Following the restructuring of its mid- and large-sized construction equipment business at the beginning of 2018, Doosan Infracore began accelerating its marketing efforts in North America by enhancing its sales networks, after launching similar efforts in Europe.
Doosan Infracore held a meeting of its North American dealers in San Antonio, Texas from March 5 to 7 (local time), with its CEO Dong-youn Sohn and more than 300 construction equipment dealers from North America in attendance.
The event was held to share the company's mid- to long-term business vision, direction, and major issues with its dealers in North America as part of its efforts to maximize their marketing competencies in the region. It also served as an opportunity for the dealers to enhance their insight into the company's business principles and marketing strategies through a question-and-answer session with its top management, followed by a seminar and expert lectures on customer service, how to increase profitability, and digital marketing.
"North America is one of the largest construction equipment markets in the world, with the toughest technological competition among suppliers," said CEO Dong-youn Sohn. "We will respond to the needs of our dealers and customers in North America promptly and do everything in our power to help the company's business continue to grow in the market."
As such, Doosan Infracore recognizes that dealers' active feedback and engagement are crucial for us to continue to meet our customers' needs for both products and services in the North American market. The company is planning to actively extend and enhance its dealer network, expand its product lineup, and raise brand awareness in the market.
Since entering the North American construction equipment market in 1994, Doosan Infracore has continued to expand its dealer network and now boasts more than 150 dealers. In accordance with its consistent global business management approach, Doosan Infracore took over the mid- and large-sized construction equipment business for advanced markets such as North America and Europe from Doosan Bobcat in 2018.
In 2017, Doosan Infracore launched DoosanCONNECT™ - which has significantly improved the usability and functionality of its Telematics Service - in North America, thereby empowering customers in the market to raise their workplace management efficiency and improve their equipment operations. Furthermore, in order to raise the brand value of Doosan in North America, the company has entered into a partnership agreement with Major League Baseball (MLB) and has been conducting various branding activities through TV broadcasting, the Internet and SNS.
Meanwhile, Doosan Infracore joined forces with Doosan Bobcat in 2012 in a bid to steadily increase its construction equipment market share, consequently posting the highest market share and ranking 6th in the world in terms of annual sales (US$4.93 billion) in 2016. At present, Doosan Infracore holds the largest market share in various countries including Saudi Arabia, Ethiopia, Morocco, Nepal and Guyana as well as Korea.
Doosan Infracore has featured the latest excavators in CONEXPO-CON/AGG 2017, one of the largest construction equipment exhibition in Las Vegas.