hyundai marketing

Topics: Automotive industry, Balance sheet, Hyundai Motor Company Pages: 52 (8494 words) Published: April 7, 2014
1.0 Executive Summary

This report details out on the marketing plan of Hyundai Veloster of 2013 production and its improvement over the previous Hyundai Veloster 2012 production to compete with other models in sporty compact car. Hyundai Motor Company was founded in 1967, along with its 32.8% subsidiary, Kia Motors, and it is the 5­­th­ largest automaker manufacturer in the world, based on the 2012 vehicle sales. Hyundai is sold in 193 countries through 6000 dealerships and showroom, as well as operating the world’s largest integrated automobile manufacturing facilities in Ulsan, South Korea, with an annual production of 1.6 million units. “The 2013 Hyundai Veloster was named the Coolest New Car Under $18,000 by Kelly Blue Book’s KBB.com”.

The report highlights the research of the strategy on targeting more customers and sustainability to compete with other sporty compact cars in the competitive automobile industry by offering greater features. Apart from that, it draws out on the future marketing prospect of the Hyundai Motor Company and Hyundai Veloster for future growth improvement. Besides, this report clarifies on the finding and conclusion on brand valuation of Hyundai Veloster, explaining on what could be learnt from the product.

Hyundai Veloster 2013 comes with two model, which is the regular base model and Turbo model which offers Dual Clutch Transmission (DCT) with smooth, quick and direct shift, giving an added control and sportier driving experience for paddle shifters. In addition, it offers a 6-Speed EcoShift DCT. Other than that, it is economical in fuel consumption, as well as fuel efficiency.

Veloster is known for having a sleek, sporty stylish design and unique 3-door design with a hidden door handle on the back door which reasons for safety concern for back passengers to exit the car, especially dropping them by the roadside. It also features on having a spacious interior of 105.3 cubic feet, a 7-inch touchscreen multimedia screen which could also be added with gaming console capability tech package, including XBOX 360 and seat adjusting feature which is the 4-way power seat to get the right fitting seat.

Hyundai offers a cheap, reasonable and affordable price. Furthermore, it offers two model which comes with or without Turbo. Its uniqueness, stylish and sporty design will not only target the youngsters but almost everyone. Customers could save on their fuel cost with enhance aerodynamics for a lighter and better ride which lowers the fuel consumption. It provides a better safety features like safe slow-down with Electronic Stability Program (ESP), Vehicle Stability Management (VSM), Brake Assist System (BAS) and reinforced sheet steel for protection in a collision.

2.0 Company Description

Hyundai is an automotive South Korean brand, owned by Hyundai Motor Company. The Hyundai Motor Company was founded in 1967, by Chung Ju-yung and the company’s first model, Cortina, was released in association with Ford Motor Company in 1968. Hyundai hired George Turnball, former Managing Director of Austin Morris at British Leyland to develop their own car. In 1975, Pony, the first Korean car was released. Within two decades, Hyundai began exporting in a huge volume in the US market.

Hyundai builds 1.5 million cars a year in Ulsan, South Korean and it is the world’s biggest plant, also known as ‘forest plant’. Hyundai also have their plant established in India under the company of Hyundai Motor India Limited. Besides that, Hyundai has its regional operations in North America, South America, Asia, Oceania and Europe. Hyundai has 6 research and development centres worldwide, located in Korea which has three offices, Germany, Japan and India. In conjunction, there is an American design centre in California to develop designs for US markets.

The company manufactures passenger cars under the brand name of Centennial, Genesis, Veloster, Azera, Sonata, i40, Elantra, Accent, i30cw, i20 and others....
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