EXECUTIVE SUMMARY

The original purpose of this case

study conducted because of to
identify the major
problem that are face by the
company. We have made a
research base on the
company that we have choose
and identified their company
background. In this
case study we have choose
PROTON HOLDING BHD as
our case study topics.
The reason why we choose
PROTON HOLDING BHD as
our chosen company

0|Page
because it is MALAYSIAN
made company and one of the
successful car
manufacturer company in
MALAYSIA.
So in this research we start with
the brief introduction for our
case study that are
consist of the background of
the study that is the
background of PROTON
HOLDING BHD. Then
followed with the purpose of
the study and the business
problem that the project created
to address. Then will be followed
by the complete

1|Page
company information. Then it
followed by the company analysis
and then it followed
by the business problem that will
be the highlight part of this
report. In that section it
will explained more and giving
more idea of the problem that
the company face.
And lastly are the
recommendation and
improvement that can be made
to
overcome the company major
problem. So this are some of
the key point that

2|Page
should be consist in this report
and will make the contained of
this case study report
more arranged nicely. In
conclusion we hope that this
report will giving a complete
idea of what we have worked for
this research.
EXECUTIVE SUMMARY
The original purpose of this case
study conducted because of to
identify the major
problem that are face by the
company. We have made a
research base on the
company that we have choose
and identified their company
background. In this
3|Page
case study we have choose
PROTON HOLDING BHD as
our case study topics.
The reason why we choose
PROTON HOLDING BHD as
our chosen company
because it is MALAYSIAN
made company and one of the
successful car
manufacturer company in
MALAYSIA.
So in this research we start with
the brief introduction for our
case study that are
consist of the background of
the study that is the
background of PROTON

4|Page
HOLDING BHD. Then
followed with the purpose of
the study and the business
problem that the project created
to address. Then will be followed
by the complete
company information. Then it
followed by the company analysis
and then it followed
by the business problem that will
be the highlight part of this
report. In that section it
will explained more and giving
more idea of the problem that
the company face.
And lastly are the
recommendation and

5|Page
improvement that can be made
to
overcome the company major
problem. So this are some of
the key point that
should be consist in this report
and will make the contained of
this case study report
more arranged nicely. In
conclusion we hope that this
report will giving a complete
idea of what we have worked for
this research.
EXECUTIVE SUMMARY
The original purpose of this case
study conducted because of to
identify the major

6|Page
problem that are face by the
company. We have made a
research base on the
company that we have choose
and identified their company
background. In this
case study we have choose
PROTON HOLDING BHD as
our case study topics.
The reason why we choose
PROTON HOLDING BHD as
our chosen company
because it is MALAYSIAN
made company and one of the
successful car
manufacturer company in
MALAYSIA.

7|Page
So in this research we start with
the brief introduction for our
case study that are
consist of the background of
the study that is the
background of PROTON
HOLDING BHD. Then
followed with the purpose of
the study and the business
problem that the project created
to address. Then will be followed
by the complete
company information. Then it
followed by the company analysis
and then it followed
by the business problem that will
be the highlight part of this
report. In that section it
8|Page
will explained more and giving
more idea of the problem that
the company face.
And lastly are the
recommendation and
improvement that can be made
to
overcome the company major
problem. So this are some of
the key point that
should be consist in this report
and will make the contained of
this case study report
more arranged nicely. In
conclusion we hope that this
report will giving a complete
idea of what we have worked for
this research.
9|Page
EXECUTIVE SUMMARY
The original purpose of this case
study conducted because of to
identify the major
problem that are face by the
company. We have made a
research base on the
company that we have choose
and identified their company
background. In this
case study we have choose
PROTON HOLDING BHD as
our case study topics.
The reason why we choose
PROTON HOLDING BHD as
our chosen company

10 | P a g e
because it is MALAYSIAN
made company and one of the
successful car
manufacturer company in
MALAYSIA.
So in this research we start with
the brief introduction for our
case study that are
consist of the background of
the study that is the
background of PROTON
HOLDING BHD. Then
followed with the purpose of
the study and the business
problem that the project created
to address. Then will be followed
by the complete

11 | P a g e
company information. Then it
followed by the company analysis
and then it followed
by the business problem that will
be the highlight part of this
report. In that section it
will explained more and giving
more idea of the problem that
the company face.
And lastly are the
recommendation and
improvement that can be made
to
overcome the company major
problem. So this are some of
the key point that

12 | P a g e
should be consist in this report
and will make the contained of
this case study report
more arranged nicely. In
conclusion we hope that this
report will giving a complete
idea of what we have worked for
this research.
EXECUTIVE SUMMARY
The original purpose of this case
study conducted because of to
identify the major
problem that are face by the
company. We have made a
research base on the
company that we have choose
and identified their company
background. In this
13 | P a g e
case study we have choose
PROTON HOLDING BHD as
our case study topics.
The reason why we choose
PROTON HOLDING BHD as
our chosen company
because it is MALAYSIAN
made company and one of the
successful car
manufacturer company in
MALAYSIA.
So in this research we start with
the brief introduction for our
case study that are
consist of the background of
the study that is the
background of PROTON

14 | P a g e
HOLDING BHD. Then
followed with the purpose of
the study and the business
problem that the project created
to address. Then will be followed
by the complete
company information. Then it
followed by the company analysis
and then it followed
by the business problem that will
be the highlight part of this
report. In that section it
will explained more and giving
more idea of the problem that
the company face.
And lastly are the
recommendation and

15 | P a g e
improvement that can be made
to
overcome the company major
problem. So this are some of
the key point that
should be consist in this report
and will make the contained of
this case study report
more arranged nicely. In
conclusion we hope that this
report will giving a complete
idea of what we have worked for
this research.
EXECUTIVE SUMMARY
The original purpose of this case
study conducted because of to
identify the major

16 | P a g e
problem that are face by the
company. We have made a
research base on the
company that we have choose
and identified their company
background. In this
case study we have choose
PROTON HOLDING BHD as
our case study topics.
The reason why we choose
PROTON HOLDING BHD as
our chosen company
because it is MALAYSIAN
made company and one of the
successful car
manufacturer company in
MALAYSIA.

17 | P a g e
So in this research we start with
the brief introduction for our
case study that are
consist of the background of
the study that is the
background of PROTON
HOLDING BHD. Then
followed with the purpose of
the study and the business
problem that the project created
to address. Then will be followed
by the complete
company information. Then it
followed by the company analysis
and then it followed
by the business problem that will
be the highlight part of this
report. In that section it
18 | P a g e
will explained more and giving
more idea of the problem that
the company face.
And lastly are the
recommendation and
improvement that can be made
to
overcome the company major
problem. So this are some of
the key point that
should be consist in this report
and will make the contained of
this case study report
more arranged nicely. In
conclusion we hope that this
report will giving a complete
idea of what we have worked for
this research.
19 | P a g e
EXECUTIVE SUMMARY
The original purpose of this case
study conducted because of to
identify the major
problem that are face by the
company. We have made a
research base on the
company that we have choose
and identified their company
background. In this
case study we have choose
PROTON HOLDING BHD as
our case study topics.
The reason why we choose
PROTON HOLDING BHD as
our chosen company

20 | P a g e
because it is MALAYSIAN
made company and one of the
successful car
manufacturer company in
MALAYSIA.
So in this research we start with
the brief introduction for our
case study that are
consist of the background of
the study that is the
background of PROTON
HOLDING BHD. Then
followed with the purpose of
the study and the business
problem that the project created
to address. Then will be followed
by the complete

21 | P a g e
company information. Then it
followed by the company analysis
and then it followed
by the business problem that will
be the highlight part of this
report. In that section it
will explained more and giving
more idea of the problem that
the company face.
And lastly are the
recommendation and
improvement that can be made
to
overcome the company major
problem. So this are some of
the key point that

