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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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Hyundai global marketing strategy