C A S E

Asian Journal of Case

Research
4(S): 61 77 (2011)

PROTON From SAGA to EXORA

ABDUL HAMID MOHAMED GHOWSa, WAN NOREHAN
WAN AHMADb*, MUSTAPA KAMAL MOHD RAZALIc
AND MOHD NOOR ABU BAKARd

ABSTRACT
It was late 2009 and the world was struggling in the process of
liberalisation and globalisation. With the advantages of protectionism,
Proton, the Malaysian national car maker had enjoyed a fair degree of
success in the home market, and internationally, with some of its export
models over the last two decades. Technical tie-ups and collaborations
with foreign partners had been a mixed bag of successes and failures.
The liberalisation measures announced by the Malaysian Minister of
Trade and Industry in the National Automotive Policy on 28 October
2009 presented Proton with a crossroad situation either build on
past successes towards a bright future or suffer decline through bad
decisions against intense competition. A multinational auto giant
had sensed opportunity in Proton and Malaysia and approached
consultant, Chartered Accountant Saiful Alawi, to review Proton and
to recommend whether an investment and/or collaboration should be
considered.
Keywords: Corporation Sector, Management, Accounting

A member of the Malaysian Institute of Accountants (MIA), a Fellow member of the Institute of
Chartered Accountants in England & Wales (ICAEW) and the Chartered Institute of Management
Accountants (CIMA), UK
b
A member of the Malaysian Institute of Accountants (MIA)
c
A member of the Malaysian Institute of Accountants (MIA), the Chartered Institute of Management
Accountants (CIMA), UK, Certified Financial Planner (CFP) and a Member of the Malaysian Institute
of Management (M.M.I.M)
d
A member of the Malaysian Institute of Accountants (MIA), Malaysian Institute of Certified Public
Accountants (MICPA), Financial Planning Association of Malaysia (FPAM), Malaysian Institute of
Management (MIM), Institute of Marketing Malaysia and the Certified Financial Planner (CFA).
Fellow Member of Certified Practicing Accountant Australia (CPA Aust), Malaysian Association of
Company Secretary (MACS) and Chartered Tax Institute of Malaysia (CTIM)
*
Corresponding author: E-mail: norehan@mia.org.my
a

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