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1.0 Objective
Larynx commands a substantial share of the domestic market for passenger cars and over
the years has been building up distribution networks in key market centres across the four
regions:
South-East Asia,
the Middle East,
United Kingdom / Western Europe, and
Australasia.
The main business activities of the Group encompass vehicle engineering, research &
development, manufacturing, distribution and after-sales services. The Group is also involved
in financial services and property management in supporting the main business activities. The
Group designs and produces cars for diverse consumer preferences.The Group conducts
research in its centres in Malaysia and the United Kingdom on new technologies to create
cars that are unique in both design and driving performance. Through Lotus, the Group
provides comprehensive and versatile consultancy services to many of the worlds OEMs and
Tier 1 suppliers.
Currently, the Group has almost 12,000 employees who are involved in the whole value
chain of the business, from research, design, development, testing, stamping, casting,
machining and assembly to marketing, distribution and after-sales services. Strong customer
orientation and competitively priced products are the foundation of our business and essential
to our success. We aim to maintain market leadership by continuing to develop innovative
products and satisfy our customers needs better and enhance profitability.
Market Research
2.3 Results
Consumer Behaviour
Carryout
Gender: From the data below mostly the 70% was male respondents and the others 30% was
female respondents.
Age: From the data below 60% of respondents was 20-22 years old. While, 20% of the
respondents was 28-30 years old. And others was 10% is range between 23 until 27.
Nationality: Mostly the respondents was 60 percent was from Malaysian but 40 percent it is
taking from the non-Malaysian respondents.
Monthly income: From the data collected mostly about 40 percent respondents having
monthly income above RM3000. While 30 percent range around RM1000-RM1500. And
others below RM1000 20 percent.
Occupation: From the data collected mostly about 40 percent respondents having was retired
and do a business. While 30 percent was a postgraduate. And others 30 percent was an
employee. And 10 percent was unemployed.
Own car: From the data below mostly 66.7 percent was registered under a companys name.
Process of purchase and brand choice: From the data below mostly respondents choose
collecting information about the brands and the models for purchase a new car. And also 87.5
percent want to test drive first before buying a new car.
Used the most car: From the data collected mostly about 50 percent respondents used the
most car by parents while others 23 percent byself, husband and wife and others.
Usage of car: From the data below was collected about usage of the by the respodents.
Factors to buying a new car: From the data below was show about factors to buy a new car.
Prefer to buy a new or second hand car: Respondents that want to buy a new car balance with
buy a second hand car.
Kind of car to buy: As respondents know the compact car or small car was suitable to buying
because it is more cheapest than larger car.
Vehicles engine capacity: Mostly respondents have choose lowest capacity because it is more
cheapest than larger capacity engine car.
3.0
Benchmarking
Benchmarking, also referred to as best practice benchmarking or process benchmarking, is
the evaluation of various existing process or programs aspects within a given organization to
the best practices of other organizations, usually within a peer group defined for the purposes
of comparison. The evaluation allows the development of improvement plans or adoption of
best practice, to increase some aspect of organizational performance. Benchmarking is
undertaken by a large majority of report, we utilize an academic methodology.
The Proton Iriz Standard and Perodua Myvi 1.3 Standard are the most affordable variants for
both models. As the basic variants, they are not equipped with certain features and parts for
an entry level price.
Table 1.1 Comparison the powertrains between Perodua Myvi and Proton Iriz
Perodua Myvi has carried over the previous generation 1.3 DVVT engine to its latest model.
It produces 90 bhp @ 6000 RPM and 117 Nm @ 4400 RPM of torque. Perodua has also
enhanced the automatic gear box with an electronic computer box (named the e-AT) to
improve the fuel efficiency. It can choose between the 5 speed manual and 4 speed e-AT
gearbox for the Myvi Standard variant.
As for the Proton Iriz, Proton has introduced a new engine, ditching the previous CamPro
engine lineup. The engine that Proton has put in the Iriz 1.3 comes with VVT which produces
94 bhp @ 5750 RPM and 120 Nm @ 4000 RPM of torque. You have an option between 5
speed manual and CVT gear box for the Iriz Standard variant.
