Promoting “Globalization”

JAPAN, Nikkan Kogyo Shinbun – September 04, 2003. Masanori Otsuka, president and COO of SATO Corporation, commented recently, “In the future, SATO will develop its business model overseas, but instead of pushing the Japanese way of doing business, we will do it “globally.”

SATO plans to double its overseas sales to 20 billion yen in fiscal 2006, and has rigorously reviewed its existing policy of putting customer contacts solely in the hands of dealerships. Otsuka remarks, “The reason that our overseas business has grown well in recent years is that we are finally able to approach our end customers.”

However, Japanese traditional business practices will not work for business expansion in the future. As a result, SATO plans to promote “global” sales activities. Otsuka explains, “We will pursue a ‘direct approach” model, under which SATO, together with its dealerships, take a more proactive approach in market development. These dealerships will then handle actual fulfillment of purchases and distribution.”

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About Barcode SATO International (BSI)

Barcode SATO International (BSI), the global sales headquarters of SATO Corporation, is a world leader of automatic identification products including barcode printers. BSI was incorporated in 2001 to oversee and support sales, marketing and customer service activities at all group member companies. As part of its expansion plans, BSI is rapidly strengthening its own team, as well as that of its overseas group member companies. BSI is the driving force behind SATO Corporation’s global branding strategy and expansion into new markets and territories.


About SATO

SATO is a pioneer in the Automatic Identification and Data Collection (AIDC) industry, and the inventor of the world’s first electronic thermal transfer barcode printer. It revolutionised the barcoding industry by introducing the Data Collection System (DCS) and Labelling concept – a total barcode and labelling solutions approach providing high quality barcode printers, scanners/hand held terminals, label design software and consumables. SATO is a public listed company in Japan and has worldwide offices in United States, Germany, United Kingdom, Poland, Belgium, Singapore, Malaysia, Thailand and China. SATO reported revenues of US$445 million in 2002. SATO stock is traded on first section of Tokyo Stock Exchange. More information can be found at www.sato.co.jp.