Proton Exora 2

Only available on StudyMode
  • Download(s) : 125
  • Published : March 16, 2012
Open Document
Text Preview
[pic]

University of Malaya
Faculty of Business and Accountancy
Graduate School of Business
Master of Business Administration
___________________________________________

CMGB 6101 – MARKETING MANAGEMENT

[pic]

PRODUCT : PROTON EXORA 2

For: Michael M.Dent Msc, MPhil, MCIM

Prepared by:

Halisah Ashari CGA 080108
Linda Sim Siew KianCGA 080016
Teh Chye Beng CGA 080035

CONTENTS

EXECUTIVE SUMMARY4
1. INTRODUCTION
1. AUTO INDUSTRY IN GENERAL 20094

2. COMPANY BACKGROUND7
1. PRODUCTS AND SERVICES8

3. PROBLEM IDENTIFICATION
1. PROTON CONTROVERSIES9
2. BUSINESS MODEL10
3. QUALITY CONTROL11
4. ECONOMIC FACTOR11
5. POLICY13
6. STAFF AND VENDOR14
7. OTHERS15
8. THE CHOICE OF DECISION FACED BY THE KEY PERSON16

4. PROBLEM ANALYSIS
1. MARKET OVERVIEW17
2. SWOT ANALYSIS18
3. COMPETITORS ANALYSIS 21
4. POINTS OF PARITY AND POINTS OF DIFFERENCE
1. POINTS OF PARITY22
2. POINTS OF DIFFERENCE23

5. DECISION CRITERIA
1. BUSINESS PROPOSITION24
1. MEASURABLE AND ATTAINABLE OBJECTIVE26
2. TARGET MARKET 26
3. STRATEGY STATMENT29
4. KEY PLANING ASSUMPTION29
5. POSSIBLE SOLUTION29

6. RECOMMENDATION & IMPLEMENTATION
1. MARRKETING MIX- ACTION PLAN32
1. PRODUCT32
2. PRICE33
3. PLACE33
4. PROMOTION34
1. IMPLEMENTATION37
2. EVALUATION38
3. RECOMMENDATION39

7. CONCULSION41
      
REFERENCES

APPENDICES
i) Nissan Grand Livina Specification
ii) Proton Exora Specification
iii) Campaign Flow Chart

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.

Despite the benefits offered by Proton Exora, our group had identified few major problems faced by Proton. One of the major problems faced by Proton is Proton has lost its market share to local and foreign competitors from 60% of the domestic passenger car market in 2001 to 29% for the first half of 2008 (Malaysian Automotive Association 2008). Proton’s brand value has also dropped from RM239 million in 2007 (rank 19) to RM150 million in 2008 (rank 23). The latest news on 23rd November 2009 reveals that Proton’s ranking has dropped from Malaysia’s 30 Most Valuable Brand (MMVB) ranking.

Therefore, our group has recommends new concept car known as Proton Exora 2 with additional improvised features included to enhance the performance and increase the demand for Proton Exora car. Possible solutions to mitigate the problems identified are by introducing additional value improvised features to enhance the performance and sales of Proton Exora 2 by focusing on fuel efficiency, convenience and safety and emphasizing on the environment friendly vehicle. Overall, the action plans recommended are based on 4Ps’ strategies and marketing mix models.

1. INTRODUCTION

1. Auto Industry in general 2009

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...
tracking img