GROUP 4 PERODUA & PROTON

Group Assignment

Presenter:
Thevandran

CORPORATE STRATEGY

GROUP 4
Perodua & Members
Proton

Team Members of Group 4

GROUP 4

THEVENDRAN A/L S DAGARAJAN P117360

MOHAMAD FAZREEN HAKIMI B MAT ROFE P118958
NAJWA BT HAMBALI P116726
MOHD NOOR FAZLI B MAMAT P116736
MOHD NIZAM B MUNAKASE P116921
ARJUN A/L S DAGARAJAN P117226
FATIN HIDAYU BT ZULKIFLI P117559
 Perodua & Members Introduction
Proton

Insert your topic here

PERODUA
Otomobil Kedua Sdn Bhd or better known as
Perodua is a private limited company that was
established in 1993.

Their aim is to bring complete mobility to

Malaysians through innovative, high quality
products and facilities that give customers
with greatest care
 Perodua & Members Introduction
Proton

Insert your topic here

Mission / Vision
Perodua aims to be the leading affordable
automotive brand regionally with global
standards. We offer products and services
geared towards your various needs and wants,
supported by a far-reaching nationwide sales
and service network for the ultimate
convenience of our valued customers.

Enriching the society, preserving the environment.

Perodua & Members Introduction
Proton

Insert your topic here

Porter 5 forces Perodua

Competitive Strength

High capital
Strong Research and Development

Potential Vulnerability

Dependent on Local Market

Dependent on Daihatsu
Perodua & Members Introduction
Proton

PROTON

PROTON
Proton Holdings Berhad (PHB; colloquially
Proton) is a Malaysian vehicle business
engaged in automobile design, production,
distribution, and sale. Presenter:
Before the establishment of PERODUA in 1993, Fazreen

Proton was Malaysia's only national automobile

manufacturer, having been founded in 1985. The
company's headquarters are in Shah Alam, Selangor,
and it maintains operations in Proton City, Perak.
Proton is an abbreviation for Perusahaan Otomobil
Nasional in Malay
 Perodua & Members Introduction
Proton

PROTON

Mission & Vision

Proton’s mission is to continuously create innovative
processes, products, and services that win people’s
hearts and minds. They focused on the main three (3)
attributes, which are economical, caring, and quality.

“A Leading Globally Mobility Solutions Provider”

to become a successful Malaysian automotive

engineering and manufacturing company globally by
being oriented and producing competitively priced and
innovative products that satisfy its customer.
Perodua & Members Introduction
Proton

PROTON

Proton Porter 5 forces

 Perodua & Members Introduction Strategy Formulation
Proton

EFE

Key Variables to Build EFE

Economic Social

Technological

Governmental Environment

Presenter:
Najwa
 Perodua & Members Introduction Strategy Formulation
Proton

IFE

Key Variables to Build IFE

Upstream Activities Downstream Activities

Assembly plants Customers

Partnership Distributors
Suppliers Dealers
Vendors Pricing
Logistic Marketing
Facilities Positioning
Productions
Perodua & Members Introduction Strategy Formulation
Proton

EFE for Perodua

EFE Matrix
Perodua & Members Introduction Strategy Formulation
Proton

EFE for Perodua

IFE Matrix
Perodua &
Proton
Members Introduction Strategy Formulation
EFE Matrix
EFE for Proton

Presenter : Mohd Noor Fazli

Perodua &
Proton
Members Introduction Strategy Formulation
IFE Matrix
IFE for Proton

Presenter : Mohd Noor Fazli

 Perodua &
Proton
Members Introduction Strategy Formulation
CPM
CPM for PERODUA and PROTON

Presenter : Mohd Noor Fazli

 Perodua & Members Introduction Strategy Formulation Alternative Strategy
Proton Selection Process

SWOT MATRIX

SWOT MATRIX

Swot matrix for

Proton
Presenter:
Mohd Nizam
Perodua & Members Introduction Strategy Formulation Alternative Strategy
Proton Selection Process

SWOT MATRIX

SWOT MATRIX

Swot matrix of
Perodua
Perodua & Members Introduction Strategy Formulation Alternative Strategy
Proton Selection Process

SPACE MATRIX

Space MATRIX

SPACE MATRIX
PROTON
Perodua & Members Introduction Strategy Formulation Alternative Strategy
Proton Selection Process

SPACE MATRIX

Space MATRIX

SPACE MATRIX
Perodua & Members Introduction Strategy Formulation Alternative Strategy
Proton Selection Process

SPACE MATRIX

Space MATRIX

SPACE MATRIX
PERODUA
Perodua & Members Introduction Strategy Formulation Alternative Strategy
Proton Selection Process

SPACE MATRIX

Space MATRIX

SPACE MATRIX
 Perodua & Members Introduction Strategy Formulation Alternative Strategy
Proton Selection Process

