On June 1st, 2012, Thai based developer Amata Corporation announced the appointment of Mrs Somhatai Panichewa as its new CEO & President in Vietnam. In her role with Amata Vietnam, Mrs Somhatai is responsible for strategic planning and business development of projects in Vietnam. Having worked with Amata Corporation for over 20 years, she has wide experience in all organizational functions including human resources, sales, marketing and publication. Vietnam Business Forum had an interview with Mrs Somhatai shortly after she came to Vietnam. Le Phuong - Duy Khang report.
What interests you most about your new role?
Actually, I am no stranger to Vietnam, I came here quite often. I love the country and even I have a plan to build my own house at Amata Perfect City. I am also very positively impressed by the people at Amata Vietnam. They are so aggressive and have a collection of tremendous attributes and strengths with good teamwork.
What is your top priority as a new CEO this year?
First of all, I would like to say that we have already a great team here in Vietnam and we are transitioning the team appropriately. So I just guide them a little bit and get them more excited about Amata’s plans for expansion and development. My objective is also to co-ordinate all the capability and competence of my team toward clearly defined strategic goals, trying to make them more proactive.
To accomplish our mission for building the "Amata Perfect City" where Amata IP and Amata Commercial Complex projects are on the same site in Bien Hoa City, I will put more effort on making it as perfect as possible. Our activities are mostly in the right track so it’s all about execution. I think there is more to come and we are going forward.
Could you please elaborate on your plans for development in Vietnam?
The Amata Commercial Complex covers 20 hectares in front of Amata Industrial Park, Bien Hoa, developed under the urban Amata model where people work and enjoy their lives on the same place. It includes hotel, shopping mall, office buildings, recreation and services centers, health clinic, villas, etc.
The “Amata Express City” is the project that we want to create a new city where infrastructure, utilities, facilities, amenities meet high-quality standards. We want to make a difference here in Vietnam.
In addition, our ambitious US$20 Billion Amata Express City project is considered our milestone for Amata’s investment in Vietnam. Our strategy here is to expand the industrial land, to accommodate business relocation. Although the project has been approved by the Prime Minister in principle, we are at the moment still waiting for Dong Nai authorities to allot the land area to us so that we can move to the next step of detailed planning and feasibility study. We are looking forward to much support from the government so that the development of this project can move on smoothly and rapidly.
To make the project a success, what support do you need from the Vietnam Government?
I would like to see more support from the Government and local authorities for our long term goals in Vietnam. Amata’s activities are focused on industries, manufacturing and business development. So we need assistance from local authority in terms of land relocation. For industrial park development, land is considered a material resource, without land we cannot produce anything. It is a problem for us now. Our project has been approved by the Government, we are looking forward to support from local authorities in term of allotting the land area.
Amata Vietnam would like to welcome more FDI to Vietnam and we cannot do it if we face problems of land as our main material.
I also would like to see more support from the central government in terms of tax incentives. This is necessary to welcome and regain the confidence of foreign investors.
As Vietnam undergoes a decline in FDI attraction, what, in your opinion, would make the country more attractive again?
It is quite simple, just “Think and Look”, you do not need to do anything but define who is your competitor. When you define your competitor, look at how and what they give to the investors. Then you define who your market is and what you want to have with the market. Never stop giving them, when you do invest, you should invest forever. Vietnam has good resources and political stability which are more advantageous than many other countries. What the country needs to do is finding the way to regain the confidence of the investors.
What do you expect to see in your term in Vietnam?
First, I want to see the success of our project named Amata Express City. When completed, it will not only provide tourists, investors and home owners with an urban area where all modern conveniences and comforts could be found in one place, but also creates more jobs for local people.
Second, we will keep growing not maintaining, I would like to build Amata a good reputation with full responsibility. This is a solution for our long-term growth. I also try to bring my teamwork worldwide.
At the same time, we will look for some opportunities somewhere in Vietnam not just in the South. Expanding project here is quite tough, but I believe that we can do it successfully.