22 | P a g e
should be consist in this report
and will make the contained of
this case study report
more arranged nicely. In
conclusion we hope that this
report will giving a complete
idea of what we have worked for
this research.
EXECUTIVE SUMMARY
The original purpose of this case
study conducted because of to
identify the major
problem that are face by the
company. We have made a
research base on the
company that we have choose
and identified their company
background. In this
23 | P a g e
case study we have choose
PROTON HOLDING BHD as
our case study topics.
The reason why we choose
PROTON HOLDING BHD as
our chosen company
because it is MALAYSIAN
made company and one of the
successful car
manufacturer company in
MALAYSIA.
So in this research we start with
the brief introduction for our
case study that are
consist of the background of
the study that is the
background of PROTON

24 | P a g e
HOLDING BHD. Then
followed with the purpose of
the study and the business
problem that the project created
to address. Then will be followed
by the complete
company information. Then it
followed by the company analysis
and then it followed
by the business problem that will
be the highlight part of this
report. In that section it
will explained more and giving
more idea of the problem that
the company face.
And lastly are the
recommendation and

25 | P a g e
improvement that can be made
to
overcome the company major
problem. So this are some of
the key point that
should be consist in this report
and will make the contained of
this case study report
more arranged nicely. In
conclusion we hope that this
report will giving a complete
idea of what we have worked for
thi

26 | P a g e
27 | P a g e
 FUNDAMENTALS OF ENTREPRENEURSHIP
28 | P a g e
 ENT300

FACULTY OF CIVIL ENGINEERING

DIPLOMA IN CIVIL ENGINEERING
EC1104A1

NAME STUDENT ID
MUHAMMAD SYAMIR BIN MOHD ZAHID 2018203644

PREPARED FOR:
SUHANA BINTI MOHAMED

SUBMISSION DATE :
19ST NOVEMBER 2020

TABLE OF CONTENTS

EXECUTIVE SUMMARY---------------------------------------------------------------- 3
1.0 INTRODUCTION ----------------------------------------------------------------- 4
2.0 COMPANY INFORMATION -------------------------------------------------- 8

29 | P a g e
 2.1 COMPANY BACKGROUND ------------------------------------------- 8
 History and Development ---------------------------------------- 8
2.2 ORGANIZATIONAL STRUCTURE ----------------------------------- 9
 Organization Chart ------------------------------------------------ 9
 Founder ------------------------------------------------------------- 9
 Executive Board --------------------------------------------------- 9
2.3 PRODUCTS ----------------------------------------------------------------- 9
2.4 AWARDS ------------------------------------------------------------------- 15
2.5 FINANCIAL ACHIEVEMENTS ---------------------------------------- 32
3.0 PERSONAL ENTREPRENEURIAL COMPETENCIES ----------------- 32
3.1 Chief Executive officer (CEO) ------------------------------------------ 32
4.0 COMPANY SWOT ANALYSIS ------------------------------------------------ 35
4.1 Strengths ------------------------------------------------------------------- 35
4.2 Weakness ------------------------------------------------------------------ 35
4.3 Opportunities -------------------------------------------------------------- 35
4.4 Threats --------------------------------------------------------------------------- 35
5.0 BUSINESS PROBLEM ---------------------------------------------------------------

6.0 RECOMMENDATION AND IMPROVEMENT -------------------------------- 42

7.0 REFERRENCES ----------------------------------------------------------------------- 44

EXECUTIVE SUMMARY

The original purpose of this case study conducted because of to identify the
major problem that are face by the company. I have made a research base on the company
that we have choose and identified their company background. In this case study, I have
decided to choose PROTON HOLDING BHD as my case study topics. The reason why I

30 | P a g e
choose PROTON HOLDING BHD as my chosen company because it is MALAYSIAN made
company and one of the successful car manufacturer company in MALAYSIA. So in this
research, I start with the brief introduction for my case study that are consist of the
background of the study that is the background of PROTON HOLDING BHD. Then
followed with the purpose of the study and the business problem that the project created to
address. Then will be followed by the complete company information. Then it followed by
the company analysis and then it followed by the business problem that will be the highlight
part of this report. In that section, it will explained more and giving more idea of the problem
that the company face. And lastly, the recommendation and improvement that can be made to
overcome the company major problem. So this are some of the key point that should be
consist in this report and will make the contained of this case study report more arranged
nicely. In conclusion, we hope that this report will giving a complete idea of what we have
worked for this research.

1.0 INTRODUCTION

The purpose case study is to give the walk through for the reader a situation
where are presented, when the background information are provided and the description of

31 | P a g e
the solution are given, together with how it was derived. The case study are written to
encourage the reader to come up with her or his solution of to review the solution back that
was already implemented. The goal of this case study is to give the reader experiences similar
experiences that the writer experiences when the researches happened.

Proton was originally a manufacturer of rebadged Mitsubishi Motors (MMC)

products in the 1980s and 1990s. Proton produced its first indigenously designed (though
Mitsubishi-engined), non-badge engineered car in the year 2000, and elevated Malaysia as
the 11th country in the world with the capability to design cars from the ground up.[2] Since
the 2000s, Proton has produced a mix of locally engineered and badge engineered vehicles.
Proton cars are currently sold in at least 15 countries, the majority of which are in Asia.

Proton was originally owned in majority by HICOM, with minority stakes

being held by Mitsubishi Group members. By 2005, Mitsubishi had divested their stake in
Proton to Khazanah Nasional, and in 2012, Proton was fully acquired by DRB-HICOM.

Proton was the owner of Lotus Cars from 1996 to 2017. In May 2017, DRB-
HICOM announced plans to sell a 49.9% stake in Proton and a 51% stake in Lotus to Geely
Automobile Holdings. The deal was signed in June 2017, and since then, Lotus ceased to be a
unit of Proton.

The Proton logo in 1983 was a dark blue shield which encompassed a yellow
crescent positioned below a yellow fourteen-pointed star, in reference to the Malaysian flag
and coat of arms. However, this emblem was only used for Proton cars which were sold
domestically. Proton cars exported to other markets received different badge designs.

In 2000, the new Proton logo was used on the Proton Waja which launched in
that year. It featured a stylised yellow tiger head on a green roundel embossed upon a dark
blue shield, with the Proton name in yellow capital letters in Frutiger font. The standard text
representation of the Proton name was also changed from the lowercase italic text "proton" to
the uppercase "PROTON".

All Proton cars manufactured after 2000 carried the new badge, both in the
domestic and export markets. Then its colour was changed into two-tone, silver and black,
which was in use since 2008 with the introduction of the second generation Proton Saga.

In June 2016, a new Proton logo was introduced during the launch of 2016
Proton Perdana, which is only a Malayan tiger head with circle surrounding in three-

32 | P a g e
dimensional style. The new logo is now used on all Proton latest models, including the 2017
Proton Iriz facelift and 2017 Proton Exora Enhanced. Starting with the Proton X70, and
excluding the 2019 Exora, the rear badge was replaced by lettering spelling out 'Proton'.

Two years after (i.e. September 2019) Proton's global strategic partnership with
Zhejiang Geely Holding Group in 2017, Proton Holdings unveiled a brand new logo and
‘Inspiring Connections’ tagline to outline its ambition to be a global, modern automotive
brand.

Proton relies primarily on its domestic market for the majority of its sales and
revenues. Nonetheless, small volumes of Proton cars are also exported to various other
countries in Asia, in addition to the United Kingdom and Australia. The company held a far
larger global sales network in the 1990s, spanning all six continents and over 70 countries,
but intends to regain a global foothold with 500,000 annual sales by 2018.

On 24 January 2020, Proton announced that their goal is to export 4,000 vehicles by the end
of the year or export 6,000 vehicles if they were offered government incentives.

Proton exported 164,153 cars between December 1986 and December 1997
The United Kingdom is by far the company's most successful export market in terms of
cumulative sales volume, and at one point Proton set the record for Fastest Selling Make of
New Car Ever to Enter the United Kingdom. In 1992, the Saga was ranked among the Top 20
best-selling cars in the UK, outselling its primary competitors from Hyundai and SEAT.

Additionally, a 1999 survey by the United Kingdom Consumers' Association

ranked Proton as among the most reliable and recommended in Britain. The response from
27,000 members of the association revealed that Proton was ranked third in terms of fewer
breakdowns, faults and other mechanical problems, placing Proton behind Honda and Mazda,
and ahead of Toyota and Ford. Furthermore, 80% of the surveyed Consumers' Association
members said they would recommend Proton cars to friends and family, compared to 90% for
Subaru, 79% for Toyota, 78% for Honda and Mitsubishi, 63% for Hyundai and 47% for
Rover respectively. The 1999 award is Proton's second consecutive, having received similar
appraisal in 1998.