QSPM MATRIX
QSPM MATRIX - PERODUA - STRENGTH

Alternative 1 Alternative 2 Alternative 3

Build new partnership with Adding new related products Purchase substantial share
No Key Factors highly technology motor (produce new model car that in suppliers that build
company (Honda, Toyota) fulfill Malaysian market) Perodua cars
W AS TAS W AS TAS W AS TAS
STRENGTH 
No. 1 car company in
terms of sales volume
1. for the past 16 years - 0.12 0 0.12 0.12 2 0.24 0.12 1 0.12
led 37.4% market share
in 2021
All Perodua models are
2. manufactured with over 0.08   3 0.24 0.08 2 0.16 0.08 2 0.16
90% of local parts
Advanced technology
3. and features (EEV & 0.09 4 0.36 0.09 3 0.27 0.09 0 0
ASA)
Partnership with
4. Daihatsu Motor 0.09 1 0.09 0.09 0 0 0.09 1 0.18
Company of Japan Presenter:
Fatin
 Perodua & Members Introduction Strategy Formulation Alternative Strategy
Proton Selection Process

QSPM MATRIX - PERODUA - STRENGTH

Perodua Smart Build

(PSB) for entire
5. ecosystems of its 0.05 2 0.10 0.05 3 0.15 0.05 0 0
vendors and technology
partners
Perodua to announce
6. electric vehicles (EV) 0.07 2 0.14 0.07 1 0.07 0.07 0 0
roadmap in 2022
Affordable prices range
from RM23,367 (Perodua
7. 0.12 0 0 0.12 2 0.24 0.12 2 0.24
Axia 1.0) to RM75,000
(All-New Perodua Alza)
Award Winners - Putra
Brand Awards 2021, 2021
8. Carlist.my Car of the Year 0.08 1 0.08 0.08 1 0.08 0.08 0 0
Award, Best Entry Level
Sedan/Hatch   
 Perodua & Members Introduction Strategy Formulation Alternative Strategy
Proton Selection Process

QSPM MATRIX - PERODUA - WEAKNESS

WEAKNESS 

Significant outstanding
9.  orders from the lingering 0.12  4  0.48  0.12  0  0  0.12  3  0.36 
impact of COVID-19 

Assembly plants can

10.  produce up to 320,000 0.08  2  0.16  0.08  0  0  0.08  0  0 
vehicles a year 

Safety features available

11.  0.05  3  0.15  0.05  3  0.15  0.05  0  0 
for high-end variants only 

Once issued a recall for

the third generation Myvi in
12.  0.01  4  0.04  0.01  1  0.01  0.01  1  0.01 
July 2020 - fuel pump
failure 

Struggle in export market -

currently in Brunei,
13.  Singapore, Rep. of 0.04  1  0.04  0.04  0  0  0.04  0  0 
Mauritius, Fiji Island, Sri
Lanka, Seychelles 
 Perodua & Members Introduction Strategy Formulation Alternative Strategy
Proton Selection Process

QSPM MATRIX - PERODUA - OPPORTUNITY

OPPORTUNITY 

The SST exemption for new

vehicles has not been
14.  extended after 30 Jun 2022i 0.11  0  0.11  0.11  0  0  0.11  0  0 
mprovement from the prior
year 

MAA projected 600,000 TIV

15.  for 2022, 17.9% improvement 0.18  0  0  0.18  0  0  0.18  1  0.18 
from prior year 

Major competitor facing after-

16.  sales and parts availability 0.11  3  0.33  0.11  0  0  0.11  3  0.33 
issues 

Feb 2022 unemployment rate

17.  0.06  0  0  0.06  0  0  0.06  0  0 
down to 4.1% 

Income tax exemption of 70%

18.  for green services related to 0.08  1  0.08  0.08  2  0.16  0.08  0  0 
electric vehicle (EV) 
Perodua & Members Introduction Strategy Formulation Alternative Strategy
Proton Selection Process

QSPM MATRIX - PERODUA - THREAT

THREATS 

Ongoing global supply

chain disruptions, shortage
19.  0.15  2  0.30  0.15  0  0  0.15  4  0.60 
of chips & components,
and shipment 

Demand for used and

reconditioned car markets
20.  0.09  0  0  0.09  0  0  0.09  0  0 
is projected to grow 12% in
2022 

Rise in price of raw

19.  materials such as steel and 0.11  0  0  0.11  0  0  0.11  4  0.44 
rare earth 

Bank Negara's MPC

20.  increases the OPR by 0.11  0  0  0.11  0  0  0.11  0  0 
25bps to 2.00 per cent. 

