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Marketing Management

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1) What are the major differences between Proton Saga 1.3 FL and FLX model? (10 marks)
PERUSAHAAN OTOMOBIL NASIONAL BERHAD or PROTON was incorporated on May7, 1983 to manufacture, assemble and sell motor vehicles and related products, including accessories, spare parts and other components. PROTON produced Malaysia’s first car, the Proton SAGA which was commercially launched on July 9, 1985 by Malaysian Prime Minister, Dato’ Seri Dr. Mahathir Mohamad who conceived the idea of a Malaysian car.
There are 6 series of Proton Saga. The first series is Proton Saga (1985-1991), Proton Saga Iswara/ Proton Saga Aeroback/ Proton Iswara (name based on a butterfly species in Sarawak) (1992-2003), Proton Saga LMST (2003-2008), Proton Saga BLM (2008-2010), Proton Saga Face Lift (FL) (2010-2011) and recently is Proton Saga Face Lift Extra (FLX) (2011-Present).
Proton Saga 1.3 FL and Proton Saga 1.3 FLX is a new version of Proton Saga introduce last year. This 1.3 Saga is introduced to cater the people of middle and low income group. The first versions of Saga have been phase out because it is already in the market for 20 years. This is also the solution of increasing the new cars in the road of Malaysia. It is also the cash cow which will help to increase the revenue of Proton.The major differences of Proton saga 1.3FL & Proton Saga 1.3FLX are following ways:- PROTON SAGA 1.3FL | PROTON SAGA 1.3FLX | 4 speed Auto Box | 6 speed Auto Box | Max Power : 94hp(70km) / 6000rpm | Max Power : 94hp(70km) / 5750rpm | Type of Gear box : AT | Type of Gear box : CVT | Nil | Over drive function |

2) Which model do you think is more marketable-FLX 1.3 Executive or FL 1.6 Executive?Give reasons to justify your answer?(10 marks)
Both are marketable.
Proton 1.3 FLX Executive mainly target for consumer use mainly for family and older generation. It is well marketable for the medium and lower income group as the price is below RM45,000. It is also attracting the young executive for a car with classic look. It is also cheaper than 1.3 Myvi Limited Edition.We can use money for other expenses such as house installment and kids school money.
Proton 1.6 FL Executive main target is for business use as it is more powerful. Its main market for budget hotel , customer airport transfer services and to other preferable destination which would contribute to in-creased the local tourism index. It is also cheaper than other imported car on top of its luxury outlook.

3) Do you think Proton’s current Marketing Strategy for FLX 1.3 models will be effective for the next 24 months? Give reasons to justify your answer (10 marks)
Yes. Marketing strategy for FLX1.3 models will effective for next 24 months because of following ways:- 1) The number of sales order received still maintain as it was during the first launch and maintaining until to date. 2) The price are low compared with Myvi car. We can buy with 38K with low down payment.We no need to pay 10% down payment as other car. Minimum down payment rm200 are accepted to own this car. 3) The utilisation of CVT technology save fuel & allows the engine to run at an optimum level, thus resulting in less engine fatigue and improving its long term durability. 4) Is added features, notably driver and passenger air-bags along with Anti-lock Braking System (ABS) and Electronic Brake-force Distribution (EBD).

4) What additional advice would you give Proton to retain its current strong market share for FLX 1.3 models?(10 marks)
It is better Proton should consider following things to have strong market share:-
1) Do not always come out with new models, this will help Proton to gain more profits margin as the cost to produce new models is very high.
2) Considering to take parts from a better supplier, Improve the power window problem which occur in all proton.
3) Shortening the waiting time, this will help the customer having more valuable time spending with family that wasting time waiting.
4) Having a good personal dealer, this will make the customer happy and sales would increased.

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