An Asian Surveying Company on the Rise: An interview with STS Corporation

GeoInformatics editor Joc Triglav asked STS'Miki Kitamura all about the companies' products and market views to expand its brand names outside Asia.

By Joc Triglav

JT: In the beginning, please, introduce shortly your company, its product portfolio and some most significant business facts.

MK: We, STS Corporation, are a manufacturer and whole seller in Japan for instruments and accessories which are used in construction, land surveying and engineering work.

JT: What are the essential differences from your point of view between the domestic, Asian and global surveying equipment markets?

MK: It seems to be that laser scanning is currently the main subject in the world, however, we, STS Corporation, feel very strongly that our Japanese market still demands Total Stations more than they require the use of laser scanning. There surely exists a certain timelag between actual market demand and global market inclination.

JT: In your opinion, which strategic and marketing operational steps are necessary to firmly establish and expand the presence of your own brand names in the markets outside Asia, especially in Europe and USA? How are your global distribution and service channels established and organized?

MK: The most important point is that we produce our original products in accordance with each market demand. To do this, it is necessary to establish our own system to absorb as much information from the distributors in countries as possible. And it is also necessary to use this information as fast as possible to reflect them for producing new products. We think that this is exactly what we, STS Corporation, should keep on doing right now.

JT: Is your company also manufacturing surveying instruments in co-operation with any company owning well known global brand names? How is such a co-operation conducted and how do you share and combine your tasks and responsibilities in the production process?

MK: We have manufactured some items in co-operation with other companies. We always put emphasis on developing products taking opinion, idea and technology of others.

JT: What is your view on the current surveying instruments global market situation, especially regarding the current deep global financial and real estate market crisis? How does this situation affect your business and which measures have you taken to neutralise and overcome it?

MK: The present global financial crisis surely affects our business, or we should say it has already has negative effects across our market.

JT: Therefore, retail prices will go down further and further, and the profit that the wholesalers, retail shops and manufacturers had enjoyed will absolutely cut down more and more to survive this harsh environment.

MK: We think that what we have to do right now is to develop new items looking at world inclination sensitively and introduce them to the market continuously.

JT: How do you see your company in ten years time? In your vision, how will your product portfolio, production process and market penetration change in this period?

MK: If we go on developing new items, we believe that it will lead us to new business chances. We, STS Corporation, try to change ourselves always to be able to respond to market demand quickly.

For more information, have a look at www.sts-s.co.jp