras and smartphones, into the market throughout 2013.

Arai pointed out that Sony would launch 14 new models of flat screen televisions under the Bravia brand.

He added that in this product category, Sony would concentrate on pushing larger screen televisions to tip the market trend.

“In terms of sales, 70 percent comes from televisions, Vaio personal computers and cameras,” he said.

He added that Sony aimed to double the distribution of their Xperia smartphones, running on Android, channeled through modern distribution networks.


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