Business: Automobile and Proton

Topics: Automobile, Proton, Lotus Cars Pages: 10 (3140 words) Published: August 21, 2013
Table of Contents

INTRODUCTION2
PROTON COMPANY BACKGROUND2
Main Body4
Macroenvironment4
a) POLITICAL FACTORS4
b) ECONOMIC FACTORS4
c) SOCIAL FACTORS5
d) TECHNOLOGICAL FACTORS5
Microenvironment5
Suppliers5
Other stakeholders5
Intermediaries6
Competitor7
Customer7
INTERNAL ENVIRONMENT8
Marketing8
Production8
Finance8
Personnel9
CONCLUSION11

INTRODUCTION
This assignment contains about business environment. Business environment refers to different forces or surroundings that affect business operations. Such forces include customers, competitors, suppliers, distributors, industry trends, substitutes, regulations, government activities, the economy, and social and cultural factors. Others are innovations and technological developments. We choose Proton Holdings Berhad because we think this local company is the best company for us to do this business environment assignment because this company use this include Macro, Micro and Internal Environment.

PROTON COMPANY BACKGROUND
Proton Holdings Berhad (stylized PROTON) is a Malaysian automobile manufacturer. It is headquartered in Shah Alam, Selangor and operates an additional manufacturing plant in Tanjung Malim, Perak. The company was founded in 1983 and was the sole vehicle manufacturer in Malaysia until the establishment of Perodua in 1993. Proton is a Malay acronym for Perusahaan Otomobil Nasional Sendirian Berhad. (English: National 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 are in Asia. Proton was formerly owned by Khazanah Nasional, the investment holding arm of the government 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 new owner, partner, Chairman and the launch of various new and upcoming models in an effort to gain an international presense and increase profitability. PROTON produced Malaysia’s first car, the Proton SAGA which was commercially launched on July 9, 1985 by Malaysian Prime Minister, Dato’ Seri Dr. Mahathir Mohamad who conceived the idea of a Malaysian car. One of the reason of this achievement is due to the introduction of new models with higher profit margins, stronger sales volume, savings from group-wide cost-reduction initiatives, income from the sale of rights for use of Intellectual Property Rights relating to a vehicle platform (for the China market) as well as the R&D grant. For the year 2008, PROTON’s focus would be in the core areas of product, quality, cost efficiency and distribution network. PROTON aims to have 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 organisation’s newly introduced Exora, Persona and Saga Models, with the latter powered by the new CamPro IAFM engine. PROTON has also continued to update 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, thereby 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,...
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