E-MAGAZINE REPORT (PROTON CARAVAN)

PROTON

UNIVERSITI TEKNOLOGI MALAYSIA
PRINCIPLES OF MARKETING
SBSF1013
SECTION 01
DR. ADAVIAH MAS’OD
E-MAGAZINE REPORT

GROUP MEMBERS :

NO NAME I/C NUMBER MATRIC FACULTY PROGRAM
NUMBER
1. ABU SOFIAN BIN 010228-12-1511 A20BS0002 AHIBS BACHELOR OF
MOHAMED ALI AHIBS MANAGEMENT
A19BS3007 AHIBS MARKETING
2. MUHAMMAD RIZKY 202001M10360 AHIBS BACHELOR OF
AKBAR UTAMA A20BS0127 AHIBS MANAGEMENT
MARKETING
3. SITI FATIRAH BINTI 000626-01-0164 A20BS0151 BACHELOR OF
HARUN MANAGEMENT
A20BS0165 MARKETING
4. UMI SURAYA BINTI 010219-14-0526 BACHELOR OF
MOHD JAMIL MANAGEMENT
MARKETING
5. ZULIANA ATIKAH 000520-06-0534 BACHELOR OF
BINTI ZULASMAWI MANAGEMENT
MARKETING



1.0 EXECUTIVE

SUMMARY

PROTON Holdings Berhad (PROTON) debuted its first car in 1983, the PROTON Saga.
Being the country's first and only national car at that time, PROTON became iconic and
rapidly became the number one family car option in Malaysia.

However, 14 years later, in 1997, the Asian financial crisis struck Malaysia. Sales of
PROTON have begun to drop and continue to decrease. During the 1990s, it managed
more than 70 percent market share, now slipping below 10 percent in 2017. It was ranked
number one car manufacturer, now third in the country. More than 200,000 units of cars
were manufactured and sold in 2002, but PROTON only managed to sell 70,000 units in
2016, which is less than 100,000 units to break even. A net loss of RM1.46 billion was
announced by PROTON in March 2016. In 2017, PROTON's holding company, DRB-
HICOM, sold a 49.9 percent stake to a Chinese automaker, Zhejiang Geely Holdings
Group (known as Geely), due to its continuing losses.

After Geely’s take-over, PROTON is undergoing a 10-year Transformation Program5
(Foon, 2018). PROTON achieved good results for the second consecutive month in 2020
as revenue rose by more than 80% in February compared to the same month in 2019. A
total of 9,974 units have been reported, which is also a healthy 17.3 per cent improvement
over January 2020. As a result, PROTON's market share for the month is expected to be
23.8 per cent, the highest since August 2013 and a rise of 10.3 per cent over February
2019. So, the question is, can PROTON revive its business and keep the momentum ?

The objective of this paper is to provide a detail marketing strategy for PROTON, by
describing its past, current and future state, with some useful recommendations and
analysis that PROTON should consider in their journey to success.

2.0

COMPANY
BACKGROUND

Tun Dr. Mahathir Mohamad, the 4th Malaysian The headquarters of PROTON are in Shah
Prime Minister at the time, developed the Alam, Selangor and additional facilities are
conceptual idea of the National Car in 1979. run by PROTON City, in Tanjung Malim,
PROTON stands for Perusahaan Otomobil Perak. As part of a long-term turnaround
Nasional, translated as National Automobile strategy, PROTON is currently undergoing a
Company. transformation phase. The connection between
PROTON and Geely is expected to return the
PROTON Holdings Berhad, known as PROTON, business to profitability and regain an
was born on 7 May 1983, laying the foundations for international presence.
the nation's pride in the automotive industry. It is a
company based in Malaysia that is involved in the
design, production, distribution and sales of
automobiles.

1985 witnessed a historic year in the history of
Malaysia. Malaysia first national car, the Proton
Saga, was rolled out to the public. PROTON has
made it a possibility for Malaysia, an impossible
dream for most nations. PROTON has been a core
driver of national growth since its inception as it
paves the way for technology development,
strategic alliances and technological cooperation to
move forward.

.

