Marketing Plan for Perodua

Topics: Perodua, Perodua Viva, Perodua vehicles Pages: 17 (2215 words) Published: April 27, 2011
PERODUA Corporate Information
Perusahaan Otomobil Kedua Sdn Bhd (PERODUA), established in 1993, is a joint venture company between Malaysian and Japanese partners. The shareholders of Perodua are UMW Corporation Sdn Bhd 38%, MBM Resources Berhad 20%, Daihatsu Motor Co. Ltd 20%, PNB Equity Resource Corporation Sdn Berhad 10%, Daihatsu (Malaysia) Sdn Bhd 5%, Mitsui & Co. Ltd 4.2% and Mitsui & Co, (Asia Pacific) Pte Ltd 2.8%.

The company started operations in 1994 and the ever so popular Perodua Kancil was introduced to the Malaysian market in August the same year. To date, the following vehicles have rolled out of the Perodua plant: |[pic]The Perodua Rusa - March 1996 | |[pic]The Perodua Kembara - August 1998 | |[pic]The Perodua Kenari - June 2000 | |[pic]The Perodua Kelisa - August 2001 | |[pic]The Perodua Myvi - May 2005 | |[pic]The Perodua Viva - May 2007 | |[pic]The Perodua Nautica 4WD - May 2008 | |[pic]The Perodua Alza – November 2009 |

As of 30 September 2010, Perodua has sold some 1.85 million units of vehicles of various models.

Perodua headquarters is located on an 138-hectare site in Sungai Choh, Rawang, Selangor Darul Ehsan. It houses among others Perodua corporate building, R&D testing laboratories and styling studio, vehicle test track, manufacturing plant, engine plant, pre-delivery inspection area, vehicle distribution stockyard and parts warehouse.

Perodua Auto Corporation Sdn Bhd (PCSB) was established in the final quarter of 2001. Besides Perodua, the two other joint venture partners of PCSB are Daihatsu Motor Co. Ltd. and Mitsui & Co. Ltd both of Japan. The manufacturing operations of the Perodua Group are being managed by PCSB. The three active entities within the Group are:

Perodua Sales Sdn Bhd (PSSB) is responsible for the sales, marketing, and distribution of all Perodua vehicles as well as after sales service and spare parts operations. Perodua Manufacturing Sdn Bhd (PMSB) is the company responsible for the manufacturing of Perodua vehicles. Perodua Engine Manufacturing Sdn Bhd (PEMSB) undertakes the assembly of the vehicle engines and also manufacturing of selected engine component parts. Workforce

As of 30 September 2010, Perodua employs over 10,000 people nationwide. Production capacity
The plant currently has the capacity to produce 250,000 units per annum on 2-shift cycle. Sales and service network
To date, Perodua has 180 sales and 170 service outlets nationwide to cater our customers’ convenience. Overseas
Perodua exports to 7 countries: UK, Singapore, Brunei, Fiji, Sri Lanka, Nepal and Mauritius

Perodua’s Vision, Mission and Values
Perodua`s Vision :
To be the most preferred automotive brand renowned for products and services of excellent quality which contributes to the development of the nation.

We aim to achieve our Vision by following our Mission :
|[pic] |Professionalism in all our operations | |[pic] |Efficiency in utilising technologies and available resources...
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