Samurai 2K Aerosol: An Interview with CEO Ong Yoke En

Q1: You have always stressed that one of the significant ways that lead to long term sustainable growth is by transformation through Innovation and RnD. Why is this so?

A: Today’s financial markets are driven by the availability of instant information, high-frequency trading algorithms and the expectations of today’s investors which all emphasise short term gains. Thus, stocks go up and down based on quarterly or half-yearly performance. But ultimately, a company’s long-term fundamentals will determine its sustainable rate of growth and its share price.

Innovation and R&D are essential for companies to maintain its competitive edge. Here at Samurai 2K Aerosol, we strategically manage the company’s capital for our business innovations. In other words, we consistently reinvest a considerable portion of our company's profit for future growth, and this reflects the actual growth potential of our company.

Q2: What are the key principles of Samurai 2k’s Transformation when it comes to Innovation and R&D Strategy?

A: Our key pillars are the following :-

1. Fusion of business models into one creative business
   In the past our organisation focused completely on innovation of new products. However, I discovered that the best way to get our end-users to experience optimal benefit is by introducing our spray painting service. Not only that, in order for our end-users to experience a hands-on experience of our products, we introduced spray painting courses that are open to the public which answers all their queries about our products in a practical approach. Combination of such closely related business models has positioned our brand in a better manner.
2. Product enhancement – New functions and benefits
   In this fast-moving world, it is our priority to offer new business ideas to end-users through our new or improved products or new ways of performing old functions. This too is one of our ways of tackling innovative thinking. Products that are accepted in the market have to be carefully observed and analysis must then be derived on rooms of enhancement that are yet to be tapped. This strategy was used to birth the idea of Tintatek (colour matching can be done by end-users using the formulation provided by us), Watertek (water-based solvent that produces equal outcome of chemical-based solvent) and Mirrortek (chrome coating appearance via electroless process on any desirable surfaces)
3. A must to understand marketplace
   In order to understand our marketplace, we have to first look at the business surrounding the location, which would then lead to discovery of gaps in the marketplace that represent new business opportunities. Here in Samurai, this is done through data-driven analytics. By developing our own Artificial Intelligence (AI) software, we would not only be able to forecast demand and sales of each market but we can also enhance the retention of customers by continuously serving their needs in accordance with the trend of time.

Q3: How does Samurai 2K Aerosol ensure market needs are fulfilled?

A: With the constantly evolving market needs, innovations alone would not suffice for us to establish a competitive advantage. Diversification of business models is essential for us to achieve exponential growth and brand recognition. Our spray painting service was introduced not only to showcase our innovations to the world but to serve the market needs in every possible manner. Ultimately, the goal of our spray painting service is to accelerate market acceptance in a tactical manner.

Q4: Can you elaborate on the specific challenges Samurai 2k faces in its R&D initiatives and how these challenges are addressed to maintain innovation momentum?

A : Market acceptance would be the primary challenge that we face. Expansion of a business empire in several countries within a short period of time can be taxing. Consumers’ perspective and appetite differs from every country. Additionally, our goal is not only to penetrate the international market but to establish a strong position and create a large consumer base. We are in the midst of implementing several strategies to tackle market acceptance. One of it includes establishing a simple and clear SOP for DIY spray painting process and promoting the said SOP through a digital platform.

Q5. In terms of R&D, what are Samurai 2k’s next big steps for product innovation, and how do you prioritise different projects within the R&D department?

A: Samurai 2K Aerosol has several innovations in line that were crafted based on our analysis in identifying gaps in the marketplace. These innovations serve various needs of end users i.e. user-friendly, environmental concern and aesthetic purpose. Projects within the R&D pipeline are prioritised based on criteria such as market demand, environmental impact, technological feasibility, and potential to enhance competitive advantage. The company uses a stage-gate process to evaluate projects at various milestones, ensuring that resources are allocated efficiently and effectively to projects with the highest strategic fit and market potential.