Managing Strategy
INDIVIDUAL ASSIGNMENT
Managing Strategy
Hand out Date:17 th August 2011
Hand in Date: 08th November 2011
Submitted By : - Submitted to :-
ANUJ KUMAR Nidhi Khurana
PTM1001007 Lecturer
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ACKNOWLEDGEMENT
With due respect, I would like to thank all off those who were involved in helping me out in
this project. I m thankful to our lecturer Nidhi Khurana who supported my efforts and help
me a lot.
I am also thankful to my college faculty for helping me and providing me all basic resources
to work upon and help me complete my project in time.
Thanking you,
Nidhi Khurana
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CERTIFICATE
This is to certify that “ANUJ KUMAR” Roll No. PTM1001007 of
“MARKETING BRANCH” had completed his assignment on “Managing
Strategy” on 8th November 2011.
Nidhi Khurana
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TABLE OF CONTENT
S.NO CONTENTS PAGE NO.
1. INTRODUCTION 5-8
2. ANALYSIS OF EXTERNAL ENVIRONMENT 9-16
3. ANALYSIS OF INTERNAL ENVIRONMENT 16-18
4. STRATEGY ALTERNATIVES AND RECOMMENDATION
GENERATING ALTERNATIVE STRATEGIES
19-21
5. RECOMMENDED STRATEGIES 21-24
6. CONCLUSION 25
7. BIBLIOGRAPHY 26
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Introduction
Proton brand is the most valuable asset for all the companies in our group. It embodies a
unique set of perceptions about our products and services that are triggered in the minds of
our public by how others judge what we do, how we behave, and what we say.
A strong and well-managed brand at every point of contact with our customers and business
associates provides the cues that distinguish us from our competitors. It helps people to know
us better and support our corporate vision. Proton is a Malaysian automobile manufacturer
headquartered in Subang Jaya and Shah Alam, Selangor, Malaysia, with a manufacturing
plant in Tanjung Malim, Perak. Founded in 1983, it was Malaysia's only carmaker until the
establishment of its competitor and arch-rival, Perodua, in 1993. Its name is a Malay acronym
for Perusahaan Otomobil Nasional (English: National Automobile Enterprise).
Year of estd;1983 It is a core member of Proton Holdings Berhad, the holding company
which is listed on Bursa Malaysia. Majority of its equity is owned by a government-owned
company Khazanah Nasional Berhad, making it government-linked company (GLC). For
more than 2 decades since its establishment, this stake was jointly owned by Mitsubishi
Motors and parent Mitsubishi Corp. which each held a 7.93% stake in Proton until they sold
it in March 2004. Mitsubishi disposed it’s entire 15.86% stake in Proton, most of which were
picked up by Khazanah Nasional, which holds 42.7% of Proton shares now. The Mitsubishi-
Proton partnership was deemed a failure because of the lack of technology transfer.
Net Income;RM240million in 2009
REVENUE;RM8.23billion in 2009
Total Assets;RM7.52billion in 2009
EMPLOYEES;10.300
MISSION;
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To make PROTON a GREAT BRAND with the world class leading engineering and
breakthrough innovative automotive technology.
VISION;
To turn Malaysia into a real ENGINEERING SUPERPOWER in this world, the real super
player in automotive industry.
CAR MODEL;
Proton Saga,Proton Wira,Proton satria,Proton Putra;Proton Perdana;Proton Tiara; Proton
Perdana v6;Proton Juara;Proton Waja;Proton Arena;Proton Gen-2;Proton Savvy;Proton satria
Neo;Proton Persona;Proton Exora;Proton Inspira;
Improvement in sale:
In 2006, Proton's sales dropped 30.4% from 166,118 in 2005 to 115,538 for the Malaysian
market,[16][17] with a later report indicating a 55% fall of sales to 962.3 million ringgit, its
lowest in at least seven years.[18] This allowed Perodua to overtake Proton as the country's
largest passenger carmaker for the first time, with a 41.6% market share, while Proton's
market share fell from 40% in 2005 to 32% in 2006. In the period ending December 31, 2006,
Proton has also suffered three consecutive quarterly losses. Compared to a profit of 86.5
million ringgit in 2005, the car company lost 281.5 million ringgit in 2006. Proton blamed
discounts from rivals. Total losses in 2007s financial year climbed to $169 million.
AREA IN THE WORLD ITS OPERATING:
United Kingdom ; Asean Countries ;Australia;China; India;Russia;Middle East;Japan
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CURRENT FUTURE PROTON OWNER:
It is our desire to ensure the exceptional service andmaintenance of your purchased Proton.
