บริษัท ไดนาสตี้เซรามิค จำกัด (มหาชน) - Dynasty TileTop

Market Share
41
RCI, 10%
TGCI, 17%
UMI, 21%
DCC, 53%
DCC
UMI
TGCI
RCI
Generally, the tile market condition has been
growing really well in the fourth quarter of 2009, and this
trend is carried on to the second quarter of 2010. The
main factors were the gradually-increasing price of crops
and the overall of Thailand’s economic which has been
extending. People had more liquidity, less unemployment
problems which we could see that Thai labors become
rarer and rarer. The overall of Thailand’s tile market of 2011
has 9% higher in selling quantity; most of them have rose
in the first half of the year and slowed down in the second
half. For the company, there has been about 2% higher
in growth than the market itself, which shows that the
company has taken more market share.
The chart above shows the market share of each
public company in the Stock Exchange of Thailand. This
shows that the company has held 53% of market share, but,
actually, there are 7 tile producers in Thailand, the other 3
companies are not in SET. Considering this fact, Dynasty
has about 32% of market share, and 40% if we consider only
domestic market of all 7 producers because Dynasty has only 4%
market share in the tile export due to the high domestic demand
and better gross profit rate, the company then keeps focusing on
domestic market.
The company increased the production capacity to two
kilns and improved the efficiency of one kiln in 2010 to produce
more and to have enough products to response to the increasing
demand. The increased capacity also reduces manufacturing
cost because of the Economy of Scales. This also allows the
company to make more profit and have more potential in higher
competition.
As for the yearly selling price, the competitors have also
lowered the prices; especially in the second half of the year, but
the company has emphasized mostly on activities concerning
sales promotion, which permitted the company to gain 4 Baht/m2
in profit more than last year.