However, sales in the UK have since collapsed, with just 208 Protons sold in
2012. Proton cars were once popular in Singapore, at one time the company's second-largest
export destination despite its relatively small market size. Sales were also modest in Germany
33 | P a g e
and Belgium during the late 90s, prior to Proton's withdrawal from Continental Europe.
Kuwait was once a top Middle Eastern export destination for Proton cars in the late 90s and
early 2000s, with an average market share of 8% or 1,000 units sold each year, ten times
greater than any other Gulf Cooperation Council state. The Kuwaiti dealer, Bahrah Trading
Company had focused on the niche fleet market, selling Proton Wiras to fast food delivery
services and taxi operators.

By the first half of the 2010s, the Chinese market had become the largest
contributor to Proton's export revenues. Although Proton cars sold in China carried different
names and badges under the local Youngman EuropeStar brand, Proton nonetheless received
royalties for the use of their platforms and Campro engines.[124] Proton's six-year contract
with Youngman expired in 2012, but the Zhejiang-based company continued to unofficially
produce Proton's cars and engines up until early 2015.[125] In February 2015, Proton
announced that they would revive their joint venture with Fujian-based Goldstar, and would
not renew their contract with Youngman.

Proton cars were also exported to several countries in Latin America, most
notably Chile. Exports to Chile commenced in 1994, and almost 3,000 Protons were sold
prior to the company's departure in 1998. However, Proton later expressed intentions of
returning to Chile following the ratification of the Malaysia-Chile Free Trade Agreement in
2012. In July 2015, Proton signed a distributor agreement with Andes Motor, and the first
official shipment of 50 left-hand drive Prevé units commenced on 1 March 2016. The
Chilean launch of the Proton Prevé took place in May 2016, and formally marked Proton's
return to Chile after an 18-year absence.

On July 12, 2018, Proton resumes exports to the Middle East beginning with
440 units of Proton Gen•2 and 15 units of first-generation Proton Persona in Jordan to be
distributed to Iraq as well as neighboring countries.

On 21 March 2019, Proton has announced that a plant will be built in Pakistan in
collaboration with Alhaj Automotive.

On 21 August 2020, it was announced that the Proton Saga will be exported to Kenya, most
built under CKDs shipped to Simba Corp.

34 | P a g e
 Proton cars were first exported to the United Kingdom in 1989, and later
Australia in 1995. British Proton sales peaked at 14,957 units in 1992, above rivals such
as Hyundai (9,337), Kia (3,519), Škoda (9,365), SEAT (8,198), Lada (11,907) and even
Mitsubishi (11,077). Proton's best performance in Australia was in 1998, with 3,182 units
sold. Since the late 90s, sales in the U.K have decreased significantly.

35 | P a g e
2.0 COMPANY INFORMATION

PROTON HOLDING BHD is a Malaysian Automotive company and

automobile corporation that is active automobile design, manufacture distribution and sales.
Proton was established in 1983 as the Malaysia’s first national badged car company until the
exist of another Malaysia’s national car company that called Perodua that was established in
1993 that makes it is the second national car company in Malaysia. The PROTON
HOLDINGS BHD headquarters are in Shah Alam, Selangor and operates additional facilities
at a place called PROTON CITY in Perak. The PROTON meaning is in Bahasa Malaysia
acronym for Perusahaan Otomobile Nasional that bringing the meaning of National
Automobile Company in English.

2.1 COMPANY BACKGROUND

This company are founded by our 4 th Prime Minister of MALAYSIA that

is Tun Dr. Mahathir Muhammad. This company have served the Malaysian people for more
than 36 years of bringing a new and affordable car to the people of Malaysia. The car that
been produced by the proton company not just served in Malaysia but in other country as
well. The other foreign country such as Indonesia, Thailand, Singapore, Australia, United
Kingdom, Egypt, Chile, Oman, Mauritius and Turkey.

36 | P a g e
2.2 ORGANIZATIONAL STRUCTURE

The current chairman of the PROTON HOLDINGS BHD are Datuk Seri
Syed Faisal Albar. Now we will see a little bit of brief information of the PROTON
HOLDING BHD. Proton was originally a manufacturer of rebadged Mitsubishi Motors or
called as MMC products in the 1980s and 1990s era. Proton are produced its originally first
indigenously designed although with a Mitsubishi engine inside with non-badge engineered
car in the year of 2000 and this make an elevated Malaysia as the 11th country in the world
with the capability to design a car from start till finish as a one complete car.

2.3 PRODUCTS

Since the 2000, Proton have produced a mix of local engineered and
badge engineered car. Proton car are currently sold in at least 15 countries and the majority
which in the Asia region. Proton was originally owned in majority by HICOM, with the
minority stakes being held by the Mitsubishi Group members. By 2005, Mitsubishi had
divested their stakes in Proton to Khazanah Nasional, and in 2012, proton was fully acquired
or owned by the DRB-HICOM. On the 29 september 2017, DRB-HICOM has announced
changed to the board of PROTON HOLDING BHD by following of the signing of the

37 | P a g e
definitive agreement with China’s Zhejiang Geely Holding Groups Limited on the 23 JUNE
2017. The Chinese carmaker acquired 49.9% equality in Proton. Proton Edar that is the local
distribution for the Proton and Perusahaan Otomobil Nasional Sdn Bhd or known as PONSB.

1980s

The first generation Proton Saga is the first car produced by Malaysian automobile
manufacturer, Proton. It is based on the 1983 Mitsubishi Lancer Fiore as a result of a joint
venture between HICOM and Mitsubishi. The Proton Saga was officially launched on 9 July
1985. It was produced in both 4-door saloon and 5-door hatchback styles.

The first generation Proton Saga is the longest produced Proton model, having been in
production for over 22 consecutive years until it was finally succeeded by the second
generation Saga in early 2008. More than 1.2 million units of the first generation Proton Saga
were sold, making it Proton's most successful offering to date.

1990s

38 | P a g e
The Proton Wira is a car manufactured by Malaysian carmaker Proton from 1993 to 2009. It
was produced in four-door saloon and five-door hatchback models, and is based on the
Mitsubishi Lancer platform.

The Proton Saga Iswara saloon, widely used as Malaysian taxis in the 1990s and early 2000s.
The first generation Proton Saga is the first car produced by Malaysian automobile
manufacturer, Proton.[6] It is based on the 1983 Mitsubishi Lancer Fiore as a result of a joint
venture between HICOM and Mitsubishi. The Proton Saga was officially launched on 9 July
1985. It was produced in both 4-door saloon and 5-door hatchback styles.

The first generation Proton Saga is the longest produced Proton model, having been in
production for over 22 consecutive years until it was finally succeeded by the second
generation Saga in early 2008. More than 1.2 million units of the first generation Proton Saga
were sold, making it Proton's most successful offering to date.

The first generation Proton Perdana, then the company's most premium offering. The first
generation Proton Perdana is a four-door mid-size family saloon manufactured by Malaysian
automobile producer Proton which launched on 26 January 1995. It is a badge engineered

39 | P a g e
seventh generation Mitsubishi Eterna, developed as the result of a collaboration between
Proton and Mitsubishi Motors. About 80,000 first generation Proton Perdana were sold
between 1995 and 2013.

The Proton Satria GTi, widely regarded as the best Proton car ever produced. The Proton
Satria GTi was launched in 1998 with a 138 bhp (103 kW) 1.8-litre Mitsubishi-sourced
4G93P engine ("P" for Proton), originally found in the Mitsubishi Lancer GSR, but here
without the turbo and with an increase in compression to compensate. The Satria GTi was
developed and re-engineered as a traditional hot hatch by Lotus in Hethel, England. The
Satria GTi could sprint from 0 to 60 mph in 8.5 seconds, making it among the fastest Proton
production models ever produced.[7] A new body kit was also adopted for better
aerodynamics. The Satria GTi also wore a 'Handling by Lotus' badge on the rear hatch.

