"Crocodile" is ready to step into its goals for the 4th decade by assembling a management team to oversee 5 key areas "International Sales - Domestic Sales - Marketing - Logistics - Finance" to drive strategies into the CLMV market, promoting environmentally friendly construction innovations, expanding product lines to meet the needs of large-scale public utility projects, and enhancing domestic sales channels to reach consumers, aiming for growth both domestically and internationally.

Mr. Supapong Phetsuthit, CEO of Crocodile Corporation Co., Ltd. revealed the company's business plan for the 4th decade, stating that the company is committed to creating innovative construction chemicals for quality of life and sustainable happiness, based on a strong emphasis on environmental and social care. The company aims to expand from its core products, which are market-leading cement adhesives and tile grouts, to include building paints and comprehensive construction chemicals, from foundation to roof, for homes, buildings, and large-scale public utility structures. The goal is to increase sales both domestically and internationally, with a focus on CLMV countries, especially Vietnam, which presents high growth opportunities.

To ensure business growth and achieve set goals, Crocodile has restructured its management by appointing assistant managing directors to strengthen all aspects in the 5 key areas as follows: 1. Mr. Pongpan Prateepmanowong, Assistant Managing Director overseeing international trade, 2. Mr. Wikit Kanchai, Assistant Managing Director overseeing domestic sales, 3. Mr. Vorapoj Tangmanaswong, Assistant Managing Director overseeing marketing, 4. Mr. Yanin Limpitip, Assistant Managing Director overseeing operations and logistics, and 5. Mr. Chaisit Chuenchoowit, Assistant Managing Director overseeing finance and organizational management.

Each department head has outlined business strategies according to the new structure as follows:

For the international market, Crocodile will continue to expand its market in the CLMV countries with new innovative products and broaden distribution channels in each country to cover the entire nation, especially in major cities, through distributors and trade partners. This year, there are plans to aggressively enter the market and establish a branch office in Vietnam.

For the domestic market, the focus is on strengthening sales channels among nationwide distributors and building good relationships with modern trade partners. There are plans to increase Crocodile product points of sale to cover all areas and channels, enhancing consumer access to products conveniently, reaching all customer segments including general homeowners, craftsmen, contractors, and project agencies of all sizes, with an emphasis on expanding in infrastructure projects.

For marketing, the marketing strategy will build on the concept "Use Crocodile Together to Protect the Whole House" to expand from the product line where Crocodile is a market leader in cement adhesives and grouts to other innovative construction chemicals, and broaden the target from homes to public utilities. Additionally, the company will promote environmentally friendly construction innovations through the Jorakay Green Products line to create healthy homes and livable cities (Wellbeing) for everyone. The aim is to establish a Builder Club as a CRM program that gathers knowledge, training courses, promotions, and special privileges for craftsmen and those interested in construction and repairs, with a goal to triple membership this year and provide options for those seeking high-standard construction services through Crocodile's skilled craftsmen, including decorative painting and installation of large tiles that require high expertise.

For production, the focus is on utilizing advanced technology to produce environmentally friendly packaging, enhancing production efficiency and incorporating renewable energy into product manufacturing, as well as recycling various waste materials back into the production process, aligning with sustainable development goals.

For organizational development, the emphasis is on developing personnel and systems in alignment, by upgrading the Enterprise Resource Planning (ERP) system to enhance management processes across sales, purchasing, production, delivery, and financial accounting, supporting sales through diverse distribution channels. Internally, the focus is on conveying the Jorakay DNA philosophy to ensure sustainable company growth and employee happiness.

Based on the aforementioned business strategies, the company expects to achieve total sales of 3.8 billion baht this year, with domestic sales projected at 3.3 billion baht and international sales at 500 million baht. The construction chemical product line is expected to grow approximately 30% from the previous year.

Mr. Wikit Kanchai, Assistant Managing Director of Domestic Sales stated, "As we enter the 4th decade, Crocodile will continue to expand in all areas, including production capacity with environmentally friendly management systems, product and service innovations built on Crocodile's long-standing expertise, and expanding distribution channels both domestically and internationally with a strong brand, while creating opportunities for people in society to bring happiness to customers and the community sustainably together."

Overall, for Crocodile's business growth, last year the company achieved total sales of 3.33 billion baht, marking nearly 20% growth, exceeding expectations. This growth is attributed to Crocodile's expanded product portfolio and strategic marketing under the concept "Use Crocodile Together to Protect the Whole House," emphasizing comprehensive usage. Of the total sales, over 60% came from environmentally friendly products (Jorakay Green Products), with Crocodile continuing to develop new innovations, particularly in reducing CO2 emissions, in line with sustainable development goals.