PRODUCT DESCRIPTION

The purpose of this plan is to fulfill the demand of people who wants to travel while saving their money.
It is because, there are some Malaysians that still used back road to go back to their hometown. If you
are using back road you will find that there is no place such as motel or hotel to stay if you are tired to
continue your journey. Also, to those people that loves to travelling in freestyle vacation such as go to
the beach, camping and hiking, we believe that these people are tend to stay in a safe place rather than
in a tent. Besides that, due to Covid-19, a lot of people want to go vacation but they cannot because they
have to take care of their safety. As more people choose to staycation rather than jet off foreign holidays,
so they feel like it is dangerous to stay in hotel because hotel is exposed with a lot of people. This can
be proved because based on what we saw on internet and hear from what people said that, they wanted
to go travel around Malaysia but due to this disease, they are afraid to do so. And we believe that even
if when the disease is over, people will still have awareness to stay in any hotel. Clearly with this
observation, people are searching for alternative to stay safe while travelling.

To fulfil the demand of the people in Malaysian, we have come out with an idea of creating a vehicle
called ‘Proton Caravan’. A caravan or also called travel trailer, camper or camper trailer is towed behind
a road vehicle to provide a protected and comfortable place to sleep. A caravan is created to provide
people to have their own place to stay during their long journey and vacation. Caravan enable people to
stay in place where they did not have to rely on motel or hotel. Caravan have various form of models
which is their design contain furniture and furnishings and equipment of a home. The ‘Proton Caravan’
will be produced in all standard vehicle sizes and will feature various modern designs to attract people
to support their local product. To reach these consumers, we will introduce the ‘Proton Caravan’ through
media and market the caravan slowly with choosing some influencer to test it first to show how good
for value the caravan is. It is our goal to supplant the need for comfortable place to stay while travelling.

3.0 Transforming business into profit as soon as possible
and transforming itself into a market leader in Malaysia.
VISION To be a globally successful automotive engineering
company and customer satisfaction oriented in turn
produce products at competitive and innovative prices.

MISSION Production of new products to meet customer needs. At
the same time, to attract more people to use this
PROTON vehicle. PROTON strives to ensure customer
satisfaction by providing quality cars and related
products and services that are more efficient and
effective than competitors.

S PROTON is guided by importance Improving and improving quality is
T various parties while conducting business something that is difficult to say because
R his business is like shareholders, customers, consumer demand for quality perception
A business partners, employees and even among car buyers influences the sale of
T society. PROTON Company needs to PROTON cars. Therefore, to improve the
provide and offer quality, caring, prudent quality in the market is to understand the
E and best service to customers in order to needs and perceptions of customers.
establish lasting business relationships and
G services in the long run. In providing the best Use relationship marketing to build
service, the company must work hard to trust and increase customer perception,
I improve the quality of service in accordance through face-to-face interactions, call
with the specifications and rules that have centers and social media. As part of
C been set. marketing communication strategies,
maximize mobile applications and social
P Production of a new product created media technology using smartphones,
L by PROTON company, Proton Caravan to computers, and tablets. Digital marketing is
A meet customer needs. At the same time, to launched online, through the MyPROTON
N attract more people to use this vehicle, more app, the PROTON website and Facebook.
caravan parks need to be equipped with basic To achieve its target segment, which comes
facilities such as electrical connections, from different cultures, beliefs, tastes and
toilets and conducive bathrooms. Requires needs, PROTON can use diversity marketing
many modifications to meet safety standards to tailor its communication. Each time there
to provide comfort to customers. is a new product launch, PROTON can place
more billboard ads on some major roads and
The production management of the it should appear more in the top automotive
new PROTON Caravan products not only industry magazines. Customers can test
needs to be flexible and adapt to the ever- PROTON car driving and test driving
changing environment, but must also be experience can help PROTON to build
committed to implementing long-term customer confidence.
initiatives aimed at further strengthening its
techniques and manufacturing. With an Market penetration strategies should
expanded product range, better quality and be used with the aim of increasing the market
value for product production, the PROTON production of the organization in an area.
brand will become increasingly attractive. Organizations need to produce new products
Quality is about customer satisfaction and in increasing the automotive production
meeting customer demand. market by increasing marketing efforts so
that products can be sold more and in turn
generate more profits.

