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Managing Strategic Marketing Malaysian company PROTON - Essay Example

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The paper compares the marketing mix used by PROTON and its top competitor in order to find the areas in which PROTON needs to improve its marketing mix. Based on the comparison, some key improvements are suggested to the company to make it compete effectively with its top competitor…
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Managing Strategic Marketing Malaysian company PROTON
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"Managing Strategic Marketing Malaysian company PROTON"

Download file to see previous pages Marketing mix is one of the core components of a marketing plan. This paper describes how PROTON, a car Malaysian car manufacturing company, can improve its marketing mix to evaluate the success of the marketing plan.

Before going into the details of the marketing mix, let us get to know what a marketing plan actually is in order to get a better understanding of marketing mix. A marketing plan is a well-designed strategy to advertising a product or to create awareness of a company’s products and services among the customers. A properly designed marketing plan not only includes defining marketing goals and objectives of a company but also includes the strategies and tactics to achieve the marketing goals. Implementing an effective marketing plan and taking steps to monitor the performance of the plan are very important for any manufacturing company. Marketing mix is one of the main tools used by the managers of a company to monitor and control the working of the marketing plan. Marketing mix is one of the core components of a marketing plan. A marketing mix includes proper set of tools and guidelines which a company can use to market its products and services in the market. Managers make use of marketing mix to evaluate the success of the marketing plan of their products. The assessment or evaluation makes the managers know whether the marketing plan is appropriate for the product or it needs to be changed. Being the marketing manager of PROTON, which is a leading car manufacturing company, I will propose improvements in the marketing mix of my company in order to make it compete effectively with the main competitor of the company. 2. Background of the Company The name of the company where I work as marketing manager is PROTON. PROTON is a Malaysian company which was established in 1985 and since then, it has been a valuable part of the Malaysian automotive industry. PROTON deals with manufacturing and distribution of passenger and commercial cars. Some main types of vehicles, which the company manufactures, include commercial cars, family vans, and private cars. In addition to the implementation of ISO 9000 standards of quality, PROTON has also adopted the QS 9000 quality standard, which has also been adopted by many of the famous American car manufacturing companies like General motors and Ford. The company has done alliance with Sauber and Petronas which really help PROTON achieve its goals in the international market. 3. Introduction of the Product The product, which I have been marketing for the last six months, is Cronze Family Van. Cronze van is a new product manufactured by the PROTON car manufacturing company in collaboration with the Lotus automotive company. Cronze is a 7-seater vehicle, which is a very economical car for large families. Some of the most attractive features of this van include beautiful shape, built-in stereo system, powerful engine, high mileage, and capacity to hold a large number of people at a time. Low fuel consumption and high mileage are two of the most incredible features of this van. People like to buy such vans which consume very less amount of fuel and give high mileage. Another attractive feature of this van is that a customer is able to ...Download file to see next pagesRead More
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