Business Case Studies, Managing in Troubled Times Case Study, The Malaysian Car Maker'

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Managing in Troubled Times Case Study

Case Title:

Proton: The Malaysian Car Maker's Troubles and Challenges

Publication Year : 2004

Authors: P Venkatesh & Sumit Kumar Chaudhuri

Industry: Automobiles


Case Code: TRT0002

Teaching Note: Available

Structured Assignment: Available

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Proton, the brainchild of the erstwhile Prime Minister of Malaysia, Dr. Mahathir Mohammed, has enjoyed preferential treatment from the Malaysian government since its inception. After two decades of its genesis, when time is running out for Malaysia to liberalise its auto industry, Proton still seems to remain a child, not having grown with the market realities. With limited time at its disposal, Proton's future looks uncertain.

Pedagogical Objectives:

  • To discuss the role of the protectionist policies in the decline of the Malaysian pride, 'Proton' and the strategies it has adopted to survive beyond 2005.

Keywords : Malaysian national car, Mitsubishi Motors, Protectionism in Malaysian automobile sector,Government and Business Environment Case Study, Import tariffs in Malaysia, Japanese cars in Malaysia, Malaysian automobile sector, Asean free trade area (AFTA),Business Environment Case Study, Common effective preferential tariff (CEPT) scheme, Group Lotus Limited, Proton City, Proton 'Gen 2'


  • The Malaysian dream
  • A protected success
  • Towards 2005
  • Uncertainty awaits proton

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