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PENGURUSAN PEMASARAN

ISI KANDUNGAN
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LATAR BELAKANG ORGANISASI.


PENGGERAK EKONOMI BARU.
KESAN PENGGERAK EKONOMI BARU KEPADA ORGANISASI.
CADANGAN DALAM MENGURUSKAN EKONOMI BARU.
RUMUSAN.
RUJUKAN.

1. LATAR BELAKANG ORGANISASI.

Proton Holdings Berhad known as PROTON in Malaysia is a Malaysian automobile


manufacturer. Proton is a Malay acronym for Perusahaan Otomobil Nasional Sendirian
Berhad. (National Automobile Company Private Limited).It is headquartered in Shah Alam,
Selangor and operates an additional manufacturing plant in Tanjung Malim, Perak.
It all began in 1979. Malaysia's Father of Modernisation, Tun Mahathir Mohamad, (then the
Deputy Prime Minister of Malaysia), mooted the idea of establishing an automotive
assembling and manufacturing industry in our country. It was Tun Mahathir's dream to
accelerate Malaysia's industrialisation capabilities to match those of developed nations. His
dream became one step closer to reality when the Cabinet approved the National Car Project
in 1982. The dream was fulfilled when PROTON was officially incorporated on May 7, 1983
as the sole national car company until the advent of Perodua in 1993. PROTON very first
model, the Proton Saga was commercially launched on July 9, 1985.
The name "Saga" was chosen by Ismail Jaafar, a retired military soldier, and derived from
"saga" (Adenanthera pavonina), a type of seed commonly found in Malaysia.
The first new market for the Proton Saga was Singapore, right across the Straits of Johor.
In 1986, barely a year after our first car was launched; PROTON celebrated the official
rollout of the 10,000th Proton. The following year, PROTON launched the Proton Saga 1.5l
sedan and Aeroback models. By then, over 50,000 units of the Proton Saga had been
produced and sold in Bangladesh, Brunei, New Zealand, Malta and Sri Lanka. Soon after,
Proton cars PROTON were distributed in the United Kingdom.
In 1988, PROTON debuted at the British International Motor show, walking away
successfully with three prestigious awards for quality, coachwork and ergonomics.
In 1996, PROTON produced 1 millionth car. PROTON progressed towards in-house engine
operations in 1989. In the quest to upgrade PROTON technological prowess, a Transmission
Assembly Plant was also set up in Shah Alam.In 1996, we produced our one millionth car.
This achievement was buoyed by several significant new model launches including the
Proton Tiara, Proton Wira 2.0 Diesel and the two doors Proton Putra, in addition to our
existing line up of the Proton Wira, Proton Satria and Proton Perdana. In the same year, we
acquired a controlling stake in Group Lotus.
Even as the new millennium dawned, PROTON showed no signs of slowing down.

In 2000, PROTON unveiled our prototype CamPro engine at the Lotus factory in Norwich,
United. The CamPro engine is aimed to show PROTON's ability to produce engines with
good power output and meet newer emission standards. The first model to incorporate the
CamPro engine was the Gen2 which was launched in 2004. The variants of the CamPro the
CPS and IAFM made their debut in 2008.The CPS was first introduced in the Proton Waja
and FaceLift Gen 2 while the IAFM was incorporated in the new Proton Saga.
In 2008, PROTON launched the latest iteration of o, in conjunction with the rollout of
PROTON three millionth cars. The new Saga was the first model to use the black and chrome
logo. In 2009, PROTON Edar Sdn. Bhd. and Edaran Otomobil Nasional Berhad entered into
a new Master Dealership Agreement to rationalise the sales and services network of our
vehicles, to ensure a more efficient nationwide distribution. PROTON further cemented its
success with the introduction of its first MPV the Proton Exora in 2009. The Exora is
widely accepted domestically and also in Thailand where the model was recognised in the
"Top 10 Vehicles in Thailand" by Bangkok Post newspaper.
With growing concerns with protecting the environment, managing carbon footprints as well
as volatile petrol prices, PROTON started to develop its electric and hybrid vehicles. In 2010,
PROTON participated in the Royal Automobile Club's Brighton to London Future Car
Challenge with the Saga EV and Exora Range Extender Electric Vehicle. PROTON achieved
success at the Challenge when the Exora REEV was awarded the Best EREV Vehicle.
The following year, the Exora REEV was announced joint winner with the 2012 Toyota Prius
plug-in petrol hybrid as the Best Overall Extender Range/Plugin Hybrid Vehicle and The
Most Energy Efficient Multi Purpose Car Prototype.
In 2012, PROTON introduced the turbo variant of the CamPro engine, the all new 1.6 litre
Campro Charge Fuel Efficiency (CFE) engine with performance comparable to that of a 2
litre engine. The CFE engine was first introduced in the Exora Bold and Exora Prime.
With the determination to capture international market, PROTON introduced the Proton
Prev dubbed as PROTON's first global car in 2012. In February 2013, the Prev PROTONnt
on to achieve a 5 Star Australasian New Car Assessment Program (ANCAP) Safety Rating, a
historical first for (ANCAP) Safety Rating, a historical first for PROTON.
2012 marked a new phase for PROTON. From a Government Linked Company, the national
carmaker is now a private entity following its takeover by DRBHICOM Berhad. With
DRBHICOM's experience as Malaysia's largest manufacturer of automobiles, the company is

confident in transforming PROTON and also LOTUS as globally recognised automotive


players.
To reiterate the company's commitment, PROTON successfully launched the Prev in
Australia, Thailand and Brunei within months after the official launch in April 2012. Group
LOTUS launched the LOTUS Originals flagship store in Regent Street London and the new
Exige S in July 2012. At home in Kuala Lumpur, LOTUS Cars Malaysia in January 2013
opened its first Flagship Showroom and Centre in Sg.Penchala and introduced two new cars
to Malaysian customers the Exige S and the Elise S.In December 2012, PROTON acquired
all engine technologies and knowledge developed by PETRONAS since 1997, a significant
milestone which signified more exciting things for PROTON moving forward.
With the acquisition, PROTON now has ownership of a more powerful yet fuel efficient
family of naturally aspirated and turbocharged 2.0L engines, as well as a 2.2L turbocharged
version to complement its existing CAMPRO engine line up.
This move also ensured that the PETRONAS developed engines will remain Malaysian and
for the Malaysian people to experience and enjoy through the introduction of the engines in
PROTON's existing and future models.
Additionally, the agreement gave PROTON access to the Spray Guided Gasoline Direct
Injection technology, which was co developed by PETRONAS Research Sdn Bhd with a well
renowned engineering firm. This technology, which helps increase engine performance and
improve fuel efficiency drastically, will propel PROTON to a different playing field, to offer
its customers exciting and competitive vehicle line ups in the future.
Today, PROTON has constantly seeking progress that drives PROTON as a brand that
encompasses not only making the best quality cars, but embracing the values that comes with
it. The company has since produced 20 indigenously designed models with total workforce
12,000 and operates in at least 26 countries today, the majority of which are in Asia. Proton,
predominantly reliant on its domestic market is currently undergoing structural and internal
changes, as evident in the appointment of a new owner, a new partner, and a new chairman,
and in the launch of various new and upcoming models in an effort to gain an international
presence and increase profitability.