ASM Thailand fills management position

“Kheng Beng Tan’s decades of experience in the SMT industry, especially in diverse areas such as line design, product optimization, production management, product marketing and equipment sales and service, make him the ideal choice for the position of Business Development Manager,” explained Mr Peland Koh, Vice President, Customer Relationship Management & Managing Director, Rest of Asia ASM Assembly Systems Singapore. “He has a strong understanding of customer requirements and the electronics manufacturing industry in Thailand as he has already been responsible for product marketing, sales and service for many years. With qualifications like these, he will play a key role in further expanding ASM’s leading position in the Thai SMT market, both in terms of technology and service leadership and as a preferred partner for customers in areas such as process consulting, production simulation, process optimization, and many more.”

Diverse range of duties

With his degrees in electronics engineering and engineering management, the seasoned manager has the best prerequisites for the diverse challenges that his new position entails. These include implementing strategic plans for raising sales and profitability, key account management and expanding long-term customer relationships, the development of far-reaching marketing strategies, and team building and motivation, to name just a few.

“My 24-year career at ASM has seen me traverse from service to sales and subsequently to product marketing. The post-pandemic era will likely see major shifts in global electronics manufacturing, and Thailand is expected to participate in this manufacturing boom. I am definitely looking forward to my new role, and I am convinced that my experience will help foster a stronger team to master these new challenges.”