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Fuel efficiency is one of the key factors for the B segment hatchbacks. The Myvi achieves 5.5
liters per 100 km (Manual) and 5.9 liters per 100 km (4 speed e-AT). On the other hand, the
Iriz achieves 5.8 liters per 100 km (Manual) and 6.6 liters per 100 km (CVT).
Despite the CVT transmission gearbox in the Proton Iriz Standard variant, there have been
complaints by owners on its performance. The gearbox has been noted as sluggish; at lower
speeds, it produces gear changes that aren not as smooth as
transmission control unit (TCU) update was implemented at the end of 2014, it has not helped
much. And of course, It is still have the audible CVT whines during regular driving.
Although the Iriz edges the Myvi in engine power output and fuel efficiency, most drivers
would be turned off by a poor performance in the gearbox department. For this, the Myvi 1.3
Standard earns a win in this category.
3.1.2
Interior Design
These cars are made for daily driving in the city. That is why the interior design and space
could be a possible winner or deal breaker for their market. After all, nobody wants to endure
an hours worth of travel time in an uncomfortable and unsightly car.
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Lets start with the Proton Iriz Standard variant. The dashboard is made out of high quality
plastic for a premium feel and touch. The materials used seem to be of a higher quality than
other Proton cars, giving it a bonus point for looking good as an entry-level car. Even the 2DIN CD Player is well-designed with good tactile feedback on the buttons, enhancing the
overall interior look of the car. However, the air conditioning knob feels a tad bit fragile,
which is not something customer want when customer adjusting it every day.
In comparison, the Myvi 1.3 Standard has a dashboard that may look dated to some.
However, that being said, the facelift has refined certain aspects of the centre console shape
for a neater and cleaner look.
As for space, the Myvi is famous for its space management, and it continues to shine even
now. Compared to the Myvi, the Iriz offers much less legroom. Even an adult at 180cm will
have extra legroom for comfort when going out for a Myvi. As an added bonus, the rear seats
are foldable for extra storage and boot space.
3.1.3
Comfort and handling is another key feature that is important for helping to choose a car. As
car buyers expect to have their rear ends pampered, these cars will need to have good comfort
level and good handling to attract more buyers.
Lets start with the Proton Iriz Standard. Lotus has been actively involved in the development
of it is handling, something which shows instantly when you go for a drive. There is minimal
body roll through corners, whether in small city junctions or long sweeping ones on the
highways. A ride in the Iriz is comfortable even on slightly uneven roads. The noise,
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vibration, and harshness (NVH) levels are low with the car being well insulated against wind
and road noise.
Through it is many generations and reiterations, the Myvi has never been known for precise
handling. In it is latest version of the 1.3 Standard variant, the handling has a noticeable
amount of body roll, especially during corners. The ride also is not as comfortable as the Iriz
with a harsher suspension. There is a noticeable amount of wind noise and road noise which
can be an annoyance for some.Overall, the Iriz wins in this section as it has better refinement
than the Myvi.
3.1.4 Gadgets
As base variants, both models are lacking the better features of their costlier counterparts.
Both the Myvi 1.3 Standard and Iriz Standard come with a 2-DIN multimedia head unit. In
the Iriz, it is have additional features including a MP3 player, AUX and USB port and
Bluetooth. The Myvi, on the other hand, only offers a CD player, and FM radio. A small but
pleasant feature to note is the addition of an anti-snatch hook for the Myvi.With the extra
gadgets in the Proton Iriz standard, it is say that it is a winner.
3.1.5
Safety
The Myvi 1.3 Standard comes only with 2 airbags, without ABS or traction control for safety.
The lack of safety features is a tad bit disappointing when compared to the Irizs 2 airbags,
ABS, hill start assist, and traction control. In fact, the Iriz has a NCAP rating of 5 stars.Iriz
wins hands down in the safety segment.
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3.1.6 Price
As can see from the prices tabled below, the Perodua Myvi is clearly cheaper than the Iriz.
However, when you factor in the safety suite the Proton has to offer along with a few select
features, it does negate the price differences which is merely a few hundred ringgit between
them.
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Table 1.2 Comparison listed price between Perodua Myvi and Proton Iriz
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and project goals. A development project for a market-pull product is generally organized
along the lines shown in Figure 4.1.
