Perodua Cars SWOT Analysis, USP & Competitors

Posted in Automobiles, Total Reads: 8347
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SWOT Analysis of Perodua Cars with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Perodua Cars

Parent Company

Perusahaan Otomobil Kedua Sendirian Berhad

Category

Supermini & Kei cars

Sector

Automobile

Tagline/ Slogan

Building Cars People First

USP

One of the top two car manufacturers in Malaysia

STP

Segment

Mini and super mini cars

Target Group

Middle and upper middle class

Positioning

Producer of supermini cars

SWOT Analysis

Strengths

1. Established in 1992 & total employee strength of 10000 employees
2. Malaysia’s second largest automobile manufacturer after Proton Cars
3. Among largest small car manufacturers in Asia
4. Indirectly linked to Toyota which gives an image of Japanese association

Weaknesses

1.They are notorious for low safety standards due to their design
2.They are excessively dependent on Toyota for upgrades
3.A local Malaysian player thus currently limited reach

Opportunities

1.They should look at newer markets as their home markets are getting saturated
2.Increasing fuel prices will drive people to prefer smaller cars, thus Perodua will benefit from the change
3.It can look at newer markets which are favourable for small cars

Threats

1.Competitors like Proton Cars have higher investment capabilities thus can overtake in terms of R&D investments
2. Low cost substitutes being marketed by Chinese manufacturers
3. The macro-economic situations are leading to lower sales for all automobile manufacturers

Competition

Competitors

1.Proton Cars
2.Honda
3.Nissan Motors



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