INTRODUCTION: The automotive industry in Malaysia is considered as one of the most vital and significant strategic industries in the

manufacturing sector (ESCAP 2009). Malaysia is predominantly a passenger car market and the industry is considered as a domestic market-oriented (ESCAP 2009). The primary reason why passenger car market is prominent in the country is because of the economic status of the country. The objective of this paper is to focus on the case of Proton in terms of facing different dilemmas in the local and global automotive industry. Furthermore, it will use the Delta model in order to analyze the performance and recommend different actions to be done in order to maintain the position of the company in the market. Background: PROTON or synonyms for Perusahaan Otomobile Nasional Berhad is a Malaysian automobile manufacturer headquartered in Subang Jaya and Shah Alam, Selangor, Malaysia, with a manufacturing plant in Tanjung Malim, Perak. Founded in 1983, it was Malaysia's only carmaker until the establishment of its competitor and arch-rival, Perodua, in 1993. Its name is a Malay acronym for Perusahaan Otomobil Nasional (English: National Automobile Enterprise). It is a core member of PROTON Holdings Berhad, the holding company which is listed on Bursa Malaysia. A Majority of its equity is owned by Malaysian conglomerate DRB-HICOM, which bought a 42.74% stake in PROTON Holdings for 1.291 billion ringgit ($413.1 million) from Khazanah Nasional in January 2012. For more than two decades since its establishment, this stake was jointly owned by Mitsubishi Motors and parent Mitsubishi Corp. which each held a 7.93% stake in PROTON until they sold it in March 2004. Mitsubishi disposed of its entire 15.86% stake in PROTON, most of which were picked up by Khazanah Nasional, which previously owned 42.7% of PROTON shares. The Mitsubishi-PROTON partnership was deemed a failure because of the lack of technology transfer. PROTON was established on 7 May 1983 under the direction of the former Prime Minister, Dr. Mahathir Mohamad. It was Malaysia's dominant carmaker until the establishment of Perodua in 1993. Based on technology and parts from Mitsubishi Motors, production of the first model, the Proton Saga began in September 1985 at its first manufacturing plant in Shah Alam, Selangor. Initially the components of the car were entirely manufactured by Mitsubishi but slowly local parts were used as technologies were transferred and skills were gained. The 100,000th Proton Saga was produced in January 1989. In 1993, a model called Proton Wira was introduced based on the Mitsubishi Lancer/Colt. More than 220,000 units were sold between 1996 and 1998. Proton Perdana, based on the Mitsubishi Galant/Eterna, was first produced in 1995, intended for higher end market.

The Proton Waja (Proton Impian in UK), launched early 2001, is the first car model designed internally by PROTON. By 2002 Proton held a market share of over 60% in Malaysia, which was reduced to 30% by 2005 and reduced further in 2008 when AFTA mandates reduced import tariffs to a maximum of 5%. With the acquisition of Lotus technologies in 1996 from ACBN Holdings (a company owned by Volkswagen), PROTON gained an additional source of engineering and automotive expertise. This led to the production of Proton Gen-2 that was code-name Wira Replacement Model (WRM) before its launch. The Gen2 is the first of its cars to be manufactured and assembled at the new manufacturing plant in Tanjung Malim, Perak that is part of Proton City development project. The plant was opened in 26 February 2005. On 8 June 2005, PROTON introduced the second model to be manufactured in Tanjung Malim, the 1,200 cc 5-door supermini, the Proton Savvy. Both the Gen2 and Savvy, were models that MG Rover was looking to rebadge when the British firm entered into collaboration talks with PROTON. However, these joint-venture talks were unsuccessful and MG Rover subsequently collapsed. In 2007, PROTON launched its new sedan as a replacement for the Wira Sedan but with a new name, Persona, which was previously used as an export name for models outside Malaysia. The new Proton Saga replacement model (codenamed Proton BLM) was launched on 18 January 2008. The new Saga is based on the Savvy platform, but using a CamPro 1.3L instead of a Renault engine. In addition, PROTON entered into talks with Mitsubishi Motors once again, and talks were going positive and the resulting