Analysis of Marketing Strategy and Successful Leadership in a Case of Hyundai Motor Company

Abstract

Hyundai leads the automobile industry and has made very positive contributions to the overall achievements of economic and social values. Kang et al (2014) pointed In constructing global marketing strategy, Hyundai Motor’s vision is "Lifetime partner in mobility and beyond" and its goal is global top 3 brand by year 2015 through modern premium brand image and selling 5 million vehicles. The target brand positioning of Hyundai Motor is the leading position in premium dimension and stylish/modern dimension. The global brand strategy framework is based on the brand direction of "Modern Premium" and is designed to deliver core brand identity (i.e., Simple, Creative, Caring) to customers. Its marketing strategy shows us: - Hyundai's product strategy is to standardize technical standards with the ambition of being a global product, ensuring the best quality, aiming at the recognition of the value of the customer's product, satisfying the customer's needs. On the other hand, Sale activities is placed at showrooms, though sale agents, and sale person team. Beside, according to the results of quantitative research, in a multi-factor model, we would suggest the government, Ministry of Finance and State Bank: control inflation properly, and firm management control cost properly (as reduction in cost and CPI will cause net profit to increase).