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Managing Strategy INDIVIDUAL ASSIGNMENT Managing Strategy Hand out Date:17 th August 2011 Hand in Date: 08 th November 2011 Submitted By : - Submitted to :- ASIA PACIFIC INSTITUTE OF INFORMATION TECHNOLOGY Page 1

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Page 1: anuj kumar.MS

Managing Strategy

INDIVIDUAL ASSIGNMENT

Managing Strategy

Hand out Date:17 th August 2011

Hand in Date: 08th November 2011

Submitted By : - Submitted to :-

ANUJ KUMAR Nidhi Khurana

PTM1001007 Lecturer

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ACKNOWLEDGEMENT

With due respect, I would like to thank all off those who were involved in helping me out in

this project. I m thankful to our lecturer Nidhi Khurana who supported my efforts and help

me a lot.

I am also thankful to my college faculty for helping me and providing me all basic resources

to work upon and help me complete my project in time.

Thanking you,

Nidhi Khurana

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CERTIFICATE

This is to certify that “ANUJ KUMAR” Roll No. PTM1001007 of

“MARKETING BRANCH” had completed his assignment on “Managing

Strategy” on 8th November 2011.

Nidhi Khurana

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TABLE OF CONTENT

S.NO CONTENTS PAGE NO.

1. INTRODUCTION 5-8

2. ANALYSIS OF EXTERNAL ENVIRONMENT 9-16

3. ANALYSIS OF INTERNAL ENVIRONMENT 16-18

4. STRATEGY ALTERNATIVES AND RECOMMENDATION

GENERATING ALTERNATIVE STRATEGIES

19-21

5. RECOMMENDED STRATEGIES 21-24

6. CONCLUSION 25

7. BIBLIOGRAPHY 26

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Introduction

Proton brand is the most valuable asset for all the companies in our group. It embodies a

unique set of perceptions about our products and services that are triggered in the minds of

our public by how others judge what we do, how we behave, and what we say.

A strong and well-managed brand at every point of contact with our customers and business

associates provides the cues that distinguish us from our competitors. It helps people to know

us better and support our corporate vision. Proton is a Malaysian automobile manufacturer

headquartered in Subang Jaya and Shah Alam, Selangor, Malaysia, with a manufacturing

plant in Tanjung Malim, Perak. Founded in 1983, it was Malaysia's only carmaker until the

establishment of its competitor and arch-rival, Perodua, in 1993. Its name is a Malay acronym

for Perusahaan Otomobil Nasional (English: National Automobile Enterprise).

Year of estd;1983 It is a core member of Proton Holdings Berhad, the holding company

which is listed on Bursa Malaysia. Majority of its equity is owned by a government-owned

company Khazanah Nasional Berhad, making it government-linked company (GLC). For

more than 2 decades since its establishment, this stake was jointly owned by Mitsubishi

Motors and parent Mitsubishi Corp. which each held a 7.93% stake in Proton until they sold

it in March 2004. Mitsubishi disposed it’s entire 15.86% stake in Proton, most of which were

picked up by Khazanah Nasional, which holds 42.7% of Proton shares now. The Mitsubishi-

Proton partnership was deemed a failure because of the lack of technology transfer.

Net Income;RM240million in 2009

REVENUE;RM8.23billion in 2009

Total Assets;RM7.52billion in 2009

EMPLOYEES;10.300

MISSION;

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To make PROTON a GREAT BRAND with the world class leading engineering and

breakthrough innovative automotive technology.

VISION;

To turn Malaysia into a real ENGINEERING SUPERPOWER in this world, the real super

player in automotive industry.

