Contents

Asian Paints Expansion in South Pacific..............................................2

Apco Coatings.......................................................................................... 2
Product/Market mix.................................................................................. 2
Organization Culture................................................................................ 3
References................................................................................................ 4

Asian Paints Expansion in South Pacific

With the liberalization of the Indian economy, Asian Paints moved aggressively into
international expansion through many joint venture projects. Asian Paints formed its
first international joint venture in Fiji in 1977, but the pace of its international
expansion quickened after the mid-1990s, soon after Mr. Dani took over. It believed
that there were many opportunities in emerging markets, as no single paint firm
operated broadly in these markets, and as many of these operations were not wellcoordinated or organized.

Apco Coatings
Apco Coatings, the fast growing paint company in the South Pacific, belongs to a
large worldwide group of the best paint companies. They have operations in 20
countries, a turnover of over US$ 1 billion and a ranking in the worlds top ten
decorative paint brands.
Apco Coatings is a subsidiary of Asian Paints in the South Pacific islands. Asian
Paints operates in Fiji, Tonga, Solomon Islands and Vanuatu under the brand name of
Apco Coatings. Apco Coatings Ltd. was formerly known as Asian Paints
(Queensland) Ltd. The company is based in Mount Druitt, Australia. It has operations
in Sydney and Brisbane, Australia; Lautoka, Fiji Islands; Honiara, Solomon Islands;
Maufanga, Nuku, and Alofa, Tonga; and Tagabe and Port Villa, Vanuatu.
Global alliances give Apco Coatings a head start with technical collaboration, The
research and development department is one of the largest in the Asia Pacific region
leading to the most advanced, innovative product portfolio and exciting,
contemporary painting options offering.

Product/Market mix
Products Offered

Fiji islands: Apco Coatings was the first offshore international operation to be
established in 1977 at Lautoka on the west coast of the island of Veti Luvu. A
comprehensive product portfolio including architectural, timber finishes, industrial,
marine, automotive, road marking & specialty product are part of the range.
Solomon Islands: Apco Coatings commenced operations in Solomon Islands in 1986
when production facilities were established in Honiara and is still the only local paint
manufacturer and is the undisputed leader in paint sales. It offers architectural,
industrial, marine, automotive, road marking, log marking, and specialty paints, as
well as timber finishes. The company also provides decorative and industrial
products, which include exterior interior roofing products, exterior masonry walls,
interior ceilings, interior exterior floors, interior masonry walls, metal surfaces, and
wood finishes. It offers its products through dealers.
Tonga: Apco Coatings has enjoyed the position of number one paint company in
Tonga for many years & also exports product to the other near countries of American
Samoa, Western Samoa, & the Cook Islands. A comprehensive product portfolio
including architectural, timber finishes, industrial, marine, automotive, road marking
& specialty products are part of the range.

Manufacturing & Distribution Strategies

Fiji islands: The Fiji Island plant continues to provide support to all south pacific
operation by exporting technical & other nominated products to units in Australia,
New Zealand, Solomon Islands, Tonga & Vanuatu.
Asian Paints constructed a new warehouse at the adjacent plot to its factory. The total
investment was in the region of F$ 2.5 million. The new block was inaugurated by Mr
Taito Waradi, Minister for Commerce & Industry on 21st November 2007. The new
block will not only provide additional storage space for finished goods, but also
houses the solvent paints block where some of the existing machinery will be
relocated.
Tonga: Apco Coatings began operations at Nuku'Alofa in the kingdom of Tonga in
1982. The unit is the second oldest International unit in the company & the first paint
manufacturing plant to be established in the Kingdom.
Vanuatu: Apco Coatings originally supplied Vanuatu with paint products from Fiji
and then Solomon Islands, before in 1993, negotiating the lease of land at Tagabe,
Port Vila for the establishment of a modern paint factory. The Apco Coatings Vanuatu
story is one of a local company that has succeeded in the face of all odds and is a
company that has vindicated the Government's stand of supporting local industry in
an exemplary way.
Customers

Good customer relations & business principles have successfully grown the
companys major market share in a very competitive market. Office & marketing
facilities in the capital city of Suva on the east coast of Fiji help provide complete
customer service.
Apco organized the first live painting competition in Fiji aimed especially at children.
Competition was held at Lautoka and Suva in various age categories and winners
given handsome cash awards. More than 1000 people participated, most of it being
the children. It provided a wonderful opportunity for the kids to display their talent.

Organization Culture
Much of what the company is today is due to its most important assets: the
employees. Corporate values of commitment to quality, enduring customer orientation
& openness to change have helped the company keep pace with changing trends.
Combined with the problem solving approach, result orientation & an all pervasive
team spirit, the people behind the products make Apco Coatings a company associated
with quality & reliability.

References
1. Apco Coatings
http://www.apcocoatings.com/corporate/about_us.aspx
2. Product Mix
http://www.apcocoatings.com/corporate/fiji_islands.aspx
http://www.apcocoatings.com/corporate/solomon_islands.aspx
http://www.apcocoatings.com/corporate/tonga.aspx
http://www.apcocoatings.com/corporate/vanuatu.aspx
http://www.apcocoatings.com/applications/news_popup.aspx?ID=134
3. Asian Paints expansion in South Pacific
https://books.google.co.in/books?id=iiJaCAAAQBAJ&pg=RA3PA14&dq=asian+paints+south+pacific+expansion+strategy&hl=en&s
a=X&ved=0CCYQ6AEwAGoVChMIn_m0s6WwxwIVwxqOCh3NUQF2#v=
onepage&q=asian%20paints%20south%20pacific%20expansion
%20strategy&f=false
4. Organization Culture
http://www.apcocoatings.com/corporate/tech_people.aspx

Appendix
Asian paints Subsidiaries

Asian paints International Expansion Timing & Mode