Business Case Studies, Restructuring / Turnaround Strategies Case Study, Proton: Way to Survive

print page
Tell A Friend

Case Categories

Share |

Restructuring / Turnaround Strategies Case Study

Case Title:

Proton: Way to Survive

Publication Year : 2006

Authors: Jena Joshi, Kumar Satyaki Ray

Industry: Automobiles


Case Code: RTS0126K

Teaching Note: Not Available

Structured Assignment: Not Available

Buy This Case Study

Proton, the Malaysian national car company, had been the market leader in the Malaysian automobile market since its inception in 1983. During 2004, it witnessed a rapid slip of its market share from 74% in 1993 to 41% in 2005. Moreover, with the abolition of tariff barrier against foreign cars, Proton was exposed to stiff competition. In 1993, the members of Association of Southeast Asian Nations (ASEAN) agreed to cut tariffs on imported cars to 5% but Malaysia was the exception and was allowed to cut tariff rate to 20% in 2005 and to 0-5% in 2007. In 2005, The ASEAN Free Trade Agreement (AFTA) was promulgated, making Proton vulnerable to foreign competition. This case deals with the challenges facing Proton and tries to investigate whether Proton will be able to survive the increased competition and tough market conditions.

Pedagogical Objectives:

  • To understand the automobile market in Malaysia
  • To analyse Proton’s competitive positioning
  • To discuss the causes for its poor performance
  • To analyse the strategies adopted by Proton to overcome the challenges.

Keywords : Car; Automobile; Malaysia; ASEAN (Association of Southeast Asian Nations); Restructuring / Turnaround Strategies Case Study; AFTA (ASEAN Free Trade Area); Trade; Market leader; Mitsubishi; HICOM (Heavy Industries Corporation of Malaysia); Assembly; Perodua; Inokom; Competition; Technology; Quality

Recently Bought Case Studies

    Recently Bought Case Studies

    Executive Interviews

  • David ConklinDavid Conklin

    David Conklin, is a professor at the Richard Ivey School of Business
    Speaks on Government and Business
  • Lord Meghnad DesaiLord Meghnad Desai

    Lord Meghnad Desai, is an Indian-born British economist and Labor politician
    Speaks on Government and Business
  • Vijay GovindarajanVijay Govindarajan

    Vijay Govindarajan, is widely regarded as one of the world’s leading experts on strategy and innovation
    Speaks on Reverse Innovation
  • View All Executive Interviews»

Contact us: IBS Case Development Centre (IBSCDC), IFHE Campus, Donthanapally, Sankarapally Road, Hyderabad-501203, Telangana, INDIA.
Mob: +91- 9640901313,

©2020 - 25 IBS Case Development Centre. All rights reserved. | Careers | Privacy Policy | Terms of Use | Disclosure | Site Map xml sitemap