Hyundai Motors Market Reaserch Assignment

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Executive Summary
The study illustrates about Hyundai Motors market reaserch and the value potential to the
customer. The purpose of this empirical research is to provide a 360 degree analysis of the
company that will show Hyunadai’s position in the industry segment. Being a largest
manufacturer inm the world the company’s aims to fulfil the needs of diversified consumers. It is
dominated the automobile market since its incorporation. The objective of this paper is to
evaluate the performance of Hyundai Motors with respect to its stratrgy, operating activity,
financials. The competitive advantage and market segmentation is critically analysed by this
study.

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Table of Contents
Introduction......................................................................................................................................4
2.1 Overview of the company..........................................................................................................4
Evolution of Hyundai Motors..........................................................................................................4
2017.................................................................................................................................................4
2018.................................................................................................................................................4
2019.................................................................................................................................................5
Key Milestone..................................................................................................................................5
2.2 customer profile.........................................................................................................................5
Target Market..................................................................................................................................5
Customer..........................................................................................................................................5
Market segmentation.......................................................................................................................6
Demographic segment.....................................................................................................................6
Economic segment...........................................................................................................................6
Social segment.................................................................................................................................6
VRIO framework.............................................................................................................................6
Valuable...........................................................................................................................................7
Rare..................................................................................................................................................7
Imitable............................................................................................................................................8

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Organization....................................................................................................................................8
2.3....................................................................................................................................................9
Corporate strategy............................................................................................................................9
Corporate Strategy-........................................................................................................................10
Business Strategy...........................................................................................................................10
Functional strategy.........................................................................................................................10
Path of Hydrogen fuel cell vehicles development.........................................................................11
Growth strategies...........................................................................................................................11
2.4 Financial profile.......................................................................................................................12
Key financial ratio.........................................................................................................................12
2.5 Operating model......................................................................................................................13
Resources.......................................................................................................................................13
Values............................................................................................................................................13
Cost Drivers...................................................................................................................................13
Value chain analysis......................................................................................................................14
Conclusion.....................................................................................................................................14
Reference.......................................................................................................................................15
Appendics......................................................................................................................................16

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Introduction
2.1 Overview
The Hyundai Motor Company is popularly known as Hyundai motors. It is based on
South Korean multinational automotive manufacturer which has the heradquarter in Seoul. The
company was established 1967 along with its own 32.8% subsidiary Kia Motors and its 100%
possessed luxury subsidiary Genesis Motoros. The company is the third largest manufacturer in
the world.
Evolution of Hyundai Motors
Hyundai has been a best forntline modern car design and manufacturing for the decades..
The company has a technological innovation in their history. It has not developed merely for the
sake of evolution. (Nunes, Vaccaro & Júnior, 2017).
2017
Future mobility at CES 2017 in three directions has announced
Formed alliance for development of fuel cell cars
2018
Successed in autonomus driving
New Veloster model launched

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2019
Hyundai Veloster N race car debut at the north American International Auto show
Being the larges mobility service provider Ola, Hyundai KIA invested $300 million in India
Key Milestone
Hyundai Kona and Kona Electric CUV won prestigious 2019 North American utility vehicle
(Jeong, 2015) of the year
Hyundai all new Santro received best of 2018 award
2.2 customer profile
Target Market
The marketing strategy taken by Hyundai is differentiated marketing (Zhang, Joseph &
Subramaniam, 2015). Middle income to upper income professionals inviduals is the the primary
customer targert of Hyundai. Those people who really need value of their money and want a
comfortable ride in the city condition. Concerning about the secondary targeted market is for
college students specially who needs style and speed.
Customer
The company has set up a customer centric smart service which helps to increase the
credibility of the post sale services.