collaboration led to the introduction of the Inspira and talks are going positive.the Waja replacement based on the Mitsubishi Lancer as well as the rebadging of Proton Persona and Proton Exora as Mitsubishi vehicles in certain markets. As of 2 August 2011, PROTON has produced over 3 million cars since 1985, where the 3 million th car is a second-generation Saga. From 1983 the manufacturer's badge on the front of the car was a mid-blue shield with a yellow crescent below a yellow fourteen-pointed star - references to Malaysia's coat of arms. In 2000 this was revised into its current form, a stylized yellow tiger head on a green roundel upon a darker blue shield, with the Proton name in yellow capital letters. At the same time text representations of the Proton name were changed from lowercase italic text "proton" to uppercase "PROTON". Sales collateral and PR literature use both "Proton" and "PROTON". PROTON DOMESTIC MARKET: In 2006, PROTON's sales dropped 30.4% from 166,118 in 2005 to 115,538 for the Malaysian market, with a later report indicating a 55% fall of sales to RM962.3 million, its lowest in at least seven years.[8] This allowed Perodua to overtake PROTON as the country's largest

passenger carmaker for the first time, with a 41.6% market share, while PROTON's market share fell from 40% in 2005 to 32% in 2006. In the period ending 31 December 2006, PROTON also suffered three consecutive quarterly losses. Compared to a profit of RM86.5 million in 2005, the car company lost RM281.5 million in 2006. PROTON blamed discounts from rivals. Total losses in 2007s financial year climbed to RM169 million. The Employees Provident Fund (EPF) acquired an additional 830,000 shares in a transaction that spanned between January 5 and January 12, 2007.This means all Malaysian are shareholder of the national car maker. Compared to PROTON, Perodua has been quite successful in its business ventures. Its cars are very popular among Malaysians, such as the Perodua Myvi, which sold 80,327 units in 2006, outselling its rivals best-selling car, the Proton Wira then, which only sold 28,886 units in Malaysia. In 20062010, Perodua became the best-selling car company in Malaysia. In the first half 2011, the table were turned where a highlight of the figures was that PROTON had overtaken Perodua to be the best-selling brand that year. It had been many years since the first national carmaker has been No.1 Peroduas supply in the second quarter was limited (due to phasing-out of the old Myvi) and also the problems caused by the amendments to the H-P Act, it has also been said that PROTONs current line-up is its strongest ever and have drawn many customers, largely by its core models Proton Saga and Proton Persona. PROTON delivered 85,223 units to take a 28.7% share of the TIV while Perodua delivered 79,467 units, a difference of 5,756 units.[10] PROTON Holdings Berhad registered a profit before tax of RM186 million in the first half of its 2010/11 financial year benefitting from the improved market sentiments and conditions that had accounted for a 13% increase in its vehicle sales. The growing demand for PROTON vehicles were significantly contributed by three core models; the Saga, Persona and Exora. PROTON INTERNATIONAL MARKET: PROTON exports cars to the United Kingdom, South Africa, and Australia and the company is aggressively marketing its cars in several other countries including the Middle East. Additionally, PROTON has also been exporting a small volume of cars to Singapore, Brunei, Indonesia, Thailand, Nepal, Sri Lanka, Pakistan, Bangladesh, Taiwan, Cyprus and Mauritius. 14,706 PROTON cars were exported in 2006.The export units jump to 21,261 in 2009 but fall to 18,769 in 2010 due to global recession. PROTON began its exports from Malaysia to other right hand drive markets like New Zealand in the late 1980s, but its success was mostly limited to the United Kingdom (a market it entered along with Ireland in 1989). They advertised there with the slogan Japanese Technology, Malaysian Style. PROTON cars proved popular among budget-

