INTEGRATED CASE STUDY

MAF680
CASE STUDY 4: PROTON FROM SAGA TO EXORA

PREPARED BY: FARAH WAHIDAH BINTI YAHAYA HIBRIYAH BINYI AYED MIMI FARHANA BINTI YUSOF MUHAMMAD IZZWAN BIN MAZLAN NORSAKINAH BINTI ABU BAKAR SITI ANISAH BINTI RUSLIM SITI FITRYAH BINTI HARUN GROUP: AC220 8H SUBMITTED TO: DR. RUHAYA BINTI HAJI ATAN 2009267994 2009848694 2009230522 2009250396 2009229194 2009822218 2009237574

Introduction song

I am Norsakinah I play as Saiful Alawi When I stay in Magika, They call me Mat Jenin. I am the captain, Call me Jack Sparrow. Today is so beauty, As beauty as Bawang Merah. Today is so beauty, As beauty as Bawang Putih. We perfectly one family, We together forever. I am Mimi Farhana, But they call me Ali Baba. I am Hibriyah, But they call me Nenek Kebayan, The guardian of beauty Puteri Gunung Ledang. Today is so bright, As bright as Hang Tuah,

Today is so bright, As bright as Hang Jebat. We perfectly one family, We together forever. And when you already gone, Why we are thinking of you, Oh Pekan we durhaka, Forgive Melur, ibu Today is so lovely, As lovely as Pak Pandir. Today is so lovely, As lovely as Mak Andeh. We perfectly one family, We together forever. We perfectly one family, Magika forever.

Original song: Dua Hati Jadi Satu

Scene 1 A ship anchored at the offshore of Selat Magika. Jack Sparrow looked to the main land through his binocular. Something shiny appeared to his view. Jack Sparrow : Hey Saiful Alawi! Come here! Saiful Alawi : Ohoii.. Ayyay captain! But, could you please dont call me Saiful Alawi. Its not cool okay! (Mat Jenin) Call me my facebook name, Mat Jenin aka MJ! Jack Sparrow : Argh, look at this! (Jack Sparrow gives the binocular to Mat Jenin) Mat Jenin : Wow, its so shiny! Shine bright like a diamond! (Singing) Whats that?

Jack Sparrow : Its your job to find out whats that. Go now!

Mat Jenin quickly jumped into the water and swam to the mainland. Several hours later, Mat Jenin came back to the ship. He was tired, but excited to tell Jack Sparrow on his finding. Mat Jenin : Captain! Captain! I found it! I found it! Its Proton! Its Proton!

Jack Sparrow : Seriously!! Hahahahaha. Finally, we found Magika, the land where they produce the Proton. Mat Jenin! Now I have a very special task for you. Go back to the land. Be the traveler. Find out more information about Proton. Mat Jenin : What?? Again, captain?? But why always me??

Jack Sparror : Then who else should go there? Do you see anyone else in this ship beside both of us? Hurry up! Before our biggest enemy, Peter Pan knows about this!! Mat Jenin : Hummm. Okay captain. (Sigh)

Without wasting any single time, Mat Jenin packed his belongings and again, swam to his target place, the Magika Kingdom.

Scene 2 Proton: Decrease in sales and failure in past collaborations

Mat Jenin walked and walked, until he arrived at a market. There were many people there selling their goods. Mat Jenin slowly walked to a stall owned by Bawang Putih and Bawang Merah. Putih & Merah : Mai beli bawang putih.. Mai beli bawang merah. . (Singing) Bawang Putih : Hi, handsome! Do you want to buy some onion? Or garlic maybe? Mat Jenin : Oh no. Thank you, young lady.

Hang Tuah past by the market driving a car. Bawang Putih and Bawang Merah glanced at him with a bright smile. Bawang Merah: Sultan Melaka is really generous. He even gave a Proton Saga for his Laksamana Hang Tuah for his last birthday. Hang Tuah so lucky. Mat Jenin : Is that Proton?

Bawang Putih : You dont know what Proton is? I am very sure that you are not from this land. Is it true? Mat Jenin : Yes, you are very smart, beautiful lady. Would you tell me more about Proton?

