Fujitsu General (Thailand) will handle the distribution of its air conditioners on its own from this month after a distribution contract with Jebsen & Jessen Technology (Thailand) ended in January.
The strategy is aimed at increasing sales of Fujitsu air conditioners in Thailand.
The company recently set up a sales office in Bangkok, and 22 sales staff at Jebsen & Jessen have already been transferred to work at the new office, Fujitsu director Kenji Shimizu said.
Shimizu: Sales office set up in Bangkok
Thailand is one of Fujitsu's most important markets because it has had production facilities in Chon Buri province for 25 years with engineering support.
Sales manager Phongdanai Wangsuksuwan said the air-conditioner market in Thailand was worth about 20 billion baht.
Fujitsu's Chon Buri factory makes 3 million air conditioners a year, with 98.5% exported, mainly to the Middle East.
"Exporting our products to the Middle East has created a good reputation for Fujitsu products that are made in Thailand," Mr Phongdanai said.
The company has spent ¥2 billion (630 million baht) to build a research and development centre opposite the factory in Chon Buri. It is due to open in May.
The centre will help Fujitsu to make products to meet market demand in each country.
The company also plans to expand the production of some spare parts such as motors at the Chon Buri factory this year and next.
This will support the continuing rise of demand for air conditioners in both domestic and international markets in the near future.
With rising labour costs, Fujitsu may install automatic machinery to replace some workers for efficient cost management.
The company plans to launch new air-conditioner models for home use this year.
With these plans, the company expects to be among the top five air-conditioner brands in the Thai market this year.
Its sales in fiscal 2016 starting April 1 are expected to jump to 1.5 billion baht, three times higher than 500 million baht in the last fiscal year.