경영학 현대자동차의 고급 브랜드 진출 전략(영문)

경영학 현대자동차의 고급 브랜드 진출 전략(영문)

[경영학] 현대자동차의 고급 브랜드 진출 전략(영문).pptx

목차 Hyundai Motors Case Where is Hyundai located? Hyundai's Active Waiting Hyundai in USA Hyundai's growth in US Mid-luxury Price Range Auto Industry in the future Hyundai as Active Waiting Discussion Questions Hyundai's Golden Opportunity? Is it actively waiting? 본문 Hyundai Motors Case Hyundai's luxury brand? Thinking about creating a luxury brand to compete directly with Toyota Motor Corp. s Lexus and other upscale makers. This is not a first attempt Studied launching a luxury brand in 2008 Decided not to create luxury branch What made changes to their thinking? Hyundai's Active Waiting Same question in 2008 Relatively low brand image to go high-end High initial investments for luxury division Global economic crisis So, they waited While they are waiting Cost structure improvement Reduced cost by platform/powertrain sharing Self-developed key components(e.g. transmission) Reputation building Kept on their quality mgmt. Marketing strategy targeting high earners 키워드 현대자동차, 브랜드, 고급, 진출, 자동차