2000s

40 | P a g e
The Proton Waja, the first indigenously designed Proton car. The Proton Waja is a saloon car
manufactured by Malaysian automotive company, Proton, first released in August 2000.

The name Waja, which means (strong as) steel in Malay has both physical and abstract
connotations. In the United Kingdom, it was sold as the Proton Impian, in which Impian was
another derivative of the Malay language, meaning dream.

The Proton Waja was heralded as the first indigenously-designed Malaysian car upon its
debut. However, it was later revealed that the Waja's chassis is a modified adaptation of the
Mitsubishi Carisma / Volvo S40 platform. Furthermore, early Waja models were powered by
Mitsubishi and Renault engines, as the development of Proton's own Campro engine did not
complete in time for the Waja's launch frame.

Over 292,556 Proton Wajas were sold between 2000 and 2012. Waja variants powered by the
1.6 litre Mitsubishi 4G18 engine made up for the bulk of total sales, followed by the 1.6 litre
Proton CamPro S4PH / CPS and lastly, the 1.8 litre Renault F4P.

The Proton GEN•2, the first model to be offered with Proton's CamPro engine. The Proton
GEN•2 (often simplified as Gen-2 or GEN2) is a compact 5-door hatchback manufactured by
Malaysian automobile manufacturer Proton which launched in 2004.[2] It was initially
codenamed Wira Replacement Model (WRM). The GEN•2 uses a platform which was
extensively developed in house by Proton and technical partner Lotus. This platform was
later adapted for the Proton Satria Neo and Proton Persona.

41 | P a g e
The GEN•2 was among the first models to be produced at Proton's Tanjung Malim plant,
developed as part of the Proton City project. Although domestic sales of the GEN•2 was
discontinued in 2012, Proton continues to produce the GEN•2 exclusively for export markets.

The Proton Satria is a hatchback automobile produced by Malaysian manufacturer Proton

from 1994 to 2005 in the first generation model and from 2006 to 2015 in the Satria
Replacement Model (SRM), known as the Proton Satria Neo.

The name Satria which means knight in Sanskrit was chosen for Proton's 3-door hatchback to
reflect the sportiness of the car.

The Proton Persona (CM) is a C-segment saloon produced by Malaysian automobile

manufacturer Proton. The CM series represents the second generation in the Proton Persona
lineage, and the first Proton model to use the 'Persona' nameplate in its home market. It was
unveiled on 15 August 2007 as the successor to the Proton Wira in Malaysia, and the C90
Persona in its export markets.

The CM Persona is based on an extended Proton GEN•2 platform, and was sold as a saloon
complement to the GEN•2 hatchback. The CM Persona was succeeded by the C-segment
Proton Prevé in 2012. However, Proton continued to produce the Persona as a low-cost
42 | P a g e
alternative to the more sophisticated Prevé. The CM Persona was later decisively succeed by
the B-segment BH Persona in August 2016.

The CM series was also sold as the Proton GEN•2 Persona in some export markets, and it is
one of two Proton models that were rebadged and manufactured by the Youngman company
in China. Over 250,000 CM Personas were sold over the course of nine years.

2010s

The Proton Exora is a compact MPV produced by Malaysian car manufacturer Proton. It
became Malaysia's first home-grown MPV upon its release on 15 April 2009. The Exora is
the first Proton to be based on the new P2 platform, and its facelift revision which debuted on
15 December 2011 became the first Proton to use the new CamPro CFE turbocharged engine
and CVT technology.

The Proton Prevé is a four-door compact saloon developed by Malaysian automobile

manufacturer Proton. It was launched on 16 April 2012 and is based on Proton's next-
generation P2 platform. The Prevé is the saloon complement to its sister car, the Proton
Suprima S hatchback, and is also the successor of Proton Inspira.

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The Proton Iriz, codenamed P2-30A is a five-door, five-seater supermini from the Malaysian
automobile manufacturer, Proton. It was unveiled on 25 September 2014 at Proton City by
former Malaysian Prime Minister, Mahathir Mohamad. The Iriz is the spiritual successor to
the Proton Savvy.

The Proton Suprima S, codenamed P3-22A is a five-door compact hatchback engineered by

Malaysian automobile manufacturer Proton. It was released on 17 August 2013 and is based
on Proton's next generation P2 platform. The Suprima S complements the Proton Prevé
saloon and has been designed with larger emphasis on international markets.

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The Proton Persona (BH), codenamed P2-31A is a subcompact (B-segment) saloon
engineered by the Malaysian automobile manufacturer Proton. The BH series represents the
third and latest generation in the Proton Persona lineage. It was unveiled on 23 August 2016
as the successor to the CM Persona.

The BH Persona is based on an extended Proton Iriz platform and shares the latter's 1.6-litre
VVT engine and basic structure, but its exterior design has been completely re-engineered to
give it a distinct persona. The interior of the BH Persona is largely unchanged over the Iriz,
with the main exception of the new two-tier colour scheme.

The BH Persona is one class smaller than the outgoing CM Persona, but it offers more
headroom, comparable rear legroom and a significantly larger boot. The new BH is also more
powerful, fuel efficient and sophisticated than the old CM. It is the latest model to carry
Proton's newfound 'affordable safety' USP, and all BH Persona variants have been awarded
the full five-star rating by ASEAN NCAP.

Former models

Former model line up, with calendar year of introduction or most recent facelift:

1.0 Proton Wira (1993–2009; C-segment sedan)

2.0 Proton Satria (1994–2005; C-segment hatchback)
3.0 Proton Tiara (1996–2000; A-segment hatchback)
4.0 Proton Putra (1996–2001; C-segment coupe)
5.0 Proton Waja (2000–2011; C-segment sedan)
6.0 Proton Juara (2001–2004; A-segment microvan/MPV)

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 7.0 Proton Arena (2002–2009; C-segment coupe utility)
8.0 Proton GEN•2 (2004–2012; C-segment hatchback)
9.0 Proton Savvy (2005–2011; A-segment hatchback)
10.0 Proton Satria Neo (2006–2015; B-segment hatchback)
11.0 Proton Inspira (2010–2015; C-segment sedan)
12.0 Proton Prevé (2012–2020; C-Segment sedan)
13.0 Proton Suprima S (2013–2019; C-segment hatchback)
14.0 Proton Ertiga (2016–2019; B-segment mini-MPV)

Current models

Current model line up, with calendar year of introduction or most recent facelift.

1.0 Proton Saga (1985–present; A-segment sedan)

2.0 Proton Persona (1993–present; B-segment sedan)
3.0 Proton Perdana (1995–present; D-segment sedan)
4.0 Proton Exora (2009–present; C-segment MPV)
5.0 Proton Iriz (2014–present; B-segment hatchback)
6.0 Proton X70 (2018–present; C-segment SUV)
7.0 Proton X50 (2020–present; B-segment SUV)

2.4 AWARDS

Proton, predominantly reliant on its domestic market, is presently

undergoing a transformation process as part of a long-term successful plan, with hopes of
returning to profitability and regaining an international markets. Proton's working together
with Geely are expected to put back the company on track with the presented much-awaited
SUV named Boyue touted to go on sale by end of 2018. So we are going to highlight the
purpose of this case study. Actually the purpose of this case study are to acknowledge the
background of a company that have accomplished a lot to be successful just like the
PROTON HOLDING BHD that are one of the iconic brand in Malaysia and representing the
Malaysia brand in automobile industries. This are the reason of this case study are to learn
how such as a big company accomplished such achievement by recognizing their background
on how their started.

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  People's Choice, Automotive Category (Silver) - Putra Brands Awards 2017
 People's Choice, Automotive Category (Silver) - Putra Brands Awards 2018

Next, to identify the major problem that they are facing in the company,
because as we know all company, businesses or even a fast food franchise also face the major
problem of marketing although they already become a successful company. There are many
problems can occur in a company and a company as big Proton are also included to face their
own major problem either the problem on the process of the car itself because of
manufacturing cars are not easy as it needs a lot of element that needed to ensure perfection
during processing the car from the start to the finish product. Beside, the technology problem
as we know nowadays the technology are getting more advanced every year and a lot of big
car company are competing against each other to make an advanced car just like Ferrari,
Lamborghini and other big automobile company. Next up the product services. The Proton
Holding must figure out the ways of the service that will work out for their customer and will
make their customer more convenient for their customer.

