Supalai Unveils Business Strategy for 2020 to Drive Sales Goals

Ready to Launch 30 Projects Worth Over 30 Billion Baht

     Supalai Public Company Limited has introduced a business strategy to drive the organization forward while updating its brand logo for a more international appeal. The company aims to incorporate technology into its operations and develop 30 new projects, including both horizontal and condominium developments, across Bangkok and the regions, with a total value of 30 billion baht to enhance happiness and success sustainably across all sectors.

    Dr. Prateep Tangmattatham, Chairman of the Executive Board of Supalai Public Company Limited, stated that as the company enters its 31st year, it has created innovative housing solutions to elevate the living standards of the public. The company continuously develops products and services covering Bangkok, its suburbs, and the regions, including various types of housing such as single-family homes, duplexes, townhomes, condominiums, and senior living facilities, as well as real estate development abroad. Currently, there is an increasing focus on foreign customers, prompting the company to enhance its brand image, including its logo, to align with current business operations—clear and easy to read, featuring gold to symbolize value and prosperity, reflecting a sharp vision for intelligent business operations while aiming for international standards.

     In the past year, the company has also developed residential projects to meet the lifestyle needs of customers of all ages, such as the quality social project “Supalai Wellness Valley,” a new home for the happy aging community, which has received positive feedback from consumers. The company recognizes the importance of the environment, leading to sustainable development (Sustainable Development Goals - SDGs), in line with its vision of managing and overseeing the organization based on principles of integrity, ethics, and governance, while continuously giving back to society through various social promotion activities under the policy “Supalai Cares for a Creative Thai Society,” aiming to translate its success in various developments into value creation for the company and ongoing customer confidence.

     As a result, in 2019, the company received numerous prestigious awards from leading organizations, including the Sustainable Stock Award for the fifth consecutive year and the Outstanding Investor Relations Company Award for the third consecutive year from the Stock Exchange of Thailand, the Thailand’s Most Admired Company Award in the service category from Brand Age magazine, the Outstanding Labor Relations and Welfare Award for 2019 at the national level for the second consecutive year from the Department of Labor Welfare and Protection, the Silver Star for Children Award from UNICEF Thailand, the Sustainability Disclosure Recognition Award, and the “Certificate of ESG100 Company” from the Thai Institute of Development for the fourth consecutive year, demonstrating the company’s strong business capabilities.

     Mr. Traitecha Tangmattatham, Managing Director of Supalai Public Company Limited, discussed the overall performance in 2019, stating that the company launched 24 projects, including 19 horizontal projects and 5 condominiums, with a total value of 34.38 billion baht and total sales of 22.324 billion baht. For 2020, the company has set a business strategy aimed at enhancing happiness and success sustainably across all sectors, targeting sales of 26 billion baht and revenue of 24 billion baht from the launch of 30 new projects, comprising 25 horizontal projects and 5 condominium projects, totaling 30 billion baht, with a land acquisition budget of 8 billion baht.

     Key strategic approaches for the company in 2020 include:

  • Product Development: The company is currently developing residential projects to meet consumer needs across all regions, with projects in 20 provinces outside Bangkok. In 2020, the focus will be on entering new real estate markets in provinces with high housing demand and growth potential, such as Phra Nakhon Si Ayutthaya, Phitsanulok, and Chachoengsao, while also preparing to expand into horizontal markets and develop product formats that align more closely with the lifestyles of modern consumers.
  • Customer Satisfaction: The company aims to create and develop new experiences for customers while focusing on enhancing its Digital Platform, including a comprehensive application for after-sales services to meet consumer demands. The company is implementing Construction Management (CM) technology within the organization, allowing data to be used to develop and analyze business strategies to enhance customer satisfaction, including improving the Supalai Privilege program as a token of appreciation for customers supporting the company’s products and services, all leading to a new customer experience that reinforces the company’s excellence in service.
  • Innovation: Supalai Public Company Limited continuously holds innovation contests, with various innovations each year in areas such as design planning, construction, marketing, customer service, finance, etc., leading to ongoing improvements in product quality and services for customers.