1.

0 About Perodua Company

Perodua is Malaysia's largest automobile manufacturer closely followed by Proton. It

was established in 1992 and launched their first car, the Perodua Kancil in August 1994.
Initially, Perodua mainly produces minicars and superminis and does not have models in the
same market segments as Proton. In recent years, their targeted market segments have started
to overlap. The company started operations in 1994 and the ever so popular Perodua Kancil
was introduced to the Malaysian market in August the same year. To date, the following
vehicles have rolled out of the Perodua plant.

1.1 Perodua CEO

Datuk Aminar Rashid Bin Salleh has been the Managing Director of Perusahaan
Otomobil Kedua Sdn Bhd since November 16, 2009. Datuk bin Salleh served as Executive,
Head of Strategic Planning Group and Executive Director of UMW Toyota Motor Sdn Bhd of
UMW Holdings Bhd. He served UMW Toyota Motor since 1992 in various capacities. He
holds a degree in civil engineering from University Technology MARA and also has an
executive diploma in business administration from the University of Central Lancashire,
United Kingdom.
 2.0 Vision and Mission of Perodua

2.1 Vision
To be the preferred provider of insurance &takaful broking and risk management
services,Delivering excellence in both service and quality to all our stakeholders - clients,
business partners, shareholders and employees

2.2 Mission
To be a world class automobile company renowned for excellent quality and
reliability through the Professionalism in all our operations, Efficiency in utilising
technologies and available resources, Resilience in meeting our challenges, Optimising
benefits to customers and stakeholders, Dedication towards social responsibility to
community, the environment and development of competent workforce, Uniqueness in our
products and Aspiration to glorify the name of PERODUA.
3.0 The Organization Chart.
 4.0 Contact details

Perusahaan Otomobil Kedua Sdn Bhd, Sungai Choh, Locked Bag 226, 48009 Rawang,
Selangor Darul Ehsan, Malaysia.
GENERAL ENQUIRIES

Call us at 1800-88-6600, or forward your feedback via the form below.

Alternatively you can fax your feedback to 03-6099 2402..
4.1 Planning Details of Organization

Perusahaan Otomobil Kedua Sdn Bhd (Perodua) is working on expanding its research
and development team to design and develop its own vehicles. For a start, Perodua would
have more involvement in designing the upper body of its upcoming sedan car. Based on our
more than 20 years of partnership, Daihatsu has allowed Perodua to be more involved in the
design and development of our vehicles. In this process there has been transfer of technical
and engineering knowledge as well as transfer of technologies, Perodua executive officer
Datuk Aminar Rashid Salleh told StarBiz. Daihatsu is one of Peroduas major shareholders
with a 20% stake and is also the latters technology and technical partner. We would like to
leverage on Daihatsus more than 100 years of experience in the automotive industry to
remain relevant and competitive, he said.

Despite the big step in designing its own upper body part for its upcoming sedan car,
Aminar said that Perodua would continue to share platform with Daihatsu and use Daihatsus
engines and transmission based on existing and new technologies in future. According to
Aminar, who was at the 2015 Tokyo Motor Show, the sedan will have an upper body
designed by Peroduas team and the remainder of the car such as the engine and platform will
still be from Daihatsu. The automotive sector for this year is expected to record lower sales
than last year, despite aggressive promotional campaigns. Perodua admits that the company is
facing margin compression from its promotional campaign although the Perodua Axia
variants are selling like hot cakes. It has been reported that the total industry volume for
automotives this year will probably hit a lower figure than last years 666,465 units. Despite
the bullish sales figure, Perodua is poised to hit its own target of 208,000 units. Up to
September, the company had sold 157,527 units, which is 12% higher than 140,317 units
recorded in the same period last year backed by strong Perodua Axia sales. To further
strengthen its market share in Malaysia, Perodua has hinted to introduce new models from
Daihatsus existing models.

New product launches as well as launches of enhancement to existing product line-

ups are planned mid-term to long-term. Actual launch dates will depend on many factors
such as launch strategy, market condition, competitors movement and resources planning,
Aminar said. Meanwhile, Daihatsu Motor Company Ltd senior managing executive officer,
Shigeharu Toda said that Daihatsu would be involved in the engineering part of the car.
Having the cars upper body part designed by Perodua will create a better product that suits
the Malaysian market, he told reporters on the sidelines of the Tokyo Motor Show. The 2015
Tokyo Motor Show was full of cars and sensational concept vehicles that would shape the
future of driving. While many Japanese car brands have displayed some really impressive
high performance concepts cars, Daihatsu, one of the oldest Japanese carmakers, has taken its
expertise in small-sized automobiles to another level. One of four concept cars revealed by
Daihatsu is stretching its concept of accessibility with its Nori Ori concept, directly
translated as getting in and out. The car has a low-floor, two-way access doors that can
open widely and an electric ramp enables easy access for wheelchair and even strollers. Its
cabin has ample space to fit two unfolded wheelchairs. Another eye-catching concept car is
the D-base, which according to Daihatsu embodies its next generation compact cars.

