Internal Strengths: S1. Brand image Internal Factors S2. Strong management of Sime Darby S3.

Regional presence External Factors External Opportunities: O1. Growing market O2. Phasing out of APs O3. Intro of new models O4. Corporate clients O5. Regional exporting S4. Nationwide 3S network S5. Auto assembly experience S6. Support of principal SO: 1. Effective marketing and sales to current and untapped market (S1 S2 O1 O2 O4) 2. Become contract assembler for ASEAN (S2 S5 S6 O5) 3. Become preferred choice as Alfa Romeo distributor in ASEAN (S2 S3 S6 O1)

Internal Weaknesses: W1. Poor management image W2. No new model intro W3. High turnover of sales staff W4. Non strategic location W5. Low sales volume W6. Poor after-sales revenue WO: 1. Effective marketing and communication program (W1 W5 O1 O2 O4) 2. Develop compensation, training and sales support plan at par with industrys best to create an effective sales force (W3 O1) 3. Launch new models locally (W2 O3) 4. Negotiate for lower pricing of parts or direct purchase from OEMs, and provide more efficient service (W6 O1) WT: 1. Move to a centralized location or share floor space with Land Rover at PJ (W4 T2 T3) 2. Collaborate with unauthorized service centers (W6 T3) 3. Provide attractive financing, earn fee from financer (W5 T2) 4. Withdraw from market (W5 W6 T2 T6)

External Threats: T1. High docket pricing T2. Competition T3. Unauthorized service centers T4. Abolishment of APs T5. Higher fuel prices T6. Franchise takeover bids

ST: 1. Effective and concerted marketing (S1 S2 T2) 2. Move towards local assembly (S5 T1 T2) 3. Modify existing 3S centers under SDAM to cater for Alfa Romeo franchise (S4 T2 T3) 4. Fend off potential take over bids through improved performance (S2 S3 S6 T6)

Figure 7: Application of the TOWS matrix to Sime Darbys Alfa Romeo franchise

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