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Perusahaan Otomobil Kedua Sdn Bhd (PERODUA), established in 1993. In Malaysia Perodua is
second automobile manufacturer which after Proton. It is a joint venture company between Malaysian
and Japanese. The shareholders of Perodua are UMW Corporation Sdn Bhd 38%, MBM Resources
Berhad 20%, Daihatsu Motor Co. Ltd 20%, PNB Equity Resource Corporation Sdn Berhad 10%,
Daihatsu (Malaysia) Sdn Bhd 5%, Mitsui & Co. Ltd 4.2% and Mitsui & Co, (Asia Pacific) Pte Ltd 2.8%
(Corporate Information n.d).
Perodua does not contend with Proton for the similar market niche because Perodua mostly produce
small-compact cars. Since end of 2009, Perodua has sold some 1.67 million units of vehicle of a variety
of models. Perodua also sell overseas their cars to UK, Singapore, Brunei, Fiji, Nepal and Sri Lanka.
1.3.2 Vision
The vision of Perodua is to be the most preferred automotive brand renowned for products and
services of excellent quality which contributes to the development of the nation.
2.1.1 Customer
Customer can be divided into 5 types of markets to get a better idea on them which are:
2.1.2 Company
This segment is about the togetherness which should be there among all departments so that the
product will be delivered to the customer in the desired time. This process will be an incomplete
process if there are disagreements between departments, which will result in a delay of not delivering
the product to the customer on time (Pride.et.al, 2007).
2.1.3 Competitors
There are two types of competitors that will affect the sales of Perodua Company which are direct and
in direct competitors.
2.1.4 Suppliers
Suppliers could be defined as those who supply the necessary parts to build the product. The supplier
influences the quality and delivery of the ended product. Suppliers should be from a reliable source and
should be consistent at an arms reach (Pride.et.al, 2007).
2.1.6 Publics
Publics could be defined as a crowd of people who have an interest in a company and also who make
an impact to an organization to achieve its objectives. Moreover, a company will take this consideration
and try building up relationships and also offer helpfulness to these groups. There are the 7 types of
publics such as local, media, citizen action, government, general, internal and financial (Pride.et.al,
2007).
2.2.4 Demographic
2.2.5 Cultural
2.3 How the Company faces Threats and how they convert them to
Opportunity
The SWOT analysis is known as the tool to asses a companys Strength, Weakness, Opportunity and
Threats. Strength and Weakness are known as internal factors while Opportunity and Threats are
known as the positive conditions which could bring plunder to the company if acted in the necessary
way. For Threats, it can be defined as the barriers which prevent the Company from reaching the
companys objectives.
When a company puts out a new product, there could be threats which come the companys way. Then
the company should be ready with a defensive strategy to stand up against the threat and that strategy
is known as Opportunity (Pride.et.at, 2007). After the release of Perodua Myvi, the company has faced
several threats. So, to get rid of these threats of Perodua Company, Perodua Company came made
that threats into opportunity by making up a strategic plan (Corporate Information, 2010).
Therefore, the comfort of the passenger is the main target. Also, the vehicle price of Perodua Myvi is
affordable and reasonable for the customers which fulfill their demands too.
Furthermore, the first target market strategy used is differentiated marketing. Differentiated market is
the organization selects several market segments and designs different marketing mixes for each
segment (Pride.et.al, 2007). The Perodua Company has used different strategy to attract different
customers. Therefore, the Perodua Company offered the other vehicles for its different target segments
to meet the customer demands. Some of the customers are looking for more convenient cars such as
Perodua Viva while customers with big family would like to choose Perodua Alza.
Another target market strategy used is undifferentiated marketing. The marketing mix, which are the
4Ps are the organization at the whole market. Besides, the organizations also used to avoid other
segments from existing, the organization chooses to mass market (Pride.et.al, 2007). For example, 30
September of 2009, Citibank credit card deals have organized Perodua Myvi 10X rewards points Easy
Pay Campaign. This is use to the customer can make a down payment by using the Citibank credit card
and enjoy 0% interest on the customer down payment and 10X rewards point (Citibank Perodua Myvi
10X Rewards Points Easy Pay Campaign, 2009).
While for the last target market strategy used is concentrated marketing. There are one or two
segments will be selected by the company and a marketing mix for these few segments will be
proposed (Pride.et.al, 2007). Therefore, the aim of Perodua Company use concentrated marketing
strategy is not to maximize sales; it is efficiency, attracting a large portion of once section while
controlling costs.
