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Marketing Strategy class - 조봉진 교수님

Jason Gobeyn

on 9 January 2013

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HYUNDAI'S MARKETING SRATEGY ANALYSIS AND ITS COMPETITORS IN THE WORLD MARKET Cristina Haveria Monroy (1401422) & Husniddin Boltaboyev (1401387)
Global MBA students, Keimyung University
Jo Bong-Jin
Marketing Strategy, Professor البندر Hyundai is a global conglomerate company, part of the Korean chaebol, that was founded in South Korea by one of the most famous businessmen in Korean history: Chung Ju-yung. The first

Hyundai company was founded in 1947 as a construction company.
Two of the best-known Hyundai divisions are Hyundai Motor Company, the world's fourth largest automobile manufacturer by volume as of January 2011, and Hyundai Heavy Industries, the world's largest shipbuilder. Other companies currently or formerly controlled by members of Chung's extended family may be loosely referred to as a part of the Hyundai chaebol.

In 1998 Hyundai bought Kia Motors, the oldest South Korean car company which had to file for bankruptcy due to the 1997 Asian financial crisis. Kia is (as of 2011) somewhat independent of Hyundai motors, as Hyundai no longer owns an outright majority of Kia shares.

Hyundai Group underwent a massive restructuring following the 1997 East Asian financial crisis and Chung Ju-yung's death in 2001. Chung was the CEO and directly in control of the company until the end of his life. Today many companies bearing the name Hyundai are not part of or legally connected to the Hyundai Group. These companies include Hyundai Kia Automotive Group, Hyundai Department Store Group, Hyundai Heavy Industries Group, and Hyundai Development Group. However, all of the named companies are run by Chung's sons or their heirs.

Following the break-up, Hyundai Group's business was reduced to manufacturing of elevators, container shipping services, and tourism.

If Hyundai is considered as a family business, then it remains the single largest company in South Korea and appears to wield enormous economic and political power in the country. The current president of South Korea, Lee Myung-bak, was a former CEO of Hyundai Engineering and Construction.
OVERVIEW Vision People’s expectation toward individual mobility is more than just a means of transportation. The old understanding of cars has become outdated. A car has become to speak for different lifestyles, being a living space. At the same time, the automobile industry has also experienced a big change. Hyundai Motor Company has grown rapidly to become one of the largest automobile companies with global top five production capability and superior quality. We have now reached a tipping point where we need qualitative approach, bringing bigger ideas and relevant solutions to our customers. At this opportunity to move ahead, we have developed a new brand slogan that encapsulates our willingness to take the next big step up. Led by our new slogan and the thinking behind, we will become a company that keep challenging ourselves to open up new possibilities for people and the planet. Slogan Hyundai’s new way of thinking is to share the premium value with more people.
We make new possibilities for people and our planet by constantly coming up with new ideas.
Hyundai’s new thinking seeks to uplift our customers’ quality of life. In continuous pursuit of better quality, services, and new solutions, Hyundai creates new mobility experiences and the new culture. To Our Customers We need change our way of thinking, working, and communicating in every facet of life and work. Only by focusing on the moment and our customers and also by questioning the way things have always been done, we can find better solutions and come up with new ideas which will enrich our customers mobility life experiences. To Our Staff We’re on our way to be the top in the global automobile market, making good quality cars and offering better solutions. However, we’re against settling where we are now. We will become a responsible member of global society to make new possibilities for people and the planet. To Our Company Itself We are not just making good quality cars anymore; we’re working to find the very solutions that our customers crave for. We will be the company that focuses on and communicates with our customers to become a brand like no other. To the Automobile Industry Other Slogans Hyundai Concept Car Innovative Technology Worldwide Network Global R&D Network Global Production System Hyudai's Global
Marketing Strategy Hyundai in Different
Countries Hyundai vs. other car brand Conclusion In 2010, a Consumer Reports reliability survey ranked Hyundai (including Kia) as the fourth-best automaker. The ratings reflect the performance, comfort, utility and reliability of more than 280 vehicles that the magazine recently tested. United States Europe On November 2008, Hyundai opened its European plant in Nošovice, Czech Republic, following an investment of over 1 billion euros and over two years of construction.[49][50] The plant, which mainly manufactures the i30 for the European market, has an annual capacity of 300,000 cars.[51] The new Hyundai plant is 90 kilometers north of Kia Motors' Žilina Plant in Slovakia. Germany - no car brand has grown so rapidly in the first half of 2009 in Germany as Hyundai. The Korean manufacturer has seen sails grow by 131 percent on last year.The success is down to small cars designed in Germany. India Hyundai Motor India Limited is currently the second largest carmaker after Maruti Suzuki and largest auto exporter in India. Hyundai models sell well in China. Hyundai is currently working with its Chinese partner Beijing Automobile Industry Holding Co. to develop an electric car for sale only in China. In September 2011, it was announced that Korean celebrity Lee Min Ho, who is popular in China, promoted Hyundai's new 'Veloster' in China. China Hyundai has successfully beaten Honda in reliability and quality for the past two years and have there guns on Toyota next!
Hyundai is also beating Toyota in driver satisfaction too. So I think it will be a matter of time before this Korean juggernaut surpasses Toyota in reliability they just have one more step then Toyota is done. Hyundai vs. Toyota and Honda Hyundai EQUUS vs. CPO BMW 7 Series Both the Equus and the 7 Series have V8 power plants, a rear-drive platform and nearly identical fuel economy, the list of similarities ends quickly. Hyundai’s V8 is listed as 385 HP with 333 lb-ft of torque. The BMW ‘s 4.4 liter twin-turbo V8 is boasting 400 HP and a torque measurement of 450 lb-ft. This sort of disparity will become instantly clear to potential buyers. The German sedan will deliver on the promise of a luxurious environment without losing the ability to be a driver’s car.