Handing over your car to the wrong dealer for a quick fix may lead to long-term repair work,
in the future. That is why you shoulchoose an Authorised Proton Service Outlets as your first
choice of servicing. You can entrust an Authorised Proton Service Outlets to service your
vehicle because our trained experts maintain your vehicle using genuine Proton parts. As for
other dealers, you may be getting an imprecise amount of service whereas a genuine Proton
service ensures your vehicle gets the accurate maintenance and approved service schedules,
regardless of age or mileage.
STRATEGIES:
The strategy covers, among others, the right car models as well as their market place and
replacement cycle Which will enable Proton to maintain its competitiveness in the future.
Cooperation from all parties, inside and outside Proton, is pertinent in efforts to improve the
company as the country's leading car manufacturer.
Strategy and rationale behind Group Lotus' F1 participation. The article offered the
somewhat puzzling notion that PROTON seeks to find "commercial success for PROTON
cars" via the F1 participation of Group Lotus, posing the doubtful analogy of Ferrari seeking
to do the same for global sales of Fiat cars as well as citing the departure of several mass
market car companies from sponsoring F1 teams. The writer then wondered whether
PROTON would "be able to sell its cars globally just with Lotus' entry into F1 if its products
are not improved.
FORCAST OF THE COMPANY:
Future planning for proton:
Proton looks for diesel and petrol engine partners while further developing Campro
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PROTON has announced it wants to team up with other manufacturers to deliver more potent
petrol engines, and to introduce diesel technology.
Proton goes back to Mitsubishi
MALAYSIAN car-maker Proton is returning to original partner Mitsubishi for future
collaborations, starting with a rebadged Lancer to replace its aged and slow-selling Waja
small car.
Proton and Volkswagen talks simmer
TALKS may have stalled but negotiations between Proton and German car giant Volkswagen
could deliver big benefits for both players.
Proton boss in no Western rush
THE total sales dollars generated by Proton from selling superseded Mitsubishi cars in
Australia last year was less than many large dealers can generate in a month.
Proton in billion dollar push
MALAYSIA'S national car manufacturer Proton has revealed a $1 billion product makeover
which will see virtually its entire model range renewed by the end of 2004 and some exciting
new models added.
Why company need to revamp its strategy and what are the key issues
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External Environment;
Proton major competitors in the automotive industry.
PROTON VERIFICATION
ADVANTAGE:-
Very low price, cute looking, superb ride and handling for a compact car and parking is SO
easy.
DISADVANTAGE:-
Hard feeling interior plastics; lack of low-down torque; needs more safety equipment.
On what basis you are comparing this and how can you say that there are the competitors
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Ford industry
Advantage :-
Fantastic styling; class leading handling, sharp steering; super frugal ECOnetic grade
Disadvantage :-
Interior finish is one notch below the class best; steering did adjust for rake and reach but
now only rake (mid life facelift change.
TOYOTA AUTOMOBILE INDUSTRY
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Advantage:-
Good value for money; modern exterior design; reliable, quality engine. A top seller in the
Supermini class.
Disadvantage:-
Not the most exciting car on the road to drive, the dash design isn't for everyone.
Honda Industry
Advantage:-
Excellent levels of interior space & economical to run - a very good city car.
Disadvantage:-
No Electronic Stability Control (ESC); performance is only satisfactory considering the price
of the car.
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Volkswagen Automobile industry
Advantage:-
Brilliantly refined; high quality interior; smooth ride; class leading safety across all grades;
for a number of new car shoppers this is the Supermini we’d most recommend.
Disadvantage:-
Handling and steering feel can’t quite match the class best; rear seat space is only average;
entry level grade is our least favourite Polo (and not 4.5 star worthy like the other two
grades).
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PEST ANALYSIS FOR PROTON AUTOMOBILES
PEST analysis is concerned with the key external environmental influences on a business.
The acronym stands for the Political, Economic, Social and Technological issues that could
affect the strategic development of a business.
Identifying PEST influences is a useful way of summarising the external environment in
which a business operates. However, it must be followed up by consideration of how a
business should respond to these influences. ( why is PEST IMP)
Political Analysis :-
One of the important factors to consider is the presence of AFTA or ASEAN Free Trade
Area. Currently, most of ASEAN region are free trade or 96% of the entire ASEAN trade.