CAR MODEL;

Proton Saga,Proton Wira,Proton satria,Proton Putra;Proton Perdana;Proton Tiara; Proton

Perdana v6;Proton Juara;Proton Waja;Proton Arena;Proton Gen-2;Proton Savvy;Proton satria

Neo;Proton Persona;Proton Exora;Proton Inspira;

Improvement in sale:

In 2006, Proton's sales dropped 30.4% from 166,118 in 2005 to 115,538 for the Malaysian

market,[16][17] with a later report indicating a 55% fall of sales to 962.3 million ringgit, its

lowest in at least seven years.[18] This allowed Perodua to overtake Proton as the country's

largest passenger carmaker for the first time, with a 41.6% market share, while Proton's

market share fell from 40% in 2005 to 32% in 2006. In the period ending December 31, 2006,

Proton has also suffered three consecutive quarterly losses. Compared to a profit of 86.5

million ringgit in 2005, the car company lost 281.5 million ringgit in 2006. Proton blamed

discounts from rivals. Total losses in 2007s financial year climbed to $169 million.

AREA IN THE WORLD ITS OPERATING:

United Kingdom ; Asean Countries ;Australia;China; India;Russia;Middle East;Japan

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CURRENT FUTURE PROTON OWNER:

It is our desire to ensure the exceptional service andmaintenance of your purchased Proton.

Handing over your car to the wrong dealer for a quick fix may lead to long-term repair work,

in the future. That is why you shoulchoose an Authorised Proton Service Outlets as your first

choice of servicing. You can entrust an Authorised Proton Service Outlets to service your

vehicle because our trained experts maintain your vehicle using genuine Proton parts. As for

other dealers, you may be getting an imprecise amount of service whereas a genuine Proton

service ensures your vehicle gets the accurate maintenance and approved service schedules,

regardless of age or mileage.

STRATEGIES:

The strategy covers, among others, the right car models as well as their market place and

replacement cycle Which will enable Proton to maintain its competitiveness in the future.

Cooperation from all parties, inside and outside Proton, is pertinent in efforts to improve the

company as the country's leading car manufacturer.

 Strategy and rationale behind Group Lotus' F1 participation. The article offered the

somewhat puzzling notion that PROTON seeks to find "commercial success for PROTON

cars" via the F1 participation of Group Lotus, posing the doubtful analogy of Ferrari seeking

to do the same for global sales of Fiat cars as well as citing the departure of several mass

market car companies from sponsoring F1 teams. The writer then wondered whether

PROTON would "be able to sell its cars globally just with Lotus' entry into F1 if its products

are not improved.

FORCAST OF THE COMPANY:

Future planning for proton:

Proton looks for diesel and petrol engine partners while further developing Campro

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PROTON has announced it wants to team up with other manufacturers to deliver more potent

petrol engines, and to introduce diesel technology.

Proton goes back to Mitsubishi

MALAYSIAN car-maker Proton is returning to original partner Mitsubishi for future

collaborations, starting with a rebadged Lancer to replace its aged and slow-selling Waja

small car.

Proton and Volkswagen talks simmer

TALKS may have stalled but negotiations between Proton and German car giant Volkswagen

could deliver big benefits for both players.

Proton boss in no Western rush

THE total sales dollars generated by Proton from selling superseded Mitsubishi cars in

Australia last year was less than many large dealers can generate in a month.

Proton in billion dollar push

MALAYSIA'S national car manufacturer Proton has revealed a $1 billion product makeover

which will see virtually its entire model range renewed by the end of 2004 and some exciting

new models added.

Why company need to revamp its strategy and what are the key issues

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External Environment;

Proton major competitors in the automotive industry.

PROTON VERIFICATION

ADVANTAGE:-

Very low price, cute looking, superb ride and handling for a compact car and parking is SO

easy.

DISADVANTAGE:-

Hard feeling interior plastics; lack of low-down torque; needs more safety equipment.

On what basis you are comparing this and how can you say that there are the competitors

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Ford industry

Advantage :-

Fantastic styling; class leading handling, sharp steering; super frugal ECOnetic grade

Disadvantage :-

Interior finish is one notch below the class best; steering did adjust for rake and reach but

now only rake (mid life facelift change.

TOYOTA AUTOMOBILE INDUSTRY

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Advantage:-

Good value for money; modern exterior design; reliable, quality engine. A top seller in the

Supermini class.

