Long training period for next Amway boss nearing its goal

Preecha has stepped down from the company’s top post for a while to let Kittawat practise his skills before he formally takes over at the beginning of the new year.

In 2009, Preecha’s term as managing director of the Thai operations was extended by three years to the end of this 2011. 

However, Kittawat will still keep his general-manager title, as the parent company in the United States will take this opportunity to reorganise the company’s management structure to align it with its networks around the world. 

Kittawat’s priorities will be to promote Amway’s brand image of quality and maintain its reputation as the largest direct-selling company in the country by employing a three-pronged strategy – focusing on consumer expectations, conducting marketing activities with maximum efficiency, and offering innovative products and services.

Despite serious concerns over the flooding and the sluggish global economy, Amway Thailand, which was launched in 1987, is confident of setting a new company sales record next year thanks to its growing health-products business. 

Preecha said earlier that he expected sales to hit Bt18 billion this year and to go on to break the record next year.

In the first eight months of this year, the company’s sales grew by 7-8 per cent to Bt14.4 billion.

Over the past two years, candidates for the top job at the direct-selling giant were screened by both the parent company and the regional office to ensure that the most qualified person was named.

Kittawat was promoted as the company’s No 2 in 2009 to allow him to gain more management and leadership prowess.

Preecha said Kittawat’s most important priority if he is appointed to the top position would be to keep the business on a growth path. He also has to continue building the brand, becoming the new “Mr Amway”.

The company’s selection process was wide open to everyone at the same management level. However, Kittawat’s qualifications, including educational credentials, learning ability and relationship management, are superior to other candidates, Preecha said.

“Amway Thailand has reached a transitional period, and Kittawat is the right person to take over the helm,” Preecha said.

Kittawat is learning more management and leadership skills to ensure a smooth takeover, he said. 

After working with the company for 22 years, Preecha has passed on his experience to Kittawat. However, Preecha has not said anything about his future after his retirement next year, merely joking that he may become an “Amway Business Owner”, the company’s term for those authorised to distribute its products. Preecha has represented the company’s brand image well, and is widely known as “Mr Amway”. 

Kittawat, 46, has worked with Amway for eight years, starting as director of the business relations division. He has been promoted step by step to marketing manager and then general manager last year, handling three departments – sales, marketing and corporate communications.

Before joining Amway, Kittawat worked with some leading global brands such as Berli Jucker, Nestle, Wellcome (now GlaxoSmithKline after a merger) and F&N Dairies.

Kittawat said he learned a lot about management after joining Amway, a dynamic organisation that is constantly developing. He has to follow this culture in making sure the organisation always keeps up with trends.

“Our long-term strategy is to keep the organisation looking young and talking young,” he said. This would require good teamwork within the company and trustworthy partners.

Kittawat has been challenged by the company’s ambitious goal to double its sales growth in Thailand to Bt20 billion next year. 

Amway is the leader in direct selling with 25-28 per cent of the Bt50-billion market. The market is forecast to double in five years.