Marketing Strategies for Perodua

Executive Summary

This marketing report briefly analyses the marketing approach of Perusahaan Otomobil Nasional Kedua (PERODUA), in this analysis, the various marketing activities such as product development, distribution, pricing, advertising and market research of the company is critically evaluated.

The report also evaluates the company's current position against the automotive industry and its competitors. A concise insight into the consumer's perception of the brand is also investigated. The contents contained herein is not exhaustive of the company's marketing and business activities but merely provides a basic overview of its current marketing standpoint, business challenges and possible remedies to its position based on information available on the public domain.

Table of Contents

1.0 Introduction 3

2.0 Company Information 4

3.0 Definition of Marketing Terms 6

4.0 Perodua's Business Concept 8

5.0 Competitive Issues Facing Proton 10

6.0 Segmentation 12

7.0 Conclusion 13

8.0 References 14

9.0 Appendices 15

1.0 Introduction

Marketing is an organization function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationship in ways that benefit the organization and its stakeholders (Kotler et al.,2007).

Marketing is a holistic process encompassing prior and after the act of selling applicable to any organization, large or small, for-profit or non-profit, domestic or global. Marketing itself is an evolutionary process starting off from consumer goods marketing all the way to electronic marketing of current times. Marketing professionals have also capitalized on viral marketing in recent times.

This marketing report analyses the marketing approach and challenges of Perusahaan