EXECUTIVE SUMMARY

1 | P R O T O N H O L D I N G S B E R H A D

INTRODUCTION

PROTON is a Malaysian automobile manufacturer headquartered in Subang Jaya and Shah

Alam, Selangor, Malaysia with a manufacturing plant in Tanjung Malim, Perak. Founded in

1983, it was Malaysia's only carmaker until the establishment of its competitor and arch-rival

Perodua in 1993. Its name is a Malay acronym for Perusahaan Otomobil Nasional (English:

National Automobile Enterprise).PROTON function mainly to manufacture, assemble and sell

motor vehicles and related products, including accessories, spare parts and other components.

PROTON was publicly listed on the Kuala Lumpur Stock Exchange (KLSE) in 1992 and its

shareholders include Khazanah Nasional Berhad, Petroliam Nasional Berhad, Mitsubishi

Corporation, Mitsubishi Motors Corporation, Employee Provident Fund Board and other local

and foreign investors.

PROTON’s model products include WAJA, SATRIA, GTi, WIRA, ISWARA,

ARENA,PERDANA V6, JUARA, PERSONA and EXORA. The range of 1.3, 1.5, 1.6, 1.8 and

2.0 litre engines satisfies a wide spectrum of customers both locally and abroad. PROTON cars

are also known internationally as competitive and innovative automobiles. PROTON now is

being exported to 50 countries like United Kingdom and continental European markets, thereby

realizing its goal of being an internationally successful Malaysian automobile manufacturer.

PROTON’s exports are the most successful in the United Kingdom due to its competitive

pricing strategy and its buyback arrangement with car rental companies in the country. PROTON

also benefited from the Generalised Preferences Scheme that made it easy for them to enter the

United Kingdom market. PROTON has introduced a few upgraded models with higher engine

capacity and sporty design to establish its presence internationally.

PROTON is focusing to be more customer-oriented and by producing competitively priced

and innovative products. It is therefore contributing to the Malaysia’s attainment of Vision 2020.

2 | P R O T O N H O L D I N G S B E R H A D

PLANNING

-The act of determining or setting the organization’s goals and way for achieving them.

Vission – “ To become a successful Malaysian automotive manufacturer globally ”

Mission – Our company’s history is one of the remarkable achievements that we are proud.Our

pride is in the vital force that drives us forward and force us to take on new

challenges.Not only our customer but also our business partners and our shareholders

have to believe our capabilities and rely us to deliver on our promise ofquality.We

continue to expand our knowledge,skills and expertise to find more solutions and

produce better results.As a national project,the Protons’ are committed to lead the

acquisition of intellectual ability in the design and technology that will drive the

nation to achieve the status of an industrialized country.With people as our main

focus,we are committed to build a friendly organization,sensitive to customer needs

with clear communication leads to understanding and care.

Objectives -To spearhead the automotive industrialisation process and manufacturing industries

-To acquire/upgrade technology and industrial skills within the automotive

manufacturing industry

-To strengthen the international competitiveness of Malaysia’s industrial capability

3 | P R O T O N H O L D I N G S B E R H A D

ORGANIZING

-The process of determining the task to be done , who will do them and how those task will be

managed and coordinated.

Top-Level manager

-Top-level managers, or top managers, are also called senior management or executives.

Top-level managers make decisions affecting the entirety of the firm. They set goals for

the organization and direct the company to achieve them. Top managers are ultimately

responsible for the performance of the organization, and often, these managers have very

visible jobs.Once the goals and the strategies have been developed,the top level manager

will pass down the authority of the company to the middle-level manager such as

Marketing manager,Production manager,HR manager and others to implement the

strategies developed at the top.In this condition,the middle level manager has the

authority to make the best decision making for the task given to them.In PROTON

HOLDINGS BERHAD,Tan Sri Dato’ Sri Haji Mohd Khamil bin Jamil as Executive

Chairman will pass down the strategies developed by top to its middle-level manager.

