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Hyundai global marketing strategy

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Global Marketing

Text of Hyundai global marketing strategy

  • 1. Group 4 //
  • 2. Contents_ Initial Market Marketing New Hyundai & Analyzing Strategy MarketingWhy Hyundai Faced Problems Competitors in Early Stage Strategy
  • 3. Hyundai & Why Hyundai
  • 4. Hyundai & Why Hyundai
  • 5. Initial Market Analyzing: Faced Problems Selling Amount 3000000 2,603,000 2000000 1,608,000 1000000 0 1986 1987 1990Low Quality + Less Adaptation + Bad Service Negative Brand Image High Claim from consumer
  • 6. Initial Market Analyzing: Competitors Detroit (GM,Ford,Chrysler) TOYOTA & HONDA Brand Image Keep America Rolling" Where do you come from? Price Policy Incentive & Cash rebate PremiumTop-Selling Product Truck and SUV Compact Car Category Hyundai, find a new way
  • 7. Marketing Strategy in Early StageS T P Excel Elantra Sonata 25~35 age 40~50 age S Young Couple Highly educated woman Major city citizen $30,000 yearly income T Low income Middle-upper class Upper class P Low Price Best Value Luxury Brand Car
  • 8. Marketing Strategy in Early StagePRODUCTQualityManagement 100 Brand in the World
  • 9. Marketing Strategy in Early StagePrice Market Penetration StrategyLow Price Policy 1986, HYUNDAI , EXCEL
  • 10. Marketing Strategy in Early StagePromotion Warranty
  • 11. Marketing Strategy in Early StagePromotion Warranty 2 years / 24,000 miles
  • 12. Marketing Strategy in Early StagePlace Glocalization System Alabama Factory in Montgomery
  • 13. The Car Good Value for MoneyThe Dream Car for Someone
  • 14. New Marketing StrategyS American middle class 10 million dollar yearly income or moreT Consumer Interested in purchasing carP Dream Car with High Safety, Quality, and Luxury Performance
  • 15. New Marketing StrategyPRODUCT Quality Management Emotional Management EQUUS Various & more comfortable interior
  • 16. New Marketing StrategyPrice Reasonable Price Policy $20,000 20,000,000
  • 17. New Marketing StrategyPromotion Customer -centered Marketing Emergency Service Warranty Hyundai Assurance Program Race Game in New York Youth Times Square Marketing
  • 18. New Marketing StrategyPlaceSellingthroughDealers
  • 19. Evaluation Develop Make Hyundais Upgrading itself Brand Image with key message to be a dream car High Spec like BMW JOY
  • 20. Thank you

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