Hyundai card (updated)

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Hyundai Card Marketing Strategy until 2009

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Hyundai card (updated)

  1. 1. HYUNDAI CARD MARKET ANAL YSIS SITI ARINA SAFARINA – 1306420384 SORTA VERA SILITONGA – 1306357541 WILLIAM GUNAWAN – 1306357724 T JHIN TRIADI – 1306420421 YESA ARDIANSY AH YOZZY RIZAL
  2. 2. South KOREAN CREDIT CARD INDUSTRY BRIEF History • Shinsaegae introduces credit card concept 1969 1978 • Korean exchange bank introduce first credit card • Bank and non bank company start credit card business 1980 1999 • Government modified tax law, supporting credit card growth. • Annual growth of 80% and total 100 million cards issued 2000
  3. 3. South KOREAN CREDIT CARD INDUSTRY CONSUMPTION PATTERNS AND TRENDS Average per Capita Card Issuance United States South Korea Singapore United Kingdon Netherlands Belgium 5.3 3.8 2.98 2.36 1.92 1.57 0 1 2 3 4 Belgium Netherlands South Korea 6 United Kingdon Singapore 5 United States Credit Card Usage Credit Card benefit
  4. 4. South KOREAN CREDIT CARD INDUSTRY IT DEVELOPMENT Internet Usage Data INTERNET GROWTH IN SOUTH KOREA Users Population 70,000,000 60,000,000 50,000,000 40,000,000 30,000,000 20,000,000 10,000,000 0 2000 2005 2006 2008 2009 2010 *Internet World Stats Hyundai card m point
  5. 5. South KOREAN CREDIT CARD industry Attractive VS unattractive market aspect
  6. 6. South KOREAN CREDIT CARD industry market share Credit Card Market Share Market Leader : Have largest market share, maintain competitive advantage, keep learning basic needs of customer  LG + Shinhan (merge) Koomin 16% Others 37% Market Follower : Companies that not directly opposed market leader but following market leader strategies  Hyundai Card LG 16% Market Niche : Companies that not opposing market leader, instead the company seeks small opportunities in specific segment  Hyundai Card “Black Card” Samsung 12% Shinhan 9% Hyundai 10% Koomin LG Samsung Hyundai Shinhan Others
  7. 7. Hyundai card at glance Hyundai Card Ownership Structure 5% 6% 3% Hyundai Card Product 43% Hyundai Card Market Share 32% 11% General Electric KIA Motor Hyundai Motor Hyundai Steel KAMCO Other 18.00% 16.00% 14.00% 12.00% 10.00% 8.00% 6.00% 4.00% 2.00% 0.00% 2002 2003 2004 2005 2006 2007 2008 2009 2010
  8. 8. Hyundai card marketing strategy – Customer segmentation Hyundai Card SEGMETATION BEFORE 2012 Hyundai Card SEGMETATION AFTER 2012
  9. 9. Hyundai card marketing strategy – E- CRM Design and gui upgrade Online Themed malls Collaborative fil tering
  10. 10. Hyundai card marketing strategy – promotion development The GO LIVERPOOL PROJECT. IT SEND 4 KOREAN ROCK BAND TO UK TO GET INTERNATIONAL EXPOSURE
  11. 11. Hyundai card Segmentation Segmentation  process to divide market into distinct subset of customer with similar needs and characteristic that lead them to respond in similar ways to particular products offering and marketing program Expanding social and economic forces Important trend toward micro segmentation Chance to Grow Communication to market Different customer needs Heterogeneous market How market is segmented Why segmentation is needed
  12. 12. Hyundai card Feature influence customer lifestyle in credit card Cash Discount industry Interest Free Installment Air Mileage Service Point Cash Pre Auto Finance Service Alternative for Cash Payment Payment in Domestic and Foreign Currency
  13. 13. Hyundai card FUTURE STRATEGY Innovative product design
  14. 14. Hyundai card FUTURE STRATEGY Extended use strategy

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