Tacit knowledge Aphimuk T_final

Managing coal • Sharing by Mr.Aphimuk Taifayongvichit sales & • Facilitator by Mr.Jeerawat Wangsrikhun marketing • VDO recorder by Mr.Kriangkrai Prueksachat • Interview date: December 18th, 2019 OUR WAY IN ENERGY 1

Mr.Aphimuk Taifayongvichit Title:Chief Commercial Officer

Sales and Marketing Management Among strategic units in a company, sales and marketing is always named, similarly our sales and marketing is recognized as a keyed area to indicate the company performance. Under uncertainty of business climate, developing team to adopt before changing is challenging; K.Aphimuk Taifayongvichit, our Chief Commercial Officer, would like to share his tacit knowledge to manage sales & marketing and the team. Synchronizing a world energy demand down to our coal production supply is to find best way to sell our coal; what are those required tactics? Certainly, you can find the answers from this sharing.

1.How do you update coal market trend? Are there any raw data sources? • Answer : In general, the essence is to understand coal demand and supply and ability to predict the trend. Customer policy is also important together with the policy and regulation at National level. Basic fundamental is to follow and digest relevant publications, participate at relevant coal conference, adding networking with alliance in the industry include customer contact and meeting periodically, customers always appreciate our view and update of our operation, so they are well aware from producer’s point of view. OUR WAY IN ENERGY 4

2. How do you analyze business coal industry? Next movement? What are key players? • Answer : Energy big picture can be accessed from the world energy forum; the details can be relevant national policy, fuel selection and the relevant standard. Due to we sell direct to “end user”, we directly access their requirement and update their policy going forward, so we able to adjust and prepare to satisfy their policy and seen to provide good solution for their challenges. OUR WAY IN ENERGY 5

3.How do you • Answer : For Thermal coal users, relevant industry include : build a win-win Coal Fire Power Station, Cement Plant, Boiler in General Industry relationship with use, and certain specific use in Steel Making are among our our customers? customer. Understanding their needs, adjust our products to fit What are with the customer needs and offering them how to use our coal. campaigns/ Plus, we have a coal utilization expert to provide a service to the programs? customers. Our Sales team frequently contact and update with buyer, we try to respond promptly to the situation develop and OUR WAY IN ENERGY give an early warning for any anticipated abnormal situation. Our image to be seen as reliable and responsible coal supplier. 6

4.How do you identify gap of existing service and relation with customers? • Answer : Normally, sale persons meet customers face to face to discuss how to improve our products or service. Also customer survey is launched in every two or three years; to prevent the feedback that may directly impact to sale persons, the sale persons do not involve in this process, but will get the summary report of the findings. Through the survey, we can know customers’ view. Through this process, we can identify gaps and adapt ourself accordingly. OUR WAY IN ENERGY 7

5. What are programs or campaigns to maintain and build customer relationship in-depth? OUR WAY IN ENERGY • Answer : Most customers repeat orders however our challenge is to expanding the customer base in the growth market and how we penetrate to the market. For coal delivery, we follow on-time standards for delivering coal and perform our contractual commitments. 8

6. About marketing Answer:We contact customer directly and share information; intelligent, what is the customer forward looking policy and customer needs are research/tool to support crucial information.Our sale location in Singapore is the marketing convenient to attend the conference and subscribe intelligent? publication. Sharing information with China sale persons is helpful since a change over China will be a big impact. Having OUR WAY IN ENERGY coal operation in Indonesia, Australia, China is benefit to crosscheck the information. The main thing is to adapt before changing. 9

7. Working closely • Answer : Working closely with Logistics and with logistics and Production teams is essential to ensure coal delivery is production team is well perform inline with contract. This is to well essential, what are protect our brand and image as reliable supplier. For your communication example, sale persons must tell operation person for our customer sensitivity while operation can tell sale means? persons to slow down incoming shipment when heavy raining in the mine site; our prediction is reflected the OUR WAY IN ENERGY company image. Our internal communication channel, there are several meetings such as coal flow weekly meeting, monthly meeting (with mine site). Any significant change, we can have an email communication. SOS (Schedule of Shipment) and SSO (short term supply chain optimization) are important reports for our internal communication. As you know our Indonesia coal supply chain is complex; multiple mine sites and one mine site has many products. To cope with the complexity of our operation model, SSO (Short term coal Supply Optimization)is implemented for coal blended while sale plan is still in an excel base; active planning is required with clear and concise communication. We are investigating to develop integrated planning platform so common data and information are shared at any one time. 10

8.Since we are in digital era, how do you adopt the digital for works? Or how does the digital impact your team? OUR WAY IN ENERGY • Answer : Through digital approach, an export license request of online shipment shipping document is launched. With regulation monitoring online, the government income is protected. For marketing information and analysis still carried out conventionally and shared on web base internally. Digital implication for marketing, delivery of coal quality and blending are to be investigated way to improve. 11

9. How do you manage • Answer : Everyone in the and develop your team? same picture is very important. Due to we sale direct to OUR WAY IN ENERGY customers also different customers have different policies, we do job rotation for sale persons; the sale persons can learn from customers in different countries and increase an experience. Sale planner must communicate to our internal parties including accounting, production plan, Logistics and strategic plan. Sale persons must know customers, competitors, advantage and disadvantage, knowing how to convince customers. For team development plan, we assess background, aptitude, strength, weakness; implementing job rotation and on the job training. Also, we assign mentor to assist. Lastly, we do coaching to increase their potential. 12

10. What are required global mindset for your team? • Answer : Commercial sense and awareness of each country policies and big impact as well as customer need. Commercial sense is to deliver coal as a win-win; how to maximize what we have. The win-win mindset also apply when we work with our internal parties. Good sale persons understand customer of which is heart of sale. What do we sell? Besides, we also sell the service; in case, the customers face a problem, we have a coal utilization expert to support. We know future trend and can prepare our customers to cope with the change. Lastly, identifying coal market restriction, where are new coal marketing and how to put our coal in place. OUR WAY IN ENERGY 13



Thank you for your kind attention OUR WAY IN ENERGY 15