Hyundai Motor's Global Market Strategy

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Abstract

The purpose of this study is to statistically analyze the global market strategies of Hyundai Motor. Our analy-ses first reveal that Hyundai has recorded significant growth during the past five years, and one of the key factors behind that growth is Hyundai's successful exploitation of emerging markets. / When we explore the market strategies of Hyundai in China and India more closely, we identify a common point in that Hyundai launched small vehicles at low prices in both markets. On the other hand, we also find differ-ences regarding market strategies between China and India. Hyundai markets a wide variety of models in China, while it focuses on particular models and pursues economies of scale in India. We also clarify that Hyundai is facing a couple of agendas in both markets. Hyundai has not earned solid brand loyalty in China, meanwhile it seems an im-portant issue for Hyundai how to differentiate its products against those of Maruti Suzuki in India.

Journal

  • 韓国経済研究

    韓国経済研究 11 1-17, 2012-12

    Kyushu Unversity Interdisciplinary Programs in Education and Projects in Research Development (P&P)

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