It is clear that Hyundai is using the Equus as a HALO car to attract potential buyers into the showroom and display the best and the brightest of what they have to offer. This strategy they will help them sell more of their main stream Genesis sedans. Hyundai Genesis vs. 2011 Mercedes-Benz C-Class Convenience
The Hyundai Genesis will require fewer stops at the gas station than the Mercedes-Benz C-Class, making it more convenient to drive.
When it comes to horsepower, the Hyundai Genesis has a much more powerful engine than the Mercedes-Benz C-Class. However, something you should consider is that higher horsepower engines often command higher insurance premiums.
You'll have greater peace of mind with the more generous basic warranty of the Hyundai Genesis than that of the Mercedes-Benz C-Class

2011 Hyundai Equus vs. 2010 Lexus LS460L Consider: In length, width, height, and front and rear track, the Equus and Lexus LS460L are cut from common cloth. In our sound-level measurements, they ¬differ by a max of one decibel. Their 70-mph braking potential is ¬separated by 12 inches. Their skidpad clinginess hovers within two-hundredths of a g. Their acceleration to 30, 60, and 100 mph varies by but a tenth. Their elapsed times through the quarter-mile are identical. Their 4.6-liter V-8s differ in displacement by one cubic inch.

Were this match based on price alone, we might have pitted an Equus with the Ultimate package ($65,400) against a base LS460 ($66,255), although that would have been limo versus size-XL sedan. Instead, we stacked the Equus against the mighty 4961-pound LS460L AWD dripping with automotive frippery, including a $5860 sleepy-driver alert and $13,200 worth of “Executive Class” rear seats. Limo versus limo. Note the way the Equus undercuts the six-figure Lexus. Just like Lexus undercut Mercedes 20 years ago. SWOT Strength

Hyundai’s brand name

Connecting system with the subsidiary company

CRM Marketing System

Continuous influx of VIP members

Success of Marketing Strategy

 Low market share

 Problem with corporate governance

 Cumulated deficit

 Recovery of the credit card business

 Slump of industry leader

 Political support from the government

 Helping delinquent barrowers with bad bank

 Shrinking of consumer confidence

 Reduction of using credit card

 Rising of credit card’s fee

 Moral hazard and increasing the number of delinquent barrowers
In 2011, Hyundai Motor Company is launching a campaign to ensure the energy for growth with a new slogan: New Thinking. New Possibilities. — New ideas create new values. We will respond to the fast-changing international management environment by constructing a system for organic cooperation between production factory and sales headquarters in each country worldwide. To this end, we will construct an advanced management system and spread a creative global organizational culture that prioritizes customers and talent in all departments. Additionally, while further strengthening quality management, we will ensure competitive superiority and fundamental technologies with environmental management, continuously expanding R&D and investment in eco-friendly vehicles. Hyundai Motor Company will create new value with new ideas and always stay ahead of the competition in order to win the future, and will work to provide this new value to yet more customers.

Today, to repay the faith and trust of the customers who have made it into a global carmaker worthy of the name, Hyundai Motor Company will take another great step into the future.
Marketing Mix of Hyundai Product Price Promotion Place Offering high quality with beautiful designed products Premium quality at a less premium price with long term warranty period Road shows
News papers & Magazines
Workshops & Seminars
Banners, Neon signs Hoardings
Booklets & Pamphlets Locating different companies and factories worldwide.
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