STUDENT NAME:MOHD NASHRIQ FITRI BIN APPANDI
SUBJECT : PRINCIPLES OF MARKETING
LECTURE : MISS NURSYKIN BT NASER
TITLE ASSIGNMENT :PERODUA
INTRODUCTION OF MARKETING
Marketing is an organization function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationship in ways that benefit the organization and its stakeholders (Kotler et al.,2007).
Marketing is a holistic process encompassing prior and after the act of selling applicable to any organization, large or small, for-profit or non-profit, domestic or global. Marketing itself is an evolutionary process starting off from consumer goods marketing all the way to electronic marketing of current times. Marketing professionals have also capitalized on viral marketing in recent times.
This marketing report analyses the marketing approach and challenges of Perusahaan Otomobil Nasional Kedua (PERODUA), Malaysia second national car manufacturer. The report explores and benchmarks the company marketing activities against the automotive industry and its competitors.
COMPANY BACKGROUND OF PERODUA
Perusahaan Otomobil Nasional Kedua (PERODUA) was formed in 1993 as the second national automobile manufacturer in Malaysia after Proton, the first national auto manufacturer.
Headquarted in Sungai Choh, Rawang, Perodua does not have in-house design and manufacturing for main components (engine, transmission, chassis,etc.) and therefore re-assembles Daihatsu car models. Daihatsu Motors Japan is owned by motoring giant Toyota and has a long-established working relationship with United Motor Works (UWM) Malaysia via its parent company Toyata. This led the formation of Perodua, a joint venture between UMW Corporation Sdn Bhd (38%), Daihatsu Motor Co. Ltd. (20%), MBM Resources Berhad (20%), PNB Equity Resources Corporation Sdn Bhd (10%), Mitsui & Co. Ltd (7%) and...