Interviews

Crown Celebrates 40th Anniversary as Southeast Asia’s Leading Material Handling Equipment Solutions Provider

Crown Celebrates 40th Anniversary as Southeast Asia’s Leading Material Handling Equipment Solutions Provider
Chatchaya Jianswatvatana

To successfully manage and operate any business, having the right people in place with the potential for growth plays an important role in how a business can scale. However, apart from having the right people, having the right tools and equipment can also help staff to complete their jobs more efficiently.

That’s why in the logistics industry it’s important to have the right equipment to support the operation. Moreover, choosing the right providers who develop equipment to match customers’ need, as well as those that have good service and support is critical. Those characteristics are the ingredients of a successful service provider and are what Crown Equipment have been providing for many years.

Crown Equipment Corporation is one of the world’s largest material handling companies with a reputation for award-winning product design, advanced engineering and technology, and superior after-sale service. As the firm celebrates 40 years of success in the Asian market we profile it to explore the secrets behind this incredible success.

To learn more, we spoke with Crown Equipment and they explained to us further the secret behind their success in Southeast Asia.

Growing Strong

Crown began operations in Southeast Asia in 1978 with the opening of their Southeast Asia regional headquarters now located in Singapore. The company is now celebrating 40 years as a leading provider in the Asian market. The company has expanded to cover the Southeast Asia, and starting from the first day of operations, Crown has never stopped improving and growing its business. The Asia Pacific region is serviced through an extensive retail branch network, which includes locations across Australia, New Zealand, Singapore, Thailand, South Korea, the Philippines, Indonesia, Malaysia, Vietnam, Taiwan and China.

With the region rapidly rising to become a manufacturing and logistics powerhouse, Crown is helping its customers manage market demands and meet industry challenges through its flexible product range and innovative, customized solutions.

Crown has a wide range of forklifts as well as automation and fleet management technologies. Apart from the material handling, they’ve also provided customers the automation technology and truck fleet. With over 40 years of experience in this region, Crown has now expanded their office to cover more customers. The company recently opened new offices in Johor, Malaysia; Rayong, Thailand; Clark, Philippines; Incheon, South Korea and Ho Chi Minh City, Vietnam.

Every material handling produced under the name of Crown has been perfectly designed and developed to match with customer’s operations. Crown is one of the leading material handling company in the world. They’re well known for their product design, engineering and high-end technology, as-well-as their superior after-sales services. Crown’s business philosophy utilizes vertically integrated processes to design, manufacture and distribute forward-thinking, innovative solutions that improve customers’ productivity and operating efficiency.

The company’s global headquarters is located in New Bremen, Ohio, USA, with regional headquarters in Munich, Germany; Sydney, Australia; Suzhou, China and Singapore. Its employees number more than 15,000 worldwide and Crown operates a service and distribution network that exceeds 500 retail locations in over 80 countries.

Adapting to Meet Customer Needs

By continuously improving and developing their products, Crown now offers a variety of equipment from pallet trucks and stack trucks, to reach trucks and counterbalance trucks, with both purchasing and rental options. The company not only has different types of trucks to suit different needs, but also makes them suitable and matches them to each different market as well.

Every equipment Crown has produced is focused on operator productivity, and safety. Crown’s global approach to research, design, engineering and manufacturing means that it produces a range of lift trucks that offer the best fit to the pallets relevant to the warehouse facilities in multiple regions globally. In fact, the pallet has different sizes and is considered to be one of the most challenging factors in the distribution center. Pallet management is one of the major issues for emerging distribution companies and small to medium-sized enterprises lacking the knowledge to deal with the challenge. Within Asia, the two most popular pallet sizes are the square 1,100mm x 1,100mm pallet and the 1,200mm x 1,000mm pallet. The U.S., Europe, and Australia, however, use different International Organization for Standardization (ISO) approved pallet sizes, and these diverse pallet types can create challenging problems if not handled correctly. While the company builds a range of lift trucks to cover all aspects of material handling work, from the dock to the top space of a high bay rack, the company also customizes its standard designs to help solve specific problems, such as modifying the width and position of the legs so that it would work effectively according to the required pallet size.

With a focus on providing end-to-end material handling solutions, Crown can also identify other areas of the warehouse that can add efficiency when dealing with a range of pallet sizes. Crown consultation includes a detailed review of customers’ operations to help decide the most appropriate material handling equipment and provide inputs to improve productivity, such as enhancing warehouse design and safety culture.

Providing Unique Solutions

The key factors which makes Crown succeed and retain their strong market position is to have knowledge and be able to provide the services suit with each customers requirement. It is the firm’s committed team that ensures it is able to support clients and provide them with the solutions they need. When customers work with Crown, they are working with people in possession of great product knowledge and a thorough understanding of warehouse supply chain requirements. Knowledge is a major factor that separates Crown from the competition in the Asia Pacific region and the ability to provide customers with an end to end total material handling solution partnership.

Ultimately, building on its current success as a leader in the industry in the Asian market, going forward Crown is seeking to retain its strong market position and enjoy another 40 years of success in this dynamic and flourishing market.

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Interviews
Chatchaya Jianswatvatana

Amp is an energetic writer and an adventurous traveler seeking to explore and broaden her horizons. Her travels have taken her to far flung destinations, experiencing various cultures with fresh eyes. She is a book-lover of various genres and is also a skilled photographer. She enjoys very strong black coffee.

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