ABSTRACT

This purpose of this research was to determine the external and internal influences on the
business activities of Perodua. The SWOT analysis was used to determine the internal
environment and the PESTLE analysis was used to determine the external environment. The
researcher also used the process of segmentation to understand the target market and how the
product is positioned to the target market. The AIDA model was used to understand the
consumers decision making process when purchasing a Perodua product. An analysis was done
on the value proposition of Perodua, this was to determine if there were any added value to
purchasing a Perodua product compared to their competitors. By using the 7Ps method the
researcher determined if Perodua met all requirements of the customers. To understand the stage
at which the Myvi model is heading towards, the Product Life Cycle (PLC) method was used.
The Boston Matrix was used to determine the possibility of Perodua sustaining in the market.
Porter Value Chain was used to test the linkages of the departments in the company in order to
deliver a good quality of products to gain profit. The researcher used the Ansoff Matrix strategies
to determine if Perodua will be able to sustain and expand their products in the new market.
1.0 INTRODUCTION
Perushaan Otomobil Kedua Sdn Bhd which is known as Perodua.Perodua was established in
1993.It is a collaboration between Malaysian and Japanese companies. Their headquarters is
located in Sungai Choh Rawang (Perodua Malaysia, 2016). It has 182 sale branches and 183
service branches nationwide. It is an international company with a foreign market which includes
countries throughout the South East Asian region such as Sri Lanka, Fiji, Singapore, Indonesia,
Brunei, Nepal and Mauritius. Perodua has the capability to produce 350,000 units per year
(Perodua Malaysia, 2016). Their shareholders are various high profile corporations as shown in
Figure 1.0. Perodua became well known through their first product called Perodua Kancil, which
was produced in 1994. Perodua has produced new car models every two to five years. These
products are shown in Figure 1.1. Perodua has a group which is involved in manufacturing and
creating spare parts for their vehicles, this massively boosted up their sales. The companies under
the perodua group are shown in Figure 1.2.