Concept Development
Good concept development is crucial. During this stage, the needs of the target market
are identified, competitive products are reviewed, product specifications are defined, a
product concept is selected, an economic analysis is done, and the development project is
outlined. This stage provides the foundation for the development effort, and if poorly done
can undermine the entire effort.Concept development activities are normally organized
according to Figure 4.2.
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Reflector headlights
Anti-snatch hook
Reverse sensors
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Luggage tray
Adds on:
Blacked-out B-pillars
Front foglights
Due to the powertrain department, the larynx brings forward its 1.3-litre four pot petrol
engines. Performances figure are maintained t 89hp and 117Nm of torque for the 1.3 litre
model. Below is the details for larynx model specification:
Powertrain
Engine Tech
Capacity
Arrangemen
t
Timing Type
Bore x
Fuel
Compressio
Petrol
10:1
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Stroke
n Ratio
Drivetrain
Type
Ratios
Driveline
Conventional Automatic
4
Front Wheel Drive
Transmission Name
Manufacturer
4E-AT
Larynx
Dimensions
Length
Width
Height
Wheelbas
e
Weight
Spare
Tyre
Factory
Tyres
Chassis
Type
Front Suspension
Front Wheels
Front Brakes
Steering
Chassis Notes
3,695 mm
1,665 mm
1,570 mm
2,440 mm
970 kg
Space Saver
Silverstone
Doors
Seats
Boot Space
Fuel Tank
5
5
208 litres
Tyre Front
Tyre Rear
175/65R14
Powerblitz
40 litres
175/65R14
1800
Unibody
Assembly
Malaysia
MacPherson Strut
Rear Suspension
Torsion Beam
14" 8-spoke Alloy
Rear Wheels
14" 8-spoke Alloy
Ventilated Disc
Rear Brakes
Drum
Rack and Pinion (Electric Power Steering)
-
Carpet Mats
Exclusive design
The elegance comes with specially designed carpet mats
Mats on drivers side comes with locking device (screw pin type) to prevent
the mat from shifting.
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The challenges of the marketplace are met by product developers in two ways: development
of innovative products and reducing product costs. Cost reduction alone is not a substitute for
innovation. Cost-oriented product development is systematically engineering work, which
requires an interdisciplinary approach, and needs to be efficient and effective. The costs that
are of interest here are those incurred by the products. Product development has some
important influences on the total costs of the company, see Figure 8.1. Among costs, the
greatest importance is attributed to lowering manufacturing costs, usually within the
framework of the most cost-efficient possible product development. The lowering of costs is
only one aspect of the problem; it is just as important to mould the company structure so that
market changes can be reacted to quickly and flexibly, and that innovation is encouraged.
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Product positioning
Launch of New Products
The engine of growth for any car manufacturer lies in its products. Larynxs singleminded approach to renew its product line-up to meet the evolving needs and requirements of
the buying public resulted in the roll-out of the Larynx and subsequently the iconic Larynx
during the year under review. Having invested much time and effort in the three years that are
typically required to conceive and develop new models, Larynx is indeed pleased to note that
the response to date from car owners has been extremely positive, to say the least.
The first to embody Larynxs philosophy of manufacturing the right car for the right
market at the right time for the right price. The Larynx has received over 50,000 in bookings
as at end December 2015. The Larynx was followed by the unveiling of the new Larynx, the
car that remains the embodiment of Malaysias aspirations to be an internationally
competitive auto manufacturer.
The experience and lessons Larynx has garnered over the years have been embedded
into this new model. This has translated into bookings of almost 70,000 units within six
months since its launch. It is currently the fastest-selling model in Larynxs history. Both the
Larynx are also expected to contribute significantly to Larynxs export sales in the very near
future. Within the Larynx Group, Lotus Group International Limited (Lotus) has also
unveiled a brand new thoroughbred that is set to take the world of performance cars by storm.
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The Lotus Evora is the first new Lotus model to be launched in over 13 years. Entering the
market above the Elise, Exige and Europa, this new Lotus will be available in the first half of
2009 and is expected to contribute positively to the Lotus Group.
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But how many foreign stakeholders would be willing to invest the money in Larynx to
develop new infrastructure and facilities and share their latest technology without being given
a substantial or controlling stake in the car maker? That is a matter for the Government to
ponder on when the time comes.
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