The nature of this strategy, efforts such as the addition of professional experts in the production of new ventures,
salespeople, intensify advertising activities, carry out mass sales promotions and expand publicity in the current market.
This can be seen with the various advertising activities on television for upcoming releases and already available in the
market.

Project research and development needs to be planned more carefully to produce results. Collaborate with several
parties to own the financing provided by the Malaysian government. This can involve the production of new products to
the current market through new product development efforts. This means that the organization is ready to enter the market
but increase the amount of its output in that market. This strategy can also be implemented by adding new features to
current products. The Proton Caravan is a product that can be modified to enhance its functions and benefits to ensure its
use. This strategy is suitable to be implemented if the current output is experiencing a level of maturity in the product life
cycle. So the production of new products can attract loyal existing customers to try new products from PROTON
Company. PROTON's capabilities need to be expanded and not just be a vehicle manufacturing company. PROTON's
capabilities in engineering services have been recognized locally and abroad. Through previous and ongoing projects,
PROTON needs to continue to strengthen its reputation in the field of engineering.

This implementation adds new products or services but relates to the company’s existing customers. In addition, Proton
does not need to find new customers but strives to keep customers increasing their purchase volume from this company.
For example, Proton needs to further improve its products through the production of this Proton Caravan. This is because
it will attract more customers to increase the number of customer visits. For example, Proton customers can service the
car once a month to change the engine oil of Proton vehicles. Indirectly, customers will be interested in seeing the latest
Proton products and are interested in trying them out. This strategy is effective when the current market of Proton is
experiencing a decline in sales and profits.

Proton is committed to protecting the environment, health and safety of all involved in manufacture, distribution
or use of our products. Initiatives to improve the profile of health and safety issues in companies form effective measures
and integrating these measures into the environment work. Perform the necessary steps to ensure a suitable, safe and work
environment healthy for employees by providing the necessary resources and monitoring as well as maintaining high
standards. Production companies need to remain committed to improving vehicle safety features for the safety of customers
and the public. Safety features such as power absorption zone fragments, safety belts, airbags and beams edge collisions
help reduce the likelihood injuries to drivers and passengers during an accident. PROTON works with its partners to
enhance sophisticated technology in the basic features of vehicles, ease of operation, lighting, driving and braking system
to assist drivers avoid collisions and maintain control in an anxious situation.

PROTON companies need to work with distributors and resellers in various ways and most importantly, in the
program designed to enhance the sales experience and service to customers. Network strengthening sales and service
should continue to be the main focus for maintain market share. To be more competitive in a liberal market, it is important
to ensure customer satisfaction and quality are met. This includes creating a positive experience with distributors when
selling and maintaining vehicles, be satisfied with quality of car when received and satisfied with the level vehicle capacity
after overuse.

4.0 VISION, MISSION & CORE COMPETENCY OF THE
PTORON CARAVAN

Vision

As the PROTON COMPANY Vision stated, “Transforming business into profit
as soon as possible and leading the Malaysia’s market”, producing competitively priced
and innovative quality products. For the new release vehicle like a caravan can bring
the company’s reputation and image up in to the global transportation marketing.
PROTON also need to put their vehicle price par with the other well known company
to achieve the vision stated above. The caravan should be a customer oriented product,
so the name PROTON will always be in their mind as the customer-friendly company,
making PROTON successful company.

Mission

To give the customer satisfaction and push their expectation on the company’s
produced product even higher. And introduce them quality vehicle that beat other
competitors in terms of the feature. Coming out with the idea to release a caravan type
of vehicle meets the mission underlined. From the satisfaction and expectation aspect,
vehicle such as caravan can attract to the features provided. For example, electric
sockets, few comfortable beds, toilet and other thing that campers need during camping.
Other than that, the idea of producing a caravan pushes the expectation of the customer
on PROTON because of diving into different idea rather than producing a car for daily
usage. By that, campers will definitely buy the new release caravan, thus hitting the
vision underlined.

