Business: Automobile and Proton Essay

This assignment contains about business environment. line environment refers to different forces or surroundings that affect business operations. Such forces include guests, competitors, suppliers, distributors, industry trends, substitutes, regulations, presidency activities, the parsimony, and social and cultural factors. Others atomic number 18 innovations and technological festerings. We choose Proton Holdings Berhad because we think this local fel wretchedship is the best social club for us to do this business environment assignment because this b highway(prenominal) society use this include Macro, Micro and inner Environment.PROTON COMPANY BACKGROUND Proton Holdings Berhad (stylized PROTON) is a Malaysian simple machine manufacturer. It is headquartered in Shah Alam, Selangor and operates an additional manufacturing plant in Tanjung Malim, Perak. The ships company was founded in 1983 and was the sole vehicle manufacturer in Malaysia until the establishment of Perodu a in 1993. Proton is a Malay acronym for Perusahaan Otomobil Nasional Sendirian Berhad. (English topic Automobile Company Private Limited).Proton was largely a manufacturer of badge engineered vehicles from Mitsubishi Motors between 1985 and the early 2000s. The company has since produced several indigenously designed vehicles and operates in at least 26 countries, of which the majority atomic number 18 in Asia. Proton was formerly owned by Khazanah Nasional, the investment holding arm of the g everywherenment of Malaysia. In January 2012, it was taken over by DRB-HICOM, a Malaysian conglomerate in a transaction amounting RM1. 2 billion.Proton, predominantly reliant on the local industry is currently undergoing major structural and internal changes, as evident in the appointment of a unexampled owner, partner, Chairman and the launch of various unseasoned and upcoming shapes in an beat to gain an international presense and increment profitability. PROTON produced Malaysias initial motorcar, the Proton SAGA which was commerci ally launched on July 9, 1985 by Malaysian acme Minister, Dato Seri Dr. Mahathir Mohamad who conceived the idea of a Malaysian car.One of the reason of this chance uponment is due to the introduction of new(a) positions with high profit margins, stronger sales tawdriness, savings from group- immense embody-reduction initiatives, income from the sale of rights for use of Intellectual Property Rights relating to a vehicle platform (for the China market) as rise as the R&D grant. For the social class 2008, PROTONs focus would be in the core beas of product, quality, cost efficiency and distribution net civilize. PROTON aims to prepare a strong product portfolio by introducing the right car, for the right market, at the right price and at the right time.This was reflected in the governances newly introduced Exora, Persona and Saga Models, with the latter powered by the new CamPro IAFM engine. PROTON has overly continue d to modify and refresh existing product lines to entice and attract customers. PROTON cars are also known internationally as competitive and innovative automobiles. PROTON now is being exported to 50 countries like United Kingdom and continental European markets, in that respectby realizing its goal of being an internationally successful Malaysian automobile manufacturer.The first PROTON car was exported in 1986. The number has increased steadily and in 1998, Malaysia exported a total of 18,422 units to countries and areas, including Argentina, Australia, Bahrain, Bangladesh, Belgium, Brunei Darussalam, Chile, Cyprus, Egypt, Fiji, Germany, Jordan, Kuwait, Lebanon, Libya, Maldives, Mauritius, Oman, Philippines, Qatar, the Russian Federation, Saudi Arabia, Singapore, Slovenia, Sri Lanka, Taiwan body politic of China, Tur hear, United Arab Emirates and United Kingdom. The models being exported include Wira, Sedan/Aeroback, Satria and Putra.PROTONs exports are the most successful in the United Kingdom due to its competitive pricing strategy and its buyback arrangement with car lease companies in the country. PROTON also benefited from the Generalised Preferences Scheme that made it easy for them to enter the United Kingdom market. PROTON has introduced a few upgraded models with higher engine capacity and sporty design to establish its presence internationally. PROTON is focusing to be more(prenominal) customer-oriented and by producing competitively priced and innovative products. It is therefore contributing to the Malaysias attainment of Vision 2020. main Body.Macroenvironment a) POLITICAL FACTORS Currently, most of ASEAN region are free trade or 96% of the entire ASEAN trade. Asiatic Free Trade Area was established in January of 1992 in order to eliminate tariff barriers among the selenium Asian countries. It planned to reduce tariffs to zero to 5% in 15 years among the six nations through a common effective