By Cameron Chai
Kobe Steel has planned to alter the name of Kobe Welding, its Singapore subsidiary, to Kobelco Welding Asia Pacific. This name change will become effective from April 1, 2012.
The welding business of Kobe Steel was the first division in the group to establish itself overseas. A company was formed in 1968 through this welding business in order to produce and sell welding electrodes in Thailand. In 1979, Kobe Welding was established in Singapore by Kobe Steel to produce and sell the welding consumables for the ASEAN region. Currently, Kobe Steel has five sites that also include Malaysia and Indonesia, and additionally offers technical support.
There has been a remarkable growth in the economy of the ASEAN countries and there may be a possibility for an additional increase in the future years. Tough competition is anticipated in these countries. It is expected that there can be an increased demand in Cambodia, Myanmar, Vietnam and other countries.
Kobe Steel has independently managed each of its welding businesses located in the ASEAN area. In order to become the region’s key welding company, the company decided to change its Singapore subsidiary to an area headquarters for offering optimal business functions in the region.
Kobelco Welding Asia Pacific will take responsibility to manage technical services, marketing, overall sales and other business operations in the ASEAN region. In addition, it will reinforce the potential for manufacturing and enhance the product expansion. The new firm will search for a business opportunity in Indonesia, Myanmar and Vietnam.
The name of Kobe (Welding Singapore) will be changed to Kobelco Welding Asia Pacific, by adding these new functions.