1.Meets the Customer’s Need

PROTON is Malaysia’s company manufacturing national car, formed on 1979 by
former prime minister of Malaysia, Tun Dr. Mahathir Mohamad, is known for producing a
vehicle with high quality features to meet the customers needs and expectations. With their
ability and modern technology in the production field to produce vehicle, PROTON will able
to comeout with new features that no other company does and compete with other well-
established company such as BMW, Mercedes, Ford and so on.

So, the idea of producing a PROTON Caravan surely will getting a positive review
by the buyers, especially that loves to camp outdoors a lot.

2.Creating New Idea for New Production

PROTON Company business units are full of great innovation that they were able to
come out designs and feature that will attract customers to their product and increasing the
sales unit every year. As we can see back in 2019, where the PROTON X70, an SUV model
was introduce, with refined designs, performance improvements and safety airbag
upgraded. Because of that, people come out to PROTON and buy the new introduced SUV.
Thus this push the PROTON’s sales volume of year 2019 further.

If the PROTON Caravan ever introduce to the market in the future, it will definitely get
a lively response from people and fulfill PROTON’s vision.

3.Have a Strong Research and Innovation Team

In PROTON Developement Team, the staff work their hardest to do research to add
new invention into their future planned production. For example, reducing the chance
getting seriously injured by their new special airbags or refined Anti Breaking System. For
customers, this is promising to them as they know that their safety during driving will be
assured.

If the developement team add new feature such as air ventilation fan, outdoor roof, this
shows that they are progressing as they releasing new product along the way.

4.Well Known Company

People in Malaysia recognize PROTON as successful national company in producing
national cars. And people believe anything that PROTON put in with their new invention.
Because PROTON is a global company that other country also recognize. As years past,
people put PROTON product in their mind when deciding to buy their wants such as cars.

Introducing the PROTON Caravan would not raise a doubt in people as their trustworthy
to PROTON is build up so well and will give the caravan a try.

5.Relationship between the Company and Customers
PROTON has a great method for interacting with their customer that had questions about

the product details and many others. For example, PROTON Customer Service Center, face-
to-face interaction, social media. Other than that, PROTON also launch an app called
MyPROTON that people can use to ask for assistance from the customer service centers and
able to give feedbacks that will help them improve their products.

5.0

SWOT
ANALYSIS

Strengths

PROTON is Malaysia's first national manufacturer of cars and has a 34-year-old legacy. This provides the
business with a strong base and loyal clients. PROTON is able to fulfill the various needs of its target segments
with a range of vehicle types. PROTON's cars are reliable, and because of their value for money, consumers
purchase PROTON.

Weaknesses :

The low standard of PROTON's product and service gives it a negative public perception. PROTON lacks
expertise in advanced automotive engineering technology, which is why it must work with international
partners who are experts in this field. PROTON has high costs due to expensive components and expensive
technology.

Opportunities : :

By increasing the use of its Tanjung Malim plant in Perak, PROTON would be able to produce 500,000 cars
per year on average. PROTON can leverage its Geely collaboration and have access to Geely's R&D center,
designed with Swedish technology and 10,000 engineers from 46 countries. The collaboration with Geely
will also open PROTON to international integration with the potential to tap into the 1.4 billion new market
segment in ChinaPROTON has always been funded by the government. For example, in 2017, the Malaysian
government allocated RM200 million for the relocation of PROTON Holdings Bhd's development plant from
Shah Alam, Selangor, to Tanjung Malim in Perak.

Threats :

Because of rivals, PROTON lost its market share from 70 % before to barely 15 %. PERODUA is
PROTON's main rival. Rising fuel prices would bring consumers in general into purchasing vehicles, which
will have an impact on PROTON as a carmaker. In Malaysia, PROTON is also challenged by market
maturity, so it makes more sense for PROTON to export its vehicles outside Malaysia. The automotive
industry will experience sluggish demand growth of 2 per cent, according to the Malaysia Automotive
Institute (MAI). Car reliability technology is evolving rapidly and PROTON is not quick enough to deal
with the changes

6.0

A Market Focused is a company growth strategy that identifies
and develops new market segments for current products. Market Focus
means understanding your customers needs, has deep information about
other competitor’s strategy and try to anticipate or assumption on their
next move, strategy or tactics.

