Alhamdulillah, first of all I would like to thank Allah S.W.T as finally i was able to finish our assignment that has been given by our Integrated Case Study lecturer which is Dr. Maheran Zakaria. I have given my best to ensure the assignment can be finished and submit on time although I have to face few problems during the process finishing the case study.
Hope that all of the effort during of the case study will be giving a lot of benefits to me for now or in the future.
Table of Contents
NO. OF PAGES
ISSUE IN PROTON
BACKGROUND OF PROTON.
PROTON or Perusahaan Otomobil Nasional Berhad was incorporated in 7th May 1983. Its main business is to manufacture, assemble and sell motor vehicles and related products include vehicles accessories, spare parts and other components. PROTON has produce our nation first car, PROTON Saga which was launched on 9th July 1985 by our ex-Prime Minister, Tun Mahathir Mohamed. Its model line-up includes the Waja, Satria GTi, Wira, Iswara, Arena, Perdana, Juara, Satria, Suprima, Exora (first MPV by PROTON) and newest is PROTON Iriz. PROTON engines range of 1.3, 1.5, 1.6, 1.8 and 2.0 litres satisfied the taste of local and abroad customer. PROTON has their main plant in Shah Alam, which cover an area of 923 900 sq. metres. It was originally designed for a capacity of producing 80 000 units per year. In 1997, the capacity increased to 230 000 units per year with the construction of the Medium Volume Factory, which situated next to the Main Plant. As for today, their main factory is capable of producing 240 000 vehicles per year. PROTON also had used the technical assistance partner and component supplier from Mitsubishi which also their shareholders. Besides that, PROTON also has a total of 11 subsidiaries and 11 associate companies, which are involved in manufacturing, research and development, sales and service activities. In 30th December 1996, PROTON has launched PROTON Putra, a two-door coupe, as well as the production of the millionth car from the Shah Alam plant. PROTON had made a major step in upgrading their engineering capabilities by acquiring the Lotus Group International Limited, a British automotive engineering company and manufacturer of luxury sports cars in October 1996. Together, PROTON and Lotus offer large scale manufacturing capabilities with world-class engineering expertise. PROTON cars also are making their mark internationally as a competitive and innovative automobiles company. PROTON cars are now being exported to 50 countries including to the highly competitive country, United Kingdom and continental European markets. With concerted and unswerving commitment from customers, business associates, shareholders, government agencies, and employees, PROTON is now achieving its goal of being an internationally successful Malaysian automotive manufacturer with the unwavering commitment and support from the shareholder, government, employee and our own local people .PROTON will achieved the goals by being customer oriented and by producing competitively priced and innovative products thus contribute to Malaysia’s attainment of Vision 2020. The sales of first cars of PROTON, the SAGA which was launched on July 1985 was poor due to inability of PROTON to meet high demand of customer. Later on, on the following years PROTON captured a 47% of Malaysian market shares. In 1987 PROTON market share then grew to 65%. Proton maintained a majority market share in the following years, which peaked in 1993 at 74% with over 94,100 units sold. During the financial crisis in 1997 until 2000, the sales revenue of PROTON had drop from 440,000 units to 163,851 units. After that, the market shares continue to fall from 40% to 32% in year 2006. After arising of new a competitor, PERODUA, the second...
References: 1. http://www.slideshare.net/RashaZohorAdi/proton-strategic-analysis-presentation
2. http://microeconomicspro.blogspot.com/2012/10/economic-problems-faced-by- proton.html
4. CASE 5-PROTON-FROM SAGA TO EXORA
5. The Malay Mail, The Problem with Proton, by editor Leow Ju-Len, June 12, 2009.
6. A new in-car software application helps drivers reduce CO2 emissions. Accessed on March 22, 2010 from http://www.microsoft.eu/Stories/Viewer/tabid/77/articleType/ArticleView/articleId/330/Menu/8/A-new-in-car-software-application-helps-drivers-reduce-CO2-emissions.aspx
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