SWOT Proton

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SWOT
STRENGTH
Proton is a Malaysian national automobile manufacturer.
Proton is a Malaysian car manufacturer which first started out in 1983. At first, parts and technology came from Mitsubishi but later on, as experience accumulated, Proton became independent even if most of the cars were still based on Mitsubishi models. Their first model was launched in 1985 which is Proton Saga. Export to other country: such as Taxi in Korea use Impian (Waja) More than 14000 of Protons cars were exported annually to other countries such as United Kingdom, South Africa, and Australia. Besides, Proton’s company is aggressively marketing its cars I several other countries including the Middle East. The company has also been exporting a small volume of cars to other countries like Singapore, Brunei, Indonesia, Bangladesh and Taiwan. For example, Waja and Gen 2 exported to Bangladesh starting 1986.

WEAKNESSES
Less Product Quality
Poor product performance and functionality is something that cannot be allowed to happen and quality always needs to be monitored and assured to the customer. For example, failure in power window, doors and alarm systems. Because of that, it affecting the financial result of the company when it sales decrease tremendously and continuously losing market share and subsequently the profit margin will decrease too. Lack of experience

Lack of experience, apparently due to short experience in car making certainly could not be an excuse for Proton to come out with low quality products. Even though, Proton have experience to collaborate with Mitsubishi , Proton still cannot use the experience to stand by its own name, this shows that the experience they get is still not enough.

OPPORTUNITIES
Demand for hybrid electric vehicle increase
The proton management strongly believed that the Lotus acquisition was a positive enabler to promote and enhance Proton’s internal technical capabilities. Proton and Lotus subsequently engaged in the...
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