AFTA was established in January of 1992 in order to eliminate tariff barriers among the
Southeast 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 2008). Because
Malaysia has two national carmakers which are Proton and Perodua, and the government
wants to protect their interests. Unfortunately, the said development could prove to be a
temporary solution. If we are going to check on the high selling prices of the national cars of
Malaysia because of high production costs and lack of vendor efficiency, there is a big
possibility that the local market will be ruled by imported cars. As a result, there will be
increase in the number of the vehicles on the road and there will be a glut of used cars in the
market, because people will tend to trade their cars for cheaper and imported brands (Frost &
Sullivan 2002). On the other hand, the issue regarding the environment is vital because it is
considered as one of the most talk about topics in the world. The environmental regulation in
Malaysia can be traced back during the colonialism of British which introduced the
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environmental standards about the mineral and agricultural resources to Europe.
Economic Analysis :-
The vehicle sales in the country is expected to fall by 12.4% in 2009 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 government of
the country is expecting a slow economic growth 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. However, the performance of the automobile
industry will be maintained and managed due to the huge total labor force. Despite of the
slower economic growth in 2003, the unemployment rate was only 3.5%, which shows an
almost full employment (PriceWaterHouseCooper 2005).
Social Analysis
The growing population in the country is one of the factors which can affect the automobile
industry. In 2008, the country has a total of 27.5 million citizens (US Department of State
n.d.). This will give a greater number of markets. Furthermore, the ratio of car ownership in
the country is somewhat high or total of 1:5, which signifies that people are considering cars
as important things in their lives. Furthermore, people will also set on big-ticket items or
consumers are expected to put off buying different motor vehicles because of the
employment market uncertainty because of the global and local financial crisis
(AseanOneMonitoring 2009). Another factor to consider is the growing knowledge and
concern of the people regarding different environmental issues. Furthermore, the impact of
the image to the loyalty of the customer is also another factor.
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Technological Analysis
Technology is considered as one of the most important factor in the automotive industry. Due
to the increasing competition, the development in technology is growing 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. The intellectual
property is also important factor, because it is considered as a sign of authenticity and
uniqueness. Due to the different technologies, primarily the help of computer and the
Internet, the potential for innovation and development is increasing.
PEST, FIVE FORCES FRAME WORK, KEY DIVERS OF
CHANGE
Opportunity
The support of the government to the company is an important opportunity, because
the government considers the company as their partner, therefore majority of cars
needed by local and national government will be Proton.
The company can also take advantage of the different technological developments,
particularly the different Information Technology (IT) or Information System or IS.
Entering new markets will also help the company to expand their business in terms of
size; therefore can help to gain more turnovers.
It is also important to consider the ongoing popularity of e-commerce or online selling
of goods. This will help the company to target more market in more reliable, fast and
cost-effective manner.
The changing perspective and concern of the people towards the environment also
created opportunities for different automotive industry.
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Threats
The most crucial threats to be faced by the company are the global financial
crisis which affects the economy of Malaysia, and affect the lifestyle and buying
behaviour of the consumer.
As a result, as of October of 2008, new-vehicle deliveries slipped by 13% from
42,915 of last year to 37,512 units (Chrysler 2008).
The changing and maturing of the technology is also another important factor to
consider, together with the growing number of competitors who are entering the
market, which result to the price wars.
Analysis of Internal Environment
INTERNAL ENV??
Strength:
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One of the important strengths of the company is its reputation or strong
brand image due to the long years it had stayed in the industry.
The Malaysia people have become familiar and loyal to the brand, aside from
the fact that Proton had become the national car brand in the country.
Due to that, the car manufacturer has a strong support or back-up from the
government, which is considered as an important entity in any business
environment.
Above all, the company has a manufacturing capability at Tg. Malim to
consolidate all models, as well as the existing tariff structure.
Weaknesses
First is the lack of R&D or innovation as well as lack of original products and limited
products because of the inability of the company to introduce real new models, which
lead them to cannibalize their screwed up line of products (Build Board n.d.).
The company is lacking in international operation, due to the different factors,
primarily because of huge competition in the global market.
The reputation or image of the company is also facing difficulties because of the
current quality issue due to active service units and low plant utilization (Build Board
n.d.).
Furthermore, company is having different human resource issue due to their inability
to retain and cultivate talent. Because of all these reasons, the company is lacking in
international operations.
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Above all, due to it’s over reliance to the government, without the strong support from
the government, Proton could lose out to major players in the industry that can cause
serious impact on the different supply chain.
CORE COMPETENCIES
Are the skills and abilities by which resources are deployed through an organization’s
activities and processes such as to achieve competitive advantage in ways that others
cannot imitate or obtain.
