Added-value Chain Toward Indonesia Manufacture Industry: Case Study PT. MASPION
by Patria Nurhari

PT. MASPION is a biggest local manufacture company in Indonesia. The business that starts since 1962 was produce lampu teplok (torch lamp) with a limited amount every day. As it grows, MASPION were implemented many technology transfer and applied it within local resources. PT. Maspion could be one of the manufacture company pioneers that refuse the outsourced it workers from foreign country (especially from China which have been obviously offered the partnership to cut the workers budget). Added value process from each MASPION products based on six category; products, service, process, market, logistic, organizational) (Inovasi (Neely, 2001; Johannessen, 2002; Avermete, 2003; dalam Indarti, 2007). These categories then realized in 1980’s when MASPION tries to innovate the kitchenware product by adding new brand, MAXIM and PANDA. Furthermore, MASPION also reach electricity sector and building material, such as PVC pipe (plastic pipe work). In order to strengthen the image branding, MASPION utilize the ISO certification as a proof that MASPION has a high standard and ready to compete with other company. This kind of commitment was worth to try for any local company in Indonesia, as in the future, local consumers won’t choose foreign product which local can make. Strengthener local brand strategy was absolutely needed in order to grow new embryo in Indonesia manufacture producers.