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Mitsubishi Electric Corp. (Tokyo) has established a sales company in Indonesia to handle sales of air-conditioning systems, home appliances, and factory automation (FA) starting in March 2013. The combined sales from these three businesses under the new company, named Mitsubishi Electric Indonesia, as well as existing manufacturing and sales of automotive equipment and elevators/escalators, are expected to help Mitsubishi Electric Group raise consolidated annual sales in Indonesia to some 23 billion yen (approx. US$300 million) by the fiscal year ending in March 2016.
Indonesia has the world's 18th largest GDP and is the largest ASEAN economy. It has the world's fourth largest population at 240 million, with more than 40% of its people under 19 years of age. Domestic demand is expected to spur high rates of growth due to large-scale infrastructure projects and commercial building construction.
Mitsubishi plans to focus on expanding appliance sales networks in Indonesia, in addition to providing shop-front support for sales agents and strengthening sales channels with enhanced training programs. Two- and three-door refrigerator models will be marketed to middle- and high-income households.
Demand for residential air-conditioners is expected to grow due to rising personal incomes, and Mitsubishi will target middle- to high-income Indonesians. It will focus on value-added models offering high energy efficiency. Commercial demand is also growing due to a boom in construction of office buildings and hotels; Mitsubishi will offer efficient City Multi air-conditioners.
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