While Product Focused another strategy use as company growth
factor that offers new or modified products to existing market segments.
Product Focus are mostly prioritize what they offered to the market and
strives to make improvement continuously.

What is the PROTON Caravan Main Focuses?

PROTON Company is known for their customer as prioritize idea. They strive
to achieve what other company less focus, and that is to deliver customer what they
demanded and needs. Research and Development Team are responsible in aspect of
understanding the wants of customer and thus developing idea that were able fulfill
the customers desires.

As for PROTON Caravan, the idea of launching the model is to enchancing the
camping and travelling experience into modern style for those that love to do outdoor
camping and long trip travel. Other than that, this idea were to cope the issue faced
when camping such as bad weather, water issue and many more. More on that are to
catch up with the modern style of living as people nowadays need electricity in their
life, with the PROTON Caravan featuring sockets to charge their devices so campers
don’t need to worry about having no phone to call in case of emergency.

All of that said, it clearly shows PROTON Caravan model is a Market Focused
Product, where it helps their customers to minimal the risk of facing issue during
camping, and giving them the needs they desire for the camping be much easier to do
and still maintaining or upgrading the experiences.

PRODUCT “At the heart of a
great brand is a
A product is constituted by a series of dimensions that will be considered great product.
in this passage, such as design, features, and warranties; these elements Product is a key
will directly influence the value perceived by the customer. element in the
market offering. To
Design are the most important dimensions that customers seek when achieve market
considering a durable good such as a vehicle. When it comes to design, leadership, firms
our Proton Caravan with complete interior design in it is something new. must offer products
Proton Caravan will have minimalist rooms like the bedroom, living and services of
room, dining room, bathroom, and surely a kitchen for cooking. New superior quality
exterior design communication color and new alloy wheel design. The that provide
new exterior appearance will include design elements such as a chrome unsurpassed
lip, rear under-run and side sills that sophisticate the look of the vehicle customer value”
and at the same time provide a younger and refreshed image. The new
communication color includes the introduction of dark brown. 7.0

Additionally, in the Proton Caravan will use the most advanced engines
in its class with a 1.5-litre 3-cylinder turbo engine that’s paired to a 7-
speed dual-clutch transmission (DCT). The powertrain system which is
jointly developed by Geely and Volvo has just received China’s most
prestigious Automotive Industry Awards for Science and Technology.

The main advantages of Proton Caravan is the manufacturer’s warranty
coverage for Proton vehicles is 5 years from the date of the vehicle's first
registration or 150,000 km, whichever occurs first. Proton warrants that
it will either repair or replace as it deems appropriate free of charge on
any part of your Proton vehicle if there are any defects in material or
workmanship under normal use. This coverage does not apply to the
items listed under 'Specific Warranty Coverage' and 'What Is Not
Covered by the Warranty'.

“No other weapon
in a marketer’s
arsenal can boost
sales more quickly
or effectively than
price”

PRICE

Caravan has a crucial strategic position for Proton; it is a critical model for the growth and future of the
brand in Malaysia and South-East Asia, Asia Pasific, and the United Kingdom because of the unique
income it is capable of making, the amount it is capable of generating, and the image it is capable of
projecting as a brand contributor.

Generally, proton cars are considered value for money. They are mainly targeted to the traveller,
upper middle-class and high class segment for this caravan. Government provides Proton with rebates due
to which prices of the cars are cheaper than others. Proton cars also use international pricing strategy where
the prices are fixed as per the purchasing power of the country. Consumers consider this brand to be
relatively cheaper than its competitors. The price are seemingly competitive when pre-launched caravan
would be determined around RM 200,000 to RM 300,000 compared to CAM Caravan in Malaysia with
price tag of RM 206,890 on the road inclusive of registration and SST.

