An Indonesian electronics firm with a truly international outlook

GOBEL INTERNATIONAL’s total sales in 2000 reached $940 million.

Another success story among Indonesia’s internationally oriented producers is Gobel International, the country’s market leader in electronics and home appliances and partner of Japan’s Matsushita. Gobel’s activities, apart from the manufacture of consumer electronic products, encompass sales and distribution, integrated logistics management, food and hospitality, telecommunications, and property development activities. With 2001 exports totaling $675 million, Gobel makes a strong case for the mutual benefits available in joint ventures between Indonesian companies and foreign partners. President Director Rachmat Gobel says that the company takes it role as a local partner very seriously and is committed to protecting the interests of partners in Indonesia. He explains, “we have an obligation to ensure that investments are secured. Our support covers the areas of human resources, understanding the local politics, and consultancy functions. When it comes to exports, I rely on Matsushita because they are familiar with the international market. But for the Indonesian market, we know more and are better able to assess market needs and monitor changes in lifestyle.”

Common corporate values and philosophies: a strong foundation for Matsushita Gobel.

Gobel’s founder, the late Mohammed Gobel, is regarded as the pioneer of the Indonesian electronics industry. He established PT Transistor Radio Manufacturing in 1954 and first teamed up with Matsushita in 1960 when he branched into television manufacture. The relationship between the two companies was formalized with the 1970 joint venture National Gobel. Traditionally focused on the domestic market, National Gobel now holds a 70% market share in Indonesia for radios, over 40% for home electronic appliances and 20% for televisions. Gobel Group’s total sales in 2000 reached $940 million.

Mohammed Gobel’s insight in predicting social needs drove the company’s growth from the beginning. Rachmat Gobel recalls, “Indonesia’s first president, Sukarno was a great orator and back then the government did not have a wide community access, given the maritime nature of the country. So my father decided to start the business so that the whole nation would be able to listen to Sukarno’s voice. This is how we became the first transistor radio manufacturer in the country. After this, we entered the television industry by producing black and white TV’s so that Indonesians could watch the Asian Games in 1962. That was the first television factory in Indonesia and, as a result, the first TV station was established. My father was committed to a spirit of nationalism and idealism and the purpose of the company for him was to contribute to national welfare. This is still our philosophy. We created a company to serve the needs of the country and continue to do that today.”