Essay / Assignment Title: Create A Powerful Marketing Plan

Program title: Global MBA

Name: Bilal Aslam / Q1056441

Year: 2023-2025
TABLE OF CONTENTS

INTRODUCTION

CHAPTER 01 ……………………………………………………………………………….. 06

1- Company Overview
2- Company Background
3- Mission & Vision
CHAPTER 02……………………………………………………………………………….. 07

II. Market Analysis:

1- Market Segmentation
2- Competitive Landscape
3- Consumer Behavior
CHAPTER 03……………………………………………………………………………….. 12

Market Challenges

1- Pastel Analysis
2- SWOT Analysis
CHAPTER 04……………………………………………………………………………….. 15

Evidence-Based Solutions:

1- Proposed Marketing Strategies

2- Implementation Plan
CONCLUSION ……………………………………………………………………………….. 19

REFERENCES ……………………………………………………………………………….. 20

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STATEMENT OF COMPLIANCE

Statement Of Compliance With Academic Ethics And The Avoidance Of Plagiarism

I declare that this assignment work is entirely my own and that no part of it has been reproduced
in print or electronic form, translated from abroad, or copied with the knowledge of other
researchers or students. Wherever I follow ideas or the writings of others, I will apply good
knowledge by tradition.

If it is understood that a part of the thesis is not an original work, but a previously published
thesis or a thesis taken from another source, the student will be expelled from the course
indefinitely.

Name and Surname (Capital letters):

BILAL ASLAM

.......................................................................................................................................

Date: ...31./...01..../...2023......

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INTRODUCTION

Establishing a global presence in the dynamic environment of today's business world is

important for organizations that want to stay informed about growth, market, and customer
loyalty. Whether operating locally or internationally, a good Marketing plan works as a way to
combine the organization's goals with the right ideas to engage and re-engage your target
audience. A Marketing plan is a strategic plan that outlines the organization's approach for
production, pricing, promotion, and distribution and also highlights the company's mission,
business objectives, competitive landscape, and strategies used to achieve these business
objectives. By using proven strategies, organizations can make informed decisions, reduce risk
optimize marketing plans for maximum impact, and ensure each proposal is aligned with the
organization's overall objectives. Furthermore, marketing analysis is imperative to understand
customer needs and strategies to make an effective marketing plan.

This involves a detailed analysis also includes market segmentation, competitor analysis, and
consumer behavior research. Understanding the nuances of the market environment allows
organizations to adapt their products to meet customer needs, gain competitive advantage, and
increase people's customer loyalty. This chapter covers the complexity of business analysis and
outlines the many elements that make up your business strategy. Marketing is to face new all the
time new challenges and through a proper marking challenge plan, the company identifies and
addresses obstacles that organizations may encounter in a timely. By recognizing and tackling
these challenges, organizations can fortify their marketing strategies and enhance their overall
resilience in the market. it is imperative to keep in mind the overarching learning outcomes.
These outcomes necessitate a critical evaluation of marketing principles, the synthesis of factors
influencing marketing strategies, and the ability to propose innovative solutions to emerging
issues. Nowadays in the marketing world, there is constant change and fierce competition, and a
robust marketing plan supported by evidence-based insights becomes the cornerstone of
organizational success.

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CHAPTER ONE

COMPANY OVERVIEW

A. Hyundai Company Background

Founded in 1967 by Chung Ju-Yung, Hyundai Motor Company has gone through a remarkable
journey in both construction and product cultivation in cars, the company journey into the
automobile industry began with the launch of the Hyundai Pony in 1975. Hyundai continues its
growth with and product and RND for becoming the world's largest automobile company
(Jacobs, 2021). The company's pioneering efforts in the Korean automotive industry in its early
years laid the foundation and further expanded its product line and global footprint to become
one of the world's leading automobile manufacturers.

- Size And Influence

According to the latest data, Hyundai Motor Company is one of the largest companies in the
world. Hyundai Motor has more than 200,000 employees, over $90 billion in annual revenue,
and operates in all areas of the automotive industry, including cars, SUVs, electric vehicles, and
sedans (Jacobs, 2021). The company's wide range of products reflects its commitment to meeting
a wide range of customer needs.

