Indonesia as I look at it has a great economic potential with giant companies such as Grup Orang Tua, Indofood, Garudafood, Siantar Top and many others are rising to the top. PT Multistrada Arah Sarana Tbk. (MASA), with Pieter Tanuri served as the President Director, is heading towards the same direction.

What is interesting about this business is that Multistrada as local manufacturer had to deal with global brands such as Bridgestone, Goodyear, Michelin, Dunlop, Toyo Tire and Pirelli. However, Multistrada had caused quite a stir and grab the market. Achilles, Multistrada ‘s flagship product, like the ancient Greek mythology, “muscle” Achilles was so strong. In fact, Achilles has been successful in foreign countries. Not surprisingly, the manufacturer, PT Multistrada Arah Sarana Tbk., smiles broadly as to record net sales of Rp. 1.3 trillion in 2008 and maybe another surprise for 2009 when the financial result is released.

One of the key success factor for Multistrada is from its low price as compared to the “Big Boy” such as Michellin, Bridgestone, Continental, Pirelli and Goodyear. The price for Achilles is way down there. “If the Big Boy sells 17 inch for US$ 150, then I will sell for $50. But, I am already satisfied because the margin is big enough,” J. Sukarman, Operational Director of PT Multistrada Arah Sarana Tbk. said. Pricing is only one of the strategy and as in Achilles’s case, Multistrada has created a number of innovation by providing fashionable tire concept with size that is larger than that is available in the market.

This is only the begining of Multistrada’s success story as they continue to improve their product to strive not only to produce world class product but also to be globally recognized brand.