INTRODUCTION
Proton was established on May 7, 1983 as a private limited company under the name Perusahaan Otomobil Nasional Sdn.Bhd 1983 to manufacture, assemble and sell motor vehicles and related products including accessories, spare parts and other components.
Currently, Proton has almost 11,000 employees who are involved in a spectrum of business ranging from research, design, development, testing, stamping, casting, machining and assembly to marketing, distribution and after sales activities. Strong customer-orientation and competitively-priced products are the foundation of Proton’s business and are essential to the group’s success. PROTON aims to maintain market leadership by continuing to develop innovative products and through satisfying its customers in a better and more profitable way than its competitors.
The objectives of the Malaysian National Car project were to:
• Rationalise the local automotive industry.
• Spearhead the development of a local component industry and to enhance greater use of local components.
• Encourage the upgrading of technology, engineering knowledge and technical skills of the country’s workforce.
• Assist and develop Bumiputera (the indigenous people of Malaysia) participation in the automotive industry.
1.1 Five year strategy Analysis:
In 2001 Proton introduced a new brand, the WAJA which got an overwhelming response by Malaysians. This gave a strong boost to the company’s profitability, future orientation and achieving world class manufacturing standards. It also gave hope and ambition to the company to increase effort in research and development in order to produce high quality and better vehicles. This was a strategy of market penetration and brand equity building.
• Also, the ...