Proton Cars SWOT Analysis, USP & Competitors

Posted in Automobiles, Total Reads: 9485

SWOT Analysis of Proton Cars with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Proton Cars

Parent Company

Proton Cars


Passenger Cars (Sedan, Hatches & SUVs)



Tagline/ Slogan

Japanese Technology, Malaysian Style.


Lotus Technology



Mass Market automobiles sector

Target Group

Upper middle class


Cars manufactured with Japanese Technology

SWOT Analysis


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


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

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

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


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 suffers from bureaucratic issues



1. Toyota
2. Honda
3. Nissan Motors



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