PRINCIPLE AND PRACTICE OF MARKETING

MKT 420
PRINCIPLE AND PRACTICE OF MARKETING
ASSIGNMENT 1
MICRO AND MACRO ENVIRONMENT
PERODUA
PERUSAHAAN OTOMOBIL KEDUA SENDIRIAN BERHAD
GROUP: NBF2A
N
O
NAME MATRIC NO.
1. SHAH REDZA BIN SHAHRIN 2021243078
2. MUHAMMAD FIRDAUS BIN SHAIFULIZAN 2021620566
3. ABDUL KHADIR BIN ABD RAHMAN 2021260048
4. WAN NOOR FARHANA BT WAN ZAHARUDIN 2021694186
5. NUR RASYIQAH NABIHAH BINTI MOHAMAD GHANI 2021690718
LECTURER: NOR SHAHRUL NIZAM BIN MUHAMAD
SUBMISSION DATE: 22 OF MAY 2022

ACKNOWLEDGEMENT
First and foremost, we would like to express gratitude and be grateful to Allah S.W.T for His
shower blessing throughout our journey to make sure this group assignment is completely done.
We would like to show our sincere gratitude to Sir Nor Shahrul Nizam Bin Muhamad Nor who
is a lecturer for MKT420 for giving us a guideline for this final project. We also like to expand
our deepest gratitude to those who directly or indirectly give some guidance to us by writing this
assignment. Without the team members, this assignment surely cannot be accomplished if
there’s no cooperation among them. The group members as mentioned are Firdaus, Redza,
Khadir, Hana and Syiqah. Highly appreciated the support given and the willingness to allocate
some time just to discuss this assignment and make sure everything goes well.
The marketing environment is a part of the marketing planning process which is encompassed
the micro and macro environment that led and influences the organization's marketing activities.
In a microenvironment, it has, customers, suppliers, competitors, companies, the public and
intermediaries. Meanwhile, the macro is surrounded by demographic, economic, cultural,
political/legal, technological and natural.
Some factors are manageable and others are beyond of firm limit. By keeping alert and aware of
the surrounding of the market environment, the company need to manage how to carry out in an
effective way to maintain success and work from any threats or negative influences that may
affect the work as well
In this report assignment, we will discuss Malaysia's local brand car, which is Perusahaan
Otomobil Kedua Sendirian Berhad (Perodua Sdn. Bhd). There will be two market environments
of Perodua and two different evaluations of the market for this company. At the end of this
assignment, we would analyse what strategies will be used by Perodua to align with the market
environments and how they gain achievement from these two different markets environment.

TABLE OF CONTENT
Page
ACKNOWLEDGEMENT 2
TABLE OF CONTENT 3
1. INTRODUCTION 4
2. MICROENVIRONMENT 5
2.1 Marketing Intermediaries 5
2.2 Customers 6
2.3 Company 6
2.4 Competitors 7
2.5 Public 7
2.6 Supplier 8
3. MACROENVIRONMENT 9
3.1 Demographic Environment 9
3.2 Economic Environment 10
3.3 Natural Environment 10
3.4 Technological Environment 10
3.5 Political Environment 11
3.6 Cultural Environment 11
4. CONCLUSION 13
REFERENCES 14

1.0 INTRODUCTION
“Perodua” is the call name of its official company named as Perusahaan Otomobil
Kedua Sdn Bhd. It’s a private limited company, Perodua was established in 1993 which
brings complete national mobility for Malaysians. Perodua aims to be the leading affordable
automotive brand regionally with global standards. They offer products and services geared
towards customers’ various needs and wants, supported by a far-reaching nationwide sales
and service network for the ultimate convenience of their valued customers. The concept of
“people’s car” or “Kereta Rakyat,” it is proved that the concept is still relevant, practical and
high-value in products and services that are delivered by their operations which is
outstanding performance year by year. Although, Perodua still needs to be concerned about
the market environment itself. One of the preparation is the “Perodua Smart Build” blueprint,
Perodua endeavours to continuously develop the entire ecosystem by achieving a high level
of competitiveness. Even aided by their partnership with Daihatsu Motor Company of Japan
which is one of the big automotive companies that operates in Southeast Asia and worldwide,
besides the investments support, Perodua consistently supports Malaysian suppliers via
technical training, projects opportunity and technology transfer. The Perodua Smart Build is
designed to help Perodua and the automotive ecosystem reap the benefits of the National
Automotive Policy by making the industry more competitive and progressive. As of 31
December 2021, Perodua has sold over 4 million vehicles, supporting a host of Malaysian
suppliers, dealers, and business partners. This in turn creates many jobs opportunity, gives
rise to investment opportunities, and fortifies the nation’s economy.
By following the Japanese work culture, a firm's goals will eventually evolve as they will
eventually compete against each other. For instance, focusing on exclusivity will result in
lesser reach and less intensity of the products as well. A corporation needs to keep up to
speed with current events and to keep a careful eye on and analyze the changes in the
environment they live in. Microenvironments and macro environments are the two sorts of
environments. In terms of demographic, economic, environmental, and other factors, the
macroenvironment refers to the wider social elements that influence the microenvironment.
Meanwhile, the microenvironment refers to the players closest to the firm who influence its
abilities to serve its consumers, such as the supplier, company, and others. At the end of these