4.0 Product
4.1 Product Lines that are offered
A product line is viewed as a unit because of marketing, technical or for end-use considerations, by
groups of closely related product items (Pride.et.al, 2007). Perodua have released many models of
Myvi to suit the different taste of the customers. Firstly, there is the original Myvi and now comes with
another two different versions which is the Myvi SE and the Myvi EE (Exclusive Edition). Each of these
models comes with a different pricing and specifications.
Perodua Myvi to suit the their taste. The engine of Perodua is also manufactured in Japan by Daihatsu.
The Perodua Myvi is also known to be more fuel efficient as compared to other cars sold in the market.
It is said that Perodua Myvi Auto uses around 13.5 km per litre and the Perodua Myvi manual is
clocked at approximately 17.1km per litre of petrol (Tan, P 2009).
The Perodua Myvi is readily built with air-conditioner and entertainment system with the latest audio
technology like mp3 and a USB reader (Perodua 2009). The consumer can have the option of the
transmission of the car to be automatic or manual. To prevent the car from being stolen, Perodua Myvi
is equipped with a security system which includes an engine immobiliser. The only way to unlock the
immobilizer to start the car is by using the owners car keys. As a result, if somebody breaks into the
car, they wont be able start the car by using duplicated keys or by tampering with the wires.
5.0 Pricing
Price is the value exchanged for product in a marketing transaction but price is not always money
(Pride.et.al, 2007). There are some pricing strategies that use in Perodua Myvi product. For example,
optional product-pricing, psychological pricing and geographical pricing. The optional product-pricing is
the pricing the accessory sold with the main product. For instance, car sells with the air-conditioning.
While for the psychological pricing is the price set reflects the psychology of pricing and not just the
costs. For example, $45900 instead of $46000. Lastly the Perodua company also use the geographical
pricing strategies in the Perodua Myvi product. The geographical pricing is pricing products to
customers in different parts of the country such as FOB (free on board) and Zone pricing. FOB means
that the customers need to pay the freighter fee from the carrier to the final destination and zone pricing
is the company set up one zones, the customer in the more distant zones (Pride.et.al, 2007).
Myvi 1.3L SX
RM 45,450.20
RM 45,925.20
RM 46,325.20
Myvi 1.3L EZ
RM 48,425.50
RM 48,900.20
RM 49300.20
Myvi 1.3L SXi
RM48,225.50
RM48,700.20
RM49,100.20
Myvi 1.3L EZi
RM 51,240.30
RM 51,700.20
RM52,100.20
Myvi SE GHS
RM 51,926.00
RM52,401.00
RM52818.20
Myvi SE ZHS
RM 54,940.00
RM 55,426.00
RM 55,826.00
Myvi 1.3 ZHL
RM 51,000.00
RM 53,500.20
to Malaysia dollars. The reason Perodua Myvis price in UK is more expensive than Malaysia is
because of the sales tax in under vehicle pricing and special interest rate is included (Perodua-uk.com,
n.d)
6.0 Distribution
According to Perodua Company, there are many branches in Kuching such as at Satok Parade, Jalan
Matang and others. The location of Perodua Company can be easily found in Kuching. On the other
hand, the Perodua Company also has branches at the overseas country such as in United Kingdom.
The Channel organization that is used by the Perodua Company is shown below:
7.0 Promotion
7.1 Promotion Goals
Promotion is communication by marketers that informs, persuades and reminds potential buyers of a
product in order to influence an opinion or to get a response. While inform is a communication used to
increase understanding of new brand, or a new product. The company explain how the products
function, and recommend the new application for product. The other goals of promotion, persuade the
customer to buy now. Finally, remind is a task of retaining the customer knowledge and to call attention
to the customers about the importance of the products for they might be used in the future (Pride.et.al,
2007).
The promotion goal of Perodua Company in the Perodua Myvi product is inform. Perodua Myvi is still
the good selling product in the market. It is convenient and suitable for businessman but also good for
small family. In addition, Perodua Company gave information about the Perodua Myvi to society by
using several methods, such as brochures, internet advertising through Perodua official websites, road
show and many more (Pride.et.al, 2007).
Conclusion
As a conclusion, we would like to state that Perodua Myvi is a suitable car for everyone since it is
equipped with the latest features. Customer should not worry since it comes from a powerful Brand
name which is Perodua. Besides, the target market for this vehicle is businessman or small family.
The price of Perodua Myvi is affordable for the customers. So, everyone can enjoy the facilities of a
good, comfortable and safe drive.