The core competitiveness of automakers and parts makers start producing high
quality products. Our skills in product development and production of services
play an important role in helping our customers to become more competitive. With
ten-year history to perform a wide variety of projects that are now V-ENS clearly
separated with superior technology, rich experience, advanced infrastructure and a
wide network. We also world-class automotive experts with unique expertise and a
wealth of hands-on background. Our second advantage lies in the strong partnership
we have with our clients created over the years, as many of our joint projects.
COMPETITIVE ADVANTAGE
Zero harmful emission
Lower fuel
Lower fuel consumption than comparable commercial
Alternative
No recharge requirement unlike batteries
Silent operation
A standard fuel cell module for use in multiple application and
A reliable robust and durable technology
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SOURCE OF COMPETITIVE ADVANTAGE
World-Class Engineers - V-ENS engineers are professionals in vehicle engineering
with expertise in a wide range of areas and who possess plenty of hands-on
experience. Over 65% of our engineers have more than ten-years of work experience
in related fields, and take pride in offering our customers optimal consulting and
engineering services with using of our skills and unique expertise. Today we put great
emphasis on developing and training our engineers with various programs aimed at
strengthening their competence: benchmarking program, design reviews, and
authentication systems for design and production skills, together with systematic
technology trainings.
Superior Infrastructure and Solution - V-ENS has various infrastructures and
solutions crucial in producing high quality vehicles at competitive prices and within
the scheduled time. Starting with the pilot plant we operate in Gasan-dong, Seoul, our
platforms cover every segment, including systematic engineering architectures such as
the Systematic Design Architecture (SDA), Systematic CAE Architecture (SCA), and
Systematic Manufacturing Architecture (SMA), and CAD&CAE tools such as
CATIA V5, UG, Mentor, and ICEM, as well as advanced data management and
security systems such as the Project Data Management (PDM), Digital Rights
Management (DRM), and Project Base Authorization (PBA).
Partnership on Trust
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TOWS ANALYSIS
TOWS Analysis is a variant of the classic business tool, SWOT Analysis. TOWS and SWOT
are acronyms for different arrangements of the words Strengths, Weaknesses, Opportunities
and Threats.
By analyzing the external environment (threats and opportunities), and your internal
environment (weaknesses and strengths), you can use these techniques to think about the
strategy of your whole organization, a department or a team. You can also use them to think
about a process, a marketing campaign, or even your own skills and experience.
Our article on SWOT Analysis helps you perform a thorough SWOT/TOWS Analysis. At a
practical level, the only difference between TOWS and SWOT is that TOWS emphasizes the
external environment whilst SWOT emphasizes the internal environment. In both cases, this
analysis results in a SWOT (or TOWS) Matrix like the one shown below:
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STRENGHTS-S1. Strong Brand image2. One of the oldest industry3. Its a national car brand in
the country4. Very familiar to the
Malaysia people5. Good backup from the
Government6. Has a manufacturing
capability at tg.malim to consolidate all models, as well as the existing tariff structure
WEAKNESS-W1. Lack of R&D2. Limited products3. Lacking in
international operation
4. Quality issue and low plant utilization
5. Human resource issue
OPPERTUNITIES1. Support of government2. Information technology3. Technological
developments4. Gain turnovers5. .E-commerce
SO-STRATEGIES1. Egypt market as a new
business2. Making strong economical
Expects3. Utilize money
WO-STRATEGIES1. R & D2. Budget3. Car of less fuel
efficient
THREATS1. Global financial crisis2. Growing competitors in
market3. Maturing of the
technology
ST-STRATEGIES1. Government2. Manufacturing capability3. Financial crisis
WT-STRATEGIES1. Competitors2. .Good products
with lower price
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RECOMMENDED STRATEGIES
CURRENT STRATEGIES
Here explained the strategies regarding TOWS analysis above. And now further giving the
recommended strategy to increase the economical expects , turnovers and R & D. When we
talk about company strategy, we are not only looking at one direction or over a long-term
period. It must be accompanied by the short- to medium-term approach in order to achieve
any annual target.
INFORMATION TECHNOLOGY
The term information technology or IT to refer to an entire industry. In actuality, information
technology is the use of computers and software to manage information. So we need to get
throughout it to get stoned in the industry. In some companies, this is referred to as
Management Information Services (or MIS) or simply as Information Services (or IS). The
information technology department of a large company would be responsible for storing
information, protecting information, processing the information, transmitting the information
as necessary, and later retrieving information as necessary.