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 - Global Business Influence

Hyundai Motor's strength extends far beyond its Korean roots with global influence. The
company has established production facilities and sales offices in key markets around the world,
contributing to its position as a major player in the global automotive industry Located in the
heart of South Asia, Pakistan is a dynamic market for Hyundai Motor Company and contributes
to the company's global reach. Pakistan's automotive landscape has changed over the years and
Hyundai Motors has emerged as a major player in the country's growing automotive industry.
Hyundai Motor Entered the Pakistani Market with new local partners Nishat Group and Millat;
however, its presence in Pakistan dates back to 2000 and has signed a partnership with a local
partner for Hyundai Motor to bring eight new and reliable cars to Pakistani customers. The
company's entry into the Pakistani market is in line with its global strategy to expand into
emerging markets by realizing the potential of Pakistan's growing automotive market (Jacobs &
Jacobs, 2022).

B. Mission & Vision

- Hyundai Mission

Hyundai Company's mission is stated in the following statement: "To create the best value for
our customers by integrating technology safely, effectively, and efficiently" (Jacobs & Jacobs,

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2022). This brand reflects the company's commitment not only to providing quality vehicles but
also to the safety and performance of its products.

- Hyundai Vision

The vision statement “To become a global brand by exceeding customer needs with innovative
solutions” (Jacobs & Jacobs, 2022) shows the intention of Hyundai Motor. The importance of
innovation and exceeding customer needs is based on the development of the automotive
industry.

- Alignment With Marketing Strategy

The alignment between Hyundai Motor's mission and vision and its marketing strategy is visible
in its recent events and product launches. The company regularly mentions safety features,
product quality, and fuel efficiency in its advertising materials, which directly reflects its mission
statement (Hieu & Trang, 2022).

- Follow Marketing Strategy

Hyundai Motor's marketing strategy is excellent with the vision of becoming a global brand with
innovative solutions (Jacobs, 2021). Recent product launches, such as the Hyundai Ioniq 5
electric car, demonstrate the company's commitment to staying at the forefront of automotive

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technology (Hieu & Trang, 2022). Furthermore, Hyundai Motor's global Marketing plan is based
on its vision of exceeding the needs of customers worldwide. Marketing partnerships with
international events and promotions demonstrate the company's commitment to connecting with
customers beyond traditional advertising Other then traditional advertising, the company is
actively working on the customer-oriented approach that the company mentions in its mission is
also reflected in the business strategy that leads to customer satisfaction. Social media
engagement, customer feedback platforms, and personalized marketing campaigns help build
Hyundai Motor's image as a valuable brand for customers

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CHAPTER TWO

II. MARKET ANALYSIS

A. Market Segmentation

Hyundai Motor Company chose its business to meet the needs of its customers. Segmentation
encompasses many dimensions, including demographic, psychographic, and geographic
considerations. Demographic Segmentation: Hyundai's product range appeals to various
demographic groups. Car models such as Hyundai Accent and Elantra target young people and
budget users, providing reliable transportation and fuel efficiency (Dolezalova and Dailida,
2016).

- Psychographic Segmentation

Hyundai's segmentation strategy is not limited to demographic information but also includes
psychographic characteristics. Hyundai Veloster attracts customers who follow individuality and
reckless driving with its unique design and sportiness (Khan, 2018). Hyundai Sonata emphasizes
technology and comfort, giving customers a sense of value and innovation (Wright et al., 2009).

- Geographic Segmentation

Hyundai Motor is aware of the importance of adapting its products to different regions of the
world. For example, Hyundai has models such as Hyundai Venue and i20 in countries where
there is high demand for small cars. In comparison, in a market where large SUVs are preferred,
the Hyundai Santa Fe and Palisade occupy the middle position (Haque et al., 2021).

- Marketing Fundamentals

Hyundai Motor's marketing strategy is consistent with its segmentation by creating strategic
plans for each segment. Use digital platforms and social media to engage young people and
showcase features such as connectivity and electronics. Social media can serve to emphasize
safety and trust, which are important to the family structure (Reddy et al., 2021).

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B. Competitive Landscape

The automotive industry in which Hyundai Motor operates is highly competitive and faces
challenges and opportunities from different competitors. As a global giant, Toyota's reputation
for reliability and innovation leads to significant competition (Jo et al., 2023). Hyundai's
business needs to highlight unique selling points such as stylish design and advanced features to
achieve differentiation. Honda is known for its balance of performance and fuel efficiency that
competes directly with modern automobiles in many segments (Kainth & Mathur, 2016).
Hyundai's business needs to focus on issues like safety and technology to attract Honda
customers. Volkswagen's strong brand, especially in the European market, may affect Hyundai's
market share (Lansbury et al., 2007). To solve this problem, Hyundai's business needs to
highlight features such as fuel efficiency, environmental friendliness, and competitive prices.

