INTRODUCTION TO MARKETING (MKT 410)

ASSIGNMENT TITLE: ANALYSIS OF THE MARKETING

ENVIRONMENT

NAME OF COMPANY: PROTON HOLDINGS

TYPE OF BUSINESS: CAR

PREPARED BY:
NAME STUDENT ID GROUP
HM2451A1
MUHAMMAD FIKRI BIN HASNUL 2023696152 HM2451A1
HADI
MUHAMMAD DANIEL AKASYAH BIN 2023486088 HM2451A1
ZAMBRI
MUHAMMAD AZRIE BIN AZMAN 2023224722 HM2451A1
MUHAMAD ZULAZFAR BIN MOHD 2023214128 HM2451A1
ZAID

PREPARED FOR:
DR. ZATUL FAHANY HARUN

SUBMISSION DATE:
14 DECEMBER 2023
 TABLE OF CONTENTS
1. Executive summary
2. Introduction
3. Company analysis of micro – environment
4. Recommendation
5. References
6. Plagiarism
7. Rubric assessment
INTRODUCTION
To propel the country's economic growth and establish the groundwork for the local
automotive sector, PROTON was first established as Malaysia's national automobile project.
The Proton Saga, which was continuously marketed as the "Pride of the Nation," began in
1985, ushering in a colourful adventure for the national automobile brand. Leading the
country's automotive industrialization effort and ecosystem, PROTON is a fully functional
manufacturer that keeps moving forward. With the agreement of a partnership between its
two principals, DRB-HICOM and Zhejiang Geely Holding Group, in 2017, PROTON moved
into the next phase of its plan to become a reputable and worldwide automobile brand.
Nowadays, PROTON keeps satisfying its clients with vehicles that are based on its brand
promise and developed on its core values of always delivering Innovative Technology,
Reliability, and International standards.

By the brief company background explanation, we could identify PROTON company as

suitable for our central idea which is the impact of macro-environment forces on the
company. The rich and benevolent history of PROTON company has been impacted by the
macro-environment in terms of economy, technology, politics, society, and culture
environment. Based on our research, PROTON company has picked our interest due to
feeling the spirit of patriotism as a MALAYSIAN citizen, we like to give credit and
acknowledgment to our national pride company.