preferential tariff (Ghani & Zainuddin 20 08). If we are going to check on the high selling prices of the national cars of Malaysia because of high doing costs and lack of vendor efficiency, there is a fully grown possibility that the local market will be ruled by imported cars.In Malaysia, PROTON prices are kept comparatively lower to foreign manufacturers through protectionism. Protectionist policy has largely been blamed for PROTON s stagnating performance. b) scotch FACTORS The vehicle sales in the country is expected to fall by year by year due to different economic aspect, primarily the issue of global financial crisis, which affected the local financial status of the country (AseanOneMonitoring 2009). As a result, the organisation of the country is expecting a slow economic step-up for the country, which can affect the buying behavior of the customers.Furthermore, due to the AFTA, it had increased the competition, which will impact the performance of Proton. c) friendly FACTORS The ontogeny population in the country is one of the factors which can affect the automobile industry. Furthermore, the ratio of car ownership in the country is somewhat high or total of 15, which signifies that people are considering cars as measurable things in their lives. Furthermore, people will also set on wide-ranging-ticket items or consumers are expected to put off buying different motor vehicles because of the employment market incredulity because of the global and local financial crisis (AseanOneMonitoring 2009).d) TECHNOLOGICAL FACTORS delinquent to the increasing competition, the outgrowth in technology is suppuration and affecting the performance and position of each and every company in the automobile industry. It is also important to consider the maturity of technology, together with the maturity and capacity of manufacturing, which affect the innovation process of any company. Due to the different technologies, primarily the help of computer and the Internet, the potential for innovation an d development is increasing. Microenvironment * SuppliersThe supplier has a so-so(p) power over the industry. This is because there are few dominant suppliers in the industry who are well known for quality and brand imold age. Provide the resources to produce goods and services. Treated as partners to fork over customers service. Proton Supplier, AV Ventures steering, wiper arm and washer and window regulator systems. Ichikoh, Head lamp, mirror (also for Toyota, Nissan, and Subaru). * Other stakeholders Protons key stakeholders are the Environment, the Malaysian establishment, the Malaysian public, car owners as well as its vendors and suppliers.The Malaysia Government owns 52% of Proton shares through Khazanah, Petronas and ValueCap. ValueCap is a government investment arm. The government also heavily subsidizes the production of proton cars by giving grants and exemptions/tax credits. But scorn that, Proton continues to require loses. The Malaysian public is the indirect sha reholder through EPF (Employees Provident Fund), government unit put funds Amanah Saham Bumiputera, Amanah Saham Malaysia) and Lembaga Tabung Haji. Together these funds hold around 20% of Proton shares.Additionally, it is the public that pays the tax, which then is used to provide grants and tax credits. Proton also involves in sponsorships in the area of education and sports as well as donations to the needy. Customers or car owners cant find the exact figures of active Protons cars currently being driven all over Malaysia but I would estimate the figure to be around 3 million (assuming no cars have been fully retired). The figure is justified since I can still delay many first generation Proton Saga cars on the road.Environment also externality factor to be considered by having almost 3 million proton cars on our road (most of the cars produced are sold topically in Malaysia ). Moreover, the earlier generations of Proton are nearing loneliness and may need to be sent to scrap yard and contribute to our ever increasing bodge disposal problem. Vendors and Suppliers More than 80 per cent of Proton dowerys are currently produced or supplied by automotive component manufacturers and suppliers.Protons network of 287 vendors and approximately 3,000 sub-vendors currently supply more than 5,000 individual components and parts for its cars. * Intermediaries We continued to work with our distributors and dealers in a number of ways, most importantly, on programs designed to enhance the sales and service obtain for our customers. The strengthening of the domestic sales and service network remain our key focus to improve customer service and maintain our market share. Proton Cars Australia recorded retail sales of 1,388 units, an increase of 55%.This was the second largest increase in per centumage monetary value of any OEM in Australia. The higher sales were attributed to the success of the