- Competitor's Strengths And Weaknesses

Toyota's large hybrid lineup and strong focus on sustainability may pose a threat (Jo et al., 2023).
Honda's reputation for reliability and quality is strong (Kainth and Mathur, 2016). Volkswagen's
emphasis on engineering quality and European aesthetics may affect Hyundai's business
(Lansbury et al., 2007). Hyundai's marketing needs to emphasize its product differentiation,
competitive pricing, and commitment to environmental sustainability. That reflects its
commitment to electricity and technology, emphasizing innovation and environmental
protection. Hyundai must offer advanced safety features, protection measures, and unique
designs that will appeal to customers looking for distinction. The competitive environment
requires a marketing strategy that meets Hyundai Motor's unique offering. Comparative ads
showing Hyundai's advantages over its competitors can be good. Additionally, cooperation and
collaboration can increase Hyundai's market share, especially in areas with unique competitors
(Wright et al., 2009).

C. Consumer Behavior

Understanding consumer behavior is crucial to the successful marketing of automobiles today.

Analyzing preferences, purchase incentives, and post-purchase experiences can provide insights
for targeted strategies. The consumer's choice is a car with advanced technology. Today's cars
focus on features such as touchscreen interfaces, connectivity options, and advanced driver

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assistance systems based on this model (Reddy et al., 2021). More and more people are
benefiting from the importance of environmental sustainability.

Understanding this preference is also reflected in hybrid and electric models produced by
Hyundai Motor, such as the Hyundai Ioniq (Asghar et al., 2021). The automobile market today is
often about value in terms of features and warranties that provide business information to
customers (Raza and Ali, 2023) Safety is the biggest concern of car buyers. The
commercialization of today's automobiles introduces safety features, crash tests, and new safety
technologies to meet the needs of consumers (Naeem and Sami, 2020). Hyundai's focus on
customer and loyalty programs enhances the post-purchase experience (Jacobs, 2023). Marketing
strategies will include highlighting these features to build trust. Hyundai vehicles consistently
rank high in initial quality, reflecting post-purchase customer satisfaction, according to J.D.
Power's research. Data from market research companies such as Nielsen can provide insight into
changing consumer preferences and help Hyundai Motor adjust marketing strategies accordingly
(Dunnan et al., 2020).

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CHAPTER THREE

III. MARKETING CHALLENGES

Marketing challenges and strategy analysis of Hyundai Motor Company concerning PASTEL
and SWOT. In the rapidly changing automobile industry, like any other company Hyundai Motor
Company also faces many challenges that require a good understanding of external factors and
internal as well.

A. PESTEL ANALYSIS

This section will cover all the (Political, economic, social, technological, environmental, and
legal) external factors or forces that may influence or challenge for company. It is very
imperative to assess the external forces, especially industry trends and technological change to be
competitive and live in the market. Technological changes and new trends in the auto industry
also affect Hyundai Motor's business. The company is continuously applying and transforming
with new and latest technological AI features in its vehicles, applying and updating time
technological features. It's good to target in marketing to attract the smart user-friendly. Further,
Innovation is an important part of Hyundai Motor's strategy. The rise of electric and controlled
vehicles requires Hyundai Motor to invest in and commercialize technology to be competitive
(Jo et al., 2023). For the last 10 years in the auto industry, the trend is to make fuel efficient, low
emission, Eco-friendly, and adopt smart technologies. Hyundai is already working on continuous
RND and adopting a strategy. It also has to market these features and industry tender in product
marketing, to highlight smart features to attract the young Generation for their product, Eco-
friendly for energy conscious and environmental approach has to adjust its marketing of eco-
friendly.

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Ethical decision-making in business includes transparency, fairness, and justice. Addressing
ethical issues requires Hyundai Motors to address issues such as accurate advertising, fair
pricing, and ethical use of products (Jacobs, 2023). Study Notes: In 2021, Hyundai faced
regulatory issues as it recalled several models due to safety concerns. The company needs to
establish a transparent communication system to reduce the reputation of the marketing team.
Hyundai Motor's business strategy is based on AI such as artificial intelligence, fuel efficiency,
emission-free, and electric vehicles, in line with business trends in sustainable development and
online information. However, with legal issues regarding personal information and
environmental management, as well as ethical considerations in advertising, Hyundai must
contend with continued restrictions on good and responsible business practices.

