March 11, 2013, 4:55 p.m. ET
Western Firms Rethink Asia Approach
Industrial Titans GE, Honeywell Boost Presence in Region to Prevent Market-Share Erosion
By KATHY CHU
JAKARTA—After 60 years supplying locomotives to Indonesia’s state-owned railway,General Electric Co. GE -0.63% faced a serious threat to its dominance in the country’s locomotive market last year.
Indonesian railroad operator PT Kereta Api needed 100 locomotives to alleviate overcrowding on trains where riders often spill into the aisles and climb on the roofs. European and Canadian companies offered competitive technology, while a Chinese company promised low prices.
GE won the $250 million contract—thanks, in part, to its long relationship with the railroad operator—but “we had a very close call,” says Stuart Dean, the Fairfield, Conn., conglomerate’s chief executive in Southeast Asia. “When a railroad buys five or six locomotives, no one cares, but when it wants 100 engines, everyone comes to play.”
The rapid advance of competitors isforcing one of the world’s largest companies to change the way it does business across Asia and emerging markets.
“Historically, we’ve taken global solutions and sold them all over the world,” says Mr. Dean. “But we’re competing with local companies and we need to fine-tune our strategy.”
Multinationals have been increasing their footprint in Asia for years, as they have moved from selling into the region to also investing here. But the transformation is gaining critical mass as Western companies’ market-share leads in Asia over cash-flush local competitors narrow, forcing Western firms to invest more, tailor their products and transfer top executives to Asia. Read more of this post