Proton Exora 2
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University of Malaya Faculty of Business and Accountancy Graduate School of Business Master of Business Administration ___________________________________________
CMGB 6101 – MARKETING MANAGEMENT
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PRODUCT : PROTON EXORA 2
For: Michael M.Dent Msc, MPhil, MCIM
Prepared by:
Halisah Ashari CGA 080108 Linda Sim Siew Kian CGA 080016 Teh Chye Beng CGA 080035
CONTENTS
EXECUTIVE SUMMARY 4
1. INTRODUCTION 1. AUTO INDUSTRY IN GENERAL 2009 4
2. COMPANY BACKGROUND 7 1. PRODUCTS AND SERVICES 8
3. PROBLEM IDENTIFICATION 1. PROTON CONTROVERSIES 9 2. BUSINESS MODEL 10 3. QUALITY CONTROL 11 4. ECONOMIC FACTOR 11 5. POLICY 13 6. STAFF AND VENDOR 14 7. OTHERS 15 8. THE CHOICE OF DECISION FACED BY THE KEY PERSON 16
4. PROBLEM ANALYSIS 1. MARKET OVERVIEW 17 2. SWOT ANALYSIS 18 3. COMPETITORS ANALYSIS 21 4. POINTS OF PARITY AND POINTS OF DIFFERENCE 1. POINTS OF PARITY 22 2. POINTS OF DIFFERENCE 23
5. DECISION CRITERIA 1. BUSINESS PROPOSITION 24 1. MEASURABLE AND ATTAINABLE OBJECTIVE 26 2. TARGET MARKET 26 3. STRATEGY STATMENT 29 4. KEY PLANING ASSUMPTION 29 5. POSSIBLE SOLUTION 29
6. RECOMMENDATION & IMPLEMENTATION 1. MARRKETING MIX- ACTION PLAN 32 1. PRODUCT 32 2. PRICE 33 3. PLACE 33 4. PROMOTION 34 1. IMPLEMENTATION 37 2. EVALUATION 38 3. RECOMMENDATION 39
7. CONCULSION 41 REFERENCES
APPENDICES i) Nissan Grand Livina Specification ii) Proton Exora Specification iii) Campaign Flow Chart
EXECUTIVE SUMMARY
Proton Exora is a
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 Kian CGA 080016 Teh Chye Beng CGA 080035
CONTENTS
EXECUTIVE SUMMARY 4
1. INTRODUCTION 1. AUTO INDUSTRY IN GENERAL 2009 4
2. COMPANY BACKGROUND 7 1. PRODUCTS AND SERVICES 8
3. PROBLEM IDENTIFICATION 1. PROTON CONTROVERSIES 9 2. BUSINESS MODEL 10 3. QUALITY CONTROL 11 4. ECONOMIC FACTOR 11 5. POLICY 13 6. STAFF AND VENDOR 14 7. OTHERS 15 8. THE CHOICE OF DECISION FACED BY THE KEY PERSON 16
4. PROBLEM ANALYSIS 1. MARKET OVERVIEW 17 2. SWOT ANALYSIS 18 3. COMPETITORS ANALYSIS 21 4. POINTS OF PARITY AND POINTS OF DIFFERENCE 1. POINTS OF PARITY 22 2. POINTS OF DIFFERENCE 23
5. DECISION CRITERIA 1. BUSINESS PROPOSITION 24 1. MEASURABLE AND ATTAINABLE OBJECTIVE 26 2. TARGET MARKET 26 3. STRATEGY STATMENT 29 4. KEY PLANING ASSUMPTION 29 5. POSSIBLE SOLUTION 29
6. RECOMMENDATION & IMPLEMENTATION 1. MARRKETING MIX- ACTION PLAN 32 1. PRODUCT 32 2. PRICE 33 3. PLACE 33 4. PROMOTION 34 1. IMPLEMENTATION 37 2. EVALUATION 38 3. RECOMMENDATION 39
7. CONCULSION 41 REFERENCES
APPENDICES i) Nissan Grand Livina Specification ii) Proton Exora Specification iii) Campaign Flow Chart
EXECUTIVE SUMMARY
Proton Exora is a