Marketing and Management for Hyundai Motor Company

Running Head: Marketing and Management
hyundai motor company
Marketing and Management

Marketing and Management 1
Table of Contents
Introduction......................................................................................................................................2
Product/brand description................................................................................................................2
Marketing objectives.......................................................................................................................3
Direct competitor brands.................................................................................................................3
Target market...................................................................................................................................4
Positioning.......................................................................................................................................4
Unique selling proposition...............................................................................................................5
Communications..............................................................................................................................5
Brand image.................................................................................................................................5
Non-digital media platforms........................................................................................................5
Digital Media platforms...............................................................................................................6
Communications objectives.........................................................................................................6
Pricing objective..........................................................................................................................6
Pricing related to competitors......................................................................................................6
The value proposition...................................................................................................................6
Conclusion.......................................................................................................................................6
References........................................................................................................................................8

Marketing and Management 2
Introduction
The Hyundai Motor Company is a South Korean Multinational automotive manufacturing
company. Its headquarters is situated in Seoul, South Korea. The company was founded in 1967
and since then, they have made their presence in various parts of the globe. The company is
known as the third largest vehicle manufacturing brand in the globe and deals in various
segments of cars. As per the case study, Hyundai Motor Company has planned to launch a small
SUV brand in Australian market in the name of Kona. The Kona brand appeared in Hyundai
dealerships accompanied by a high visibility marketing communications campaign. Management
of the organization decided to launch Kona in the Australian market by reviewing their past
performance in Australia. Company has a significant sales and market share in Australian
Consumer Passenger Vehicle Market. In relation with the successful launch of the new car in the
target market, promotional campaign will be discussed in this report. Marketing objectives,
primary competitors of the organization, target market of the organization, USPs of the car, etc.
elements related with the marketing and promotion will be discussed in this report so that the
launching of the car would be done in an effective manner (Hyundai Motor Company, 2018).
Product/brand description
As per the case study, Hyundai Motor Company has decided to launch a small SUV in the
Australian market in order to expand their customer base in the small city cars market. Primary
objective behind launching small SUV car is to expand its market share in the Australian market
along with increasing their sales. Kona has been launched to develop a distinctive image in the
market and for making their product unique from its primary competitors. Hyundai’s new small
segment SUV is a five seater car along with the seating capacity; it has a large cabin and boot
space through which outstation trips could easily be planned. Apart from these features, the new
SUV has been launched in both manual and automatic variants along with the option in diesel
and petrol variant. While comparing this car with its competitor’ cars in this segment, Kona has
been found has the most reliable and strongest product. With the help of this car, organization
has planned to cross the 1 million new car sales in one year after its launching date (Hyundai
Motor Company, 2018).