The study of : to what extent will markerting strategies adopted by perodua be effective in a more open Malaysia automotive market in preparing for sustainable competitive advantage in post afta circumstance?

This study was intended to understand how establishing a marketing oriented culture could help prepare Perusahaan Otomobil Kedua (Perodua) Sdn. Bhd. (Pte. Ltd.) for the impact of globalisation and liberalisation with the implementation of the Association of South East Asian Nations (ASEAN) Free Trade Area (AFTA) agreement. As Malaysia's second national car maker, Perodua had enjoyed over a decade of government protection. This will all change in the post AFTA era when Perodua must be more competitive in the regional market that is anticipated to be more open and intense. It has to do so to brace itself for the assault of more powerful global brands expected to enter the region in order to defend domestic market share and grow their foreign markets to ensure survival let alone prosperity.