MACRO-ENVIRONMENT ANALYSIS Politics As Malaysia’s National automotive manufacturer, Proton has benefited from government support MICRO-ENVIRONMENT ANALYSIS Economic Economic fluctuations in Proton’s market can affect market demand towards B-segment sedan and Proton’s marketing strategy Social Economic fluctuations in Proton’s market can affect market demand and Proton’s marketing strategy on its S70 line Technological advancements in the automotive industry will affect Proton’s competitiveness. Proton’s S70 line will need to integrate new technologies to maintain market competitiveness Legal Environment Awareness to climate change and pollution could influence Proton’s strategic and marketing direction and design direction of the S70 line sedan to be more environmentally friendly Technology The need to comply to automotive regulations will determine Proton’s strategy in designing and production process of the S70 line sedan PROTON S70 Chapters are like different parts of a story. They help us organize the text into smaller sections. Each chapter has a title that tells us what it's about. The Company Proton leverages its Malaysian base to grow globally, focusing on domestic strengths while investing in R&D. Suppliers Impact: Unreliable suppliers hurt production and sales (delays, quality issues). Strategy: Strong supplier ties, diversification, and local sourcing to reduce risk. Marketing Intermediaries Dealership network drives sales & brand perception (both sales & service). Proton trains dealers, stocks vehicles, and partners on marketing for better performance. Competitors Competitors (Perodua, Toyota, Honda) set the bar for pricing, features, and marketing. Strategy: Proton differentiates with fuel efficiency, tech, or targeted marketing. Publics Financiers, media, and government impact Proton (funding, image, regulations). Strategy: transparency, social responsibility, and compliance to build trust. Customers Proton targets budgetminded Southeast Asian buyers seeking reliable, fuel-efficient cars (understand customer needs for marketing). Strategy To cater to these preferences, Proton tailors its marketing communications, offers competitive pricing and financing options, and prioritizes comprehensive after-sales support services. CONSUMER AND BUYER MARKET ANALYSIS Various factors Demographics: this includes age,gender,income, education level, occupation and family size. For instance, Proton S70 may target young professional or retirees. Psychographics: Proton S70 may appeal to environmentally conscious consumers Geographic Segmentation: Proton S70 consumer market extend beyond Malaysia to other countries where they export their vehicle Motivations for purchasing Proton S70 may include affordability, reliability and national pride Behavioral factors: these include usage patterns,brand loyalty and benefits sought
Individual Buyers: these are the end-user who directly buy Proton S70 Fleet Buyer: companies, government agencies or rental car companies that purchase Proton S70 Dealerships and Distributors: these entities buy Proton S70 from the manufacturer and sell them to the buyer market. Suppliers and partners: Businesses that collaborate with Proton from part of the buyer market Buyer market Characteristics of the Buyer Market Demographics: Fleet buyers may prioritize costeffectiveness,while dealership focus on profit Psychographics: Dealerships seek reliable to maintain their reputation Behavioral Factors: fleet buyers emphasize long-term value,while individual buyers may consider aesthetic and features Attitudes: Dealerships and suppliers may have a business-oriented attitude,whereas individual buyers may be emotionally attached to their car Purchasing Patterns: fleet buyers make bulk purchases periodicay,while individual buyers make one-time transaction
TARGET MARKET AUDIENCEDS The target market for Proton S70 is focused on adults age between 20- 45. Its design and cool tech features makes it the main choices for adults to buy it. Proton holding target S70 for Small families due to its ample space, safety features, and a comfortable ride for a family of 4. Proton holdings made S70 for consumers in between middle class (M40) to Upper Class (T20) due to diffrent variation of version of S70. adults age20-45 smallfamilies betwwen m40-t20 MARKET SEGMENTATION BEHAVIOURAL FACTORS Consumers who are loyal to PROTON will tend to accept the new car innovations by PROTON and may choose to attach themselves with PROTON by joining the membership clubs to gain more information. Hence, the new Proton car innovations would tend to be accepted by consumers with strong brand loyalty toward the Proton car DEMOGRAPHIC FACTORS Another example of the proton cars is S70 the company targeted by analyzing the demographicfactors, they are focusing on factors of the middle income of the customers and the compactcars more suitable for the ladies in terms of the gender and the range of the age of theconsumers is 20 years until 45 years old. The Iriz models look sportier and the teenagers willattract to buy this kind of models