B. SWOT ANALYSIS

- Strengths

Hyundai's global footprint and strong brand recognition provide a competitive advantage. It
helps increase quality, business, and customer confidence (Wright et al., 2009). Hyundai Motor's
commitment to innovation, especially in electric and hybrid vehicles, strengthens its competitive
advantage as well as the customer environment (Jo et al., 2023). Presence in the global market, it
a challenging to convey or maintain consistent brand messaging, and technological advancement
globally, because every market has local preferences. the address all the Each strength

- Weakness

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Persistence of low-quality perception can affect brand image and consumer trust; A strategic
business strategy is needed to address the Weaknesses (Wright et al., 2009). Over-reliance on
Asian markets poses risks, highlighting the need for more strategies to reduce volatility in the
region (Lansbury et al., 2007). Hyundai has a limited presence in the luxury product line and
now getting a presence gradually into this market and has very tough competition with
established brands, so it is challenging to make a strategy for the competition and get maximum
share, which is possible through strategic marketing campaigns. Establishing Hyundai's presence
in the luxury market and competing with established luxury brands through strategic marketing
campaigns.

- Opportunities:

The expansion of the electric vehicle product portfolio is in line with the economic growth of
efficient transportation (Asghar et al., 2021). Capitalize on the growing demand for electric
vehicles by demonstrating Hyundai's commitment to sustainability and promoting an
environmentally friendly model. Collaboration and Emergency Collaboration Integrating
technology into cars provides opportunities for differentiation and customer satisfaction (Jo et
al., 2023). Work with technology companies to develop new solutions and use these partnerships
to provide feedback to businesses designed to improve the product's tech-savvy image. Further,
Develop marketing plans to increase market share in emerging markets with a growing average
consumer base.

- Threats

The highly competitive automobile industry requires Hyundai Motor to constantly innovate and
stand out from its competitors (Kainth and Mathur, 2016). Global economic changes affect
consumer spending, which in turn affects automobile demand (Haque et al., 2021).

- A Case Study

During the 2008 global financial crisis, Hyundai Motor's production efficiency strategy helped
reduce the impact of economic uncertainty and demonstrated its ability to adapt to business
problems.

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CHAPTER FOUR

IV. EVIDENCE-BASED SOLUTION

A. Proposed Marketing Strategies

1. Introducing Green Innovation Strategy

Hyundai Motor Company should first announce the commercialization of its electric and hybrid
models to adapt to the world's transition to good transportation (Asghar et al., 2021). Using the
success of models such as the Ioniq Electric and Kona Electric, Hyundai can emphasize its
commitment to reducing its carbon footprint and promoting environmentally friendly
transportation (Jacobs, 2023). This idea resonates with the growing base of consumer media.
Discusses Hyundai's progress in electric vehicles.

2. Improved Technology Description

Explaining Hyundai's technology, especially in terms of connectivity and smart features, should
be the main focus of its marketing and print business. Blue Link systems are known for their
advanced connectivity and can make a significant difference. Security features such as modern
Smart Sense suites meet customers' technological needs and develop a reputation for innovation
(Jo et al., 2023). The importance of technological advancement in creating customer preferences
provides insights into modern production systems and technological resources.

3. Online Presence And Digital Sales

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To adapt to the changing landscape of car buying behavior, Hyundai Motor needs to improve its
online presence and promote digital sales. Investing in user-friendly online platforms, virtual
showrooms, and digital marketing strategies can enable consumers to use technology. This is in
line with the digital transformation trend in the automotive industry (Dunnan et al., 2020).
Highlighted the impact of digital technology on consumer behavior, highlighting the need for a
strong online presence.

4. Pakistan's Local Demands, Understanding & Product Promotion

There is a challenge to make space for mini cars in the market, need to establish a strong
presence to get a maximum market share. The challenge to introduce SANTRO's latest version
and Price competitiveness, value for money, and integration with financing institutions is a
challenge, especially in the mini-passenger car run. Strategy to Launch a comprehensive
marketing campaign highlighting improvements in quality, safety features, and reliability.
Leverage customer testimonials and independent reviews to build trust. Customize the marketing
approach and emphasize Hyundai’s commitment and understanding to meet the needs of the
major market segment. Introducing an updated version of the Hyundai Centro or any small car
that may be competitive with the Suzuki mini car range, retaining the features that consumers
love while incorporating modern design elements, technology upgrades, Fuel efficiency that
compete with local Suzuki brand, and safety enhancements. Adopt a competitive pricing strategy
to maintain affordability and value for money, aligning with the preferences of budget-conscious
consumers. Working with the local financing firms to offer Hyundai product lines, JVs, and
MOUs need to be signed for product acceptance for their clients.

5. Capitalizing On EV Trends

Differentiating Hyundai in a market with a growing interest in electric vehicles. Launch targeted
campaigns promoting Hyundai's electric vehicle lineup, emphasizing sustainability, cutting-edge
technology, and government incentives for EVs in Pakistan.

