VIENTIANE, March 28 (Xinhua) -- Japanese Isuzu has an ambitious plan to increase its market share to 30 percent both in Laos and Cambodia over the years to come using success-proven marketing technique of Tri Petch Isuzu Sales, a partnership between Mitsubishi Corporation and Isuzu Motors (Japan), Lao News Agency (KPL) reported on Tuesday.
"In the second half of last year we applied marketing strategy and we could increase our pickup market share to 5 percent in Laos and after this time onward our target would be placed higher as we want to achieve a 30 percent market share in five years," said Akira Odagaki, General Manager in Charge of Laos and Cambodia Markets, Tri Petch Isuzu Sales.
ISUZU plans to conduct more marketing activities not only in Lao capital Vientiane but also in other major provinces in Laos.
Though dominating Thai pickup market for several decades, Isuzu shares a smaller portion of Lao market than Toyota hilux models which currently seizes 80 percent of pickup market in the country.
The management of Tri Petch Isuzu Sales have attributed the small market share held by Isuzu to the fact that Isuzu has just entered Lao market fewer years back while its biggest competitor Toyota has its local distributors authorised in Laos for decades.
Yet Tri Petch Isuzu Sales managers view Laos as a promising market for Isuzu brand, especially its D-Max models.
"Located among many countries, Laos stands in good location and the export from Thailand to Laos and to other enamouring countries can make at ease and Isuzu has many customers doing business with Lao counterparts and those in other neighboring countries. Therefore, we are going to open a service center in Savannakhet next month to provide service to Isuzu customers travelling to these countries," said Odagaki.
The management of the company also are optimistic that the development of many national basic infrastructure projects, either on going or planned, would result in increase in demand for pickup trucks among Lao people.