Proton Case Study

Ranialda Hendri A191086 Kim Sehee A191073

Chiesa Jordan A191080 Adma Wahyu D S A19107

Tazkia Karima A19097

Background
1
The country’s first national car, the Proton Saga, rolled out to the masses.
An elusive dream for most nations, PROTON made it a reality for Malaysia.
Since its inception, PROTON has become a key driver of national
development as it paves the way forward with technology transfer,
strategic partnerships and technical collaborations. Today, with the
collaboration of the company strategic partner, Geely, PROTON continues
to design and build cars as it helps shape the landscape of Malaysia’s
automotive industry, while it aims to grow big internationally.
Insight
One of the cars produced in DRB-HICOM is proton, proton is a brand of
original malaysian car that has a malaysian automotive market, the people
of malaysia themselves look happy and proud to choose proton. in terms
of politics in the segmentation of the proton market is more in demand
apart from its quality also because this car is native to Malaysia. Also
Proton received assistance and investment from the Malaysia government.

According to an article from thestar.com National car maker Proton

Holdings Bhd’s sales rose 10.8 per cent month-on-month to 9,792 units in
May 2022, as the company ramped up production after overcoming parts
shortage issues.
Problem
1. Proton Market Demand
2. Proton Competitors
3. Environmental Concern
4. technological development of Proton companies
 2

ANALYSIS OF PROTON
PESTLE
Political/Economic/Social/Technology/Law/Environment

SWOT
Strengths/Weaknesses/Opportunities/Threat

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PESTLE
Standards Contents

political ● The government's protection

policy
● Cheap car loan(2-3%)

economic ● Activation of automotive industry

social ● Increasing car market demand

● 5 stakeholders

technology ● Alliances with Mitsubishi Motor

Corporation.

law ● No significant impact

environment ● Environmental concern

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SWOT
Standards Contents

Strengths ● Protection of government

Weaknesses ● Using outdated technology

● Backward technology
● Lack of R&D
● Declining margin profit

Opportunity ● Free-trade agreement

● Joint venture

Threat ● Competition with Perodua

● Foreign car company
● Tariff

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 3

RECOMMENDATION
 Recommendations
Short Term

Rationalize the Car Quality Maximizing Profit by

and Price Exporting to AFTA
countries

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 Recommendations
Long Term

Electronic Vehicle Continually Improve

Research and Technology
Development Keeping Up
With the Times

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 5

RISK/MITIGATIONS
DEFENSIVE STRATEGIC/SWOT ANALYSIS
 RISK MITIGATION

Targeting wrong market → conduct deep market research

High investment in machine & technology → build a tender for the

machine supplier

High investment without guaranteed outcome → Set kpi for R&D

Developing the wrong tech → Benchmark technologies &

development with competitor and turn it into action plan

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Thanks!
Any questions?

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