Hang Jebat who was eavesdropping to the conservations suddenly came to join them. Hang Jebat : Do you seriously want to know about Proton? Huh, theres nothing special about Proton! According to the Consolidated Non-Audited financial statement for the first three cumulated quarters of 2012, total net operating revenues decreased with 3.75%, from RM 6,363,457 thousands to RM 6,124,970 thousands. I believe that the amount has reduced due to inability to reach economic of scales because of decrease of demand. Return on equity went from 1.69% to -1.28%, the Return on Asset went from 1.20% to -0.83% and the Net Profit Margin went from 1.42% to -1.11% when compared to the same period of last year. The Debt to Equity Ratio was 54.48% compared to 41.30% of last year. The Current Ratio (Current Assets/Current Liabilities) went from 1.71 to 1.32 when compared to the previous year.

Bawang Merah : Wah.. Abang Jebat! So genius!

Mat Jenin Hang Jebat Mat Jenin

: Wow, you seem know everything about Proton. I guess you are the right person! : Why? What do you mean by the right person? Who are you young man? : Im Mat Jenin aka MJ. The most trusted person of Jack Sparrow, the owner of the biggest car manufacturer at Caribbean. : Seriously? I heard about him from Sultan Melaka!! What are you doing in this Magika, Mat Jenin? : My captain seek for potential investment in any car manufacturer business all around the world. And we found that Proton is the best one. : Hahahahahaha!! Investment? Dont make such a stupid joke here. This business already encountered the problems regarding investments and collaboration with other multinational giant company before. All collaborations that Proton implemented have been seen as unsuccessful. : Is it true, Jebat? Hmm, you really make me confuse now. Oh God, help me please.

Hang Jebat

Mat Jenin

Hang Jebat

Mat Jenin

With confused feeling, Mat Jenin left them and walked out from the market.

Scene 3 Mentality of people toward local product

Mat Jenin felt hungry. He stopped at the nearby food stall owned by Pak Pandir and Mak Andih. Mak Andeh : Tuai padi antara masa, Esok jangan layu-layuan. (Singing) Pak Pandir : Intai kami antara nampak. Esok jangan rindu-rinduan. (Continue singing)

Mak Andeh : Eh, theres a customer. (Whispering to Pak Pandir) Mak Andeh : Dear young man, may I take your order please?? Mat Jenin : Emm. Aunty, I would like to have fresh orange and beef steak.

Mak Andeh : Umm, but we have no orange. We only have limes. And what did you say just now? Steak?? Is it lipstick? Mat Jenin : No, aunty. Its steak. Oh never mind. Just give me lime juice please. Do you have nasi lemak kukus ayam berempah here? Oh, its my favorite food. Nyum nyum!

Mak Andeh : Oh yes. Please wait a moment. Ill prepare it for you.

Mak Andeh went into the kitchen. While cooking, Mak Andih and Pak Pandir started chatting. Mak Andeh : Dear, our car has been old. We need a new car. Pak Pandir : How if I buy Proton? I like the car so much.

Mak Andeh : I dont want! I want Toyota. I heard that Toyota has come out with a new car. Pak Pandir : Honey, Im not going to buy any foreign car! Dont you know that?

Mak Andeh : But Toyota is nice and smart. Please, dear.. Pak Pandir : You always make my heart melt. But Im still not going to buy Toyota for you.

Mak Andeh : Why not my dear? I like the car so much. All my friends had bough it. The price is not very expensive compared to proton. By the way, Toyota performance is better. It may save the fuel. We may save our money. Mat Jenin : Oh! Is it true? Proton is that bad?! Oh my Proton.

Pak Pandir

Young man, Proton is not that bad. Right now, our Proton is conducting analysis about the performance of the car. We incurred more cost in the process of enhancing the brand name of Proton. We need to improve Proton image to ensure Proton can obtain sustainability in the industry. We as the Magika people, must support Proton!

Pak Pandir and Mak Andeh keep arguing each other. Mat Jenin put several pieces of coin on the table and leave the stall. Mat Jenin : Ohhoooooii! I need to go now. The money is on the table.

Mat Jenin continued her journey. He was now gathered some knowledge about Proton, but he really needs to search for more information about the car.

