CEO Yamada believes that CEO is to be a good field supervisor for employees and must approach to the center of the meetings and to the issues to collect proper information directly. On top of his famous 3S activities to have converted his factory as "a good salesperson", Yamada is pursuing a new business platform by promoting the branded product, Y-Decl product.

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Find out why and how presidents of MOBIO exhibitors have started
"INNOVATION and CHALLENGE" through the special interview
No.38 is Mr. Yamada of *** YAMADA MANUFACTURING CO., LTD. (Read more) ***

Yamada is welcoming visitors from all-over the world.

- Sheet metal cans, Metal chambers, Y-Decl brand schedule board

●The first step to innovate and challenge was 3S activity

(Note: 3S is the name of a workplace organization methodology that uses three words, Sorting, Setting-in-Order, Shining)

Following to the morning meeting, Yamada members shine machineries and floors.

At the time of worldwide economic downturn in 2008 Yamada had called a lot of corporations and faced difficulty to open a new account. Yamada said "At the meeting with target customers I was often asked if my company had any strength comparing to others and I could not reply to it effectively. My company was just like one of SMEs who have no specialities."

One day he participated in a 3S activity seminar with his brother (a senior director) and noticed one of his customers made a presentation as a success model. Listening to presentation, Yamada firmly believed "This is it! We shall become the 3S promoters!". He formed the study group and improved together with member companies and then has successfully modified his factory that attracts worldwide visitors to learn 3S activities in Japan.

●Search for Customer's Comfort adding to Customer's Satisfaction

Yamada's metal parts for slurry ice at sea port

Yamada started the new marketing program to include factory tour. "We are practically conduct a methodology, a good factory is the best salesperson. Our total operation, including factory management system and worker's training program, has provided customers with corporate assurance and affected sales turnover", Yamada said proudly.

His next goal is to contribute customer's comfort and reliance. Yamada explained, "We visualize our 3S activities but also work status regular report via internet to inform latest progress to customers. And with that I believe we will build up customer's satisfaction and will result in next order that may takes a few months to complete. This is my new goal to create customer's comfort and customer's reliance on top of customer's satisfaction."

●Introduction of branded products

Yamada started marketing of their own brand "Y-Deckl" board. "Whenever we were asked by factory visitors if we marketed the operation control board or not, we used to reply to them that you might produce by yoruselves. One of our client proposed its merchandising to us and jointly developed the new board. Well, I need to admit it really is more convenient to use! At trade shows it attracts visitors attention," Yamada said.

Lastly Yamada mentioned his target to come. "We take on as a subcontractor, we need to deal with more major companies directly. Internally we eagerly wanted to market an exclusive product. In that sense I am quite happy to materialize it under our brand 'Y-Decl'. Of course though 3S activities I would like to make my company to convey messages to Japanese companies through 3S activities," Yamada said.

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Interviewed on June 5, 2014