The automotive sector is a key industry in a Malaysian economy. There are given major challenge facing the automotive manufacturing, in exacting globalization, liberalization and growing competition, there is a must to evaluate the tactical trend and the competitive advantage for the domestic automotive sector. This study undertakes to explore the environmental factors that are likely to influence the marketing performance in PERODUA Malaysia. Perodua does not contend with Proton for the similar market position because Perodua mostly produce small-compact cars. . In Malaysia Perodua is second automobile manufacturer which after Proton. PERODUA is a leading automotive firm in the local automotive industry, with aspirations of becoming a global organization. Founded in 1993, PERODUA has grown from a company offering a single invention into a strong and dynamic Group such as the: Perodua Kancil – August 1994
The Perodua Rusa – March 1996
The Perodua Kembara – August 1998
The Perodua Kenari – June 2000
The Perodua Kelisa – August 2001
The Perodua Myvi – May 2005
The Perodua Viva – May 2007
The Perodua Nautica 4WD – May 2008
The Perodua Alza – November 2009
A contributory wholly-owned by Daihatsu (M) Sdn Bhd, DMM Sales Sdn Bhd was formed in 1994. Since then, DMM Sales have successfully established as the major merchant of Perodua vehicles in Malaysia, with sales/service outlets in most of the states. Factor study and hierarchical regression study are used to approve the theoretical model and to test the proposed hypotheses in the study. The findings showed that gender, level of income, level of education and age have impact on car buying pattern.
These hypotheses are accepted product, price and promotion competency have significant influence on the cars purchased. Perodua Circle (previously recognized as Kelab Automotif Perodua Malaysia) was founded in 1998 with the main objective of fostering better relationship between Perodua and its vehicle owners. We are pleased to inform that Kelab Automotif Perodua Malaysia (KAPMA) has been rebranded with a more vibrant new identity. KAPMA is now known as PERODUA CIRCLE. The Perodua Circle members also benefit from activities such as car care workshop, factory visit, treasure hunt, bowling tournament and many more.
Customers mostly look at cost and functionality when deciding which car to purchase. Running costs are an important consideration, especially as a result of the recession and the squeeze on incomes. Relationship marketing is marketing program or strategy to protect an existing customer base through an ongoing process by creating new value for customer. Relationship marketing ensures a loyal base of customer. As the relationship develops the buyers starts to feel safe with the supplier and thus trust is developing.
The main input of this study is towards better perceptive of present car market in Malaysia would benefit the academicians, manufacturers and car sellers in knowing the impacts of outside factors on car purchaser buying pattern and the importance of family member in influencing cars purchases. A firm’s division objectives will eventually be high related—some will enhance each other while others will compete. For example, as we have discussed, more exclusive and higher service distribution will generally entail less intensity and lesser reach. Cost has to be traded off against speed of delivery and intensity (it is much more expensive to have a product available in convenience stores than in supermarkets, for example).
For a company it is very necessary to have updated date and to have a close watch and to assess the ever changing environment around them. There are 2 types of environment and there are Micro Environment and Macro Environment.
Micro environment factors are factors close to a business that have a direct impact on its business operations and success. Before deciding corporate strategy businesses should carry out a full analysis of their micro environment. As all businesses need customers, they should be Centered (Orientated) around customers. The firm’s marketing plan should aim to attract and retain customers through products that meets their “wants and needs” and excellent customer service. Employing staff with relevant skills and experience is essential. This process begins at recruitment stage and continues throughout an employee’s employment via ongoing training and promotion opportunities.
Suppliers provide businesses with the materials they need to carry out their business activities. A supplier’s behavior will directly impact the business it supplies. For example if a supplier provides a poor service this could increase timescales or product quality. An increase in raw material prices will affect an organization’s Marketing Mix strategy and may even force price increases. Close supplier relationships are an effective way to remain competitive and secure quality products. While for the micro environment consists of 6 factors in PERODUA such as customer, company, competitors, supplier, Marketing Intermediaries & public.
Customer can be divided into 5 types such as consumer market, business market, reseller market, Government market & global market. The consumer market in Perodua manufacturing shows that Perodua Company comes with varies vehicles that are able to attract buyers particularly these who want an reasonable yet efficient vehicle. The company mostly targets on individuals or family who want to buy worth car at a quality as Perodua Company sets up the prices that are sensible and affordable by most consumers. Perodua Myvi is product on May 2005 by Perodua Company which is one of the examples for individual or family use. Besides that the business market is the companies which buy goods and services are to be used in the production id other goods For instance, Perodua Company buys the parts from other countries but the assembling is done in Malaysia.
The companies that purchases the goods or services and resell the product without making any changes to it. For examples, Perodua dealers get the manufactured goods from the main company and finally distribute to them without making any changes of the cars. For government market they may pay for it to be used it in the production of goods and services. For example, the model of Perodua Myvi, Perodua Kancil, Perodua Viva are provided to the government for the use of National Parade Day. The products used for the use of the government to carry on with the government duties. For international market, Perodua Myvi purchases for the overseas market such as United Kingdom, Singapore, Brunei, Fiji, Nepal and Sri Lanka.
This segment is about the togetherness which should be there among all departments so that the product will be delivered to the customer in the desired time. This process will be an incomplete process if there are disagreements between departments, which will result in a delay of not delivering the product to the customer on time.
Macro Environment contains external forces that an organization can’t directly control, instead organizations need to manage their macro environment in a way that benefits them. A PEST analysis is used to identify the external forces affecting an organization/making up its Macro Environment. This is a simple analysis of an organization’s Political, Economical, Social and Technological environment. A PEST analysis incorporating legal and environmental factors is called a PESTLE analysis.
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