Disadvantage:-

Not the most exciting car on the road to drive, the dash design isn't for everyone.

Honda Industry

Advantage:-

Excellent levels of interior space & economical to run - a very good city car.

Disadvantage:-

No Electronic Stability Control (ESC); performance is only satisfactory considering the price

of the car.

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Volkswagen Automobile industry

Advantage:-

Brilliantly refined; high quality interior; smooth ride; class leading safety across all grades;

for a number of new car shoppers this is the Supermini we’d most recommend.

Disadvantage:-

Handling and steering feel can’t quite match the class best; rear seat space is only average;

entry level grade is our least favourite Polo (and not 4.5 star worthy like the other two

grades).

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PEST ANALYSIS FOR PROTON AUTOMOBILES

PEST analysis is concerned with the key external environmental influences on a business.

The acronym stands for the Political, Economic, Social and Technological issues that could

affect the strategic development of a business.

Identifying PEST influences is a useful way of summarising the external environment in

which a business operates. However, it must be followed up by consideration of how a

business should respond to these influences. ( why is PEST IMP)

Political Analysis :-

One of the important factors to consider is the presence of AFTA or ASEAN Free Trade

Area. Currently, most of ASEAN region are free trade or 96% of the entire ASEAN trade.

AFTA was established in January of 1992 in order to eliminate tariff barriers among the

Southeast Asian countries. It planned to reduce tariffs to zero to 5% in 15 years among the six

nations through a common effective preferential tariff (Ghani & Zainuddin 2008). Because

Malaysia has two national carmakers which are Proton and Perodua, and the government

wants to protect their interests. Unfortunately, the said development could prove to be a

temporary solution. If we are going to check on the high selling prices of the national cars of

Malaysia because of high production costs and lack of vendor efficiency, there is a big

possibility that the local market will be ruled by imported cars. As a result, there will be

increase in the number of the vehicles on the road and there will be a glut of used cars in the

market, because people will tend to trade their cars for cheaper and imported brands (Frost &

Sullivan 2002). On the other hand, the issue regarding the environment is vital because it is

considered as one of the most talk about topics in the world. The environmental regulation in

Malaysia can be traced back during the colonialism of British which introduced the

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environmental standards about the mineral and agricultural resources to Europe.

Economic Analysis :-

The vehicle sales in the country is expected to fall by 12.4% in 2009 due to different

economic aspect, primarily the issue of global financial crisis, which affected the local

financial status of the country (AseanOneMonitoring 2009). As a result, the government of

the country is expecting a slow economic growth for the country, which can affect the buying

behavior of the customers. Furthermore, due to the AFTA, it had increased the competition,

which will impact the performance of Proton. However, the performance of the automobile

industry will be maintained and managed due to the huge total labor force. Despite of the

slower economic growth in 2003, the unemployment rate was only 3.5%, which shows an

almost full employment (PriceWaterHouseCooper 2005).

Social Analysis

The growing population in the country is one of the factors which can affect the automobile

industry. In 2008, the country has a total of 27.5 million citizens (US Department of State

n.d.). This will give a greater number of markets. Furthermore, the ratio of car ownership in

the country is somewhat high or total of 1:5, which signifies that people are considering cars

as important things in their lives. Furthermore, people will also set on big-ticket items or

consumers are expected to put off buying different motor vehicles because of the

employment market uncertainty because of the global and local financial crisis

(AseanOneMonitoring 2009). Another factor to consider is the growing knowledge and

concern of the people regarding different environmental issues. Furthermore, the impact of

the image to the loyalty of the customer is also another factor.

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Technological Analysis

Technology is considered as one of the most important factor in the automotive industry. Due

to the increasing competition, the development in technology is growing and affecting the

performance and position of each and every company in the automobile industry. It is also

important to consider the maturity of technology, together with the maturity and capacity of

manufacturing, which affect the innovation process of any company. The intellectual

property is also important factor, because it is considered as a sign of authenticity and

uniqueness. Due to the different technologies, primarily the help of computer and the

Internet, the potential for innovation and development is increasing.