Notably, the Mira has been long a base for Perodua models such as Kancil and Viva.
Daihatsu also introduced commercial compact vehicles, the Tempo concept car, which looks
like a mini food truck equipped with a sales counter. It is about 1,995 mm in height and could
pass as a passenger car. Daihatsu has also brought the 2015 Daihatsu Copen Cero, Daihatsu
Move Custom and Daihatsu Tanto Welcome Seat to the Tokyo Motor Show. The Copen
model is a two-door roadster with an aluminium retractable hardtop. Already in its third
generation, the Copen model is powered by a 660cc turbocharged three-cylinder engine. So
would this cool looking roadster hit the Malaysia market soon? At the current exchange rate,
the Daihatsu Copen Cero costs between RM60,000 and RM67,000 before tax. One of the
most interesting features about the new-gen Daihatsu Copen is its removable resin body
panels, which allow owners to change the look of the car any time and can be done on a DIY
(do it yourself) basis at home. Meanwhile, the Daihatsu Move Custom is the sporty variant of
the Daihatsu Move model. It is also powered by 660cc turbocharged three-cylinder engines.
This model could be become another variant of compact cars by Perodua for customers who
like the Perodua Kenari.
4.2 Reasons for having planning

Perodua established in 1993, Perodua is Malaysias second car manufacturer after

Proton. Its first car, the Kancil was launched in August 1994 and has been popular among
consumers since then. In 2003, less than ten years after it went on sale, Perodua rolled off its
500,000th Kancil. Its operation is not limited to its home country. Perodua started exporting
its vehicles to markets outside Malaysia in its early years of operating. Apart from Brunei and
Singapore, the company also exports to countries such as Fiji, Nepal, Mauritius, Sri Lanka
and the United Kingdom. To seamlessly carry on its local and overseas operations, Perodua
was in need of a dealer management software that would not only help in tracking and
monitoring the entire manufacturing lifecycle of its vehicles and parts but were also looking
for an inbuilt business intelligence system for calculating and analysing production planning
and logistics data.
 4.3 Objective of the Perodua

With a market share of well over 33% in 2015, Perusahaan Otomobil Kedua
(PERODUA) is the largest car company in Malaysia by units sold. Borne to a time where
many established brands have cemented their stronghold in the country, it took a painstaking
but skilfully crafted decade for the privately-held company literally translated as the
second automobile manufacturer to overcome protectionist trade measure and overtake
others to become the best-selling automaker for the tenth consecutive year in Malaysia as of
2015.
In a region where car-making and the vertical industries are sine qua non and are,
often times, subject to policy-making in the countries, Perodua stood out as a privately-
funded company. The operations are underpinned and funded by several Japanese auto
behemoths that make up close to 50% of the shareholding structure in its manufacturing arm.
Though closing in on an average of 50,000 in quarterly order book in 2015, and far
from being woefully under-financed like other competitors, Perodua still saw a fair share of
trouble in paradise: the automaker was often likened to other similar government-linked
companies (GLCs), and unsavoury policy changes in the country. Media owners often muse
over slivers of unrest set in motion by many GLCs, and Perodua was often seen as a
collateral damage as a result.
While facing public ire against the notion of guilty by association, Perodua
recognised the importance of a balancing act, and managing expectations in media
perception. At the initial stage, Perodua engaged Isentia in the content notification service,
but slowly saw the need to engage a full-fledged media content analysis. The upgrade was
intended for only one purpose: To effectively identify Peroduas friendlies and hostiles in
the media environment. The analysis parameters were simple: Perodua would be
benchmarked against competitors, in terms of media sentiment.
To shed light on the growth path and trajectory of the client, Isentia closed in from several
key focal points in:

1. Identifying key topics, trends and trajectories, components, and relations across
multiple media platforms;

2. Highlighting key result areas and key performance indicators;

3. Closing the gap across multiple platforms and touchpoints, and;

4. Addressing a KPI-oriented landscape that sees the need to augment and optimise the
impact and cost-benefit ratio of internal and external communication processes.
Target of the group company
Despite the uncertainty of car purchasing trend over the last six months, Perodua continues to
progress with four per cent increase or an estimated of Total Industry Volume of 312,800
vehicles.
By the look of it, Perodua is optimistic to reach its 2013 sales target of 194,000 cars and
retain its 31 per cent market share after selling 96,900 units in the first six months of this
year.
It is a four per cent increase from 92,900 units sold over the same period last year which is
largely due to its S-Series models of Viva 1.0S, Myvi 1.3 SE and Alza 1.5S launched since
March.
On the S-Series, Perodua recorded a booking of 51,700 units and delivered 37,700 units.
The S-Series has contributed significantly to our sales volume this year to date. The value
proposition of these variants is the result of an extensive cost management exercise that
began in 2011.
In terms of total production, as of end June this year, we produced approximately 102,000
vehicles. We hope to produce 206,700 units by year-end, said Perodua president and CEO
Datuk Aminar Rashid Salleh.
However, he said car sales in June have declined by 3.7 per cent or 15,800 units from 16,400
units in the same month last year.
We believe it was due to speculation on the reduction of car prices, said Aminar.
He said Perodua is convinced that car sales will be stronger in the second half of the year
mainly due to the festive seasons and car manufacturers have the tendency to introduce new
models in the third quarter of the year.
Towards the end of the year, if you look at the momentum and from the industrys point of
view, the second half of the year seems to do slightly better than the first half and we want to
ride on the market, he said, adding that,
Perodua will push for stronger marketing strategy towards year-end.
Aminar pointed out that aggressive optimization of Peroduas cost structure has enabled the
company to offer new variants with added items with no increase in price.
Together with the S Series models, Perodua also introduced a 3-year free maintenance
programme similarly applicable to all of its model variants, he said.
Meanwhile, on Peroduas after sales business, the company saw 924,000 vehicles visited its
service centres half-year so far, an increase of 3 per cent from 896,000 intakes in the same
period last year.
For its parts and accessories business, Peroduas revenue jumped 40.2 per cent to RM157.8
million in the first six months from RM112.6 million in the same period a year ago.
We believe once our new parts warehouse, located at our HQ, is fully operational by this
August, we will be able to further increase our parts distribution capabilities and thus serve
our customers better, he added.
Reasons for choosing the target groups in their business.