2.5 FINANCIAL ACHIVEMENTS

 2020
JANUARY

i. PROTON X70 – Overall Car of the Year, Midsize Crossover & SUVs 5
Seaters category
ii. Proton Saga – Entry Level Sedan of the Year category

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  2019
DECEMBER

i. Proton Persona – People’s Choice awards (Compact Sedan Category) – Carlist.my

Car of The Year Awards
ii. Proton X70 - People’s Choice awards (SUV of the Year) – Carlist.my Car of The
Year Awards
iii. Proton Saga - People’s Choice awards (Budget Car Category) – Carlist.my Car of
The Year Awards
iv. Proton Saga – Editors’ Choice awards (Newcomer of the year) - Carlist.my Car of
The Year Awards
v. SEPTEMBER
vi. PROTON X70: Best Large-size SUV/Crossover (2-Row seating) & Local Car of
The Year
vii. Proton Exora for the Best Family Ride (RM50,000 to RM100,000, 3-Row
Seating) category
viii. Proton Iriz for Best Compact Hatch (below RM70,000)
ix. Proton Saga for Best Compact Sedan (below RM70,000)

 2018
NOVEMBER

i. Proton Saga won a Bronze Award for the Budget Car category at Carlist.my
People's Choice Awards 2018
ii. Proton Persona won a Bronze Award in the Compact Sedan category at Carlist.my
People's Choice Awards 2018
iii. PROTON X70 awarded the best Connectivity & Infotainment award at Carlist.my
Editors' Choice Awards 2018
iv. OCTOBER
v. Proton Ertiga Plus Xtra won Best Compact MPV at Carsifu - Editor's Choice
Awards 2018

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 vi. PROTON won Silver People’s Choice Award at the Putra Brand Awards 2018.
vii. JUNE
viii. Proton Saga: One of the three best cars in the City Cars of Malaysia category at
the Cars of Malaysia Awards.
ix. Proton Iriz: One of the three best Compact Hatchback category at the Cars of
Malaysia Awards.
x. Proton Ertiga: One of the three best Compact MPV category at the Cars of
Malaysia Awards.

 2017
MAY

i. Proton Saga: Compact Sedan Of The Year by Allianz General Insurance

Company (Malaysia Berhad).

APRIL

i. Proton Perdana: ‘Malaysia Good Design Mark’ (“MGDM”) accredited by the

Malaysia Design Council (“MDC”).

 2016
DECEMBER

i. New Proton Saga awarded Value-For-Money Car at the Malaysia Car Of The Year
2016.
ii. New Proton Persona awarded Most Improved Model In Fuel Efficiency at the
Malaysia Car Of The Year 2016.
iii. Proton Iriz awarded Budget Car Of The Year at the 2016 ASEAN Car of The Year.
iv. NOVEMBER
v. Proton Iriz awarded Most Affordable 5-Star ASEAN NCAP Car in Malaysia at the
ASEAN NCAP Grand Prix Award 2016.
vi. New Proton Saga awarded Rising Star Award Car at the ASEAN NCAP Grand Prix
Award 2016.
vii. Proton Prevé awarded Most Affordable 5-Star ASEAN NCAP Car in Thailand at the
ASEAN NCAP Grand Prix Award 2016.

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OCTOBER

i. New Proton Perdana 2.4 won Best Local Design Of The Year at the CarSifu
Editor’s Choice Awards 2016
ii. New Proton Persona won Best Compact Car at the CarSifu Editor’s Choice
Awards 2016.

APRIL

i. Proton Holdings Berhad won Malaysia Best Employer Award 2016.

 2015
SEPTEMBER

i. Proton Iriz awarded Best Industrial Design 2015 by Intellectual Property

Corporation.
ii. JANUARY
iii. Proton Suprima S won Best Weekend Drive by CLEO Cool Wheels.

 2014
DECEMBER

i. Proton Persona SV awarded Best Value For Money Passenger Car 2014.
ii. Proton Persona SV awarded Best Value for Money Passenger Car by
Autoworld Car of the Year Award 2014.

NOVEMBER

i. Proton Iriz awarded Car of the Year 2014 in the Compact Hatchback category.
ii. Proton Iriz awarded People's Choice Award during New Straits Times' Car of the
Year 2014.

MAY

i. Proton Prevé awarded 5-star rating by New Car Assessment Programme for
Southeast Asia (ASEAN NCAP).
ii. Proton Suprima S awarded 5-star rating by New Car Assessment Programme for
Southeast Asia (ASEAN NCAP).
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APRIL

i. Proton Preve awarded Best Value for Money Car of the Year (1.3L and above) at
Frost & Sullivan Awards 2014.
ii. Proton Saga SV awarded Debut Model of the Year during Frost & Sullivan
Awards 2014.
iii. Proton Preve awarded Value-for-money Car of the year 2014 (1.3L and above) by
Frost and Sullivan Award.
iv. Proton Iriz awarded Malaysia Good Design Mark Award 2014 by Malaysia
Design Council.

 2013
FEBRUARY

i. Proton Prevé awarded 5-star rating by Australasian New Car Assessment

Programme (ANCAP).
ii. Proton Suprima S awarded 5-star rating by Australasian New Car Assessment
Programme (ANCAP).

JANUARY

i. Proton Exora Bold awarded Best Value for Money MPV at Autoworld Car of The
Year Awards 2012.
ii. Proton Saga FLX awarded 3-star rating by ASEAN New Car Assessment
Programme (ASEAN NCAP).

 2012
DECEMBER

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 i. Proton Sage FLX SE won Best small/midsize sedan at Autocar ASEAN 2012 Car
of The Year.
ii. NOVEMBER
iii. Proton Saga FLX SE received Best Value Compact Sedan during NST-Maybank
Car of The Year 2012
iv. Proton Exora Bold awarded MPV of the Year at NST-Maybank Car of The Year
2012.

OCTOBER

i. Proton Prevé awarded Best Local Assembled Family Car during Asian Auto
Allianz Auto Industry Awards 2012.

JULY

i. Proton Prevé awarded Best Local Assembled Family Car during Asian Auto
Allianz Auto Industry Awards 2012.

JANUARY

i. Proton Inspira awarded Best Compact Passenger Car at Shell V-Power Autoworld
Car of The Year Awards 2011.
ii. Proton Inspira 1.8L MT received 3rd place for most fuel efficient car (luxury
family car category) at Asian Auto AmBank Fuel Efficiency Awards 2011.
iii. Proton Saga 1.3L MT announced as the Most fuel efficient car (small family car
category) during Asian Auto AmBank Fuel Efficiency Awards 2011.

 2011
NOVEMBER

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 i. The Exora REEV was announced joint winner with the 2012 Toyota Prius plug-in
petrol hybrid as the Best Overall Extender Range/Plug-in Hybrid Vehicle and The
Most Energy Efficient Multi-Purpose Car-Prototype at Britain's Royal
Automobile Club (RAC) 2011 Future Car Challenge.

JULY

i. Inspira 1.8 won Best Value for Money Family Car in the Asian Auto's Auto
Industry Awards 2011.
ii. Saga FL 1.6 awarded Best Peoples Car in the Asian Auto’s Auto Industry Awards
2011
iii. Proton Holdings Berhad awarded ACCA Approved Employer-Professional
Development.
iv. Proton Holdings Berhad awarded ACCA Approved Employer-Trainee
Development, Gold.

APRIL

i. Persona won 2011 Frost & Sullivan Malaysia Excellence Award for Value-for-
Money Car of the Year (1.3L and above) category.

MARCH

i. PROTON awarded Quality Management Excellence Award (QMEA) (Category

IV - for annual sales turnover exceeding RM100 Million) at the Malaysia Industry
Excellence Award (IEA) 2010.

