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Automotive Industry in Malaysia

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GSM 5160: STRATEGIC MANAGEMENT

SCL#3: The automotive industry in Malaysia

PREPARED BY: marziana basir gm04459
SYAZwANI MUSTAFA gm04625 johan adam leong gm04319
FADZILLA ZAHRA SAMIAN GM04550

PREPARED FOR:
SR. DR. HJ MAZLAN HJ HASSAN
Graduate School of Management
Universiti Putra Malaysia

Q1. View this industry through the eyes of a CEO. Which would you regard as the three most important opportunities or threats to Mahathir’s idea?
Reputation and consumer impression
Merger between both Malaysia carmakers will improve the reputation of Malaysia carmaker in world’s eyes. With both manufacturers has its’ own Japanese counterparts (Mitsubishi for Proton and Daihatsu for Perodua), it will further boast the consumers’ impression of a combined quality from both makers in developing countries especially in ASEAN region. Merger can be seen as the platform for a united and consolidated effort for refinement in terms of technologies and quality control on each end product. Example is that using proven Mitsubishi’s robust engine development coupled with Daihatsu or Toyota’s ways of manufacturing and quality control (Kaizen) by utilizing the cheaper local Malaysia resource and facilities. The end product can be seen as a reliable piece of vehicle produced in the most efficient manner with lower cost and yet achieving the international standards recognition (i.e., EURO NCAP 5 start ratings).
Total domination of the Malaysia automotive market
Both car makers if merged may impose the threats to outside car manufacturers in terms of sales. In terms of sales percentage, in 2011, Perodua become the highest market share holders in local automotive industry with 30% market share while Proton comes at second with 26% market share, with a combined market share of 56%, highest in Malaysia, making it the strongest players in automotive industry.

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