oriented motorists, and like Japanese and South Korean models before them, led to the demise of manufacturers such as the Soviet Lada and ex-Yugoslavian (now Serbia) Zastava. By the 1990s, PROTON had withdrawn from the New Zealand market after offering only the Saga four-door and Persona five-door models. The company also exited the Irish market in the early 1990s, following limited success in that country. The Persona and Natura models were sold in Chile briefly during the late nineties by a local Nissan importer, but few were sold and the venture ended after two years.[citation needed] PROTON enjoyed brief success as a few units of the Saga and Wira were exported to Trinidad & Tobago (Caribbean) during the late '90s where they were used mainly as rentals. PROTON cars were imported into Trinidad and Tobago between 1993 and 2002. They were sold through a local dealer, H.E Robinson Ltd. Only the Saga and Wira ever reached this market with the Wira enjoying modest sales success. The bankruptcy of the dealership forced the exit of PROTON from Trinidad and Tobago in 2002. PROTON also produces models in left-hand drive, for export to continental Europe. An entry into the United States market was considered by Malcolm Bricklin following Hyundai's successful launch in the mid-1980s. However, exports to the U.S. never materialised. United Kingdom PROTON sales seem to be slowly declining in the United Kingdom with 2008 sales at 1518 (0.07% share of the market), compared to 2752 in 2002. These figures are insignificant compared to 2008 UK sales of 28,036 for South Korea's Hyundai and 29,397 for Spain's SEAT. In 2009 PROTON's UK sales fell further and the marque sold only 960 cars with a reduced 0.05% market share. In the United Kingdom, PROTON cars suffer somewhat from a poor public image; they are considered poor quality products with very poor residual values compared to other cheap Pacific Rim cars from Kia, Chevrolet and Hyundai. In 1998 PROTON attempted to change this by introducing the Proton Satria GTi - however, the car was somewhat out of reach to younger drivers due to high insurance premiums (the car was originally a group 16 and was reclassified in 2001 to group 14 but this still resulted in high premiums). The Satria GTi also sported a "Lotus Ride & Handling" badge which, coupled with an average security system, made it attractive to thieves. However, the vehicle was a success as far as handling was concerned which meant that, coupled with its 1.8 16-valve Double Overhead Cam engine (which produced 133bhp) a number were purchased by Octagon Race Circuits and used as track cars at Silverstone and Brands Hatch racing circuits. PROTONs current line-up includes the 5-door Savvy city car, the 3-door Satria Neo and new Satria Neo Sport, 5-door GEN.2 family hatchback and the 4door Gen2 saloon and LPG dual fuel Gen2 ecoLogic range.

ASEAN countries The model that Malaysia has followed with the formation of PROTON may be used as a case study for rent seeking as tariffs on imported cars rose almost immediately following the formation of PROTON. Also ASEAN Free Trade Area (AFTA) agreements on relaxing entries into the ASEAN marketplace had exemptions specifically for Proton. The Malaysian government gained a three-year exemption for PROTON from 2002 to 2005 where entry tariffs had to be lowered to 5%. This was replaced by other duties such as excise duty resulting in no net decrease in automotive prices for importers. For a short time, the Proton Wira was marketed in the Philippines via LHD in 1994 with the establishment of Proton Pilipinas through the ASEAN Industrial Joint Venture (AIJV) Scheme before they pulled out due to the 1997 Asian Financial Crisis. In Indonesia, through its subsidiary PT Proton Edar Indonesia ("PT-PEI"), PROTON launched the Proton Neo and Proton Waja at the 15th Indonesia International Motorshow, the biggest automotive event in the country. With these new additions, PROTON now has four models in the Indonesian market. On 16 March 2007, the models Gen.2 and Savvy were to mark PROTON's entry into Indonesia. Thailand saw PROTON's foray during introduction of PROTONs car line-up for Thailand at the Thailand Motor Show in early December 2007. PROTON entered the Thai market through authorised dealer Phranakorn Auto Sales Co Ltd, which Ltd previously held the distributorship for Daihatsu, Opel, Hyundai and Holden, and is currently distributing Honda, Isuzu and Chevrolet cars as a mega dealer. Australia The Jumbuck, known as Proton Arena in Malaysia, was introduced in 2003, is the last of the PROTON models on sale in Australia that still uses the old Mitsubishi technology. It has been an important model for PROTON here in Australia providing the market with a unique blend of passenger car-based design, half tonne capacity and low cost entry and running