PEST, FIVE FORCES FRAME WORK, KEY DIVERS OF

CHANGE

Opportunity

The support of the government to the company is an important opportunity, because

the government considers the company as their partner, therefore majority of cars

needed by local and national government will be Proton.

The company can also take advantage of the different technological developments,

particularly the different Information Technology (IT) or Information System or IS.

 Entering new markets will also help the company to expand their business in terms of

size; therefore can help to gain more turnovers.

It is also important to consider the ongoing popularity of e-commerce or online selling

of goods. This will help the company to target more market in more reliable, fast and

cost-effective manner.

The changing perspective and concern of the people towards the environment also

created opportunities for different automotive industry.

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Threats

The most crucial threats to be faced by the company are the global financial

crisis which affects the economy of Malaysia, and affect the lifestyle and buying

behaviour of the consumer.

As a result, as of October of 2008, new-vehicle deliveries slipped by 13% from

42,915 of last year to 37,512 units (Chrysler 2008).

The changing and maturing of the technology is also another important factor to

consider, together with the growing number of competitors who are entering the

market, which result to the price wars.

Analysis of Internal Environment

INTERNAL ENV??

Strength:

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One of the important strengths of the company is its reputation or strong

brand image due to the long years it had stayed in the industry.

The Malaysia people have become familiar and loyal to the brand, aside from

the fact that Proton had become the national car brand in the country.

Due to that, the car manufacturer has a strong support or back-up from the

government, which is considered as an important entity in any business

environment.

Above all, the company has a manufacturing capability at Tg. Malim to

consolidate all models, as well as the existing tariff structure.

Weaknesses

First is the lack of R&D or innovation as well as lack of original products and limited

products because of the inability of the company to introduce real new models, which

lead them to cannibalize their screwed up line of products (Build Board n.d.).

The company is lacking in international operation, due to the different factors,

primarily because of huge competition in the global market.

The reputation or image of the company is also facing difficulties because of the

current quality issue due to active service units and low plant utilization (Build Board

n.d.).

Furthermore, company is having different human resource issue due to their inability

to retain and cultivate talent. Because of all these reasons, the company is lacking in

international operations.

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Above all, due to it’s over reliance to the government, without the strong support from

the government, Proton could lose out to major players in the industry that can cause

serious impact on the different supply chain.

CORE COMPETENCIES

Are the skills and abilities by which resources are deployed through an organization’s

activities and processes such as to achieve competitive advantage in ways that others

cannot imitate or obtain.

The core competitiveness of automakers and parts makers start producing high

quality products. Our skills in product development and production of services

play an important role in helping our customers to become more competitive. With

ten-year history to perform a wide variety of projects that are now V-ENS clearly

separated with superior technology, rich experience, advanced infrastructure and a

wide network. We also world-class automotive experts with unique expertise and a

wealth of hands-on background. Our second advantage lies in the strong partnership

we have with our clients created over the years, as many of our joint projects.

COMPETITIVE ADVANTAGE

Zero harmful emission

Lower fuel

Lower fuel consumption than comparable commercial

Alternative

No recharge requirement unlike batteries

Silent operation

A standard fuel cell module for use in multiple application and

A reliable robust and durable technology

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SOURCE OF COMPETITIVE ADVANTAGE

World-Class Engineers - V-ENS engineers are professionals in vehicle engineering

with expertise in a wide range of areas and who possess plenty of hands-on

experience. Over 65% of our engineers have more than ten-years of work experience

in related fields, and take pride in offering our customers optimal consulting and

engineering services with using of our skills and unique expertise. Today we put great

emphasis on developing and training our engineers with various programs aimed at

strengthening their competence: benchmarking program, design reviews, and

authentication systems for design and production skills, together with systematic

technology trainings.

