Proton's Sustainable Product Profile Electric Vehicle
Added on 2021-02-20
10 Pages2890 Words47 Views
Proton's Sustainable Product Profile-Electric Vehicle
TABLE OF CONTENTSINTRODUCTION.......................................................................................................................3Proton’s internal and external environment analysis...................................................................3Proton segmentation, target market and positioning...................................................................6Proton’s marketing mix...............................................................................................................7Conclusion and recommendations...............................................................................................8REFERENCES..............................................................................................................................10
INTRODUCTION In the recent times, business units, in automobile sector, are placing high level ofemphasis on introducing electric vehicle in market. Now, electric cars are introduced in themarket by keeping in mind concern regarding greenhouse gas emission. Electric cars makesignificant contribution in global warming and helps in building society sustainable. In Malaysia,the main motive of government is to become an important participant in regional electricmobility market after the period of 2030. It shows that high scope exists in Malaysia pertainingto electric vehicles. Moreover, electric or eco-friendly vehicles are highly beneficial from theperspective of both environment and customers. In the context of environment, eco-friendly carsensure aspects related to no fuel, no emission etc. The present report is based on Proton which islaying focus on R&D activity with an objective to improve quality of vehicle for futurecommercialization. In this, report will provide deeper insight about internal and external factorswhich have an impact on Proton’s product, electric vehicle, in Malaysian market. Further, it alsosheds light on STP and marketing mix aspect of Proton. Proton’s internal and external environment analysis In order to make assessment of internal environment SWOT analysis has been done. Thistool or model is highly significant which helps in assessing strengths, weaknesses, opportunitiesand threats associated with Proton. By doing this, company can analyse how strengths can beused for capitalizing opportunities. In addition to this, it also gives clear indication aboutstrategies which need to be undertaken for reducing or minimise the negative impact ofweaknesses or threats. Internal analysis Strengths: Business unit is making significant contribution in exports and therebycontributes in economic growth 7 development. In other words, approx. 14000+ cars areexported by Proton in other countries (Proton Cars SWOT Analysis, Competitors & USP, 2019).Proton secured position of leading manufacturer under automobile sector of Malaysia. Protonexports car to the several countries include UK, South Africa, and Australia. Further, smallvolume of exports related to several major countries namely Singapore, Brunei, Indonesia,Nepal, Sri Lanka, Pakistan, Bangladesh, Taiwan, Cyprus, Mauritius.
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