MKT601 Contemporary Marketing

Running head: DIGITAL MARKETING MANAGEMENT
DIGITAL MARKETING MANAGEMENT
Name of the Student
Name of the University
Author Note

DIGITAL MARKETING MANAGEMENT1
Abstract
The report is based on the analysis of digital marketing based activities which are performed
by a modern organization. The company which has been considered for the analysis is
Hyundai Motors. The ways by which Hyundai Motors has developed strategies in order to
connect digitally with the customers has been analysed in the report. On the other hand, the
tools which are used by the organization in order to conduct digital marketing activities are
also analysed The strengths and the weaknesses of the strategies have been discussed in the
analysis. The report has been concluded by providing recommendations based on the ways of
improving the digital marketing activities.

DIGITAL MARKETING MANAGEMENT2
Table of Contents
Introduction....................................................................................................................3
Discussion based on digital marketing activities of Hyundai Motors............................3
Two market segments which are targeted by Hyundai and the positioning strategy.3
Analysis of digital marketing techniques and tools...................................................4
Three strengths and weaknesses of digital marketing strategy..................................6
Conclusion......................................................................................................................6
Recommendation............................................................................................................7
References......................................................................................................................8
Appendices...................................................................................................................10
Appendix 1...............................................................................................................10
Appendix 2...............................................................................................................10

DIGITAL MARKETING MANAGEMENT3
Introduction
The Hyundai Motor Company operates in the automobile based industry of South
Korea which has its headquarter in Seoul, South Korea. The organization was established in
the year 1967 along with the 32.8% subsidiary which is owned by Kia Motors. Hyundai
Motor Group has thereby become the third largest manufacturer of vehicles in the world. The
largest and integrated automobile manufacturing based facility is thereby operated by
Hyundai which is located in Ulsan, South Korea. More than 70,000 people are employed in
the operations of Hyundai in different areas of the world (Hyundai.com., 2018). The vehicles
of Hyundai are further sold in greater than 190 countries with the help of 5000 showrooms
and dealerships.
The report will be based on the analysis of digital marketing related activities which
have been performed by Hyundai in the automobile industry. The techniques and tools which
are used by the organization for digital marketing will be analysed along with the strengths
and the weaknesses of the strategy based on digital marketing as well. The report will further
be able to provide effective recommendations based on improvement of digital marketing
strategy of Hyundai Motors.
Discussion based on digital marketing activities of Hyundai Motors
Two market segments which are targeted by Hyundai and the positioning strategy
The segmentation based process has been implemented by Hyundai Motors which is
helpful for the company to maintain its position in the industry with the help of effective
products. The organization has thereby implemented psychographic and behavioural
segmentation process in order to divide the market into different homogenous groups. The
groups which are developed by the organization as a result of segmentation are based on