ECONSPEAK: A Journal of Advances in Management IT & Social Sciences, Vol. 7, Issue 7, July 2017 Impact Factor 5.132 ISSN: (2231-4571) www.skirec.org Email Id: skirec.org@gmail.com An International Double-Blind, Peer Reviewed, Refereed Open Access Journal - Included in the International Indexing Directories Page 112 PROTON – STRATEGIZING FOR SUSTAINABILITY IN AUTOMOBILE INDUSTRY Andrew Prakash St. John’s College, Agra, India Fauzi Pin Universiti Tun Abdul Razak - UNIRAZAK, Malaysia M. S. B. Siddiq Universiti Tun Abdul Razak - UNIRAZAK, Malaysia ABSTRACT This paper examines the strategy adopted by Proton for sustaining in a highly competitive industrial environment. Since it was set up 30 years ago, Proton has experienced numerous challenges within the industry. Due to tariff and custom tax imposed on imported cars, Proton used to enjoy 74% of domestic market. However, after the establishment of AFTA (ASEAN Free Trade Area), there has been liberalization of trade with elimination of tariff and non-tariff barriers among ASEAN countries. The main objective of this paper is to analyse ProtoŶ’s cost leadership and focus strategy. KEYWORDS: Sustainability, Differentiation, ASEAN, Competitive Advantage, Cost Leadership, Focus Strategy, Business Model CASE PERSPECTIVE: This case has been developed as a basis for academic discussion for exemplifying the issues and perspectives of managing, leading and strategizing rather than to illustrate either effective or ineffective handling of any business or management situation. It is based on the information publicly available through company reports, brochures, pamphlets, leaflets, newspapers, magazines, websites, or other such material. It should not be viewed as a typical business case, but rather an insightful and comprehensive elucidation of what we expect the students of a management program to understand appreciate and demonstrate when they review, analyse, and discuss a highly competitive environment from the standpoints of leaders of a corporate enterprise.