New Search

Export article

Analysis of Marketing Strategy and Successful Leadership in a Case of Hyundai Motor Company

Le Quang Hieu, Truong Dinh Trang
Published: 1 January 2022
Abstract: Hyundai leads the automobile industry and has made very positive contributions to the overall achievements of economic and social values. Kang et al (2014) pointed In constructing global marketing strategy, Hyundai Motor’s vision is "Lifetime partner in mobility and beyond" and its goal is global top 3 brand by year 2015 through modern premium brand image and selling 5 million vehicles. The target brand positioning of Hyundai Motor is the leading position in premium dimension and stylish/modern dimension. The global brand strategy framework is based on the brand direction of "Modern Premium" and is designed to deliver core brand identity (i.e., Simple, Creative, Caring) to customers. Its marketing strategy shows us: - Hyundai's product strategy is to standardize technical standards with the ambition of being a global product, ensuring the best quality, aiming at the recognition of the value of the customer's product, satisfying the customer's needs. On the other hand, Sale activities is placed at showrooms, though sale agents, and sale person team. Beside, according to the results of quantitative research, in a multi-factor model, we would suggest the government, Ministry of Finance and State Bank: control inflation properly, and firm management control cost properly (as reduction in cost and CPI will cause net profit to increase).
Keywords: model / marketing / brand / technical standards / modern premium / Hyundai Motor

Scifeed alert for new publications

Never miss any articles matching your research from any publisher
  • Get alerts for new papers matching your research
  • Find out the new papers from selected authors
  • Updated daily for 49'000+ journals and 6000+ publishers
  • Define your Scifeed now

Share this article

Click here to see the statistics on the journal .
Back to Top Top