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Keeping one's good image in a niche market isn't simply a matter of quality design and technology. As Makita's experience in the Netherlands shows, a focus on customer needs is just as crucial.
Today's construction industry requires power tools of the highest standard. Professionals need know they are in safe hands; whether drilling a hole in a wall or constructing a high rise building, their tools need to deliver the best results. Makita Benelux, the Dutch subsidiary of the Japanese group, aims to supply the highest quality electric power tools in the country, with a range of products including battery operated power tools, woodworking machines, pneumatic tools and garden tools. Makita's customer base speaks for the quality of its design philosophy. "We target professional users, such as carpenters and industry workers," says company managing director Kaname Oritaka. "Our products are not cheap, and therefore they are not targeted at amateur home users. We believe experts buy our tools because they are specially designed for specific needs. In fact, we will not develop a new feature unless it meets our customers demands." In a fragile European construction market that has recently experienced difficult market conditions, the company aims to position itself as the leading professional tool supplier in the industry. It is also highlighting its after sales service to new customers. "What often goes unrecognized is the companies' ability to do more than distribute goods to the consumer and professional market. We have a very good after sales service through which we can offer immediate help, including on-site requests for service, through our dealers," Oritaka says. Since its establishment 27 years ago, Makita Benelux has grown strongly. Today, it boasts more than 2,000 dealers, half of which are exclusively dedicated to Makita products. With an annual turnover of close to 23 million euros and a market share of 23 percent of professional users, the Makita brand is synonymous with excellence in the sector. "We are well aware that one of the biggest challenges we have for the future is to strengthen our sales and service structure by raising efficiency and remaining committed to our market," Oritaka concludes.
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Makita Benelux Managing Director Kaname Oritaka