“Marketing channels are the routes to market used to sell every
product and service that consumers purchase. A marketing channel is

a set of interdependent organizations involved in the process of
making a product or service available for consumption”.

PLACE

Global “Caravans Market” report 2020 gives complete research on market size in the form
of value, capacity, production and consumption in key regions like North America, Europe,
Asia Pacific (China, Japan) and other regions. Based on this report, Proton will enter the
stated places and Malaysia market to sell the newest product ; Proton Caravan.

Proton cars are running via its website along with the MyProton app. They are conveniently
accessible in Malaysia and function in countries such as the United Kingdom, Australia and
Singapore. Globally, they have exported 400,000 units. Proton's UK is a key market,
exporting to influential countries such as Egypt, South Africa, Chile, Indonesia, Germany
and Thailand.

PROMOTION .

For the promotional plan, a P.R event To increase traffic in dealerships and
will take place at Malaysia, in which to motivate test drives, a promotion-
the newest of Proton Caravan will be like message will also be executed.
presented to journalists and general This message will communicate an
media providing static exhibitions of incentive that will raise the interest
the feature model as well as test- of the target audience. Between all
drives. These last ones will be made individuals that perform a test drive,
through a trails that will prove the 5 adventurous trips for a family of
capabilities of the vehicle as well as four will be drawn at the end of the
its performance and reliability in hard campaign.
conditions and presenting the interior
design of the caravan. Digital and social media take a key
role for Proton Caravan since “most
Next, TV, printed media and customers discover the model on the
billboards have the capability of wide internet”. A special Facebook based
coverage. Through these media, the mini-site dedicated to model year
target audience must feel an emotive will be developed communicating the
authenticity towards the product new features including pictures,
taking in mind that “an effective videos and a virtual tour of the
advertisement engages the vehicle. Additionally, proton
prospective buyer's emotions and Caravan will have a special landing
enlightens him or her about the page in the brand’s website for traffic
brand”40. coming from banners and Google ads
that will also be used.

“

Promotion includes all the
activities the company

undertakes to communicate
and promote its products to

the target market.”

-Philip Kotler

S
T
P

MARKETING

SEGMENTATION AND TARGETING MARKET

As seen before in the first section of this paper, the caravan segment is forecasted to grow in upcoming years
between 2020 to 2025, which is why the target will enter the segments such as travellers and people who have
retired and looking to downsize. With the introduction of a Caravan, a superior quality design capable of
performing well in all kinds of surfaces will be in the reach of more customers who are more price sensitive.
Along with a creative promotional strategy, they will be pulled towards the showrooms and events locations
to test drive and have a closer look to a high-class caravan within their purchase capacity.

Due to the fact that the actual main customer profile of Proton Caravan is the model’s ideal target, it is
fundamental to define the demographic and psychographic outline that caravan will primarily implement:
travellers population, Campers who value isolated vacation, and retired person mostly between 35-60 years old
who have a medium/high income and are used to pay around RM 200,000 – RM 300,000 for a new caravan.

Their caravan needs include personal usage and reliability tending to focus more on durability, comfort
and safety. They are mostly attracted to MPV models and segments because of their exterior styling.
Principally men will be targeted since they usually are the purchase decision makers and most of travellers are
men but women shouldn’t be left aside since they will most likely be the end users as the secondary or even
principal driver of the vehicle due to passion in extreme activities who value modern style living.

POSITIONING

Proton maintains its position as a national automotive industry pioneer that caters to the masses. On this
note, Proton has consistently produced cars that offer value for money, affordable technology such as the
Body Control Module (BCM), as well as the Lotus ride and handling featured in Proton cars. On an
international level, Proton is determined to become a recognised and relevant global automotive player.
The export market plays a big role in our future as the Malaysian domestic market’s growth is becoming
saturated.

8.0 The Implementation Plan for the new type
of vehicle with the model named PROTON
IMPLEMENTATION Caravan, aimed to do advertisement on the
PLAN new release product to everyone. It is plan to
finish all the advertisement process under 2
months. Picture 1 below shows Time Lapse of
the Process.

