Brother International 2014 Annual Report Download - page 9

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8
Special Feature
Priorities to
achieve
CS B2015
In home sewing machines, along with sales expansion in middle class and high class models, we
will increase sales in emerging markets.
Where commercial embroidery machines are concerned, our emphasis will be on winning new
customers through sales force enhancement, proposing ways for using the products, and other
actions.
For cutting machines, a product first launched for sale last year, we plan to promote sales expan-
sion in the crafts market mainly through sales channel development, and continuously providing
customers with information on new capabilities and ways to enjoy our products.
Industrial sewing machines
Expand market share by competitive products
In industrial sewing machines, our aim is to grow market share by launching lock-
stitch sewing machines with high-rated usability. We will also establish a new com-
pany in Hong Kong, coupled with reorganizing and fortifying our sales bases in Asia,
in a bid to boost sales by increasing points of contact with customers. Additionally,
we will strengthen our hand in bonding machines, garment printers, and our lineup
of other high-value-added products to improve customer satisfaction.
Machine tools
Strengthen sales force to expand sales to clients in the automobile &
motorcycle industries
In industrial machinery and equipment, we will build up our sales capabilities in
machine tools for automobile and motorcycle manufacturers. Specifically, in addition
to the launch of new products, we will beef up our technical centers in China and
Southeast Asia, conduct regular customer support, and offer better technology sup-
port.
Commercial
embroidery
field
Existing field
Craft business
Emerging markets
China / Asia
Latin America
Russia /
Eastern Europe
Expand customer base in markets
Increase value-added products
Priorities to
achieve
CS B2015
Personal & Home
Strengthen development in emerging markets and craft business
Machinery & Solution
P&H
M&S