Scene 4 Proton in Arabic Market Mat Jenin walked alone into a town. He then met one Arabian traveler. Ali Baba Mat Jenin Alim Baba : Assalamualaikum young man! Im Ali Baba. : Waalaikumussalam, Im Mat Jenin. : I can see the dark spirit around you young man. I know you have problem! Its ProProProton!! Am I right? : Yes.. Yes..Yes! How, how do you know? : Heh..heh.. Its because.. Because.. Because.. Im Ali Baba. Proton is also marketed in my land, Arab Saudi. Its cheaper than here, Magika. Do you know that? You dont know right. : Hah! How..How..How do you know? : Its because.. Because.. Because.. Im Ali Baba. You know why? Let me tell you, innocent man. In the article from REFSA (Research for Social Advancement Relevant Facts Sparkling Analysis), said that Proton car is 53% cheaper in Arab Saudi. : How is that happened, Ali Baba? : In Magika, each car has excise duty and also subject to sales tax. But, dont always condemn Proton, young man. Do you know that minimum excise duty for each car is 65% and sales tax is 10%. Thats why the price is high. : But, I heard that Sultan Melaka had promised to trim car prices between 20% until 30% over five years. I think, the Magika people should not waste Magikas government intention to help automotive industry and also the ordinary people. : Oh, its already late. I need to go home now. How about you, Mat Jenin? Where would you stay? Im sure you dont have any place to stay tonight right? Why dont you spend your night at my place? Its my pleasure, ya Ali Baba! Thank you, thank you.

Mat Jenin Ali Baba

Mat Jenin Ali Baba

Mat Jenin Ali Baba

Mat Jenin

Ali Baba

Mat Jenin:

Both of them walked closely together heading to Ali Babas house.

Scene 5 Protons Weaknesses On the morning, Mat Jenin woke up early and ready to continue his journey. He met Ali Baba at the gateway. Mat Jenin Ali Baba Mat Jenin : Good morning Ali Baba! : Good morning Mat Jenin. Where are you going? Its still early. : I should continue my journey. Thank you so much Ali Baba for letting me spent a night here. : Oh wait, Mat Jenin! Today, Melakas 5 Warriors and I are going to propose Puteri Gunung Ledang for the sultan. Why dont you join us? : What? Again? Does she request the same thing again? : Hahahahah..You know the story as well? No, its not like before. This time she demands for Proton Inspira as her wedding gift. : Woah! So, that is pretty easy compared to the last condition, huh? : Yeah. I think she has already fall in love with Sultan Melaka. Would you like to join us? : Why not? Sure! I would like to see her eternal beauty with my own eyes! : Hey, Ali Baba! Are you ready or not? Hurry up! : Oh, hello everyone! My name is Mat Jenin aka MJ : Okay! Okay! Theres no time to introduce yourself. Just come with us.

Ali Baba

Mat Jenin Ali Baba

Mat Jenin Ali Baba Mat Jenin Hang Jebat Mat Jenin Hang Tuah

The group started their journey to Gunung Ledang. Hoi. Hoi ya hoi, (2X) Hoi. Hoi ya hoi we are heading to Ledang, To propose Puteri for the Sultan. Let's goHang Tuah, let's go Hang Jebat, Hoi. Hoi ya hoi, (2X)

(Singing)

After several hours of hiking, they were now at the top of the mountain. They rest under a tree near a waterfall. Hang Tuah : Oh, Puteri Gunung Ledang. Why did you choose Proton? I mean like theres a lot of other better cars! Doesnt she know that Proton has poor quality? Especially the windows and the alarm system! : Of course she doesnt know. Imagine where she lives, the peak of Gunung Ledang, with all the wildlife, and Nenek Kebayan. : Hahahahaha! Thats right! If Proton gets crashed with Honda and Toyota, totally Proton would be crumpled! : Hahahaha! Thats our kingdoms car. Magika! Heh! : Any car would be damage if they got an accident. It depends on how they got hit. If the accident is extreme, of course the car will be extremely damage. Theres nothing to do with the quality of Proton.