4 | P R O T O N H O L D I N G S B E R H A D

Executive chairman

Director of Human Resources

Office manager

Supervisor

Director Group Marketing

Store manager

Top level manager

Middle level manager

Lower level manager

Middle-level manager

-Middle-level managers, or middle managers, are those in the levels below

top managers. Middle-level managers are responsible for carrying out the

goals set by top management. They do so by setting goals for their

departments and other business units. Middle managers can motivate and

assist first-line managers to achieve business objectives. Middle managers

may also communicate upward, by offering suggestions and feedback to top

managers.After receive task from top level manager,they will make a

decision making according to their department such as production

department will find on how to produce the product,marketing department

on how to sell the product in open market,office department on how

organize the management works and others.In PROTON HOLDINGS

BERHAD,Pat Wahid as Group Marketing will advertise the product through

the media such as Television,Billboard,Comercial Ad and others to

acknowledge Malaysian about their new product.

Lower-level manager

-First-line managers or lower level manager are responsible for the daily

management of line workers—the employees who actually produce the

product or offer the service. There are first-line managers in every work unit

in the organization. Although first-level managers typically do not set goals

for the organization, they have a very strong influence on the company.

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MOTIVATION

-Set of forces that causes people to behave in certain ways.

PROTON HOLDINGS BERHAD company use SMART goal setting theory for

motivation. This theory is based on the concept that people work harder when they have

specific, measurable goals to work toward. Goals provide a clear, engaging sense of

direction and specify what is to be accomplished.

S - SPECIFIC

This is refer to PROTON target sale per target month. PROTON company put a specific target to

each employee in order to ensure that their company will have good sale report.

M - MEASURABLE

When PROTON put on a target, they ensure that the target is measurable. For example,for the

month of January, PROTON company target is to sold 40 car including 10 model from PROTON

INSPIRA, 10 model from PROTON SATRIA NEO, 10 from PROTON SAGA FLX, 10 from

PROTON EXORA.

A - ACHIEVEABLE

PROTON also ensure that their target can be achievable so that their employee will not burden

by stress in order to achieve the company target.

R – RESULT ORIENTED

PROTON company target was not too high because if the company target is too high, employees

will seem no point in trying.

T - TIME BOUND

PROTON goals have its starting points, ending points and fixed durations. PROTON also always

tell their employees to give full commitment to achieve their target so that they will focus their

efforts on completion of the goal on or before due date.

6 | P R O T O N H O L D I N G S B E R H A D

LEADING

-The capacity to lead the members of work groups toward the accomplishment of organizational

goals.Proton Holdings Berhad use behavioral theory which is effective leadership behaviors can

be learned/trained. It focus on what effective leaders do rather than what effective leaders are. In

behavioral theory, theory of Michigan Studies is choosen by Proton Holdings Berhad which is

introduced by Rensis Likert,a researcher at University of Michigan.He identified 2 basic forms

of leader behavior.

Job-centered leader.

-The managers pay close attention to subordinates’ work, explain work procedures and

are keenly interested in performance.

Employee-centered leader

-The managers are interested in developing a cohesive work group and ensuring that

employees are satisfied with their jobs.Their primary concern is the welfare of

subordinates.

Proton Holdings Berhad focus most on Employee-centered leader since we think

that this type of behavior tends to be more effective.This is because the welfare of

the employees are guaranteed by Proton Holdings Berhad.From this action,Proton

Holdings Berhad tend to increase the production of the car produced.

7 | P R O T O N H O L D I N G S B E R H A D

CONTROLLING

-The process to ensure that actual activities conform to planned activities by monitoring

performance and taking action to ensure desired result.

Pre-action control

-Proton Holdings Berhad use pre-action control to make sure their car has quality and

always sold well. Proton always survey the type and model in high ranked and buyers

like it. They also prevent any problem at the car from bad thing from the first stage before

the car is bring to our showroom. For example, if the car engine have a bit fault in wire

ring and make the car broken, Proton would not accept the car to be in their showroom

because for them quality is important. It is because to make sure their customer satisfied

with their car.

Post-action control

-Proton Holdings Berhad use the post action control to focus on the outputs of their

company after the transformation process is complete. It is known as corrective control. It

attempts to measure the result of certain action. If there are problem corrective action is

under taken and applied to future activities. For example, Proton always survey their

buyer if they satisfied with the car or not.

8 | P R O T O N H O L D I N G S B E R H A D

COMMUNICATION

-The process of transmitting information from one person to another in which a person or group

evokes a shared or common meaning to another person or group. In this PROTON HOLDINGS

BERHAD,there are several types of communication used which is Oral,Written,Non verbal and

Technological.

