Eastman Lift Trucks Pte Ltd was first incorporated in 1990 specialized in Rental of Material Handling Equipment. With the latest diversification strategies in recent years, the company has diversified from folk lift rental operations to focus more on service and repairs. The primary factor in the shift in strategic direction is due to the fact that with PIC incentives offered to SMEs, most companies will prefer to own their equipment instead of renting. However, in the process, the equipment owners still require regular maintenance and repair service. This leads to a totally new market segment generating new revenue for the company compensating for the loss of rental income.