People Focus: Wichitpon (Mike) Assavachamnan “New Era of Siam Micro Works”

People Focus: Wichitpon (Mike) Assavachamnan “New Era of Siam Micro Works”


“Siam Micro Work’s is Thailand’s leading manufacturer of automated curtain tracks.”

Wichitpon (Mike) AssavachamnanPlease introduce yourself?
My name is Wichitpon Assavachamnan (Mike), I’m Business Development Manager of Siam Micro Works 1994 Co.,Ltd. I am in this position as it’s a family run business. I graduated from University with a degree in International Business & Financial Management. The main task with my job is being responsible for our export market and dealing with our customers, who are located all around the world.

What about your company?
Siam Micro Works 1994 Co., Ltd has been in operation for over 30 years. Architects and designers from around the world have benefitted from our Micro window coverings, products, service and support and we have contributed to thousands of high-profile instillations, from retail and commercial facilities to major public and government buildings. Through innovation, reliable products and services; professional and specialist people; a responsible approach to business and global citizenship; and collaboration with our partners and customers, Micro is taking our products in imaginative new directions.Siam Micro Work

Today, our company is one of the largest manufactures in Thailand. With our client base of more than 2,000 curtain stores nationwide, we have become the leading and major distributor of window fashions, window treatments and coverings including shadings, sheers, louvers, shades, blinds.

What is Micro’s History?
From its inception, as a small business in Bangkok, Thailand Micro has grown to become one of the world’s leading window coverings and treatments companies, specializing in natural light control, energy saving, and system integration. Today Micro’s innovative and top quality products and processes are nationwide renowned. This timeline captures the major milestones in Micro’s history, showing how the company expanded its product lines and reach, grew its revenue and market share, and has followed its mission of making life better for consumers around the world.

How are you trying to move the business forward?
We’re trying to move forward by improving our marketing strategy. We’ve always wanted to make sure that every purchase by consumers, at Micro’s exclusive retailers, has the satisfaction of being able to see our full range of products. Everyday our marketing campaigns are trying to build awareness of our products and build the strength of our brand.

What is “Becoming a Global Force”?
Innovative thoughts are our strength; we distribute our products with carefully selected quality checks. Every year, new talented engineers, new co-robots, new machines have been invested in to expand the business by carrying the newest and fastest technology. Manufacturing performance indicates our efficiency to reduce waste and fast enough to serve global demand. In the 1990s, our Micro revolution had begun its business through dedication to making world-class products and ensuring total customer satisfaction. We say our vision is a “quality first” way.

Why did you choose Phuket for the new branch?
The growth rate of real estate in Phuket is very high, number 2 in Thailand behind Pattaya and it also has a high-end market, with higher-priced and top-level product. Phuket is similar to the Mediterranean in its environment and lifestyle. Tourist or expats stay here longer because they have purchased property with values ranging from 3 Million Baht to 1 Million US Dollars. For this reason there properties are compatible with the high-end products of Siam Micro Works. That is the reason we have opened our new branch here in Phuket.


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