Industry analysis

Economic: Proton sales are fall year by year due to different economic condition, the worldwide
financial crisis affected the Malaysian financial status in the automotive sector. The Malaysian
government is expecting a slow economic growth for the nation that can affect the buying
behavior of the customers. Due to the AFTA, it has raised the competitive in the market that will
impact the performance of the Proton. Proton’s created a car as per consumer segmentation.
The Proton car sales are expected to fall by 12.4 percent in 2009 due to economy uncertainty.
(Davidson 2015).