Yoshiaki Onishi, European President of Kyocera Mita

Kyocera Mita, one of the world's leading makers of printers and copiers, has announced the creation of a new Nordic headquarters in Stockholm.

The Japanese office automation company is now looking for Swedish media and advertising partners to boost brand awareness in the Nordic market.

“Historically the Nordic region has lagged behind Kyocera Mita’s market penetration in the rest of Europe”, the company’s European President Yoshiaki Onishi said. “Industry competition in the territory is strong and it is clear that greater investment is required.”

Bo Gustavsson, Head of Nordic Marketing at Kyocera Mita in Stockholm, said that the new base would be central to the company’s goal of maximising market penetration and increasing sales in the region.

Up until now, sales companies and branches in the Nordic region have been implementing their sales strategies individually. Kyocera Mita Nordic will now consolidate the marketing in all four countries, and try to improve its sales structure.

The company currently has a 2 percent market share in the Nordic region. In “a few years time” it expects that to double and to increase staff numbers by 40 percent to 100.

One of its biggest challenges is to boost brand awareness, among both customers and resellers.

“Our brand is far from as well-known in the Nordics as it is in other parts of Europe," Gustavsson said. "We will work harder with advertising but also improve relationships with our channel partners.”

Gustavsson said that the company has a strong tradition of environmental responsibility. The majority of its products conform to the rigorous Nordic Swan environmental standard, and it will eco-label all its products that are being sold in the Nordic market.

Toshihiro Saga, the new General Manager of Kyocera Mita Nordic, said in a statement that the company has a duty of responsibility in the countries in which it operates.

“We are committed to making a positive impact in Stockholm and Sweden through the creation of this new headquarters,” he said.

In order to meet targets, special sales, marketing and service teams will be formed. An infrastructure will also be put in place to help make the transition smoother.

Kyocera Mita is owned by Kyoto-based Kyocera Corporation. It’s one of the world's leading developer and manufacturer of advanced ceramics and associated products, including telecommunications equipment, semiconductor packages and solar power generating systems.

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This article was published in collaboration between Stockholm Business Region and The Swedish Wire.

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