Improving the Quality Image of Hyundai Vehicles

Paper Summary:

This paper provides a final international business plan focusing on the improvement of the quality image of Hyundai Vehicles in the United States. This paper addresses the issues of image quality from the perspective of a consulting company hired by Hyundai to make suggestions in terms of marketing.

Table of Contents:
Description Of Service
Define the Problem
Market and Competitive Analysis
Global Marketing Program Development
Implementation and Control
Economic Analysis
Cultural Analysis
Channels Of Distribution
Promotional Strategy
Modes of Entry
Geographic Description of the Market
Political and Legal Concerns in Korea
Demand Estimation
Strengths
Weaknesses
Opportunities
Threats/Trends
Country Screening
Reason For Product / Service Selection
Pricing Strategy
Evaluation of Alternatives
Policy Recommendation
Overall Effects on International Marketing Strategy

From the Paper:

"The two leaders in the Korean automobile industry are Hyundai and Daewoo. Hyundai entered the U.S. market via the traditional route by selling its products through franchise dealers and dedicating itself to quality. They offer a 10-year, 100,000 mile warranty to customers as a way to overcome their quality image problems versus their Japanese competition. Their sister company, Kia Motors enjoyed a sales jump from 160,606 units in 2000 to 247,345 in 2002."

Sample of Sources Used:

• http://wardsauto.com/microsites/newsarticle.asp?newsarticleid=2690920&siteid=26&magazineid=1004&instanceid=8578&pageid=1126&srid=10250
• http://ortsamara.saminfo.ru/School_42/EnglishSite/usageography.htm#geographyusa
• http://www.findarticles.com/cf_0/m3012/3_183/99048978/p1/article.jhtml
• http://www.jdpower.com/presspass/pr/images/2003028afull.gif
• http://www.agilityalliance.com/index.cfm

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