Company background (includes vision and mission, objectives, policies, strategies, internal and external forces)
Methodology (Secondary data, SWOT and Industry Analysis)
1.0 Company background
Perusahaan Otomobil Kedua Sdn Bhd (PERODUA) was established in 1993. The joint venture partners/shareholders of Perodua and their respective shareholding are UMW Corporation Sdn Bhd (38%), Daihatsu Motor Co. Ltd. (20%), MBM Resources Berhad (20%), PNB Equity Resources Corporation Sdn Bhd (10%), Mitsui & Co. Ltd (7%) and Daihatsu (Malaysia) Sdn Bhd (5%).
The company’s operations commenced early 1994 and the first vehicle, the ever so popular, Perodua Kancil was introduced to the Malaysian market in August 1994. To date, the following vehicles have rolled out of the Perodua plant:
• The Perodua Rusa, a multi utility vehicle in March, 1996
• The Perodua Kembara, the 4x4 vehicle, in August, 1998
• The Perodua Kenari, the mini MPV, in June 2000
• The Perodua Kelisa, the sporty fun car, in August 2001
Up to end of March 2004, Perodua has successfully sold approximately 803,126 units of vehicles of various models both locally and abroad.
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 both Japanese companies, namely Daihatsu Motor Co. Ltd., and Mitsui & Co. Ltd. To date, the manufacturing operations of the Perodua Group are being managed by PCSB.
The three active entities within the Group are:
I. Perodua Sales Sdn Bhd (PSSB)
which is responsible for the sales, marketing, distribution of all Perodua vehicles and also to operate the nationwide after sales service and spare parts operations.
Save for the sales and service operations, which exist in all the states nationwide, Perodua operates from its headquarters in Sungai Choh, Rawang, Selangor Darul Ehsan. The 200-acre land houses amongst others the Perodua... [continues]
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