SWOT Analysis of Perodua Cars with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
Perusahaan Otomobil Kedua Sendirian Berhad
Supermini & Kei cars
Building Cars People First
One of the top two car manufacturers in Malaysia
Mini and super mini cars
Middle and upper middle class
Producer of supermini cars
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
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
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
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
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