Total attractiveness score        2.39        1.48        2.62 

 Perodua & Members Introduction Strategy Formulation Alternative Strategy
Proton Selection Process

QSPM MATRIX - PROTON - STRENGTH

QSPM MATRIX
Alternative 1 Build new partnership Alternative 2 Adding new related
Alternative 3 Purchase substantial
NO KEY FACTORS with highly technology motor products (produce new model car
share in suppliers that build Proton cars
company (Honda, Toyota) that fulfill Malaysian market)

Attractiven Attractiven Attractiven

STRENGTH Weight Total Weight Total Weight Total
ess Score ess Score ess Score

1. Two main assembly plants (Shah Alam and Tanjung Malim - up to 400,000 cars per year) 0.12 1 0.12 0.12 2 0.24 0.12 1 0.12

2. Reputation and strong brand image (1st National Car brand) 0.08   3 0.24 0.08 3 0.24 0.08 0 0

3. Malaysia’s largest auto manufacturer 0.12 0 0 0.12 3 0.36 0.12 0 0

4. Tap into China's technology and R&D facilities (partnership) 0.08 0 0 0.08 1 0.08 0.08 1 0.08

5. Proton Holdings Berhad is the holding company which is listed on the Bursa Malaysia 0.08 0 0 0.08 0 0 0.08 0 0

6. Various products for sedan and SUV 0.08 3 0.24 0.08 4 0.32 0.08 0 0
 Perodua & Members Introduction Strategy Formulation Alternative Strategy
Proton Selection Process

QSPM MATRIX - PROTON - WEAKNESS

WEAKNESS 

Aftersales parts availability

7. 0.12 1 0.12 0.12 0 0 0.12 4 0.48
issue

Long planning for electric

8. 0.08 1 0.08 0.08 4 0.32 0.08 0 0
vehicle (EV)

Bad reputation for

9. producing low-quality cars 0.10 4 0.40 0.10 3 0.30 0.10 2 0.20
(product recalls)

Less variety on products

10. 0.06 4 0.24 0.06 4 0.24 0.06 0 0
portfolio

High price comparing

11. 0.04 1 0.04 0.04 0 0 0.04 0 0
quality producing

Less number of dealers

11. (Proton 401 vs 0.04 0 0 0.04 0 0 0.04 1 0.04
422Perodua)  
 Perodua & Members Introduction Strategy Formulation Alternative Strategy
Proton Selection Process

QSPM MATRIX - PROTON- OPPORTUNITY

OPPORTUNITY 

MAA projected 600,000 TIV for

12. 2022, 17.9% improvement from 0.08 2 0.16 0.08 3 0.24 0.24 1 0.24
prior year

Income tax exemption of 70% for

13. green services related to electric 0.05 3 0.15 0.05 2 0.1 0.05 0 0
vehicle (EV)

Increasing the demand for sports

14. utility vehicles (SUV) and sedan 0.15 4 0.6 0.15 3 0.45 0.15 3 0.45
cars

The SST exemption for new

15. vehicles has not been extended 0.11 0 0 0.11 0 0 0.11 0 0
after 30 Jun 2022

The implementation of National

16. 0.15 3 0.45 0.15 0 0 0.15 2 0.30
Automotive Policy (NAP) 2014
 Perodua & Members Introduction Strategy Formulation Alternative Strategy
Proton Selection Process

QSPM MATRIX - PROTON - THREAT

THREATS
 

Ongoing global supply chain disruptions,

17. shortage of chips and components, and 0.15 1 0.15 0.15 0 0 0.15 4 0.60
shipment

Demand for used and reconditioned car

18. 0.09 0 0 0.09 0 0 0.09 0 0
markets is projected to grow 12% in 2022

Rise in price of raw materials such as

19. 0.11 0 0 0.11 0 0 0.11 4 0.44
steel and rare earth

Bank Negara's MPC increases the OPR by

20. 0.11 0 0 0.11 0 0 0.11 0 0
25bps to 2.00 per cent.

Total
    2.94     2.89     2.93
attractiveness score
 Title Page Proprietors Introduction Review of Literature Methodology Recommendations

Recommendations

Recommendations
(Perodua)
Intensive strategy
Improve the technology and stay at the small car
segment
Top number 1 selling car in Malaysia (Myvi)
Maximize profit

Explore ASEAN market

Almost same demographic as Malaysia
Increase the Brand awareness
Presenter:
Arjun
 Title Page Proprietors Introduction Review of Literature Methodology Recommendations

Recommendations

Recommendations
(Proton)
Intensive strategy
Create brand loyalty program to develop market
Create efficient loyalty program
Build customer loyalty
Example Volve and Perodua

Market Development and penetration

Focus on SUV production
Help to increase market share
Title Page Proprietors Introduction Review of Literature Methodology Results Conclusion

conclusion

Conclusion
Automobile industry is tough industry to
operate in with the various of challenge
such as rapid advancement of
technologies, high initial cost and
consumer demand is volatile right
corporate strategy and implementation
Perodua able to reduce the risk and
keep their number one spot as Malaysia
best selling automobile brand. Important
for Proton to increase their market share
in the automobile market to able to
competes with other competitor.