Jumbuck (Arena) which accounted for 786 units. Proton Cars UK managed t o retail a total of 507 units of Jumbuck (Arena), which represented 80% of the sub one ton single cab petrol pick-up market. fundamental sales however, recorded a decline of 14% with the gradual phasing out of the old products. Proton has continued to achieve excellent results in the 2004 UK J. D. Power Customer Satisfaction Survey.Proton tied for 10th position in the general Top Brand Category out of 33 brands and was placed second in Dealer aid Satisfaction, just behind Lexus. Further inroad into the neighbouring Asean markets is expected in 2005 with the establishment of Proton Edar In through with(p)sia and Proton Singapore. * Competitor The big competitor in Malaysia in term of automobile companies and affordable car is PERODUA. The competitive environment as we can see roughly in Malaysia is affordable car where all citizens in Malaysia can buy it and the car maintenances also cheap.Here, the porter four are been applied for more clearly because the competitive environment not moreover about the competitor. It can be about the economic recession, natural disaster and etc. i) Competitive tilt In Malaysia, there is not too much competitor around affordable car. The low cost car as I mentioned above (cheap maintenance) is not have a lot of competitor in generally. The affordable car in Malaysia also, gets more potential to sell compared to luxury car. The luxury car is notwithstanding certain people used. As we see the environment in Malaysia, 1 family will have more than 1 car.For sure, the first car they will choose the cheaper car and affordable car. ii) Threat of New appetizer (high) The economic recession will be a big bane for PROTON. As we know, all big company will facing over budget or does not achieve the sale for that year. The government will lose a lot of money cause of policy and shareholders. By the way, economic carry out turn actually comes suddenly without notice. iii) Threat of Substitutes (high) Substitutes also will be a big th reat for PROTON. Malaysia has to national car. The First automobile is PROTON and secondly PERODUA.The substitutes will high in term of car model (some of car model looks similar), and car spare part. iv) Buyer Power Buyer will choose the low cost car for the first car and vendee also actually are fragmented. So, it will not has much influence. * Customer Customers are the source of our income. We deliver on our promises to our customers satisfaction. The process in identifying the consumer target for new Proton Exora 2 is important due to the fact that consumers tend to have different brand knowledge structures and therefrom they will perceive differently for the products or services.Proton has successfully identified their target market, according to the segmentation bases namely behavioral, demographic and psychographic factors. INTERNAL ENVIRONMENT Marketing The company used to segment its market on variables such as behavioral, demographic, and geographical differences. Beha vioral air division Behavioral segmentation is based on the customers needs and subsequent reaction to those needs or toward the purchase of intended products and/or services. Demographic Segmentation Demographic segmentation refers to a wide study of the potential customers.Since the company is targeting its market to more economy class customers, demographic segmentation is employed by the company. Geographical Segmentation Geographical segmentation is done by dividing people (markets) into different geographical locations. The company targets markets of different countries different than Malaysia. Production PROTONs model products include WAJA, SATRIA, GTi, WIRA, ISWARA, ARENA, PERDANA V6, JUARA, PERSONA and EXORA. The range of 1. 3, 1. 5, 1. 6, 1. 8 and 2. 0 litre engines satisfies a wide spectrum of customers both locally and abroad.PROTONs model products include WAJA, SATRIA, GTi, WIRA, ISWARA, ARENA, PERDANA V6, JUARA, PERSONA and EXORA. The range of 1. 3, 1. 5, 1. 6, 1. 8 and 2. 0 litre engines satisfies a wide spectrum of customers both locally and abroad. Based on technology and parts from Mitsubishi Motors, production of the first model, the Proton Saga began in family 1985 at its first manufacturing plant in Shah Alam, Selangor. The 100,000th Proton Saga was produced in January 1989 and latest model is Suprima S. Finance Proton maintained gigantic financial profit thought the 1980s till 2000 due to their high market share in Malaysia.But with the launch of an arch rival Perodua in 1993, Proton was about to have a big run for its money and this came to reality in the 2000s. Protons market share dropped in 2006 to 30. 4% for the Malaysian market. Their generated receipts of 7,796 ( Million in Malaysian Ringgit) in 2006 was the second lowest in the last seven years as the company have always hit the billion Ringgit mark in the previous 7 years. This fall allowed Perodua to overtake Proton as the countrys largest passenger carmaker for the first ti me in history, with a 41. 