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With the introduction of the Sonata to the American market, Hyundai Auto America began to market its products in this country to two target markets. Industry analysts said, before the introduction of the Sonata, that Hyundai could not afford to continue as a one model car company in the United States (Gadacz, 1988, p. 2).
Marketing mix consists of the combination of variables of the Four Ps of marketing for a particular product, and a particular target market (Kotler, 1980, p. 88). The Four Ps of marketing are (1) product, (2) price, (3) place, and (4) promotion. Hyundai's marketing mix is discussed separ
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