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Proton Cars SWOT Analysis, USP & Competitors

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Posted in Automobiles, Total Reads: 9485
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SWOT Analysis of Proton Cars with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
Proton Cars
Parent Company

Proton Cars

Category

Passenger Cars (Sedan, Hatches & SUVs)

Sector

Automobiles

Tagline/ Slogan

Japanese Technology, Malaysian Style.

USP

Lotus Technology
STP

Segment

Mass Market automobiles sector

Target Group

Upper middle class

Positioning

Cars manufactured with Japanese Technology

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SWOT Analysis

Strengths

1. Proton is a Malaysian national automobile manufacturer.

2. Proton Holdings Berhad is the holding company which is listed on the Bursa
Malaysia.
3. 14,000+ Proton cars were exported annually to other countries
4. Proton exports cars to the United Kingdom, South Africa, and Australia and
the company is aggressively marketing its cars in several other countries
including the Middle East.
5. Proton cars has also been exporting a small volume of cars to other countries
like Singapore, Brunei, Indonesia, Nepal, Sri Lanka, Pakistan, Bangladesh,
Taiwan, Cyprus, Mauritius

Weaknesses

1. It lacks variety in its product portfolio

2. Brand recall and market share is quite less as compared to global leaders

1. Acquisitions of strategic brands

2.Emerging markets and expansion abroad
3.Increasing demand for hybrid electric vehicles

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4. There is opportunity to benet from over 100 patents held through

subsidiaries
Opportunities

5. It can get into hybrid vehicles, as they have already made investments in the
technology

Threats

1. Low cost substitutes being marketed by Chinese manufacturers

2.The macro-economic situations are leading to lower sales for all automobile
manufacturers
3.Since it was previously a govt. owned company it still suers from
bureaucratic issues

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Competition

Competitors

1. Toyota
2. Honda
3. Nissan Motors

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