Managing Strategic Marketing

Marketing mix is one of the core components of a marketing plan. This paper describes how PROTON, a car Malaysian car manufacturing company, can improve its marketing mix to evaluate the success of the marketing plan. The paper compares the marketing mix used by PROTON and its top competitor in order to find the areas in which PROTON needs to improve its marketing mix. Based on the comparison, some key improvements are suggested to the company to make it compete effectively with its top competitor.