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Proton Holdings Berhad Company Vision & Mission Critique Essay

The Critiques on Vision & Mission of Perusahaan Automobil Nasional (PROTON) Vision can be define as an inspire statement that consists of goal and objective that an organization would like to achieve or accomplish in the mid-term or long term future. It is intended to serves as a clear guide for choosing current and future course of action. It also becomes the driver statement that will lead the organization to achieve its objective and goals. Mission is a statement or a written declaration that consist of organization core purposes. Normally a mission statement remains unchanged over time. Mission statement serve as filters to separate what is important from what is not, a statement that clearly state which markets will be served and how for business organization and a statement that communicate a sense of future direction to the whole organization. Vision and Mission statement for an organization must be clear and understandable by all staff in the organization.

Mission statement is slightly different from Vision statement, although both statements carry same objective which lead and drive the company by act as a railway path in order for a company keep track on all course of action to achieve the organization objective and target. A mission is something to be accomplished whereas a vision is something to be pursued for that accomplishment. As mentioned earlier, it is important for a company to have its own Vision and Mission statement and it is import for both statements are logically achievable and understandable. A vision helps to lead the company to its main objective. A mission defines the organization purposes. Vision of PROTON is to be “A Leading Globally Mobility Solutions Provider”. Mission statement of PROTON is to “continuously create innovative processes, products & services that win people’s hearts & minds”.

In my opinion, I do agree with the both Vision and Mission statements due to some reason and factors that will be briefly explain and critique on the next paragraph. The reason I agree with the Vision statement because of several factors that physically may be observe and analyze on the result that related to the statement. The word of “A Leading” describes the position of PROTON in the automotive industries in Malaysia. For past a few years back, PROTON did achieve on that level as a No 1 ranking car manufacturer and volume of sales in Malaysia Automotive industries. The ranking drop and become No 2 since year of Myvi launched by Perodua. The only reason PROTON drop in ranking due to several factors that makes the Brand name losing its customers confidence. Since PROTON share being bought by DRB-Hicom, this Vision statement has been impose and to lead the company to get back on the No 1 ranking not only in Malaysia Automotive Industries but ranking No 1 globally in term of mobility solution provider which will further explain on next paragraph.

The word “Global” being used and presence since PROTON start to export car to United Kingdom and acquired LOTUS. For the financial year of 14/15, PROTON had exported almost 600 Units of various model of car (Proton Models) to almost 45% big automotive market around the globe. The emergence of Research & Development (RND) Division in Proton is also one of the main factors that the Vision statement has been setup as the Global Mobility Solutions Provider. With the ability to perform research and development on car engine, safety features and other related technology for developing a new car that meet the demand and current requirement of global environmental act, PROTON set a target to be the leading Global Mobility solution provider which resulted to ensure PROTON excel in future. In order to perform this, a knowledge transfer and adoption of new technology being done by PROTON and it resulted from joint venture projects, exchange technology and others with various other automotive manufacturers around the world.

The word of ‘Mobility” in the vision statement is referring to 6 main pillars of PROTON Business Structure. There are motor vehicles, technology provider, engineering services, manufacturing services, human capital development and supporting business. Motor vehicles manufacture refers to the development of passenger vehicles (Exora), Performance-niche (Preve, Suprima & Iriz), alternative propulsion (Saga EV, Exora EV, Preve EEV & Iriz EV-Prototype and has high intension to be develop and produce in future), commercial vehicles (All Model) and others (Prototype Engine). All this activity has shown a various results and this justify a positive feedback on the vision statement setup by PROTON. It also inline with the objective to be a leading global mobility solution provider where all the 6 pillars had to be works together, by having a good human capital development through a professional training and supporting business through increase number of sales volume and high throughput of Service revenue.

Besides that, PROTON has various strategy implemented to ensure all this 6 pillar working together, by having a contract assembly, component manufacturing (Proton Parts Centre), Sales & Service, Financing, Insurance and other for PROTON to build and develop a good platform to achieve the level in leading global mobility solution provider. Besides that PROTON has the capacity to serve the concept of mobility solution provider because, under PROTON there is more than 1 brand that joint with PROTON such as LOTUS, MIYAZU, POTENZA and others. PROTON also has experienced adoption of different management, business operation for sales and service brand such as Mitsubishi and Honda. With all this, it shows that the Vision is achievable and logically states the ability of PROTON to be at that particular level in future. On the mission statement, it is verified that PROTON mission give and defines the organization as a whole.

The word “Continuously Create” refers to the PROTON activity that continuous and constantly put an effort to deliver better solutions to target recipients which is the customers. A rapid development of new product technology and to rapidly close all issues related to products failure become one of the major priority by PROTON. It is true that there is quite a lot of complaint on products but most of case solve within the time period set by the company. PROTON continuously develops an efficient and effective process in line with the needs and preference of the customer. For example, the appointment booking for service job done through phone call, reminder of service done by Customer Retention Executive, delivery of cars at the customer doors, and others. The words of “Innovative” give the definition of new or improved solutions that is beneficial to users or customer and environment. Customer always becomes the first priority to PROTON. In inventing a new technology and process, environmental issues and local act remain to be one of the factors to be looks into before any changes made.

As at 2015, there is a zero cases Proton involvement in Environmental Issues in Malaysia. All environmental rules and regulation fully complied by PROTON. All PROTON Service equipment being certified with Jabatan Kesihatan dan Keselamatan Pekerja (JKKP) and follow the standard set by the government and local authority. “Process, Products and Services” refer to the Outcomes from the efforts and initiatives by PROTON. This can be seen by PROTON had impose rapidly training for all staff on the process operation, products knowledge and Service quality in order to ensure a good service provide to the customer. This also to ensure all service provided in line with the statement of “Win People’s Hearts & Minds” which desirable benefits by all stakeholders, especially to the customers and business partners.

The main focus is to produce a quality services to all customers and to retain customer confidence on the service provided. This shows the commitment of PROTON to serve customer, stakeholders, employees and business partners by offering preferred and desired products and excellent services, delivering sustainable profit together with financial growth and sharing successes within the business process. As a conclusion, the Vision and Mission statement done by PROTON is clearly defines its objective and its target. It’s reflecting the management aspirations for PROTON perform in high performance with support of its capabilities and creates the competitive conditions. The mission statement clearly identifies PROTON products service, specifies the customer needs and strategy to fulfil it’s and shows PROTON identities. Furthermore, the Vision statement shows clearly the company future strategic core and direction where PROTON should be in the future.


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