costs. The Jumbuck has been PROTON's bestseller since 2003 in Australia's famous ute market. The compact four cylinder Jumbuck has been designed to deliver passenger car comfort while meeting the demands of a workhorse vehicle. With good ground clearance, a roomy and very usable load area and a strong payload the Proton Jumbuck is proving ideal for a wide variety of uses from city delivery operations, to tradesman's ute, farm vehicle and even as an economical and stylish lifestyle transport for urban dwellers. Recently, PROTON included a free 50cc ATV quad bike with every Jumbuck. According to Proton Cars Australia managing director John Startari the Jumbuck quad bike offer is a way of adding extra value and enhancing the attractiveness of Australias toughest half tonne ute. Jumbuck has found great favour with buyers around the country thanks to its economy

and reliability and this special limited offer will make it even more attractive, Jumbuck was voted the lowest cost commercial vehicle to own and operate by NRMA Business Wise and is the perfect solution for hobby farms or as a company vehicle. Through it fully owned subsidiary Proton Cars Australia Pty Limited, PROTON's new S16 passenger car has provided a significant boost to the Malaysian car company's sales performance registering a 113.5 percent increase in sales volume for January compared with the same month in 2009. Along with a low purchase price the Proton S16 is economical to own and run sipping an average of just 6.3 litres/100km as per ADR 81/02 while producing 82kW at 6,000 rpm from its 1.6 litre CamPro engine. Proton S16 is the only new four-door sedan available in Australia for less than $16,000 and outperforms many low cost hatches and three door models by offering a 1.6-litre engine and great equipment levels. Miss Universe Australia 2009 winner Rachael Finch was the proud face of the new Proton S16 and was featured in TV commercials and print advertising campaigns. In the 20102011 NRMA vehicle running costs survey with the popular Persona took the crown as Australias least expensive small car to operate. The 20102011 NRMA survey investigated not only the purchase price of over 1200 new cars but also fuel prices, depreciation, maintenance and insurance based on an annual distance of 15,000 kilometres travelled over a five-year period and PROTON came out well on top. In the small car category PROTON dominated with no less than six Proton variants in the top ten, also taking out the top 3 positions Both the Persona and Gen.2 vehicles are featured in the small car category's Top 10. China Recently PROTON returned to Guangdong, China, where it did business in the past but withdrew after having a poor sales record. In July 2007, PROTON signed an agreement with Youngman Automobile Group Ltd. Co., paving the way for the national carmaker to offer its products and services in China. Under the agreements, Youngman would import 30,000 Gen2 CBU (completely built-up) units and resell them under its own EuropeStar brand and eventually develop a new range of Made-in-China cars with the engineering services provided through PROTON's Lotus. PROTON expected to ship 1500 cars a month for 20 months starting December 2007 to fulfill the order. The Europestar RCR was officially launched in China on the 9 January 2008 in Beijing. Europestar is a brand of Youngman Automobile Sales Co. Ltd., and the Europestar RCR is basically a rebadged Proton Gen2. Youngman was confident of selling the 30,000 CBU units of Proton Gen2s within the 20 month delivery period, and appointed 40 dealers to support the launch in terms of managing its sales, service and spare parts operations for the

Europestar brand in China. CKD operations will begin soon after at Youngmans plant in Jinan, which has an annual capacity of 300,000 units. India The market in India is for small cars, namely the A segment and B segment cars as well as MPVs. PROTON Holdings Bhd. intends to finalise discussions with a global original equipment manufacturer (OEM) within this quarter to set up contract assembly manufacturing operations in India. PROTON was hoping to engage in contract assembly manufacturing via a joint venture effort with the OEM. They like to incorporate their own subsidiary that would work with a local partner to distribute cars in India. The local partner in India already had a plant and assembling its own cars. PROTON was looking at offering the Saga, Persona, Exora