Product
Proton Holdings Berhad was using Mitsubishi engineering for its car manufacturing which is thought to be very effective cause in company’s loss of market shares. Some of the main features of the Proton Saga used by the company to improve its product, added features to improve its marketing and marketing mix strategies to reposition the product of Saga in its life cycle. Consequently, Kenji Iwabuchi, a former Mitsubishi Motors executive was appointed as the managing director of Proton in 1988. The decade that followed subsequently witnessed significant developments and milestones in Proton's history both domestically and globally.