Will Proton’s New Leadership steer it to Success?
Region : Malaysia
In 1983, Perusahaan Otomobil Nasional Sdn. Bhd. (Proton) was founded to symbolise country’s rapid industrialisation and aspirations to first-world status, by prime minister Mahathir Mohamad. Since its inception, Proton grew consistently from a mere assembler to an integrated car company and became a national icon of Malaysia. Even with the iconic status, cheap prices and imposition of heavy tariffs on rivals Proton’s domestic market share which once peaked at 74% in 1993, declined to 35% in 2005.
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Keywords : Proton, Perodua, National car, Leadership Case Study, Malaysian automobile industry, Mahathir Mohamad, Syed Zainal Abidin Tahir, Market share, Asian Free Trade Agreement, ASEAN, Passenger car industry, Mitsubishi Motors Corporation (MMC), Heavy Industries Corporation of Malaysia (HICOM), Tariffs, Volkswagen, Branding, Strategic alliances, Leadership, Excise and import duty, Growth, Market position, Competitive advantage, Research & Development
» Passenger car industry
» Proton: The Beginning
» Strategic alliances
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