The information technology for the automobile industry (ITA) an interest federation of the
international automobile industry with the emphasis is information technology.A goal is, the
information flow between the car manufacturers and - suppliers on the one hand and the IT-
enterprises on the other hand to improve; at present the emphasis is on the analysis of the
logistics of the delivery chains.
RESEARCH AND DEVELOPMENT
New product design and development is more often than not a crucial factor in the survival of
a company. In an industry that is changing fast, firms must continually revise their design and
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range of products. This is necessary due to continuous technology change and development
as well as other competitors and the changing preference of customers. Without an R&D
program, a firm must rely on strategic alliances, acquisitions, and networks to tap into the
innovations of others.
INTERNATIONAL OPERATIONS
The automotive industry is multinational in both its organization and its operation. Beginning
in the 1980s and accelerating in the late 1990s, it has established a trend toward
international consolidation. Larger, more financially secure firms buy controlling interest in
financially troubled ones, usually because the weaker firm manufactures a highly prized
product, has access to markets that the larger company does not, or both. The major European
and Japanese producers have developed a comparable pattern, with worldwide networks of
subsidiaries and affiliates. For example:
Toyota has a controlling interest in Australian Motors. Volkswagen's success in the U.S.
market led to the opening of a factory in Pennsylvania in 1978. Fiat has an interest
in Citroën. Volvo transferred some of its operations to Norway.
Going through the industrial development International operation should be in a manner to
achieve required turnovers. If there is a lack then it shows the weakness regarding plant
utilization to the industry.
HUMAN RESOURCE
Human resources (HR) issues commonly experienced by employers today include diversity,
productivity, training, benefits and outsourcing. How each business deals with its specific
human resources issues depends on the HR manager or director as well as company policy.
Since the main responsibility of HR personnel is to oversee all areas of recruitment, hiring,
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employee development and termination, it's also this department's job to handle human
resources issues.
Productivity is one of the human resources issues that continue to be a common struggle for
most businesses. Employers must constantly make sure that employees are getting enough of
the needed kinds of work completed so that the business is running efficiently in order to be
profitable. If the company has employees who aren't pulling their weight, it decreases
productivity which can decrease profitability. HR management has the responsibility of
designing the workplace structure and implementing programs that help increase employee
motivation and productivity.
QUALITY ISSUE
What Deming sought was a mathematical means of controlling the level of quality by seeking
"ever finer manufacturing tolerances" (Halberstam, 1986, p. 312). While this system of
quality control demanded a commitment from the highest management levels, it depended
upon the participation of personnel from all levels of the organization involved in the
production process.Participation meant more than input from production workers. It also
meant that managers must be a part of the production process. In American industry in the
1950s and 1960s, however, the concept of the professional manager developed though an
MBA education and a fast-track management development program meant that managers
would have little or no contact with the actual production process (Halberstam, 1986, p. 313).
Short-term financial goals took precedence over all else - particularly quality control.
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R&D IS THE BEST OF ALL ABOVE STRATEGY TO THE INDUSTRY
In pursuit of world-class R&D capability, V-ENS has always made it a top priority to make
strategic investments in R&D, in areas including infrastructure and human resources.
Currently, we are very much focused on developing cutting-edge technologies starting with
electric vehicle technologies, automobile weight reduction technologies that utilize
engineering plastic, aluminum, and UHSS steel plates, and design optimization technologies
of electric system such as vehicle communication network and wiring harness circuit
simulation. Also, as part of our effort to strengthen R&D capability, we have established
extensive collaboration networks with automobile-related research institutes, businesses, and
organizations.
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CONCLUSION
Marketing objectives of Proton: Target market,satisfaction level of target
market, current yearly sales of Proton,Current issues-gear box problems
etc.Current promotions efforts to sell Proton-from proton’s site.
Current Mission of Proton: To strive towards excellence in all aspects of our
operations.
Proposed Mission statement for Proton: Quality and luxury cars at an
affordable price.
Current vision: Being customer’s no 1 choice in automobile product and
Services.
Proposed Vision statement for Proton: Becoming a world leader in the
automobile market.
Current Business Context
The automotive sector is a key industry in the Malaysian economy. The economic
contribution of this sector is immense, with significant linkages to the manufacturing
and services sectors. The automotive sector began with importation of vehicles which
then progressed to assembly operations and the establishment of a wide network of
automotive components and parts manufacturers. The establishment of Proton in 1985
and consequently Perodua in 1993 acted as catalysts to the development of the
automotive sector.
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JOURNAL 12
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BOOKS 8-9 BOOKS
CONCLUSION
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