KUN Public Company Limited (KUN) is proactively planning to adjust its strategies, emphasizing 3 KEY SUCCESS factors to drive the organization towards success amidst the COVID-19 crisis. The company is also preparing to launch 2 new projects in the second half of the year, signaling a significant growth trajectory for 2021, with sales (Presale) and revenue targets expected to break new records.

Ms. Prawirat Tevaakson, Chief Executive Officer of KUN Public Company Limited, revealed that the COVID-19 pandemic has had a widespread impact on the economy, causing a slowdown in consumer spending. This has prompted organizations to rapidly adjust their business strategies to adapt to the current situation. KUN has developed a proactive plan focusing on 3 KEY SUCCESS factors to navigate through the COVID crisis successfully.


Ms. Prawirat Tevaakson, CEO of KUN Public Company Limited

1) Adaptability: The company has shown flexibility by adjusting its management style to align with the current situation.
2) Decision Accuracy: The company seeks opportunities and investment timing (turning crises into opportunities), recognizing the demand from consumers for affordable housing that meets their needs in both space and price. KUN's housing projects have been adjusted to ensure that every area within the home meets these requirements perfectly.
3) Resource Allocation: The company focuses on managing human resources and other resources to maximize efficiency and effectiveness in operations, including financial management to expand investments in line with the current situation.

"The company is utilizing convertible bond issuance tools, with the record date for bond allocation set for September 1. The XB sign will be issued on August 31, and the bond sale is scheduled for September 27-30. All shareholders have the right to subscribe to the convertible bonds. Additionally, the company plans to offer warrants to existing shareholders who subscribe to the convertible bonds in proportion to their holdings (Right Offering), allocating them based on a ratio of 1 convertible bond unit to 1,000 warrant units (KUN-W1). This is part of the financial tools used to drive the business during the COVID-19 crisis," she stated.

Regarding the overall business outlook for the second half, Ms. Prawirat mentioned that the company plans to launch 2 new projects under the name "Kunalai Daisy," with 185 units valued at 686 million baht, expected to debut in Q4 2021. Additionally, the company is preparing to launch a project in the southern area of Rama 2 under the name "Kunalai Navarra," with 431 units valued at 2.78 billion baht, anticipated to be available for sale in Q1 2022. Both new projects are expected to generate revenue recognition in the next 2-3 years.

"The company is diversifying its revenue sources beyond Nonthaburi and Bang Bua Thong. In 2021, the company aims for revenue from other zones to account for 16% of total revenue, up from 14% last year. Currently, the company recognizes revenue from projects in the eastern zone, specifically Kunalai Joy On 314 in Chachoengsao. Therefore, once the Kunalai Navarra project (Rama 2), located in the southern part of Bangkok, is completed, it will significantly increase KUN's revenue diversification," she added.

For the overall growth in 2021, the company has set targets in 3 areas:
1. Aiming for sales (Presale) of 1.5 billion baht, an increase from 1.41 billion baht last year, which would set a new record for the company.
2. The company plans to launch 2 new projects in the second half, having already soft-launched the Kunalai PARCO project valued at 485 million baht, which has received positive feedback.
3. The company aims for revenue growth of 10-15%, achieving new highs from recognizing a backlog valued at 380 million baht, which will be gradually recognized in the second half of 2021. The projects contributing to this revenue recognition include 6 projects: 1) Kunalai Courtyard
2) Kunalai Joy
3) Kunalai Preem
4) Kunalai Begins 2
5) Kunalai Parco
6) Kunalai Joy on 314.

However, the CEO also emphasized that the company maintains a policy to keep the net profit margin at 15% by focusing on cost management for maximum efficiency to achieve the set margin goals. To ensure that margins meet the targets, the company prioritizes product development, particularly in the Bang Bua Thong area, which is KUN's flagship zone, as it has a complete range of products developed and a core customer base. To enhance product development, the company is incorporating various innovations, including optimizing internal space and installing solar rooftop systems in its housing projects to alleviate customer burdens.