The new top management of Amway (Thailand) will be offi?cially announced in the near future, whose priority task will be not only to promote the Amway brand's image of qual?ity but to sustain its reputation as the largest direct-selling company in the country.
So far, the heir apparent is Kittawat Ritteerawee, current?ly general manager. He was pro?moted as the comp any's No 2 last year to allow him to learn more management and leader?ship skills before taking the helm.
Amway (Thailand) is cur?rently headed by managing director Preecha Prakobkit. The parent company extended his term for three years in 2009 and his tenure will end next year.
Preecha said Kittawat's most important priority if he is appointed to the No 1 position would be to sustain business growth. In addition, he had to proceed with building the brand, becoming the new "Mr Amway".
The company's selection process is wide open to every?one at the same management level. However, Kittawat's qual?ifications, including education background, learning ability and relationships, are superior to other candidates', Preecha said.
"Amway (Thailand) has reached a transitional period, and Kittawat is the right person to take over the helm," Preecha said, adding that Kittawat was learning more management and leadership skills to ensure a smooth takeover.
After working with the com?pany for 22 years, Preecha has stepped forward to pass on his experience to Kittawat. However, Preecha has not said anything about his future after his retirement next year, mere?ly joking that he may become an "Amway Business Owner" (ABO), the company's term for those authorised to distribute its products. Preecha has well represented the company's brand image, and is widely known as "Mr Amway".
Kittawat, 46, has worked with Amway for eight years, starting as a director of the busi?ness relations division. He has been promoted step by step to marketing manager and gener?al manager last year, handling three departments, sales, mar?keting and corporate commu?nication.
Before joining Amway, Kittawat worked with some leading global brands includ?ing Berli Jucker, Nestle, Wellcome (now named GlaxoSmithKline after a merg?er) and F&N Dairies.
Kittawat said he learned a lot about business management after joining Amway, a dynam?ic organisation that is continu?ally developing. As a result, he has to follow this culture in making sure the organisation always keeps up with trends.
"Our long-term strategy is to keep the organisation looking young and talking young," said Kittawat, pointing out that this would require good teamwork within the company and trust?worthy partners.
In addition, Kittawat has been challenged by the compa?ny's ambitious goal to double its sales growth in Thailand to Bt20 billion by 2012. It is pro?jected that the company's sales will reach Bt14 billion this year.
Amway is a leader in direct selling, with a share of 25-28 per cent of a market valued at an estimated Bt50 billion. That value is forecast to double in the next five years.
To achieve its goals, the com?pany plans to spend Bt700 mil?lion annually to support its Special Sales Incentive Programme, designed to encourage its ABOs to collect more reward points from now through February 2012.
Preecha pointed out that direct sales accounted for only 3 per cent of the retail market in Thailand, so it still had much room to grow. In addition, the number of people joining in the business is still low, just one-sixteenth of the Thai popula?tion compared with Taiwan's 1:6 ratio.
The stronger baht will not benefit the company much although 95 per cent of its prod?ucts are imported, as the com?pany concentrates on long-term business, he said.
The company's new head office in Bangkok is under con?struction with an investment of Bt1 billion. It is the first office building to come under new environmental regulations.