Denso Indonesia creates total harmony in operations<\/p>\n
"If it ain't broke, don't fix it" has been embraced as the
\ncomforting business maxim for companies stubbornly resistant to
\nchange.<\/p>\n
For PT Denso Indonesia Corp, maintaining an established
\nbusiness system has been its recipe for success over the past 20
\nyears, particularly in weathering initial start-up doldrums when
\nIndonesia's automotive industry was in its fledgling phase.<\/p>\n
But adaptability has also been part and parcel of its
\nendurability. It may be a market leader in production of
\nautomotive components today, but the company also acknowledges
\nthe extraordinary requirements of a tumultuous business climate
\nfar removed from that just a decade ago.<\/p>\n
Today's world requires an updated corporate edict of "keeping
\none step ahead of the pack", and Denso Indonesia is tailoring its
\noperations to these new demands, including by changing its name
\nfrom Nippondenso.<\/p>\n
What's in a name change, especially for a respected company
\nwith an established market niche?<\/p>\n
For Denso Indonesia, it signals its commitment to become a
\nglobal player within the vast Denso network of 46 subsidiaries
\nand affiliates throughout the world.<\/p>\n
"Nippondenso's use of Nippon carries a connotation of Japan,
\nwith an inevitable association with a Japanese company with a
\nJapan market. Denso is more neutral as it does not carry any
\nidentification with a specific country," said Vice President
\nDirector Wiran Tandjungan.<\/p>\n
"This is part of Denso's service strategy which is
\ninternationally oriented," adds President Director Shinji
\nTakeuchi. "The basic meaning of Denso is electric equipment."<\/p>\n
Carving out a place within the global market is in keeping
\nwith Denso's corporate motto of Total Harmony, itself based on
\nthe Zen philosophy of balancing human needs with those of nature.<\/p>\n
This harmony is created among management, employees, the
\nenvironment and the surrounding community at its plant in
\nCibitung, West Java.<\/p>\n
Denso Indonesia focused on protecting the environment at the
\nstart of its operations in 1978, long before government
\nregulations were instituted or environmental protection became a
\ncorporate concern.<\/p>\n
This commitment to preserving the environment is part of the
\ncompany's social obligation in developing its business, said
\nTakeuchi and Wiran.<\/p>\n
On World Environment Day, 1985, Denso Indonesia was honored as
\nan environmentally concerned company. Its environmental
\nprotection efforts continued in the 1990s, encompassing a
\ndecision to reduce use of chlorofluorocarbon (CFC) in its air-
\nconditioning (AC) units in 1993.<\/p>\n
Two years later, Denso Indonesia ended all use of CFC in its
\nunits "as a consequence of applying our motto of total harmony,"
\nsaid Marketing Director Bambang Wiyono.<\/p>\n
This concern for the environment has been accompanied by an
\nemphasis on continually upgrading technology in the whole
\nmanufacturing process of car and bus AC units, radiators, spark
\nplugs, ignition systems, starters, reserve tanks, washer tanks,
\nhorns, air filters, fuel filters and AC compressors.<\/p>\n
Founded on the strict standards of Quality, Cost, Delivery
\nlaid down by the Denso Corporation, the firm strives for customer
\nsatisfaction value in its operations.<\/p>\n
"Denso products are not cheap, but their durability and
\nsatisfactory performance for customers balances out the cost,"
\nBambang said.<\/p>\n
Denso is rigid in conforming to delivery deadlines, to prevent
\nany halt in the smooth vehicle production line. "Imagine the
\nlosses incurred if a automaker had to halt production just to
\nwait for the delivery of AC units," Wiran said with a smile.<\/p>\n
These established business fundamentals will continue as Denso
\nIndonesia prepares for the challenges of a global free market in
\nthe next millennium, outlined in its corporate master plant for
\nthe future, Denso Vision 2005.<\/p>\n
The company's management is not cowed by the specter of
\nincreased competition, what Wiran terms a "war", but relishes the
\nopportunities they provide. Today's (August 26) official ceremony
\nfor commencement of operations on the Denso Indonesia's Research
\nand Technology Department underscores this commitment to a vision
\nfor the future.<\/p>\n
In its initial operations, the company will focus on quality
\ncontrol. Eventually, it will incorporate substitution and
\ninnovation technology by 2003.<\/p>\n
They also know there is no room for complacency.<\/p>\n
"A man at 20 is in adulthood, taking on greater
\nresponsibilities as part of adulthood," said Takeuchi. "The same
\nis true for Denso Indonesia as it brings dynamic growth in this
\nage of no boundaries between countries. Denso Indonesia has
\nexisted for 20 years, but there are still many matters to be
\nfaced together."<\/p>",
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"sponsor": "Okusi Associates",
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