Marketing Strategy

Background

Proton

Proton is the first manufacturer of car in Malaysia, the Proton Saga, commercially launched on July 9, 1985 by then Malaysian Prime Minister, Dato' Seri Mahathir Mohamed, who had originally conceived the idea of a Malaysian car. Today, the Shah Alam factory is capable of producing 240 000 vehicles per year. Proton cars are making their mark internationally as competitive and innovative automobiles. They are now being exported to 50 countries including the highly competitive United Kingdom and continental European markets. With concerted and unswerving commitment from customers, business associates, shareholders, government agencies, and employees, PROTON is realizing its goal of being an internationally successful Malaysian automotive manufacturer. It is achieving this by being customer oriented and by producing competitively priced and innovative products.

Mitsubishi

Mitsubishi Motors in New Zealand had make history as the first automotive distributor to sell mass-produced electric cars to the public of New Zealand. The four-seat Mitsubishi I-MIEV is designed for urban commuters. The Mitsubishi I-MIEV has a range of up to 150 km per charge. Mitsubishi Motors during the 1870s and 1880s, expanded into other fields, including mining, railroads, and foreign exchange. This make Mitsubishi became so successful and gain the competitive advantages over the competitors. Mitsubishi continued to develop the innovative automobiles, and in 1931, they introduced the first Japanese-designed diesel engine, the 450 AR, for use in motor vehicles.  Mitsubishi also launched the Japan’s first commercial bus, the B46 which is the largest bus of its day. In 1975 Mitsubishi was developed the world’s first ‘Silent Shaft’ technology.

Positioning

Proton Holdings Berhad was introduced a car model based on the Mitsubishi Lancer called Proton Wira and more than 200,000 units sold in 1998. Proton Holdings Berhad gained a profits before tax of RM186 million in the...