Automotive Industry and Proton

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Limkokwing University of creative technology
Cyber jaya Campus 2012
Faculty of Business Management & Globalization

Microeconomic
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PRODUCT: PROTON EXORA 2

Prepared by: qaid aledresi
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Table of content
I. II. III. Abstract Acknowledgement Introduction

1. Auto Industry In General 2012 2. company background 3. Products And Services 4. Economic Factors  Deregulated Market  Policy  Export Policy  Protectionism Policy  Staff And Vendors 5. Market Performance Overview 6. Financial Performance Analysis 7. SWOT Analysis  Strength  Weaknesses  Opportunities  Threats 8. Competitor Analysis. 9. Recommendation & Implementation 10. Action Plan- Marketing Mixes  Product  Price  Place / Distribution Channel

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 Promotion  Advertising  Sales Promotion  Event Marketing And Sponsorship  Evaluation- Measures Of Effectiveness 11. Conclusion 12. Reference

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Abstract

This paper is aimed to come out with a report which study and details the market of proton car company in Malaysia , to investigate the product market performance based on microeconomic terms; that is present in terms of the product,demand,supply,elasticity,market equilibrium, price discrimination, a strategic interaction and some other economic tool we've taken in our class. Recommend changes in the firm's operations that might increase profits. To state the business condition and use microeconomics to explain its situation and make some recommendations.

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Acknowledgement First of all our thanks for our beloved ‗God almighty‘ for giving us the knowledge to achieve this work therefore, our best appreciation and respect go to Ms FAIZAH SHAHUDIN our beloved lecturer who has stood with us during the classes lectures and laps, breaking down this subject obstacles and complexities, by guiding us with rich information and professional mechanisms so we could understand the concept of this individual assignment and do it as it has been required. We were able to answer the given. Finally we thank all of providers of the web content for their unlimited support like emerald and many other search website which real has filled the gap between the research and application. Finally our great thanks go Limkokwing University Management for providing us with their useful facilities such library and its internet atmosphere.

Executive summary Proton Exora is a compact multi-purpose vehicle (MPV) model produced by Malaysia car manufacturer known as Proton Holdings Berhad (Proton). The new model car was launched on 15 April 2009, which is the first Malaysian designed MPV. Proton Exora is a new lifestyle family vehicle, which combines advanced styling, spacious interior, which accommodates 7 adults and has multiple usage, high quality design and good performance with emphasis on the value for money factor.

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Introduction

Auto Industry in general 2012

The automotive industry in Malaysia can be considered as one of the most important and strategic industries in the manufacturing sector. Compared with other industries in the manufacturing sector in Malaysia, the automotive industry is hoped to boost the industrialization process so that Malaysia can be a developed nation by 2020.

Vehicles

Sales Unit Jan June 2011 - Jan June 2012

Market Share – Jan June 2011 - Jan June 2012

Ranking – Jan June 2011 – Jan June 2012 -

1

Perodua

75,483

83,589

34.2

30.1

1

1

2

Proton

46,955

72,957

21.3

26.2

2

2

3

Toyota

36,572

53,129

16.6

19.1

3

3

4

Honda

14,175

16,766

6.4

6

4

4

5

Nissan

8,336

14,925

3.8

5.4

6

5

6

Naza

10,898

6,709

4.9

2.4

5

6

7

Inokom

4,333

3,892

2

1.4

7

7

8

Mitsubishi

2,341

3,240

1.1

1.2

10

8

9

Daihatsu

2,376

2,670

1.1

1

9

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