Marketing Strategy of Hyundai

Page Count: 6
Length: 1394 Words

This research analyzes the marketing strategy of Hyundai Auto America. Hyundai Auto America is the marketing subsidiary of Hyundai, Ltd. (Korea) in the United States. Marketing strategy consists of two components target market selection, and marketing mix determination (Murphy, Ellis, & Kinnear, 1985, p. 54). The results of this analysis are presented in separate discussions related to target market and marketing mix.

The first Hyundai automobiles were sold in the United States in 1986 (Rowand, 1988, p. 1). The model initially marketed in the United States, was the Excel, which carried a sticker price of $4,995. This price, in 1986, placed the Excell $742 below the average prices for its lowest priced subcompact competitors, which were (1) the Honda Civic, (2) the Toyota Tercel, (3) the Nissan Stanza, and (4) the Ford Escort.

The target market for the Excel in the United States is comprised of a variety of population segments. First, the Excel targets the automobile consumer who demands a low acquisition price. The reason behind such a demand (conservative in spending habits, low to moderate income levels) is not as significant as is the fact that a low acquisition price is demanded. The second and third characteristics which describe the Excel target market are demands for (1) reliable transportation, and (2) economy of operation. Lastly, the Excel targets the automobile consumer who values economy and reliability over luxury an

Read the full essay by joining our writing community - over 32,000 professional essays and term papers. Access this essay now!

Category: Business - M

Some common topics found in the essays are:

Excel United, Excel American, Sonata American, Hyundai's American, Sonata Hyundai, Excel Hyundai, Kenzie Hyundai's, MIX Marketing, Cole Nakarmi, Price Excel, target market, marketing mix, american automobile, auto america, american market, cole nakarmi, hyundai auto america, cole nakarmi 1988, nakarmi 1988, hyundai auto, sonata american market, gawronski 1989, moving direction, nakarmi 1988 63, targets automobile consumer,

Click Here to Get Instant Access to over 32,000 Professionally Written Papers!!!