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  • Group 4 윤재연/박윤지/김가연

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    Ujjawal Tyagi
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    The document summarizes Hyundai's marketing strategies over time. Initially, Hyundai faced problems in the market due to low quality, lack of adaptation to the US market, and poor customer service, giving it a negative brand image. Its early strategies focused on low prices, quality improvements, and innovative warranties to gain market share. More recently, Hyundai has targeted higher-income American consumers and positioned itself as a luxury brand through improved quality, emotional marketing appeals, and reasonable pricing. The new strategies have helped Hyundai upgrade its image and compete with other luxury brands.

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    Hundai motors global marketing stratergies

    Original Title

    hyundaiglobalmarketingstrategy-121012035027-phpapp01

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    The document summarizes Hyundai's marketing strategies over time. Initially, Hyundai faced problems in the market due to low quality, lack of adaptation to the US market, and poor customer service, giving it a negative brand image. Its early strategies focused on low prices, quality improvements, and innovative warranties to gain market share. More recently, Hyundai has targeted higher-income American consumers and positioned itself as a luxury brand through improved quality, emotional marketing appeals, and reasonable pricing. The new strategies have helped Hyundai upgrade its image and compete with other luxury brands.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    8 views20 pages

    Group 4 윤재연/박윤지/김가연

    Uploaded by

    Ujjawal Tyagi
    The document summarizes Hyundai's marketing strategies over time. Initially, Hyundai faced problems in the market due to low quality, lack of adaptation to the US market, and poor customer service, giving it a negative brand image. Its early strategies focused on low prices, quality improvements, and innovative warranties to gain market share. More recently, Hyundai has targeted higher-income American consumers and positioned itself as a luxury brand through improved quality, emotional marketing appeals, and reasonable pricing. The new strategies have helped Hyundai upgrade its image and compete with other luxury brands.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 20

    Group 4 윤재연/박윤지/김가연

    Contents_

    Initial Market
    Marketing New
    Hyundai & Analyzing
    Strategy Marketing
    Why Hyundai • Faced Problems
    • Competitors
    in Early Stage Strategy
    Hyundai & Why Hyundai
    Hyundai & Why Hyundai
    Initial Market Analyzing: Faced Problems

    Selling Amount
    3000000
    2,603,000

    2000000
    1,608,000

    1000000

    0
    1986 1987 1990

    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
    Truck and SUV Compact Car
    Category

    Hyundai,
    find a new way
    Marketing Strategy in Early Stage

    S 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


    Marketing Strategy in Early Stage

    PRODUCT

    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 American middle class


    10 million dollar yearly
    income or more

    T Consumer
    Interested in purchasing car

    P 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

    \20,000,000
    New Marketing Strategy

    Promotion

    Customer
    -centered
    Marketing
    Emergency Service

    Warranty Hyundai Assurance Program

    Race Game in
    New York
    Youth
    Times Square
    Marketing
    New Marketing Strategy

    Place

    Selling
    through
    Dealers
    Evaluation

    Develop Make Hyundai’s Upgrading itself


    Brand Image with key message to be a dream car
    High Spec like BMW “JOY”
    Thank you 

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