Proton Essay

6765 Words May 2nd, 2015 28 Pages
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University of Malaya Faculty of Business and Accountancy Graduate School of Business Master of Business Administration ___________________________________________

CMGB 6101 – MARKETING MANAGEMENT

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PRODUCT : PROTON EXORA 2

For: Michael M.Dent Msc, MPhil, MCIM

Prepared by:

Halisah Ashari CGA 080108 Linda Sim Siew Kian CGA 080016 Teh Chye Beng CGA 080035

CONTENTS

EXECUTIVE SUMMARY 4
1. INTRODUCTION 1. AUTO INDUSTRY IN GENERAL 2009 4

2. COMPANY BACKGROUND 7 1. PRODUCTS AND SERVICES 8

3. PROBLEM IDENTIFICATION 1. PROTON CONTROVERSIES 9 2. BUSINESS MODEL 10 3. QUALITY CONTROL 11
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The new model car was launched on 15 April 2009, which is the first Malaysian designed MPV. Proton Exora is a new lifestyle family vehicle, which combines advanced styling, spacious interior, which accommodates 7 adults and has multiple usage, high quality design and good performance with emphasis on the value for money factor.

Despite the benefits offered by Proton Exora, our group had identified few major problems faced by Proton. One of the major problems faced by Proton is Proton has lost its market share to local and foreign competitors from 60% of the domestic passenger car market in 2001 to 29% for the first half of 2008 (Malaysian Automotive Association 2008). Proton’s brand value has also dropped from RM239 million in 2007 (rank 19) to RM150 million in 2008 (rank 23). The latest news on 23rd November 2009 reveals that Proton’s ranking has dropped from Malaysia’s 30 Most Valuable Brand (MMVB) ranking.

Therefore, our group has recommends new concept car known as Proton Exora 2 with additional improvised features included to enhance the performance and increase the demand for Proton Exora car. Possible solutions to mitigate the problems identified are by introducing additional value improvised features to enhance the performance and sales of Proton Exora 2 by focusing on fuel efficiency, convenience and safety and emphasizing on the

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