Superior Infrastructure and Solution - V-ENS has various infrastructures and

solutions crucial in producing high quality vehicles at competitive prices and within

the scheduled time. Starting with the pilot plant we operate in Gasan-dong, Seoul, our

platforms cover every segment, including systematic engineering architectures such as

the Systematic Design Architecture (SDA), Systematic CAE Architecture (SCA), and

Systematic Manufacturing Architecture (SMA), and CAD&CAE tools such as

CATIA V5, UG, Mentor, and ICEM, as well as advanced data management and

security systems such as the Project Data Management (PDM), Digital Rights

Management (DRM), and Project Base Authorization (PBA).

Partnership on Trust

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TOWS ANALYSIS

TOWS Analysis is a variant of the classic business tool, SWOT Analysis. TOWS and SWOT

are acronyms for different arrangements of the words Strengths, Weaknesses, Opportunities

and Threats.

By analyzing the external environment (threats and opportunities), and your internal

environment (weaknesses and strengths), you can use these techniques to think about the

strategy of your whole organization, a department or a team. You can also use them to think

about a process, a marketing campaign, or even your own skills and experience.

Our article on SWOT Analysis helps you perform a thorough SWOT/TOWS Analysis. At a

practical level, the only difference between TOWS and SWOT is that TOWS emphasizes the

external environment whilst SWOT emphasizes the internal environment. In both cases, this

analysis results in a SWOT (or TOWS) Matrix like the one shown below:

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STRENGHTS-S1. Strong Brand image2. One of the oldest industry3. Its a national car brand in

the country4. Very familiar to the

Malaysia people5. Good backup from the

Government6. Has a manufacturing

capability at tg.malim to consolidate all models, as well as the existing tariff structure

WEAKNESS-W1. Lack of R&D2. Limited products3. Lacking in

international operation

4. Quality issue and low plant utilization

5. Human resource issue

OPPERTUNITIES1. Support of government2. Information technology3. Technological

developments4. Gain turnovers5. .E-commerce

SO-STRATEGIES1. Egypt market as a new

business2. Making strong economical

Expects3. Utilize money

WO-STRATEGIES1. R & D2. Budget3. Car of less fuel

efficient

THREATS1. Global financial crisis2. Growing competitors in

market3. Maturing of the

technology

ST-STRATEGIES1. Government2. Manufacturing capability3. Financial crisis

WT-STRATEGIES1. Competitors2. .Good products

with lower price

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RECOMMENDED STRATEGIES

CURRENT STRATEGIES

Here explained the strategies regarding TOWS analysis above. And now further giving the

recommended strategy to increase the economical expects , turnovers and R & D. When we

talk about company strategy, we are not only looking at one direction or over a long-term

period. It must be accompanied by the short- to medium-term approach in order to achieve

any annual target.

INFORMATION TECHNOLOGY

The term information technology or IT to refer to an entire industry. In actuality, information

technology is the use of computers and software to manage information. So we need to get

throughout it to get stoned in the industry. In some companies, this is referred to as

Management Information Services (or MIS) or simply as Information Services (or IS). The

information technology department of a large company would be responsible for storing

information, protecting information, processing the information, transmitting the information

as necessary, and later retrieving information as necessary.

The information technology for the automobile industry (ITA) an interest federation of the

international automobile industry with the emphasis is information technology.A goal is, the

information flow between the car manufacturers and - suppliers on the one hand and the IT-

enterprises on the other hand to improve; at present the emphasis is on the analysis of the

logistics of the delivery chains.

RESEARCH AND DEVELOPMENT

New product design and development is more often than not a crucial factor in the survival of

a company. In an industry that is changing fast, firms must continually revise their design and

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range of products. This is necessary due to continuous technology change and development

as well as other competitors and the changing preference of customers. Without an R&D

program, a firm must rely on strategic alliances, acquisitions, and networks to tap into the

innovations of others.