FEBRUARY

i. Proton Inspira awarded Best Compact Passenger Car at Shell V-Power Autoworld
Car of The Year Awards 2011.
ii. Proton Inspira 1.8 M received 3rd place for most fuel efficient car (luxury family
car category) at Asian Auto AmBank Fuel Efficiency Awards 2011.
iii. Proton Saga 1.3 M announced as the Most fuel efficient car (small family car
category) during Asian Auto AmBank Fuel Efficiency Awards 2011.

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  2010
DECEMBER

i. Proton won Excellence Ethical Award (Anugerah Kecemerlangan Perniagaan

Beretika 2010/2011) organized by Domestic Trade and Consumer Affairs
Ministry.

NOVEMBER

ii. Proton Exora Extended Range EV awarded Best E-REV Vehicle by The Royal
Automobile Club’s Brighton to London Future Car Challenge.
iii. Proton Exora awarded TOP 10 Best Vehicle in Thailand by Bangkok Post.

JULY

i. Proton Persona CPS awarded Best Local Assembly Compact Car at Asian Auto-
VCA Auto Awards 2010.

MARCH

i. PROTON awarded Readers Digest Most Trusted Brand Gold Award 2010 (car
category) for the 7th consecutive year since 2004.
ii. PROTON received Competitive Employer Award (Big Corporations) Labour Day
Achievement Award in conjunction with 2010 Workers’ Day Celebration.
iii. Proton Saga awarded Best Passenger Car Model of the Year at Frost & Sullivan
Malaysia Excellence Award 2010 (fifth award).
iv. Proton Exora awarded Best Automotive Debut Model of the Year at Frost &
Sullivan Malaysia Excellence Award 2010.

JANUARY

i. PROTON voted as Best Brand (automotive category) in the Brand Laureate SMEs
Masters Awards 2009.

2009

JUNE

i. Proton Saga awarded Best Model of the Year (Malaysia) (car category) at Frost &
Sullivan Asia Pacific 2009 Automotive Awards (4th award).

54 | P a g e
 ii. Proton Exora awarded Best Local Assembly MPV at Asian Auto-VCA Auto
Industry Awards 2009.
iii. Proton Satria Neo CPS awarded Best Local Car at Asian Auto-VCA Auto
Industry Awards 2009.

MAY

i. PROTON awarded Readers Digest’s Most Trusted Brand Gold award 2009 (car
category) for the 6th consecutive year since 2003.

OTHERS

i. Proton received Asia Pacific Innovation Award 2009 from MSC Software
Corporation.
ii. Proton Computer Aided Engineering (CAE), Durability & Reliability Group won
Best Technical Paper at South East Asia ABAQUS Users' Conference 2009.
iii. Proton CAE, Crash & Safety Group won 1st prize (poster category) at 5th
India/ASEAN HyperWorks Technology Conference 2009.

 2008
DECEMBER

i. Persona awarded Most Efficient Family Car by the Asian Auto Bosch Fuel
Efficiency Awards 2008.

NOVEMBER

i. Proton Saga won NST/ Maybank COTY Awards 2008 (entry level category).

OCTOBER

i. PROTON Plant in Tanjung Malim won Gold Certificate of Merit at Frost &
Sullivan Malaysian Manufacturing Excellence Awards 2008 while PROTON
Shah Alam plant won Silver Certificate of Merit.

JULY

i. Proton Saga awarded Best Compact - People's Car for Year 2008 by Asian Auto-
VCA Auto Industry Awards 2008.

55 | P a g e
 ii. PROTON awarded Company that Made a Comeback in the Automotive Industry
by Asian Auto-VCA Auto Industry Awards 2008.

JUNE

i. PROTON won Full Colour Category at China Press 2008 Chinese New Year
Greeting Advertising Awards.

April

i. PROTON awarded Manufacturing Excellence Award by Frost & Sullivan.

ii. PROTON won Full Colour Category in the China Press 2008 Chinese New Year
Greeting Advertising Awards.
iii. Persona awarded Best Model of the Year (Malaysia) at Frost & Sullivan's 2008
ASEAN Automotive Awards.
iv. Persona and Satria Neo awarded Malaysia Good Design Mark 2007 by Malaysia
Design Council (Majlis Rekabentuk Malaysia).
v. PROTON awarded Readers Digest Most Trusted Brand Gold Award 2008 (car
category).

 2007
NOVEMBER

i. Autobild Magazine Indonesia, named the Proton Savvy as the Best City Car 2007.

SEPTEMBER

i. Proton Savvy named Best City Car in Indonesia by Mobil Motor Magazine,
Indonesia.

MAY

i. PROTON awarded Readers Digest Most Trusted Brand Gold award 2007 (car
category).

JANUARY

i. The Malay Mail named Satria Neo The Coolest Car 2006.

56 | P a g e
  2006
DECEMBER

i. Proton Savvy awarded Best Car in the Supermini Category at NST Cars Bikes &
Trucks Car of The Year Award 2006.

SEPTEMBER

i. Proton Savvy awarded Savvy The Most Fuel Efficient Drive Around Peninsular
Malaysia by The Malaysian Book of Records for having completed 1,608 km
around Peninsular Malaysia with 1¾ tanks of fuel.
ii. Proton Savvy Fuel Efficient Drive:1,608km around Peninsular Malaysia
completed with 1¾ tanks of fuel, finding a place in the Malaysian Book of
Records.

AUGUST

i. Satria Neo's 2,000km Drive Challenge KL - Phuket - KLparticipated by 20

analysts, fund managers and media (motoring editors and journalists).

MAY

i. PROTON awarded Readers Digest Most Trusted Brand Gold award 2006 (car
category).
ii.

 1987
JUNE

i. PROTON Cars (UK) Ltd awarded distributorship for UK and the Republic of
Ireland

 1988
OCTOBER

57 | P a g e
 i. Proton Saga made its public debut at the British International Motorshow.
PROTON won three Prestigious awards (two golds and one silver) for quality
coachwork and ergonomics.

 1991
SEPTEMBER

i. Proton Saga won two gold awards at the British International Motorshow for the
second time.

JANUARY

i. Proton Saga 1.5E Aeroback voted Best Value for Money Car by British Motoring
Magazine "What Car?"

 1993
JUNE

i. PROTON awarded Asian Management Award in Operations Management by

The Asian Institute of Management.

 1994
JUNE

i. PROTON won three awards at the National Concept Car Competition.

 1995
AUGUST

i. PROTON awarded Most Outstanding Corporation in R&D investment by the

Minister of Human Resources.

58 | P a g e
  1996
MARCH

i. PROTON selected amongst top 10 Malaysian companies.

 2002
DECEMBER

i. PROTON won Best Landscape Competition (Second Place Factory Category).

ii. PROTON received Appreciation Award for Contribution to the Development

of Malaysian Sports 2002.

iii. PROTON awarded Sectoral Winner for the Industrial Market at KPMG/The
Edge Shareholder Value Award 2002

iv. PROTON awarded Motor Vehicles and Transport Equipment Sector Leader
Award among the top 1,000 Malaysian Companies.

v. PROTON received Highest Increase in Net Profit Award among companies

listed on the Kuala Lumpur Stock Exchange for financial year 2002-2003.

 2003
DECEMBER

i. PROTON received Quality Management Category III Award at Industry

Excellence Award 2003.
ii. PROTON won Best Landscape Competition (First Place – Factory Category)

 2004
DECEMBER

59 | P a g e
 i. Proton Waja named The Greenest Car by Australian Automotive Institution.
ii. PROTON awarded Malaysia's Best Brand Award.
iii. PROTON awarded National Creativity & Innovation Award 2004.
iv. Proton Waja awarded 4.5 stars out of a 5-star rating for being the Most
Economical and Greenest Sedan in Australia.