Oral/spoken Communication

-Spoken verbal communication which includes speeches, presentation, face to face

communication and telephone communication.As example, despite the rise of emails and

internets, Proton Holdings Berhad also values face-to-face sessions mostly when it comes

to keeping staff up-to-date. What it entails is that better communications between

employees and the employer brings the success to the corporation. This was followed by

improving employee engagement and staff performance and enabling workers to do their

job better. Therefore, face to face has been one of the most effective tool of internal

communication of Proton Holdings Berhad since from this type of communication the

employees can give immediate feedback to our management team.

Written communication

-Written communication by means of written symbols (either printed or handwritten)

such as letters,memos,policy and other written documents. Example,memo is used in

Proton Holdings Berhad as one of the channels of internal communication. It is used to

deliver important daily messages indicating how the company is fairing in its

operations. It is also used to pass messages of quick meetings that are called from time to

time.Memo acts as an informative channel within the Proton Holdings Berhad for it

informs staff of the profits or losses that occurs within the company in a specific given

week. It is a strong too that points the strength or weaknesses of the corporation. 

9 | P R O T O N H O L D I N G S B E R H A D

Non-Verbal communication

- the process of conveying meaning in the form of non-word messages. Some forms of

non verbal communication include chronemics, haptics, gesture, body

language or posture, facial expression and eye contact, object communication such

as clothing, hairstyles, architecture, symbols, infographics, and tone of voice.As example

during the meeting of Proton Holdings Berhad,one can be able to express him/herself

facial expression, and have eye contacts. “Facial expression typically display emotions,

but sometimes because of their complexity they can be difficult to interpret. As we

communicate, we trade visual information by making facial expressions and interpreting

those made by others. Eye behavior is a subcategory of facial expressions that includes

any movement or behavior of the eyes

Technological communication

-Any communication that uses an electronic devices as the medium of communication

such as mobile phones,fax,internet and others.As an example,E-mail is one of the modern

tools of communication. It follows a protocol that is included in the transport control

protocol/internet. E-mail has proven to be a very efficient mode of communication

within the Proton Holdings Berhad. However, e-mail is very effective in Proton Holdings

Berhad for it helps the company to communicate to the staff faster and cheap than most

of other electronic communication. E-mail has quickly become the most used

communication tool in many organizations.

10 | P R O T O N H O L D I N G S B E R H A D

CONCLUSION

PROTON as the first Malaysian car manufacturer has established a very strong identification

in the Malaysia automotive market. However, the consumers perceived that it has not delivered

what is promised and expected. As a result, PROTON is unable to create positive response in the

head and heart of its consumers. PROTON still has tremendous potential and capacity to perform

better in offering its customers products and services of premier quality. Based on its recent

performance, PROTON has indeed working very hard to live up its working philosophy of

producing the right car at the right time, for the right market, at the right price.

As a conclusion, we learn how hard is it when to open an organization or company. We also

learn on how to manage the company and the subordinates. In addition, we know the functions of

a manager and how to be a good manager. In the discussion group, we have learned about the

basic of management that is planning, organizing, leading and controlling. We also study about

motivation. In planning we learn on how to create a goals when opening an organization or

company, how to setting goals and ways to achieve those goals. In organizing, we learn about

how to make and organizational structure. In leading, we learn about how to make employees

feel enjoy to work in our company and how to a good and responsible leader. We also learn

about how to make a manage the quality product.

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REFERENCES

1.Manual Fundamental of management

2.Management in the 21st Century by Lewis,Goodman & Fandt

3. PROTON’s official homepage. (www.proton.com) & (www.proton-edar.com.my)

4.Internet

www.wikipedia.com/management

www.management-issues.com/.../3/leading-management.asp

http://www.klse.info/counters/view/stock/5304

http://www.studymode.com/essays/Background-Of-Proton-721448.html

http://www.slideshare.net/SukieRpc/blak-paper

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APPENDICES

Type or car produced by PROTON HOLDINGS BERHAD.

13 | P R O T O N H O L D I N G S B E R H A D

PROTON GEN-2

PROTON INSPIRA

14 | P R O T O N H O L D I N G S B E R H A D

PROTON PREVE’

PROTON EXORA