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Global Marketing
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Group 4 윤재연/박윤지/김가연
Contents_
Hyundai &
Why Hyundai
Initial Market
Analyzing
• Faced Problems
• Competitors
Marketing
Strategy
in Early Stage
New
Marketing
Strategy
Hyundai & Why Hyundai
Initial Market Analyzing: Faced Problems
1,608,000
2,603,000
0
1000000
2000000
3000000
1986 1987 1990
Selling Amount
Low Quality + Less Adaptation + Bad Service
Negative Brand Image
High Claim from consumer
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 Premium
Top-Selling Product
Category Truck and SUV Compact Car
Hyundai,
find a new way
Marketing Strategy in Early Stage
Excel Elantra Sonata
S Young Couple 25~35 age
Highly educated woman $30,000 yearly income
40~50 age Major city citizen
T Low income Middle-upper class Upper class
P Low Price Best Value Luxury Brand Car
S T P
PRODUCT
Marketing Strategy in Early Stage
Quality
Management
“100 Brand in the World”
Marketing Strategy in Early Stage
Price
Market Penetration
Strategy
Low Price Policy 1986, HYUNDAI , EXCEL
Marketing Strategy in Early Stage
Promotion
Warranty
Marketing Strategy in Early Stage
Promotion
Warranty
2 years / 24,000 miles
Marketing Strategy in Early Stage
Place
Glocalization System
Alabama Factory in Montgomery
“The Car Good Value for Money”
“The Dream Car for Someone”
New Marketing Strategy
S
T
P
American middle class 10 million dollar yearly income or more
Consumer Interested in purchasing car
Dream Car with High Safety, Quality, and Luxury Performance
New Marketing Strategy
PRODUCT
Quality Management
Emotional Management
EQUUS
Various & more comfortable interior
New Marketing Strategy
Price
Reasonable Price Policy
\20,000,000
$20,000
New Marketing Strategy
Promotion
Warranty
Customer -centered
Marketing
Hyundai Assurance Program
Youth Marketing
Emergency Service
Race Game in New York Times Square
New Marketing Strategy
Place
Selling through
Dealers
Evaluation
Make Hyundai’s key message
like BMW “JOY”
Upgrading itself to be a dream car
Develop Brand Image with
High Spec
Thank you
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