INTERNATIONAL OPERATIONS

The automotive industry is multinational in both its organization and its operation. Beginning

in the 1980s and accelerating in the late 1990s, it has established a trend toward

international consolidation. Larger, more financially secure firms buy controlling interest in

financially troubled ones, usually because the weaker firm manufactures a highly prized

product, has access to markets that the larger company does not, or both. The major European

and Japanese producers have developed a comparable pattern, with worldwide networks of

subsidiaries and affiliates. For example:

Toyota has a controlling interest in Australian Motors. Volkswagen's success in the U.S.

market led to the opening of a factory in Pennsylvania in 1978.  Fiat has an interest

in Citroën. Volvo transferred some of its operations to Norway.

Going through the industrial development International operation should be in a manner to

achieve required turnovers. If there is a lack then it shows the weakness regarding plant

utilization to the industry.

HUMAN RESOURCE

Human resources (HR) issues commonly experienced by employers today include diversity,

productivity, training, benefits and outsourcing. How each business deals with its specific

human resources issues depends on the HR manager or director as well as company policy.

Since the main responsibility of HR personnel is to oversee all areas of recruitment, hiring,

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employee development and termination, it's also this department's job to handle human

resources issues.

Productivity is one of the human resources issues that continue to be a common struggle for

most businesses. Employers must constantly make sure that employees are getting enough of

the needed kinds of work completed so that the business is running efficiently in order to be

profitable. If the company has employees who aren't pulling their weight, it decreases

productivity which can decrease profitability. HR management has the responsibility of

designing the workplace structure and implementing programs that help increase employee

motivation and productivity.

QUALITY ISSUE

What Deming sought was a mathematical means of controlling the level of quality by seeking

"ever finer manufacturing tolerances" (Halberstam, 1986, p. 312). While this system of

quality control demanded a commitment from the highest management levels, it depended

upon the participation of personnel from all levels of the organization involved in the

production process.Participation meant more than input from production workers. It also

meant that managers must be a part of the production process. In American industry in the

1950s and 1960s, however, the concept of the professional manager developed though an

MBA education and a fast-track management development program meant that managers

would have little or no contact with the actual production process (Halberstam, 1986, p. 313).

Short-term financial goals took precedence over all else - particularly quality control.

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R&D IS THE BEST OF ALL ABOVE STRATEGY TO THE INDUSTRY

In pursuit of world-class R&D capability, V-ENS has always made it a top priority to make

strategic investments in R&D, in areas including infrastructure and human resources.

Currently, we are very much focused on developing cutting-edge technologies starting with

electric vehicle technologies, automobile weight reduction technologies that utilize

engineering plastic, aluminum, and UHSS steel plates, and design optimization technologies

of electric system such as vehicle communication network and wiring harness circuit

simulation. Also, as part of our effort to strengthen R&D capability, we have established

extensive collaboration networks with automobile-related research institutes, businesses, and

organizations.

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CONCLUSION

Marketing objectives of Proton: Target market,satisfaction level of target

market, current yearly sales of Proton,Current issues-gear box problems

etc.Current promotions efforts to sell Proton-from proton’s site.

Current Mission of Proton: To strive towards excellence in all aspects of our

operations.

Proposed Mission statement for Proton: Quality and luxury cars at an

affordable price.

Current vision: Being customer’s no 1 choice in automobile product and

Services.

Proposed Vision statement for Proton: Becoming a world leader in the

automobile market.

Current Business Context

The automotive sector is a key industry in the Malaysian economy. The economic

contribution of this sector is immense, with significant linkages to the manufacturing

and services sectors. The automotive sector began with importation of vehicles which

then progressed to assembly operations and the establishment of a wide network of

automotive components and parts manufacturers. The establishment of Proton in 1985

and consequently Perodua in 1993 acted as catalysts to the development of the

automotive sector.

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(1991). Strategy. In C. a. porter, Seeking and Security Competitive Advantage (p. 2089). ENGLAND: Harvard Business School Press.

(1991). Competative Advantages. In R. W. S. Borner, International Competitative Advantages (p. 3000). Newyork: Frankfurt Campus.

(1986). Global industries. In M.blaug, Competition in global industries (p. 4000). england: The free Press.

JOURNAL 12

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BOOKS 8-9 BOOKS

CONCLUSION

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