Hyundai Motor's product positioning strategy in the U.S. market

碩士 === 國立交通大學 === 企業管理碩士學程 === 101 === Being a late entrant in the U.S. market, Hyundai catches the void of entry level car at the beginning of its entrance in 1986. With ‘value for money’ as the product core benefit, Hyundai’s market shares increases from 0.5% in 1995 to 5% in 2011 and becomes the...

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Main Authors: Lin, Yung-Hsun, 林詠珣
Other Authors: Hu, Jin-Li
Format: Others
Language:en_US
Published: 2013
Online Access:http://ndltd.ncl.edu.tw/handle/f6dcz2
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spelling ndltd-TW-101NCTU51211362019-05-15T21:13:33Z http://ndltd.ncl.edu.tw/handle/f6dcz2 Hyundai Motor's product positioning strategy in the U.S. market 現代汽車產品定位策略-以美國市場為例 Lin, Yung-Hsun 林詠珣 碩士 國立交通大學 企業管理碩士學程 101 Being a late entrant in the U.S. market, Hyundai catches the void of entry level car at the beginning of its entrance in 1986. With ‘value for money’ as the product core benefit, Hyundai’s market shares increases from 0.5% in 1995 to 5% in 2011 and becomes the top 7th manufacturers in the U.S. market. When the top automotive manufacturers General Motor, Ford, Toyota, Chrysler and Honda suffers from negative sales growth rate between 2001-2011, Hyundai enjoys the highest growth rate of 85% instead. This paper explores Hyundai Motor’s product positioning in the U.S. market by using Kotler’s ‘Three levels of product’ as conceptual framework. The result shows that Hyundai has ‘future image’ car design based on the ‘fluidic sculpture’ design philosophy. It’s one of the fastest growing brands in the world and well-renowned for its ‘value for money’ image, tallied with its provided core benefit. Compare to other top 5 manufacturers in the U.S. market, Hyundai ranked as number 3 on quality performance, number 4 on service rating, number 2 on affordable price, and top 1 on fuel-economy, safety performance and warranty terms. Additionally, Hyundai grasps the opportunities of 2008 financial crisis by introducing innovative insurances programs like ‘Car Return’ and ‘Assurance Gas Lock’ programs which makes a hit and has an amazing 8.3% sales growth at that time, far greater than the negative industry average rate. In conclusion, Hyundai has ‘price/quality’ positioning and ‘less risk attribute’ positioning in the U.S. Based on the positioning strategies, Hyundai provides affordable but satisfactory-quality car with excellent safety and fuel economy performance, along with the best warranty and innovative car insurance programs. Hyundai successfully creates late entrant advantage and creates its position in the competitive market. Hu, Jin-Li 胡均立 2013 學位論文 ; thesis 45 en_US
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language en_US
format Others
sources NDLTD
description 碩士 === 國立交通大學 === 企業管理碩士學程 === 101 === Being a late entrant in the U.S. market, Hyundai catches the void of entry level car at the beginning of its entrance in 1986. With ‘value for money’ as the product core benefit, Hyundai’s market shares increases from 0.5% in 1995 to 5% in 2011 and becomes the top 7th manufacturers in the U.S. market. When the top automotive manufacturers General Motor, Ford, Toyota, Chrysler and Honda suffers from negative sales growth rate between 2001-2011, Hyundai enjoys the highest growth rate of 85% instead. This paper explores Hyundai Motor’s product positioning in the U.S. market by using Kotler’s ‘Three levels of product’ as conceptual framework. The result shows that Hyundai has ‘future image’ car design based on the ‘fluidic sculpture’ design philosophy. It’s one of the fastest growing brands in the world and well-renowned for its ‘value for money’ image, tallied with its provided core benefit. Compare to other top 5 manufacturers in the U.S. market, Hyundai ranked as number 3 on quality performance, number 4 on service rating, number 2 on affordable price, and top 1 on fuel-economy, safety performance and warranty terms. Additionally, Hyundai grasps the opportunities of 2008 financial crisis by introducing innovative insurances programs like ‘Car Return’ and ‘Assurance Gas Lock’ programs which makes a hit and has an amazing 8.3% sales growth at that time, far greater than the negative industry average rate. In conclusion, Hyundai has ‘price/quality’ positioning and ‘less risk attribute’ positioning in the U.S. Based on the positioning strategies, Hyundai provides affordable but satisfactory-quality car with excellent safety and fuel economy performance, along with the best warranty and innovative car insurance programs. Hyundai successfully creates late entrant advantage and creates its position in the competitive market.
author2 Hu, Jin-Li
author_facet Hu, Jin-Li
Lin, Yung-Hsun
林詠珣
author Lin, Yung-Hsun
林詠珣
spellingShingle Lin, Yung-Hsun
林詠珣
Hyundai Motor's product positioning strategy in the U.S. market
author_sort Lin, Yung-Hsun
title Hyundai Motor's product positioning strategy in the U.S. market
title_short Hyundai Motor's product positioning strategy in the U.S. market
title_full Hyundai Motor's product positioning strategy in the U.S. market
title_fullStr Hyundai Motor's product positioning strategy in the U.S. market
title_full_unstemmed Hyundai Motor's product positioning strategy in the U.S. market
title_sort hyundai motor's product positioning strategy in the u.s. market
publishDate 2013
url http://ndltd.ncl.edu.tw/handle/f6dcz2
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