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From Value One, Spring 2008 No. 20
MC Metal Service Asia (Thailand) Co., Ltd.
Plant Expansion in Response to Growing Automotive Demand
Borisat MSAT
MC Metal Service Asia (Thailand) Co., Ltd. (MSAT) is located in the Amata Nakorn Industrial Estate, approximately 75 kilometers east-southeast of the capital, Bangkok. Today, a decade after it was established as a coil center characterized by integrated manufacturing and sales operations, MSAT has around 200 employees and handles roughly 40,000 tonnes of plates for automotive and appliance use per month.
Together with fulfilling such trading company functions as order receipt and imports, MSAT provides customers one-stop services, employing the diverse steel sheet processing facilities of Metal One Corporation's investment affiliates Siam Hi-Tech Steel Center Co., Ltd. (STC) and Siam Steel Service Center Public Company Limited (SSSC). MSAT handles coil blanking, tailor welded blank (TWB), and small-press operations at its own plant and exports steel pipes for machine structural use manufactured by Siam Nippon Steel Pipe Co., Ltd. (SNP), in which Metal One has invested, and blanking products produced at its own plant.
Although economic growth has slowed somewhat in Thailand amid the unstable political situation that followed the sudden military coup d'état of September 2006, car production, primarily for export, is robust. With the Japan-Thailand Economic Partnership Agreement (JTEPA) that came into force in November of last year and eco-car production to commence in 2010, car production is expected to expand broadly from here on out, and Thailand's projected position as the "Detroit of the Orient" is becoming closer to reality. MSAT has expanded its plant in response, adding a second blanking line and a new TWB line, aiming to maintain and expand value chains.
The word company in Thai is borisat. "Borisat MSAT" has a very nice ring to it and has become a familiar phrase among Thais as well. The employees all work their hardest day and night to thoroughly demonstrate MSAT's presence as a Japanese coil center in the cutthroat competition of Thailand's automotive and appliance markets.
View of entire expanded plant


Installation of second blanking line under way (The new addition to the plant can be seen behind the line.)
Second Homeland, Country of Smiles, City of Angels
"I'm proud to be Thai." This answer was given by 98.7% of those who responded in a survey of Thai's national morality conducted by a university. I think this figure likely stems from having maintained independence during an era when Western powers colonized other Asia nations, the respect that all Thais have for their king, and the fact that most Thais are pious Buddhists. They have great pride and are a sturdy people, but even so, they are truly quite sociable, smile all the time, and are extremely devout, never failing to perform wai (hands placed together) when passing in front of shrines all over town. (I even saw a driver of one of Thailand's famous taxis, the tuk-tuk, perform wai while driving! This actually happened, and it took me completely by surprise.)
Thailand is very accessible to the Japanese, and a continuous stream of Japanese companies from many different industries have located here. There are currently 10,000 registered members of the Japanese Association and 30,000 people who have notified the embassy that they reside in the country. If one were to include travelers, the Japanese population could very well be 100,000. With an enrollment of 2,400 students, the Japanese school here is the second largest in the world following the one in Shanghai. Last year's first grade class was actually divided into 11 classes of 40 students each. On the day of the annual sports meet, adults would pack into a chartered bus and head off to the school to avoid traffic jams and confusion. There are so many children on the field that parents would frantically move their cameras around, searching for their own kids. The sight of this is precious and no longer seen in Japan. In Thai, Bangkok is also called Krung Thep, which means City of Angels, and the city has truly become a second home for the many Japanese children here.
A lovely rainbow created in a joint first- and second-grade performance at a sports meet at the Japanese school
Staying in Shape with Weekend Golf
Thailand is a country with many attractions for Japanese staff members. You can tour archaeological sites and temples; visit world-famous tourist spots, like Chiang Mai, Ayutthaya, or Phuket; or collect Thai goods­-but above all, you can golf. It is said that one cannot succeed in business without golfing in Thailand, and this is a golfing society. As an added benefit, Japanese staff members can simultaneously solve the problem of a sedentary lifestyle while hitting the golf course on the weekend. April-when the Japanese edition of this issue came out-is the hottest season in Thailand. Nevertheless, we staff members ignore the nearly 40ºC heat while playing a healthy round of golf.
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