In this report the research examining how the marketing plan of Perusahaan Otomobil Kedua Sendirian Berhad which is called in few words Perodua car. And the research will demonstrate the way that the product of Perodua Company will be successful across all segments on the market. And the research will be based on Malaysia and with other competitor’s strategy on the market.
Perodua is the largest car manufacturer closely other company like Proton. And it was established in 1992 and launched their first car, the perodua kencil in august 1994. And perodua mainly produces mini cars and superminis and does not have models in the same market segments as Proton. In recent years, their targeted market segments have started to overlap. Especially in the super compact segment where the Perodua Myvi has fought off the Proton Savvy and is now competing with the Proton Iriz.
Perodua do not design or engineer their main components, such as engine and transmission, in house. Their cars have historically used Daihatsu component designs. Daihatsu held a 20% stake in Perodua at the company’s launch, increasing this to 25% in 2001 and then to 35%.1 In 2004, Perodua started assembling the Toyota Avanza at their plant in Rawang, for sale in Malaysia.
Perodua sold over 207,100 vehicles in 2016, which was its highest ever sales record, and a highest ever market share of 35.7%.2 It is planning to set up a second car manufacturing plant from the planned $770 million investments in the coming years.
Presently, Perodua’s shareholders include the UMW Corporation (38%), Daihatsu Motor Co. (20%), Daihatsu (Malaysia) (5%), MBM Resources (20%), PNB Equity Resource Corporation (10%), Mitsui ; Co. (4.2%) and Mitsui ; Co. (Asia Pacific) (2.8%).
3.0 Logo of perodua
The new logo maintains the ‘P’ and ‘2’ and the colours of the old, squarish logo, but has been stylised further to become elliptical, which is more fluid and dynamic. The green colour represents social responsibility to the environment and the community, while the red colour symbolises the development of a competent workforce and resilience in meeting challenges in the globalised world. However, the emblems mounted on the company’s latest cars have black in place of the green and red areas, with the chrome relief maintained as it was.
4.0 Mission and Vision
To be a world class automobile company renowned for excellent quality and reliability through: Professionalism in all our operations, Efficiency in utilising technologies and available resources, Resilience in meeting our challenges, Optimising benefits to customers and stakeholders, Dedication towards social responsibility to community, the environment and development of competent workforce, Uniqueness in our products and Aspiration to glorify the name of Perodua.
To be the preferred provider of insurance & take a full broking and risk management services, delivering excellence in both service and quality to all our stakeholders – clients, business partners, shareholders and employees.
5.0 Marketing analysis
“I don’t really follow trends – I don’t like wearing what other people are wearing. I just like to be original.” (Kylie Jenner, 2016) Nowadays, a successful company or organization requires one common characteristic which is determine and provide products or services that customer needed and satisfy them profitably. According to the Chartered Institute of Marketing, marketing is defined as the management process that identifies, anticipates and satisfies customer requirements profitably. In addition, Kotler also defined as the human activity directed as satisfying human needs and wants through an exchange process. In short, we knew that marketing is delivering customer satisfaction at a profit.
Perodua is the Malaysia’s second largest automobile manufacturer after Proton. As the competitor of Proton, Perodua mainly manufactures small and compact cars, so Perodua actually does not compete with Proton for the same market. Although Perodua is not as well-known as Proton, but Perodua’s cars often catch the sight of Malaysian and achieve high value of sales. Because of the reason above, the author has decided and chosen the Perodua Company as the title of this assignment. In this assignment, the author will discuss about the company background of Perodua, marketing mix variables such as product, price, place and promotion that used by Perodua to achieve high value of sales and some further recommendation for Perodua to improve in the future.