Proton Cars SWOT Analysis, USP & Competitors

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

Proton Cars

Parent Company

Proton Cars

Category

Passenger Cars (Sedan, Hatches & SUVs)

Sector

Automobiles

Tagline/ Slogan

Japanese Technology, Malaysian Style.

USP

Lotus Technology

STP

Segment

Mass Market automobiles sector

Target Group

Upper middle class

Positioning

Cars manufactured with Japanese Technology

SWOT Analysis

Strengths

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

Weaknesses

1. It lacks variety in its product portfolio
2. Brand recall and market share is quite less as compared to global leaders

Opportunities

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

Threats

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

Competition

Competitors

1. Toyota
2. Honda
3. Nissan Motors

 

The table above concludes the Proton Cars SWOT analysis along with its marketing and brand parameters.

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