Activity/Process Week/Time

Meeting and Discussion with the Promotion Section 1

Deciding Advertisement Medium and Duration 2

Review and Allocate the Budget given 2

Execution of the Promoting Plan 3

Promotion Section create artwork of illustration and short video for 3-4
Advertisement

Contact Television Broadcast for TV Advertisement Deal and Finalize 5

Printing Flyers for Handouts to the People 4
Assign Salesman and distribute the printed flyers 5
Deciding the time of TV advertisement duration and date start 6
Contact a Shopping Complex for Campaign Advertising 6
Campaign Advertisement Day 7
The Week/Duration of the TV Advertisement 7
Post Implementation Review 8

Activity Weeks/Time Week 3 Week 4
Week 1 Week 2
Meeting And Discussion
Medium Decision
Review and Allocate
Executing Plan
Artwork
Flyers Printing

Activity Weeks/Time Week 7 Week 8
Week 5 Week 6
TV Advertisement Deal
Assign Salesman and Distribute
Ads Duration and Start Date
Deal for Campaign Advertising
Campaign Day
Week of TV Advertisement
Post Implementation Review



9.0 EVALUATION AND CONTROL PHILIP KOTER

Companies cannot last long without effective marketing. A marketing Marketing
plan sets out the company's main goals and strategies for promoting its products control is the
or services. Once a company plans and organizes its marketing plan, it is process of
important to follow up on the marketing plan evaluation using several ways to measuring and
look at the market evaluation process. evaluating the
result of
Evaluating sales numbers is the most basic method of determining the marketing
effectiveness of a marketing plan. The easiest way to do this is to compare the strategies and
sales volume of a post-marketing campaign with the previous period. For plan and taking
example, if a Proton company starts selling Proton Caravans before the marketing corrective action
campaign and sales increase afterwards, it is a safe assumption that the campaign to ensure that
is effective. Some marketing efforts, such as plans executed with long-term marketing
intentions, cannot be measured by comparatively moderate side-by-side sales objectives are
over a period of time. attained.

Control is not a unique thing but there are many tools to keep Proton
company on track. Marketing control system, which companies need to evaluate
their marketing efforts. The purpose is to ensure that Proton company will achieve
sales, profits and other goals that have been set in marketing new products.

Sometimes, the position of marketing controller is made to compile a
detailed program to measure and improve the efficiency of expense-centered
marketing activities. Here, too, to evaluate the level of efficiency of different
marketing activities, the standard of competence (ideal performance) is set and
compared with actual performance. Efficiency management can increase the
efficiency of the marketing department in two ways. One is, increasing the ability
of various marketing activities to contribute more in achieving goals and the
second is, reducing expenses or waste.

Next, strategic control needs to be done by the Proton company. Strategic
management implies a critical review of overall marketing effectiveness in
relation to short- and long-term objectives and the company's response to the
marketing environment. This relates to evaluating Proton's ability to determine
and achieve new product marketing goals, and the pattern of response to the
environment. Typically, strategic control confirms a company’s long-term
performance by referring to close competitors. Here, the entire marketing system
is reviewed to assess the strengths and weaknesses of the firm as a whole. This
can also show the extent to which Proton companies are able to take advantage of
emerging marketing opportunities and face challenges and threats.

Distribution efficiency control is also important to increase sales revenue
for new products released by Proton. On average, distribution costs cover 20 to
30 percent of the selling price. With the right distribution network, the company
can increase its profits on the one hand and consumer satisfaction on the other.
Therefore, it is necessary to review or evaluate the entire distribution system
periodically. Distribution efficiency management measures the extent to which a
company’s distribution system is efficient in achieving marketing goals.
Distribution efficiency gives valuable information to select the most cost-
effective distribution option and sub-options. Company can minimize distribution
costs or improve profits and competitiveness. In the same way, it can increase
consumer satisfaction, too.

REFERENCES

1. Caravans Market Size, Share, Regional Trend, Future Growth, Leading Players Updates,
Industry Demand, Current and Future Plans by Forecast 2020 to 2026. (2020, December 04).
Retrieved January 13, 2021

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Editor In Chief

Abu Sofian Bin Mohamed Ali

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