Success Stories

Brother Group

In 2009, well-known printer manufacturer Brother Group set up Brother International Taiwan Ltd. in a bid to boost its market share in Taiwan.

Optimistic about the potential for growth in the Asia Pacific market, the group has added three new companies - in Vietnam, Indonesia, and Taiwan - to its current roster of nine Asia companies despite the sluggish economy. The Taiwan market will be the group's most important market in the Asia Pacific region, and the group has vowed to become Asia's biggest printer supplier.

To meet the needs of small and medium enterprises and those who work from home, Brother is introducing MFC-6490CW, the world's first color, inkjet, multifunctional office machine that can print on A3-sized paper and scan, copy, and fax A3-sized documents. Costing less than NT$20,000, this new model comes equipped with both wired and wireless networks, USB and memory card slots, dual paper trays, secure function locks, and four separate high-yield ink cartridges for the efficient control of the printing costs.

Brother was founded in 1908 and started out manufacturing sewing machines. In recent years, the group branched out into providing multifunctional office machines and printers, with sales accounting for 67% of the group's combined revenues. Brother currently has 17 factories and 51 sales outlets in 44 countries worldwide. In 1979, the company made its first investment in Taiwan by manufacturing sewing machines in Kaohsiung. Today, Taiwan remains one of Brother's major sewing machine production bases.

Brother's net revenue in March 2012 totaled 497.3 billion yen, seventy percent of which came from regions outside of Japan, indicating that its sales do not concentrate in Japan alone. The company has been operating in Europe and America and has gained a sizable market share in these regions. However, it has performed less well in the Asia Pacific.

Brother's motto, "At your side", indicates that the company's number one concern is the needs of its customers. Consequently, the brand has been regarded worldwide as a "trusted brand" in the planning, design, manufacture, sales, and service aspects and the company has established the Brother Value Chain Management, a proprietary management system to more rapidly respond to customer needs.

The guidelines governing the Brother group's activities worldwide are based on "The Brother group Global Charter". Its medium to long-term corporate vision, "Global Vision 21", outlines Brother group's three goals: becoming a high-income enterprise that provides quality products, possessing advanced and self-developed technologies and becoming a pioneer in the development of new products, and upholding the spirit of the motto of "At your side".

Source：Economic Daily News

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