Kia in Usa
The New Star in USA auto market----Kia
MBA 4.720 BSCM
Group Assignment
18 MAY, 2013
Prepared for: Dr. John Tan
Group members: Cui Yu: 20130236 Xu Ying: 20130056 Han Guang: 20130695 Ma xinghua: 20121136
Number of words: 4115
Contact detail: 188313435@qq.com
Executive Summary
In the brief assignment, the whole industry background has been enumerated which help us understand recently Kia in USA market which one with intense competition and vast potential opportunity. More specifically, a sustainable and stable increasing for Kia was based on a series of moves, such as product promotion: Increase fuel efficiency, Make the vehicle lighter, Downsize the engines, and more innovations to meet the new requirement. Researches have been done on the analysis of Kia’s strategy in USA. To obtain sustainable and stable increasing in USA market, Kia has done massive successful strategies setting, reasonable and successful business and operation level strategy such as sport marketing and long period warranty which were reflected on positive sales increasing. Meantime with assistance of massive case reading and analysis Kia’s key concept of strategy, competition landscape have been proposed and determined. Via three methods analysis we have learned and finally understood Kia has a worth of longing and full of crisis future in USA market. For Kia’s future in USA market, maintain the existing competitive advantages such as production quality, customer service and competitive price and gain more government support as the domestic firm are the key concept of recommendation which is in our discussing.
Contents 1.0 Introduction 4 2.0 USAauto industry background 5 2.1 USA auto market sales trend 5 2.2 Main auto competitors in the USA market 6 3.0 KIA’s action in USA market 8 3.1.0 American consumers purchase issue 8 3.1.1 Fuel efficiency 8 3.1.2 Safety innovation, ergonomics and comfort. 10 3.1.3
MBA 4.720 BSCM
Group Assignment
18 MAY, 2013
Prepared for: Dr. John Tan
Group members: Cui Yu: 20130236 Xu Ying: 20130056 Han Guang: 20130695 Ma xinghua: 20121136
Number of words: 4115
Contact detail: 188313435@qq.com
Executive Summary
In the brief assignment, the whole industry background has been enumerated which help us understand recently Kia in USA market which one with intense competition and vast potential opportunity. More specifically, a sustainable and stable increasing for Kia was based on a series of moves, such as product promotion: Increase fuel efficiency, Make the vehicle lighter, Downsize the engines, and more innovations to meet the new requirement. Researches have been done on the analysis of Kia’s strategy in USA. To obtain sustainable and stable increasing in USA market, Kia has done massive successful strategies setting, reasonable and successful business and operation level strategy such as sport marketing and long period warranty which were reflected on positive sales increasing. Meantime with assistance of massive case reading and analysis Kia’s key concept of strategy, competition landscape have been proposed and determined. Via three methods analysis we have learned and finally understood Kia has a worth of longing and full of crisis future in USA market. For Kia’s future in USA market, maintain the existing competitive advantages such as production quality, customer service and competitive price and gain more government support as the domestic firm are the key concept of recommendation which is in our discussing.
Contents 1.0 Introduction 4 2.0 USAauto industry background 5 2.1 USA auto market sales trend 5 2.2 Main auto competitors in the USA market 6 3.0 KIA’s action in USA market 8 3.1.0 American consumers purchase issue 8 3.1.1 Fuel efficiency 8 3.1.2 Safety innovation, ergonomics and comfort. 10 3.1.3