6. Digital Marketing Dominance

Adapting to the increasing reliance on digital technologies. Strategy: Invest heavily in online
marketing, social media campaigns, and e-commerce integration. Leverage digital platforms to

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engage with the younger demographic, offering virtual showrooms and online customization
options.

B. IMPLEMENTATION PLAN

1. Implementation Plan For Hyundai's Marketing Strategies In Pakistan

On the Launch small car or an updated version of SANTRO as previously market acceptable as a
mini commercial vehicle, new reversion resumes a good sale. Mini cars are the most popular and
acceptable due to heavy traffic issues in big cities, parking issues, and fueling and maintenance
costs. There is a big gap between luxury cars and value for money. Launching of the mini car
needs A comprehensive marketing campaign emphasizing quality improvements. Collaborate
with local influencers and automotive experts for testimonials. Utilize online platforms, TV, and
radio for maximum reach. Conduct market research to understand regional preferences. As the
last two years' sales show, SUZUKI has more shares which is continuously approaching a small
range, need to focus on that segment and offer the same consideration as in mini commercial
vehicles and getting or retaining market shares day by day. With product development in mini
cars, it is beneficial to upgrade existing clients of the previous version, meaning repeat sales as
well new share in the market for a major share of the small cars due to certain reasons. Product
development with the latest features of smart technology will be an additive edge to address the
young, technology-interactive generation. Develop localized marketing materials. Establish
partnerships with local dealerships for tailored promotions.

Hyundai should implement a flexible pricing strategy in Pakistan considering the economic
transition. Interact and collaborate with local financing partners not only to provide affordable
financing options, ongoing support, and ancillary services but also to solve financing problems
and make modern cars accessible to a wider range of consumers. It will also help to market
product range using financing and leasing desk. That will make clients more accepted and
reliable to the Hyundai product range and also help a broader range of clients. Highlight existing
electric vehicle lineup in marketing materials. Offer test drives and incentives for EV purchases.
Collaborate with local environmental organizations for joint promotions. However, there are
obstacles to charging infrastructure for limited EVs. This can be resolved with partners, with
governments to promote EV infrastructure development and offer exclusive charging benefits for

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Hyundai EV owners, also facilitates the multistoried and shopping malls to install Charging
facilities in their parking facilities as trends are already ongoing.

Invest in SEO, social media advertising, and online showrooms. Implement e-commerce
integration for online purchases. Engage with customers through virtual events and webinars.
There may be resistance from traditional customer segments, but Implement an educational
campaign showcasing the benefits of online engagement and digital purchasing options.
Establish key performance indicators (KPIs) for each strategy, such as website traffic, social
media engagement, sales figures, and customer feedback. Regularly assess the performance of
each strategy and adjust tactics based on the collected data. Conduct surveys and focus groups to
gather direct customer feedback and gauge the effectiveness of implemented campaigns.

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CONCLUDING REMARKS

In summary, the marketing strategy is based on Hyundai Motor's mission and values, which
emphasize sustainability, innovative technology, and leadership. A plan for doing business in
Pakistan includes actions, timelines, and realistic budgets for all business opportunities, taking
into account potential problems and solutions (Tran et al., 2020). This study highlights the
importance of using data, research, and science to navigate the complex global business
environment. By doing this, Hyundai not only creates and preserves value but also has the
strength and innovation to solve existing problems and opportunities in the automotive industry.
A comprehensive analysis of Hyundai Motor Company's market environment provides valuable
insights into market segmentation, competitive landscape, customer behavior, and issues arising
from business trends and technological change. To solve these problems, evidence-based
solutions and practical plans focused on sustainability, technological innovation, and local
business understanding are designed.

The evidence-based analysis drawn from a range of sources has informed the development of
tailored solutions for Hyundai's marketing challenges. By addressing quality & and quantity
perceptions, customizing strategies for diverse regions, entering the luxury segment strategically,
capitalizing on EV trends, forming technological partnerships, and embracing digital marketing
dominance, Hyundai can navigate the dynamic automotive landscape effectively. The utilization
of pertinent sources has been integral in ensuring that the proposed solutions are grounded in
industry insights, market trends, and proven strategies, contributing to the formulation of
effective marketing strategies. Market segmentation analysis reveals Hyundai's diverse customer
base, ranging from environmentally conscious consumers who prefer electric vehicles to
technology seekers. This differentiation demonstrates Hyundai's marketing strategy, which
emphasizes the importance of cutting words and products for different markets.

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