 2005
APRIL
i. PROTON awarded Reader's Digest Super Brand Gold Award 2005 (car
category).

3.0 PERSONAL ENTREPRENEURIAL COMPETENCIES

 Highly knowable status

He is a member of Malaysian Institute of Certified Public Accountants

(“MICPA”) and American Institute of Certified Public Accountants (“AICPA”).
He holds a Bachelor of Arts (Accountancy) degree from Barat College of DePaul
University, United States of America (“U.S.A”) and AIPCA Professional
Certification from University of Illinois, Urbana Champaign, U.S.A. He had
attended the Advanced Programme at Harvard Business School, Boston, U.S.A
and he was also a Council Member of MICPA from 2010 to 2013. He holds
directorship in the following listed and non-listed public companies:-

- DRB-HICOM (Group managing Director) (listed company)

- Edaran Otomobil Nasional Berhad (Chairman)
- HICOM Berhad
- HICOM Holdings Berhad
- Horsedale Development Berhad (Chairman)
- Pos Logistics Berhad (formerly known as Konsortium Logistik
Berhad) (Chairman)
- Proton Holdings Berhad (Chairman)

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  High Quality of Work

Dato’ Sri Syed Faisal does not have any family relationship with any Director
and/or major shareholder of the Company and has no conflict of interest with the
Company. He has had no convictions for offences within the past five (5) years
and has had no public sanction or penalty imposed by the relevant regulatory
bodies during the financial year.

 Unique Design

The vehicle was designed by Dato’ Sri Syed Faisal and some popular engineer.
They never failed to show some ‘magic’ in all he invention. Although the vehicle
is from local company but the design itself was very fascinating and on par with
other country . Some of the characteristics were Smooth acceleration, responsive
power, IAFM fuel system, effortlessly driving pleasure. With 82kW at your foot
at a high revving 6500rpm, matched with Lotus engineered ride and handling.

 Systematic Planning

Sales for the five launched models have also been swift.
According to Li, the strong demand for the X70, which was launched last
December, continued for a 10th consecutive month as it comfortably retained its
position at the top of the premium and executive SUV sales rankings.
Over 24,000 units have been delivered thus far, making it Malaysia’s fastest-
selling C-segment SUV

COMPANY ANALYSIS

Proton cars are produced by Malaysian-based company based on the design, manufacture and
distribution of automobiles. The company was started in 1983, and is located in Shah Alam,

61 | P a g e
Selangor. Their external job is done in Proton City. The name of the company is an acronym
that correlates from Malaya to the\ National Automobile Company in English. The company
was first under Mitsubitshi motors, but they have been operating on their own since the
2000s. Proton is primarily involved in the Malaysian economy, but has expanded to 15
countries especially in Asia. The share of the business is expected to adjust in the years to
come. The president of Proton cars is Datuk Seri Syed Faisal Albar.

SWOT ANALYSIS

STRENGTHS IN THE SWOT WEAKNESSES IN THE SWOT

ANALYSIS OF PROTON CARS. ANALYSIS OF PROTON CARS.

1. National Auto Mobile Manufacturer 1. Less number of products .

of Malaysia 2. Fewer access to the global market.
2. Authentic quality and reliability and
even state-of-the-art technology
3. Value for money
4. Conveniently available
5. Expanding on a global level

OPPORTUNITIES IN THE SWOT THREATS IN THE SWOT ANALYSIS

ANALYSIS OF PROTON CARS. OF PROTON CARS.

1. Introducing super cars 1. Increase in fuel price

2. Expanding their market 2. Competitors
3. Launching hybrid electrical cars.
4. Implementing other kinds of
vehicles

STRENGTHS IN THE SWOT ANALYSIS OF PROTON CARS.

62 | P a g e
All the positive and constructive important points of an organization that led them to become
a very profitable business are from their own best qualities. Here’s the power of Proton’s
Cars:

1. National Auto Mobile Manufacturer of Malaysia: this is giving the company both
a solid reputation and as well as loyal customer base. It is partly due to their 34-year-
old background and therefore the advances in technologies they provide in their
automobiles.

2. Authentic quality and reliability and even state-of-the-art technology: the

company utilizes Japanese technology to somehow drive its vehicles. Cars are very
pleasant to the user, and they do not dig a hole in their pockets either. Cars can be
used convenient every day without any problems. Cars are strong and durable and
have a promise that they are going to work for long time.

3. Value for money: Proton cars are aimed specifically at the upper middle class
community that wants to buy a vehicle. Cars have been planned in that kind of way
and that they have generally excellent supplies and equipment, but they are not all
over the mark. The customer gets just what they are going to be paid for, and most of
the time they are actually happy with their car.

4. Conveniently available: Proton cars are easily obtainable mostly in Malaysia and
sometimes even people can go for it wherever they want. They mainly target the
United Kingdom from all around the world, though cars can be seen to be there
already.

5. Expanding on a global level: throughout a longest time, the business has been tied to
its regional market, but today they are improving their game. Several of the countries
where they would have previously established are the United Kingdom, Australia,
Singapore as well as other nations. They have already exported about 400,000 units
worldwide, of which 141,209 were already in the UK itself.

WEAKNESSES IN THE SWOT ANALYSIS OF PROTON CARS.

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Weaknesses are the weak aspects of a business that they ought to focus on as quickly as
possible, so therefore a stronger change can be achieved in the market. Following are
amongst of the shortcomings in Proton’s cars:

1. Less number of products: although Proton seems to be reasonably priced, they do

not always have much selection. At such a time, that there are about eight models
available ranging around the same price. So they wilstill probably rely so much on a
varied list of items.

2. Fewer access to the global market: just because they are focusing solely onit, there
is still so much more access. They have not yet entered big markets in Asia, and
many other countries, something they will soon need to do.

OPPORTUNITIES IN THE SWOT ANALYSIS OF PROTON CARS

Chances are areas on which a business has to work to make any meaningful improvements.
Here are some of the incentives that Proton cars can take advantages of:

1. Introducing super cars: they will certainly focus on launching some massive budget
vehicles. It will make a difference to aim the upper class of community and that it will
ultimately push the company to the fore. Using a range of models also helps a
business a lot.

2. Expanding their market: this is an apparent argument, as expansion leads to

attention. They should certainly try the major Indian and U.S markets to attract more
customers. They should introduce field-specific models to help them develop a
concrete market. They can also grow further in their home market by further vehicle
choices and better ads.

3. Launching hybrid electrical cars: as fuel prices rise, so does freight to the
customers. In the near future, the company really ought to introduce hybrid cars in
order to stay competitive on the market. Electrical cars are environment-friendly and
support people who are in tight margins. Company throughout the globe have already
begun projects on the same subject.

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 4. Implementing other kinds of vehicles: Proton cars are somewhat mainstream
however as an auto mobile company they still have to broaden themselves. The
introduction of vehicles such as motorbikes will further boost the business because
there is a massive market for them.

THREATS IN THE SWOT ANALYSIS OF PROTON CARS.

Threats are factors that can damage a business and should be disregarded as swiftly as
possible. Here are some of the risks to Proton Cars:

1. Increase in fuel price: a serious issue facing the world as a result of inflation. As it
has the greatest impact on Asian markets, that is a potentially threatening ultimate
point.

2. Competitors: Proton competitors such as Perodua are already on the rise, attempting
to sell much more cars. Due to the large market, foreign brands are also approaching
the Malaysian market.

5.0 BUSINESS PROBLEM

A) Major Problem

The main business problem of PROTON Holdings Bhd is the Malaysians are not supporting
PROTON, a product made for our national pride. Malaysians are more interest about the
international products in the perception of a high quality such as Toyota, Honda and etc. The
public also didn’t support the local engineering and employees because they doubt the quality
of Malaysia. While Proton car was established in Malaysia, they do not have the skill and
technology to run this business swiftly. That why they hired technology and skill from
Mitsubishi Motors Corporation. As the technological and knowledge shifted they started to
produce on their own effort from skill they gained. This means, Proton Car Corporation is
depended on the skill of the labor. Therefore they must give them some rights to motivate
them and increase the profitability. Conflicts are in generally conflicts of interest. That means
conflicts may additionally lies on the relationship of employees and Proton car. As most of
the personnel are Malaysian and Proton automobile is Government enterprise and supervised

