09.02.2023

Eminence Thailand, one of the six SMEs in Thailand, was featured in the Success Models 2023 segment, emphasizing the importance of cultivating a customer-centric business DNA through Forbes Thailand Issue 117 (February 2023).

In today's business landscape, the challenge for entrepreneurs is not merely to keep up with trends and strategize against competitors but to ensure the resilience and sustainability of their businesses in an ever-changing traditional business world. This poses the ultimate test for SMEs, which are the backbone of the Thai economy.

Apart from dealing with the aftermath of the pandemic crisis, businesses also face economic volatility and various challenging factors, necessitating the adaptation of new success models to withstand change.

One pertinent question is how Thai SMEs like Eminence Thailand will move forward in 2023.

Certainly, the ones best equipped to answer this question are those who have experienced both success and failure in the trenches of entrepreneurship.

To inspire and motivate Thai entrepreneurs committed to developing their potential and making a difference, Sasin Graduate Institute of Business Administration of Chulalongkorn University, in collaboration with Siam Commercial Bank, established the Bai Po Business Awards by Sasin. These awards serve as a symbol of SMEs' ability to excel in various crucial dimensions, particularly by harnessing entrepreneurship, exploring new methods, and initiating innovations that not only meet customer needs but also create differentiation for sustainable businesses.

Eminence Thailand, honored with the Bai Po Business Awards by Sasin for the 18th time, is among the new-generation entrepreneurs stepping up to carry forward their family businesses. They have shared their experiences and success models to guide Eminence Thailand's journey in 2023.

Cultivating a customer-centric business DNA

In the booming global health trend, there lies both opportunity and challenge. For Suchanan Achariyasuja, Managing Director of Eminence International Limited, a leading importer and distributor of medical instruments covering various sectors including dentistry, hospitals, clinics, pharmacies, and industrial factories for over 51 years, the mission is clear: to bring quality products to customers to elevate Thailand's medical and health standards to international levels. Starting from nurturing a good work environment for employees, akin to family members, to inspire them to work towards delivering good health to Thais, Eminence Thailand has prioritized honesty, customer service, and post-sales service to instill confidence and trust in customers.

Additionally, Suchanan has devised strategies to fill market gaps by developing a diverse range of in-house brand products tailored to customer needs, such as dental cleaning equipment and dentures with ultrasonic and furano granule cleaning systems. Their goal is to introduce medical innovations to Thailand as a solution provider that customers think of alongside partner collaborations to complement their business portfolio comprehensively. They are also planning to establish an Experience Center, expected to be completed in 2027, to allow customers to test and experience medical equipment, expanding their customer base from B2B to B2C.

Key to Eminence International's success over 51 years, according to Suchanan, are three essential principles: positive thinking, action-taking, and continuous adaptation.

For SMEs, Suchanan advises leaders to have a clear vision, think positively, take action without fear of mistakes, and always be ready to adapt.

"We believe that in business, there is no peak. It's about doing better today than yesterday and better tomorrow than today. When feeling tired or exhausted, focus on the value of the business that you are proud of, which has contributed to delivering a better quality of life to society. It's a small point in creating an impact on society."

[Article excerpt from Forbes THAILAND (February 2023)]