CEO Insights Magazine

Japan’s Keio University, renowned for its academic excellence and forward-thinking mind set, has produced a number of alumni leaders who have translated their education into groundbreaking ventures. These entrepreneurs from Keio are not just intellectuals, but are innovators and dynamic leaders, steering the course of industries and shaping the future of business. A well-known name on this list of alumni is Toshihiro Hatano, CEO of BEMAC Star Asia. Having been in the shipping industry for a long time now, Toshihiro is involved in expanding BEMAC’s overseas business based in Singapore as well as providing various services to shipping companies around the world. Under his leadership, BEMAC Star Asia is providing superior service, and BEMAC products have obtained much reliability from the clients. BEMAC Star Asia has continued to grow their business in maritime industries after Toshihiro assigned and were awarded lots of global projects by big firms.

BEMAC is known for ship vessel equipment, especially switchboard has over 50 percent market share in Japan. Recently BEMAC has expanded the business to IoT Equipment, Electrical Vehicle and Dynamic Positioning Systems e.g. Last year BEMAC merged with the Finland company ‘The switch’ that is global permanent magnet machine’s company representative shaft generator equipment for the vessels. BEMAC has steadily internationalized their business as solution provider for the maritime clients.

In this interview, Toshihiro Hatano, shared insights into his remarkable professional journey, from the early days before obtaining an MBA to his current leadership role. We also delve into Toshihiro Hatano's career milestones, motivations, and the transformative vision he holds for BEMAC Star Asia.

Could you provide a brief summary of your professional journey?

Before pursuing my MBA, I worked with three distinguished companies. Following my MBA from Keio University, I joined Cameron Corporation in the USA, handling projects related to manufacturing oil and gas equipment. The family sentiment made me head back to my hometown, where I worked for a local Japanese company before joining the esteemed GE. Despite enjoying my time at GE, I eventually moved to Eaton Corporation and now serve as the CEO of BEMAC Star Asia in Singapore, focusing on offshore projects and our dynamic positioning system.

It's incredibly thrilling to spearhead the expansion of our business in the APAC region. The company’s vision is centered around not only expanding the business but also improving our core team. Currently, our team is in a developmental stage, presenting numerous opportunities to enhance our organization. The process of gradual change and improvement within the team is both challenging and exciting. Our business is undergoing rapid growth and transformation, adding to the overall excitement of my role. This constant evolution and growth serve as my primary motivation.

What is the culture that you have instilled in your current organization as a CEO?

Cultivating a transformative organizational culture is key to achieving lasting success. By fostering an environment that values innovation, collaboration, and adaptability, organizations can navigate challenges effectively and propel themselves towards sustained success. Embracing a culture of continuous learning and openness to change empowers teams to thrive in dynamic and competitive landscapes, ultimately contributing to the overall success of the organization. I aim to make strategic changes, enhancing our capabilities and positioning BEMAC Star Asia as a global leader.

Could you elaborate on the key areas you plan to change and how you intend to execute these changes?

One significant change is shifting the mindset of our staff. I observed a culture solely focused on receiving sales orders, neglecting the importance of building relationships with customers. I changed this approach to ensure a proactive engagement with customers, understanding their needs and securing future projects. This shift has positively impacted our business and relationships.

The pivotal element in our approach is swift decision-making and a keen understanding of the customer's needs, especially when urgency is paramount. To achieve this, we maintain a proactive mindset, responding to emails and phone calls within a six-hour time frame, even during late-night hours. Another crucial aspect is comprehending the customer's situation. In instances where customers face challenges or have difficulty grasping certain aspects of a deal, we delve deep into understanding the root cause of the issue. By gaining a profound understanding of both the customer and the problem at hand, we can provide timely and illuminating solutions to address their concerns.

We prioritize responding to customer queries within six hours, ensuring a swift and effective solution. Additionally, understanding customer difficulties allows us to offer tailored solutions, fostering strong relationships.

By delving into the root causes of issues, we position ourselves to provide insightful and tailored solutions. Overall, our approach revolves around a dual commitment: rapid response times to meet immediate needs and a thorough understanding of our customers' challenges to deliver long[1]term, effective solutions. This combination forms the bedrock of our corporate growth strategies, ensuring that we not only address current demands but also foster lasting relationships based on trust and understanding.

What are your expectations for the market going forward?

Looking ahead to the future of the shipping services market, my expectations are optimistic, primarily driven by the favorable conditions in offshore operations and the sustained demand for vessels. The current market situation is favorable, particularly in offshore and vessel demand. However, securing orders requires building strong relationships through quick responses and understanding customer needs.

However, to capitalize on these opportunities, it is crucial to emphasize two key aspects.

Firstly, the importance of quick responses cannot be overstated. In a fast-paced industry, the ability to promptly address inquiries, respond to communication, and process orders efficiently plays a vital role in securing business. This involves maintaining a responsive communication system that ensures potential clients receive timely and accurate information.

Secondly, understanding customer needs is paramount. While the overall market may be favorable, individual clients may have unique requirements and challenges. Building strong relationships involves going beyond surface-level interactions and delving into a deep understanding of the specific needs and concerns of each customer.

My ultimate goal is to become a global leader recognized by everyone. Currently, our business is relatively small, and while we have earned acknowledgment from smaller customers, our aim is to gradually expand this recognition. I aspire to be acknowledged by people from all walks of life as a prominent figure in the industry.

What advice do you have for budding industry leaders?

Based on my experience, my advice for aspiring industry leaders is rooted in the significance of measured progress. I recommend avoiding hasty decisions and instead opting for a methodical, step-by-step approach to organizational growth. This deliberate strategy ensures adaptability and resilience, allowing the company to navigate challenges effectively. By prioritizing gradual transformations, leaders can build a solid foundation for long-term success, establishing their organization as a resilient and influential player in the market. Remember, success is a journey, and patient, well-thought-out steps lead to sustainable achievements in leadership and industry prominence.

In conclusion, Toshihiro Hatano's journey is marked by transformative experiences, visionary leadership, and a commitment to shaping the future of BEMAC Star Asia. As he guides the company towards global recognition, his insights and advice serve as valuable lessons for aspiring industry leaders.

Toshihiro Hatano, CEO, BEMAC Star Asia

Having been in the shipping industry for a long time now, Toshihiro is involved in providing various services to shipping companies around the world. He holds MBA degree from Japan’s Keio University. He has worked in large companies like GE and Eaton Corporation. In 2015, he received the title of top sales performer at GE, an accomplishment recognized for achieving a significant sales milestone.