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with the aid of the personnel of Mitsubishi Motor Corporation it turns into hard for the local
personnel to be supervised with the aid of others who are not belongs to this organization. As
for example, marketing department may want a huge budget for the promotional activities of
the brand but finance department may minimize the costs by cutting the budget of marketing
department. On the other hand there may also conflict between the organization and
shareholders. As for example, as Proton car received huge government assistance on tax and
others sections shareholders may want a good premium from the organization, giving less
premium may also be a reason for conflict. The motto of Proton car is “We charge the exact
opposite as our equally rubbish rivals, Electron Cars!” This motto expresses the marketing
strategy of Proton Car. They give emphasis on the price advantageous production of the
product. As Malaysia is a growing country this strategy suits very much with the market. And
as a end result they grew to be market leader of Malaysian car industry in a very short time.
Over 42% of complete equity of Proton Car owned via the Government they also use this for
inspiring people for buying their product. They tell that if you love your country you have to
buy Proton Car. They used the patriotism of the people for gaining market share. But whilst
in 2005 the market share of proton automobile fall from 60% to 30% in Malaysia. As a result
they commenced Proton XChange in 2006 that presents they will trade the vehicle used over
10 years. This method suit very much and it is a great deal with the market surroundings of
Malaysia and help them to in the market share. Proton automobile additionally gave
emphasized on the nice improvement of product and production. And they launched “Zero
Defect” marketing campaign to compete with the overseas competitor and erase the terrible
popularity of the organization. These techniques help them to grow to be the market leader
again. The design and material for making the Proton’s cars are not satisfactory. Proton
invests a big quantity in lookup and improvement for inventing new technology and make
product as per the demand of the customers. Their goal is to provide excellent products at a
lower fee than the opponents and provide emphasis on the betterment of the customers. There
are few weak spot of Proton’ car such as unattractive design, lower price material, non-
durable material and so on. One other important weakness of Proton is that they have low
technological developments in some factors such as engine horsepower, braking system,
safety features, auto maintenance, strength window and stereo system. Most of the share of
Proton car is held by the Government of Malaysia before 23 June 2017, it is not a charitable
organization. To fulfill its mission and the needs of the others shareholders they need to be
professional in their work. After launching the venture in 1983 Proton car was in a good
position and gradually became market leader of the Malaysian car industry. For continuing
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the success it made acquisition of Lotus and MV Agusta Corporation. However, in 2005 their
market share decreased from 60% to 30%. For recovering this they took some strategy that
was fruitful for them and again started to capture market share. The sales volumes of Proton
cars in Malaysia for 1985 to 2016 financial year are shown in the figure below:

Information technology plays a vital role of the production of the Proton Car. They
have to invest huge efforts and capital for inventing new technology and design, and
to compete with the rivals. In the very beginning Malaysia was not able to support
with adequate technology and skills needed for the Proton car. However, the equity of
Proton is owned by China's Zhejiang Geely Holding Group Limited on 23 June 2017,
the Chinese car maker acquired 49.9% equity in Proton. In this case, there a lot of
disadvantages for Malaysia government.

B) Alternative Solutions

Problem :

Malaysians are not supporting PROTON, a product made for our national pride.

Solution :

1. Proton should build a high quality car as same level as Toyota , Honda and etc. This is for
attracting customers attention.

2. Malaysians should be proud of their own product to raise our national pride.

3. Malaysia should minimize the quantity of import car product get into this country.

Advantages Disadvantages.

 Proton will become high level car manufacturer.

 Proton car price cannot be afford by low income Malaysians people.
 Our Malaysia name and pride will be glorious.
 Malaysian customers will protest against high price of Proton car.

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Problem :

The public also didn’t support the local engineering and employees because they doubt the
quality of Malaysia.

Solution :

1. Proton should send their local engineering and employees to other countries for training.

2. Proton should send their local engineering and employees join car automotive competition
to prove their ability.

Advantages Disadvantages.

 Local engineering and employees will gain knowledge and experience.

 Local engineering and employees do not take serious in training.
 Proton can make a better and useful car product.
 Lose in car automotive competition.

Problem :

Marketing department may want a huge budget for the promotional activities of the brand but
finance department may minimize the costs by cutting thebudget of marketing department.

Solution :

1. Marketing department should use a low cost promotional strategies by using social media
such as Facebook , Instagram, You Tube and etc.

2. Finance department should maximize the costs for Proton car materials.

Advantages Disadvantages.

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  Gain more customer attention. Customer will make complaint in social media that
will affect Proton product.
 Easy for customer communicate with marketing department.
 Customer will make complaint due to high price Proton car.

Problem :

The design and material for making the Proton’s cars are not satisfactory.

Solution :

1. Proton car should use high quality materials to increase car performance instead of
minimize the costs of materials.

2. Build a high technology car that is more useful for customer need which is more focusing
in safety features.

6.0 RECOMMENDATION AND IMPROVEMENT

There are a lot of things Proton needs to do to solve their challenges in the industry.
Malaysians are not embracing PROTON, a company made for our national pride is the main
problem in the situation. Proton would consider building high-quality cars in order to attract
buyers as the most viable alternative approach that should be implemented. Proton should
invent the revolutionary car to increase its sales. It will help increase the price of the share in
the competitive market. To succeed in the competitive market, Proton should maintain
consistency between the purpose of mission and vision. In addition, it helps cope with the
uncertainty of future Proton car sales and growth in production. When the Proton faces much
rivalry in the marketplace. The suggested alternative plan would then help to improve in this
sector. Therefore, the proposed alternative approach would allow to survive in the current
competitive market. Proton has to change its strategy from cheap cars to a world class car
manufacturer that will support the growth and development of the company. This is an
beneficial strategy for the Proton car's potential development by manufacturing cars
according to customer demand. The solution requires that Proton solve some of the problems

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to build high-quality cars like Toyota and Honda. Those are the significant recommendations
that are listed below for the Proton car:

1. Proton will be cooperative with strategic partners that can include quality enhancing
technology and reduce the cost of the vehicle. Proton technology helps fulfill the desire or
needs of the customers.

2. Proton must increase exports to AFTA members such as the Philippines, Singapore,
Indonesia, Brunei, Thailand, Myanmar and Vietnam of manufactured vehicles. It will
enhance the Proton's sales. It will help to boost the Proton car's sales outside the Malaysian
market

3. By uncovering new technologies, Proton will follow repositioning strategy against

diversity from established sector. Repositioning ensures that Proton will segment the
condition into a practical one.

4. Proton should develop a new product line that are innovative for the provider as opposed to
the marketplace. It will satisfy the different kinds of the consumers. From the above review, it
can be concluded that clear key issues, mission, vision & objective, environmental analysis,
internal analysis, evaluation of current strategies, proposed alternative strategy and strategic
evaluation, as well as high ability to implement new technology in Proton will help it sustain
its competitive position in the Malaysian market. Proton has been working with the concept
of making the right car at the right demand, at the right cost and at the right time As the needs
are continually changing over time, Proton needs to keep track of and keep up with those
changes constantly. Therefore, the business needs to continuously acquire new technologies
from known automakers either through R&D projects or technology-transfer. A strong
example discussed in the case study is the new potential for environmentally friendly vehicles
to get good response from the already competitive domestic car market. If Proton took note of
the global greenprograms, it would have invested in acquiring the hybrid technology,
introducing a hybrid model vehicle and enjoying the first mover opportunities. Whereas in
the competitive domestic market, hybrid cars offer a new opportunity, the new market
segment is still relatively small to support the company in the future. The key casual reason
for market saturation lies in the system, whereby vehicles are not subject to life-span
limitation. This means that one can drive the car for as long as 15-20 years or until the
vehicle is pretty unusable. With the backing of the government and Proton's good

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management team, the company can ask thegovernment to control the vehicle life span in
Malaysia. That will solve the major problems and will attract Malaysians' customers.

7.0 REFERENCES

1. https://resilienteducator.com/classroom-resources/how-to-write-a-casestudy-the-
basics/
2. https://en.wikipedia.org/wiki/PROTON_Holdings
3. https://www.ukessays.com/essays/education/ethical-issues-faced-by-protoncar.php
4. https://studybayhelp.co.uk/blog/ethical-issues-encountered-by-proton-car/
5. http://www.protontr.com/product/Corporate/Investor-
Relations/FinancialInformation/Annual-Reports.html
6. http://www.protontr.com/product/Corporate/About-
Proton/CorporateInformation/History-of-PROTON.html
7. http://factsanddetails.com/southeast-asia/Malaysia/sub5_4e/entry-3698.html
8. https://www.marketing91.com/swot-analysis-of-proton-cars/

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