Times Interview. Mr. Shigeo Koto

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1 Times Interview Our major goals include positively contributing to the realization of Global Major Brand (GMB) Kubota. My role, therefore, is to constantly remain aware of our goals while working hand-in-hand with all our employees to achieve them. Mr. Shigeo Koto Managing Director Kubota Australia Pty Ltd. [KAU]

2 Would you please give our readers an outline of your career to date? Machinery Planning and Control Department at the Kubota Head Office in Osaka, Japan, until shortly before coming to Australia in January of Koto: Upon being employed by Kubota 30 years ago in 1987, I was assigned to the Tractor Export Department. Over the years thereafter, I gained a fairly wide variety of experiences at numerous locations around the globe as a result of being involved with procurement tasks in the Factory Materials Section and being dispatched to JETRO (Japan External Trade Organization) where I was responsible for conducting EU Investment Environment Studies. Other assignments have included serving as General Manager of the Secretary Department and as General Manager of the Farm and Industrial How would you describe the current status of KAU? Koto: Established in 1977, KAU celebrated its 40 th anniversary in October of Among the guests invited from around the world to the ceremony commemorating that auspicious event were Mr. Masatoshi Kimata, Kubota President and Representative Director, together with many other Kubota executives. Located about 20 minutes by car to the west of downtown Melbourne, KAU is a sales company having approximately 130 employees. Our sales and service networks for Kubota agricultural machinery, construction machinery, utility products, generators, engines, implements, and parts include Australia, New Zealand, Fiji, and Papua New Guinea. The KAU Showroom. The KAU headquarters entrance.

3 KAU provides a wide range of Kubota products As Managing Director, what is your perspective of KAU? Koto: KAU exists to provide a full range of Kubota products featuring exceptional operational performance and quality along with totally reliable service at costs contributing to customer satisfaction. I believe a vital step to achieve further future success is to listen attentively to input - both on-the-spot and at local sales sites - regarding ways to satisfactorily fulfil the needs and requirements of our customers. As one of Kubota s overseas bases, our major goals include positively contributing to the realization of Global Major Brand (GMB) Kubota. My role, therefore, is to constantly remain aware of our goals while working hand-in-hand with all our employees to achieve them. A staff meeting in progress What can you tell us about the overall relevance of agriculture in Australia? Koto: As the largest country in Oceania and the world s sixth-largest country in total area, Australia has an immense potential as an agricultural country. Within the KAU office. It is, in fact, a major exporter of various food products. Examples of such exports and their respective ratios include wheat (12%), barley (27%), beef (18%), wool (55%), mutton (34%), and cheese (11%). A major proportion of Australia s land area is dedicated to agricultural purposes. Most of the country s dry interior remains pasture for cattle and sheep while merely 6 to 7% of the total is fit for planting crops. Within that small portion, however, many high added-value commercial crops including crops for export are cultivated. Playing a vital role in all this is agricultural mechanization.

4 In recent years, government regulations and subsidies have in large part been abolished or reduced due to agricultural innovation. As a result, the style of farm management is shifting to be able to compete in accordance to the stringent principles of world-level competition. For Kubota, the realities of the global economy and global marketing principles make Australia a tough market. And yet, it is a market worth challenging a market where Global Major Brand (GMB) Kubota is being tested What do you foresee to be the future of KAU? Koto: In KAU s early years, Kubota Tractors were our main products. Since then, however, our product lines have increasingly included utility products and construction machinery. Since Kverneland AS and Great Plains Manufacturing, Inc. became members of the Global Kubota Family, we are also offering an extensive line up of implements. Looking to the future, we are dedicated to expanding business by strengthening each and every one of our product groups. Based on the concept of Lifestyle Customers, we are also concentrating on the enhancement of our sales methods to more closely cater to the needs of hobby farmers and farmers lifestyles. In addition, we are planning to further expand the number of exclusive sales shops for Kubota products that are designated Kubota Super-Dealers In your opinion, upon what is Kubota s competitive strength based? Koto: Due to the fact that no manufacturer of agricultural or construction machinery has a production base in Australia, all are equally subject to the same foreign exchange risks for their imported products. In consideration of this, I remain constantly aware of the fact that competition is severe and that there is no room for excuses. Kubota products renowned for superb operational performances.

5 The foundation of Kubota s market strength is that it constantly pursues product development and innovation based on input obtained from regularly checking the current state of the market, by paying attention to the emerging needs of users, and by positively incorporating pertinent technology as it emerges. I believe these factors promulgated by our esteemed predecessors have contributed to the growing success of Kubota products not only in Australia, but also around the globe What do you think is important for earning and retaining Kubota user loyalty? Koto: I believe that the decisive points not only include Kubota s success as a manufacturer based on the quality of its products along with the quality of any and all service provided, but also on its timely launching of new products featuring the latest proven technology tailored to perfectly match the requirements of its customers Do you have a message to readers of the Kubota Times? Koto: As I mentioned earlier, I have been a member of the Global Kubota Family for 30 years. In all that time I have found Kubota to be a company that untiringly continues making earnest efforts to ensure customer satisfaction. By breaking through barriers and overcoming hardships we have earned the gratitude and loyalty of our customers. I am pleased to have been playing a vital role in globally supporting and further expanding the success of Kubota throughout the world. GMB Kubota Let s Go for It! Thank you very much.