multipurpose vehicle (MPV) and Emas hybrid in India. Russia PROTON Holdings Bhd's entry into Formula 1 (F1) racing is more than just about turning around wholly owned Group Lotus, as it may also open doors for it to do business in Russia. Genii Capital, the investment company that owns Lotus Renault GP team, the team Group Lotus partners in FI, thinks it could help PROTON enter the emerging market of more than 160 million people. Genii is owned by Gerard Lopez and Eric Lux, who also runs venture capital group Mangrove Capital Partners. Mangrove is famous for its hugely successful bet on Skype, which lets people make free phone calls over the Internet. As for Genii, now the 100 per cent owner of Lotus Renault, it has signed a deal that gives Group Lotus a two-year option to buy half of the racing team. Genii would be able to help PROTON with its business relationships in Russia as well as to access advanced automotive technologies under its companies. ] Middle East In Iran, PROTON supplied 5,000 units of the Proton Waja to be used as taxis in Iran through Irans Zagross Khodro group. It is marketed as the Proton Impian there, the same name used in other export markets such as the UK market. Iranian President Mahmoud Ahmadinejad and Malaysian Prime Minister Abdullah Ahmad Badawi signed a Memorandum of Understanding (MoU) in Tehran in the same regard. Director Generals of Iranian Zagros Khodro and Malaysian Proton car manufacturing companies have inked mass production agreement. PROTON and Zagros Khodro companies have been commercial partners for several years and the new agreement for Gen2 production in Iran is concluded for a new level of cooperation. In 2009, a group of Iranian and Malaysian engineers and experts worked in Iran's Boroujerd Company to run Gen2 assembly line, to assemble CKD kits of the Proton Gen2 at Zagross Khodros plant in Borujerd. The same plant also assembles Proton Wiras. There are currently

9,634 Protons on the road in Iran today, after PROTONs entry into the Iran market in 2002. 50,000 units Gen2 cars will be produced yearly within the next five years with PROTON's supports production and supply car parts. PROTON first entered the Syrian market via a sole distributorship agreement with a Syrian company, Modern Technology Trading Company, a subsidiary of Habbal Group of Syria. The company, headed by Habbal Group chairman and chief executive officer Ghyath Al Habbal, holds distributorship rights for Proton cars in Syria, Iraq and Lebanon. PROTON Holdings Bhd is strengthening its presence in the Middle East market, with the launch of the Persona model, is expected to boost the national carmakers overall sales in Syria to over 5,000 units in the next three to five years. PROTON have been selling cars in Syria since 2001 and after Gen2, they are optimistic on how the Syrian market will accept the Persona, which has won many customers for being cost-effective with better fuel economy. The Persona was launched by PROTON Holdings Berhad Managing Director Dato Haji Syed Zainal Abidin Syed Mohamed Tahir in Kingdom of Saudi Arabia on 22 November 2011 and in Egypt on 24 November 2011. The Gen2 model was also jointly launched in Egypt. PROTON had entered the Saudi market in 2006 when it introduced the Waja model via a smart partnership collaboration with local outfit Al Rashed Al Thunayan Auto Co.In Egypt, PROTON first launched Waja and Wira models in 2001 and in 2006 brought in the Gen2 hatchback. Similarly, PROTON had also established a smart partnership with an Egyptian company Alpha Ezz Elarab Co. as its distributor in the country. Both Al Rashed Al Thunayan Auto Co. and Alpha Ezz Elarab Co. have been instrumental in the development of PROTON sales in Saudi and Egypt respectively. The 2011 Proton Satria Neo CPS R3 was debuted during the Tokyo Auto Salon 2011. Japanese auto part company Carrosser Co., Ltd. (CUSCO) imports the 2011 Satria Neo CPS R3 and equips the Satria Neos with CUSCO performance parts before being resold to rally teams in Japan and Asia Pacific. As the importer and distributor of the Proton Satria Neo from Malaysia to Japan, Carrosser had taken on a project to build a Group N machine for the CUSCO Junior Rally Team with this chassis. In addition, CUSCO also forms their own team running on the Satria Neos to compete in the 2011 Asia-Pacific Rally Championship, making the team as the second team to use the Proton Satria Neo for the championship. FINANCIAL PERFORMANCE