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Tadano Korea Dealer Meeting Addresses Post-Reorganization Issues, Streamlines Technical and Service Processes

Oct. 16, 2023

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Tadano Korea Co. Ltd. serves the growing South Korea market with Tadano cranes, training, parts, service, and support through its dealers for a growing base of customers. On 13 and 14 June, representatives from Tadano HQ, Tadano Korea Co. Ltd., and each South Korean dealer met for meetings in Seoul - the first formal dealer meetings with corporate since the organization’s restructuring.

The restructuring incorporated Demag into the Tadano brand. As with any major acquisition and restructuring, it also meant considering a wide variety of experiences, observations, and inevitable issues that arise. The meeting was designed to address concerns and move forward as one united entity to better serve customers. Another goal was to forge a stronger business relationship between Tadano Korea and its dealers to improve Tadano’s brand image, ultimately to boost sales of cranes and quick supplying of spare parts.

“During the first meeting, we were exchanging opinions and tried to reach agreements on different viewpoints for quite a long time,” said Ms. Seohyeon Oh, Manager of Tadano Korea, “It was one of our ongoing processes to achieve the goal of elevating Tadano's brand image in the competitive Korean crane market.”

South Korea’s construction market is a significant growth opportunity for Tadano. The construction market in South Korea was a robust $211 billion in 2022, with growth rates of 3-4% expected annually from 2024 to 2027. With increases in new construction, infrastructure, and rehabilitation projects, Tadano anticipates a significant rise in crane sales – with a similar increase in parts and service – to help fulfill demand. Therefore, it was crucial to work out issues and work together to best serve their growing customer base.

Along with company representatives, Tadano's three longtime dealers, Dongbo TCS, DEICO Center, and Rentec Co., Ltd. were in attendance. They were joined by two former Demag dealers, Dongwon Engineering Co., Ltd. and HYUN WOO Engineering; they each signed dealership contracts with Tadano Korea over the past year to strengthen Tadano's dealer network and enhance the brand. Each dealer works as Tadano’s technical support while purchasing spare parts from Tadano to sell to their end users. Their interaction with customers is crucial to Tadano’s sales and brand reputation.

“The existing three dealers have been long-standing partners of Tadano in South Korea and with the addition of two new dealers this year, this marks a significant milestone as we all advance together,” Ms. Oh noted. In all, 13 representatives participated in the meetings.

It was determined before the meetings that the customer support structure in the Korean market, due in part to the restructuring, needed significant updates across several topics to harmonize the activities of each dealer. Topics on the agenda addressed dealer technical training, better sharing of service reports and data, handling parts, and how to best deliver new products. In addition, both the dealers and Tadano Korea Co. Ltd. sought better ways to work with Tadano offices in Japan and Germany in terms of general communication, parts handling and delivery, and emergency contact networks to get questions answered and international service team input when needed.

The meetings proved productive, and attendees expressed optimism afterwards. Every dealer, including those who recently joined from Demag, understood the common issues and worked together on resolutions, taking into account the different experiences and concerns raised by each. In harmony with Tadano’s corporate goals, dealer representatives worked together with the common goal of giving outstanding service to the customers with cranes that lead the world in quality, safety, and efficiency.

Tadano Korea worked closely with dealers on specific ways to improve access and sharing of technical information to boost capabilities and solve issues more quickly. This was considered key to promoting a swift customer support network – and improving upon it as they continue to work with an expanding customer base and will likely result in more feedback and additional improvements.

Tadano Korea concluded after the meetings, “We look forward to the continuous growth of Tadano Korea and our dealers together, even in the face of potential challenges, as part of our ongoing journey.”


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