Philippe AGULLO
B2B Business Development for 14 years in Asia
Thailand - Samut Prakan - Samut Prakan
Industry:Electrical and Electronic Equipment
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Career Summary

Business development professional with two main areas of expertise:
► External growth through mergers & acquisitions.
► Organic growth through development of new offers & new customers.

Scientific and commercial competencies:
► Engineer, French master degree in electronics & information technology.
► 15 years experience in the industrial B2B sector of technical building infrastructures through various business positions in the LEGRAND group, from export sales engineer to business development director.

Professional experience in Europe and Asia:
► Based in France, has developed Northern & Eastern Europe markets from Sweden to the Netherlands and from Ireland to Poland.
► Expatriate in China 7 years and in Thailand 8 years (speak and read Thai), has developed each market reusing resources from Europe and USA.

High premium on developing business of technical products or services in Thailand by taking advantage of engineer background, Asia business experience and Thai language proficiency.


.Strategic marketing & multi-brands management
.Long range plan & yearly budget
.Qualitative marketing study – on-site interview & observation
.New product – investment proposition & launch campaign
.Pricing management – profit maximization & competitive positioning
.Communications tools – catalog, website, exhibition, magazine & POS ads
.Data warehouse on Access with imported or on-line ERP data
.Project management – definition & planning
.Fluent in Thai, French and English.

Work Experience

Business Development Director
TCL LEGRAND China / TCL 罗格朗 (1000 ~ 4999)
August 2006 - September 2009 (3 years 1 month(s))
Define strategy of 3 companies acquired from the Chinese TCL group (Huizhou 2yrs, Wuxi 1yr)
Create business development department in each company for implementation of strategy

► Renew in ½ the usual time core range of each company:
- TCL Low Voltage Electrical (TCL 低压电器)
New energy distribution system, ACB to MCB <>
- TCL Building Technology (TCL 楼宇科技)
New Cat 6 & Cat 5e data network system, Kristall <>
- TCL International Electrical (TCL 国际电工)
New command & control system, Meiyu <>
► Diplomatically create in existing acquired organizations business development departments, able to work in coordination with finance, manufacturing and supply chain teams for yearly budget presentation and investment request for new business development projects
► Ensure that my department has regular face-to-face contacts with customers during sales visits by setting myself as an example in visiting difficult customers, to keep their actions valuable and credible
► Professionalize new business development through project management techniques and rich data warehouse creation using cross-department data from ERP
Business Development Director
LEGRAND China / 罗格朗 (1000 ~ 4999)
September 2002 - July 2006 (3 years 10 months)
Create business development team in Shanghai to drive business plan

► Prioritize 3 objectives to harmonize all business units expectations
► Divide by 3 the 3000 items offer without business loss to allow closer offer adaptation, correct pricing, convincing communication tools and better service levels
► Find a solution to avoid unwinnable BtoC notoriety war by on-site analysis of economic chain that leads to targeting one new category of BtoB customer with a specially developed new core offer, Major 美爵 <> & <>
► Define strategy of acquired Chinese leader in door entry system SHIDEAN 视得安
Area Business Manager (Europe then Asia)
LEGRAND group (Over 5000)
January 2001 - August 2002 (1 year 7 months)
Coordinate country priorities with Energy Distribution & Industrial Application business unit objectives, based at headquarters, France

► Start electrical protection business in Thailand with BTPlug MCB <>
Initiate new product in Korea (MCCB), India (Protection Panels) and Singapore (MCB)
► During tentative merging SCHNEIDER & LEGRAND, lead branding strategy workgroups for Netherlands, Slovakia & Czech republic
► Define strategy for electrical protection products in the Netherlands, Sweden, Poland, Ireland, Germany and Switzerland
Business Development Director
BTICINO Thailand / บิทิชีโน
January 1997 - December 2000 (3 years 11 months)
Inverse decreasing market share trend by creation of a business development department for BTICINO, Italian brand of LEGRAND group

► Quickly revitalize BTICINO image:
- Import new systems - energy saving, cable management & door entry
- Create promotions toward new target in the distribution chain (retailers)
► Build Data warehouse on Oracle & Access to closely analyze BTICINO business evolution, on-line with existing ERP
► Renew BTICINO core installation command & control system
by creating Magic Advance <> through:
- On-site market study with customers & sales teams to product specifications & pricing
- Sales tools creation (catalogs, demonstration sets, point of sale ads)
- Launching campaign conception (Wholesalers/retailers launch event)
Increase market share from 10% to 20% in 2 years
► Enrich BTICINO image by renewing its high-end installation command & control system:
- Select & adapt the offer, linked it with a new high-end lighting offer
- Define a pricing adapted to its high-end position
- Create sales tools (catalogues, professional magazine ads, exhibition, demonstration sets)
► Extend BTICINO offer by adapting products from other LEGRAND group Asian subsidiaries:
- Floor electrical distribution from joint-venture in China
- Electrical main protection from acquisition in Korea
Export Sales Engineer for LEGRAND group to Thailand
BTICINO Thailand / บิทิชีโน
December 1994 - December 1996 (2 years)
Develop LEGRAND group exports to Thailand through a network of importers / distributors

► Engage per project continuous long term actions with multiple actors
► Handle sales, pre-sales, installation and after-sales support
► Focus on electrical equipments for hazardous areas with a risk of explosion in petrochemical and agricultural industry
► Diversify business toward public and private medical buildings with nurse call systems
► Achieve sales increase of 20% in 2 years
Assistant Director of scientific information center
Embassy of France in Thailand - CEDUST (1 ~ 49)
July 1993 - October 1994 (1 year 3 months)
Develop Franco-Thai relations in science and technology during military conscription period

► Organize technological watch for the French ministry of foreign affairs:
press review & patent database monitoring
► Promote French technology toward Thai ministries:
local magazine, transfer of exhibition from France, seminars
► Animate network of French government scholarship holders & trainees:
cocktails, directory
Software Engineer trainee
Philips Semiconductors Thailand (500 ~ 999)
July 1992 - September 1992 (2 months)
Improve controls on spare parts stocks and its uses

► Analyze managers needs and workers daily problems
► Develop in Smart Star & C a database with a bar code interface
► Provide database with analytical tools to perform efficient choice in buying new equipment based on spare part usage, to secure spare parts availability and to match spare parts orders with real needs

Former Signetics Thailand
Activity under ISEN Engineer curriculum
Pedagogical support
French State Prison (100 ~ 499)
November 1991 - June 1992 (7 months)
Help inmates to achieve basic mathematical skills (2h per week)

Activity under ISEN Engineer curriculum
Quality control operator trainee
Rank Xerox France (100 ~ 499)
June 1990 - June 1990 (Less than 1 month)
Test, at the end of the production line, quality of high capacity laser printer

Activity under ISEN Engineer curriculum


Chinese Other
2009 year - 2010 year
The University of Manchester
Electronics & Information Technology Master's
1992 year - 1993 year
ISEN Institut Supérieur d'Electronique et du Numérique
Electronics & Information Technology Master's
1988 year - 1993 year


  • Skills : .Strategic marketing
    .Multi-brands management
    .Long range plan & yearly budget
    .Qualitative marketing study
    .New product investment & launch campaign
    .Pricing management
    .Data warehouse
    .Project management
    .Fluent in Thai, French and English
  • Interests :Project management, Creative techniques, New technologies
    Airplanes, Aerospace, Chinese language
    Golf, Hiking, Sailing, Sightseeing, Chess
  • Blog URL:

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