6% market share while Proton fell from 40% in 2005 to 32% in 2006.Their market share continued to reduce down to 23. 1% in 2010 mainly due to new government policies. For example, under AFTA, Malaysia has reduced import tariffs, admittedly after having secured a two-year deferral from ASEAN. second tariffs on completely built-up (CBU) unites were reduced from a band of 70 90 percent to 20 percent at the start of 2005. However, it is important to understanding that Proton losing its market share to Perodua, another Malaysian automobile that was create a decade after full operation of Proton could hint some gaps in their management system.In other to justify these claims, it is necessary to have a look at their in-depth financial performance since the 2000s and how they have coped with loses in relation to their internationalization project. Personnel The overall thrust of our Human Resource strategy is to recruit, reenforce and retain the best employees. During the year, a number of recruitment road shows were conducted in Malaysia as well as the UK among backsheeshing engineering and business universities to meet our growing requirement. The response was overwhelming and more such road shows are being planned for the coming year.An internship program for graduate trainees was implemented during the year to meet the growing needs of the business. The Human Resource Management Group has continued to be the key forum for the communion of policies and issues affecting the employees. The Group comprising representatives from the Senior Management and the Proton Workers Union meet on a monthly root word to discuss strategic human resource issues affecting employees. It is a unique program that allows regular communication and prompt resolution of issues as well as participation by the Union in the development of policies affecting the employees.Research & Development The Group continues to inquiry new technologies with the ultimate aim to put these innovations into production through partnerships with Tier One Suppliers or OEM customers. Two such advancements likely to see production are engine technology AVT (Active Valve Train) and chassis technology VVA (Versatile Vehicle Architecture). The Group has also invested significantly on the development of new innovative products to meet the challenges of the market place. During the financial year, the Group invested RM542. 9 million (2003 RM413 million) in research and development.For 2004, total development expenditure increased significantly with work focused on the development of new models on a number of platforms including the leading edge Versatile Vehicle Architecture (VVA). The VVA reduces the time it takes to channel a new product to market and helps meet changing demand more quickly. Globally, we are base towards shared technologies so that vehicles can be differentiated while using common components. The reduction in development time will create gr eater efficiency and the standardisation will also lead to greater economies of scale in purchasing components.Development has also begun on an aluminium-bodied vehicle built on the VVA platform. Increased fuel efficiency and power through weight reduction and material recyclability are key factors that have conspired together to promote the use of aluminium in vehicle body structures for high volume production. CONCLUSION Proton is aiming to become one of the strong competitors of the automobile companies in market. So, as other existed competitors challenge the other proton company, they were inspired by them to develop a quality business for the customers.Competitive advantage is what they are targeting for company and there are business motivational is about the capabilities in automobile companies . Even they are realizing that there are some existed competitors have their own abilities in the automobile, they are also have the buyer Power. The buyer will choose the cheap car f or the first car and buyer also actually are fragmented. Therefore, it will not have much affecting. Besides that, they are always finds a way to make the market being effective with their strong distribution network.However, the companies of proton is the most famous company in Malaysia as we know and they will try the best to ensure that damage will occur. Moreover, proton also is one of the companies which offend a inspiration on all people and race in Malaysia irrespective early age or that old. Everyone knows, that Proton has various product automobile with the design distinctive. Some, from revenue scooped the great of benefits had rival that high with others automobile company. Even though, it still will ensure that Proton companies will always stable with economy and in terms of from product aspect is that best and high quality.