Hang Jebat

Hang Tuah

Hang Jebat Ali Baba

Both Hang Tuah and Hang Jebat fell silent. Suddenly, Mat Jenin saw someone. Mat Jenin Hang Tuah N.Kebayan Hang Jebat N.Kebayan : Hey, who is that old woman? : Thats Nenek Kebayan! : Hee..hee..hee.. Welcome to Gunung Ledang! Uhuk! Uhuk! So, where is it? : Im here, Nenek Kebayan! : No, not you! The car! Did you bring it? The Proton that won a lot of awards every year, from inside and outside of Magika. : Really? Seriously? Or is it just another myth? : How dare you dont believe in me!! Dont you know that the Proton Savvy car has been awarded The Most Fuel Efficient? Besides, Persona and Satria Neo car has been awarded the Magikas (Malaysia) Good Design Mark on 2007 and Proton Saga as Magikas (Malaysia) Best Model of the Year on 2009. Even Proton also got many awards at foreign market. Proton Saga FL 1.6 has been awarded as The Best Peoples Car in the Asian Autos Industry, Proton Waja has been given 4.5 stars out of a 5-star rating for being The Most Economical and Greenest Sedan in Australia and Savvy as The Best City Car in Indonesia. And lastly, Proton Exora has been awarded as Top 10 Best Vehicle in Thailand. Dont you think it is amazing?

Mat Jenin N.Kebayan

Mat Jenin Hang Tuah N.Kebayan

: Thats impressive! I have to admit it. : So, can we meet Puteri Gunung Ledang now? : Hee..hee..Wait for a minute. Ill text her first. (Texting for a while) Ok! The princess would like to meet all of you. But all of you cant follow me. If you still do so, watch out!

(The song of Asmaradana is playing. Puteri Gunung Ledang appeared.) All Mat Jenin Hang Jebat : Your Highness! : Shes so pretty! (Whispering) : Here, we present to you the key of the latest designed of Proton, Preve. And, Sultan Melaka sends his love regards to you. : Oh.. I know about this car. This car has been develop base on several improvement, such as the quality of the car. The save fuel engine, the high engine performance, and strong body framework, reliable, comfortable and attractive. This car also uses one of the engine tachnologies that will be brought from PETRONAS that is TurboCharge 2.0 Litre engine. (Preve commercial break) This is Preve..!! The groups : Waaaaa(Impress)

Puteri

Puteri gunung Ledang was very happy with the new design of Proton car, Preve. She immediately accepts the Sultans proposal. Mat Jenin now had the answer for Jack Sparow and cannot wait to get back to the ship. He really wanted to tell Jack Sparrow about the Proton.

Scene 6: Conclusion Jack Sparrow was enjoying the view of the sea from his ship. Jack Sparrow : Hmmmsuch a lovely day, seems like I would hear good news today. Ohh ohh..Where is my Mat Jenin. Its been so long that I havent see your face, I got to be strong (Singing) Mat Jenin : Strong..strong (Continue singing)

Jack Sparrow : Oh Mat Jenin where you have been, I have waited for so long. Mat Jenin : Oh Captain, I got the answer for you.

Jack Sparrow : Ooo great! So, should we invest in Proton or not? And you remember Mat Jenin, there must be good reasons for the answer. Mat Jenin : Relax brother, brother relax. (Singing) After I have done my research on Proton, I think the best way for us is to inject some investment in Proton instead of join venture. As you know before, DRB-HICOM plans to invest RM1 billion in the next 5 years and make Tanjung Malim as the main Proton manufacturing centre.

Jack Sparrow : Oh I got it. When we are focusing on one specific place, we can achieve the economies of scale. But, is that all? What is the benefit for us as the investor? Mat Jenin : The deal has to be in win-win situation for all parties involve, Captain. We can use the extra capacity at Protons Facility in Tanjung Malim as an assembly hub to expand its presence in Asian. Cant you see that, Captain? I thought you are brilliant than me.

Jack Sparrow : Helloo! I passed the ACCA papers ok? So we should proceed with investment in Proton especially in the assembly plan. As Proton can reduce the cost, therefore the price also be reduce but maintain the high quality of products. Ohh..Good Job Jack Sparrow. (Feeling proud on himself) Mat Jenin : Whatttt??!

Jack Sparrow made his decision. He was decided to invest in Proton. After withdraw a big amount of money from his treasure chest, Jack Sparrow then accompanied by Mat Jenin made their way to meet the Sultan of Magikas Kingdom in order to discuss on their mission to invest in Ptoton. The end.