The document summarizes Hyundai's marketing strategies over time. Initially, Hyundai faced problems in the market due to low quality, lack of adaptation to the US market, and poor customer service, giving it a negative brand image. Its early strategies focused on low prices, quality improvements, and competitive warranties. More recently, Hyundai has targeted higher-income American consumers and developed luxury vehicles while maintaining reasonable prices. It also emphasizes customer-centered marketing and developing its brand image to compete with luxury brands.

1. Group 4 윤재연/박윤지/김가연

2. Contents_
Initial Market
Marketing New
Hyundai & Analyzing
Strategy Marketing
Why Hyundai • Faced Problems
• Competitors
in Early Stage Strategy

3. Hyundai & Why Hyundai

4. Hyundai & Why Hyundai

5. Initial Market Analyzing: Faced Problems
Selling Amount
3000000
2,603,000
2000000
1,608,000
1000000
0
1986 1987 1990
Low Quality + Less Adaptation + Bad Service
Negative Brand Image
High Claim from consumer

6. Initial Market Analyzing: Competitors
Detroit (GM,Ford,Chrysler) TOYOTA & HONDA
Brand Image “Keep America Rolling" “Where do you come from?”
Price Policy Incentive & Cash rebate Premium
Top-Selling Product
Truck and SUV Compact Car
Category
Hyundai,
find a new way

7. Marketing Strategy in Early Stage
S T P
Excel Elantra Sonata
25~35 age
40~50 age
S Young Couple Highly educated woman
Major city citizen
$30,000 yearly income
T Low income Middle-upper class Upper class
P Low Price Best Value Luxury Brand Car

8. Marketing Strategy in Early Stage
PRODUCT
Quality
Management
“100 Brand in the World”

9. Marketing Strategy in Early Stage
Price
Market
Penetration
Strategy
Low Price Policy
1986, HYUNDAI , EXCEL

10. Marketing Strategy in Early Stage
Promotion
Warranty

11. Marketing Strategy in Early Stage
Promotion
Warranty
2 years / 24,000 miles

12. Marketing Strategy in Early Stage
Place
Glocalization
System
Alabama Factory in Montgomery

13. “The Car Good Value for Money”
“The Dream Car for Someone”

14. New Marketing Strategy
S American middle class
10 million dollar yearly
income or more
T Consumer
Interested in purchasing car
P Dream Car with
High Safety, Quality, and
Luxury Performance

15. New Marketing Strategy
PRODUCT
Quality
Management
Emotional
Management
EQUUS
Various & more comfortable interior

16. New Marketing Strategy
Price
Reasonable
Price Policy
$20,000
20,000,000

17. New Marketing Strategy
Promotion
Customer
-centered
Marketing
Emergency Service
Warranty Hyundai Assurance Program
Race Game in
New York
Youth
Times Square
Marketing

18. New Marketing Strategy
Place
Selling
through
Dealers

19. Evaluation
Develop Make Hyundai’s Upgrading itself
Brand Image with key message to be a dream car
High Spec like BMW “JOY”

20. Thank you 