Competitive Strategy Of Beijing Hyundai

Automotive industry is the crucial part of Chinese manufacturing, and one of the most important Pillar industries of National Economy. With deepening of Chinese economy reform, national economy continuously is improved and people's incomes is enhanced while economy development. According to survey research, automotive consumption would enter into the Period of rapid growth while GDP per capita exceeds USD1000. Currently, Chinese GDP at average already reached up to USD4382, so Chinese automotive consumption will welcome its Golden age of period.Since 2000, under the double driven of investment and consumption, Chinese automotive industry not only got out of the trough, which lasted about 6 years, but also entered into rapid growth. However, global economy plunged into another lower point with global economy crisis in 2008. Negative growth of automotive industry appeared in US, Japan and Germany. No double, Chinese auto manufacture and sales were affected to some extent. But growth rate of production and sales also reached 5.05% and 6.56%. In 2009 and 2010, with the stimulus policy of national economy, Chinese auto industry rebounded and drove global auto manufacturing. Production and sales in 2009 is 13,791,000 units and 13,644,800 units, also 18,264,700 units and 18,061,900 units in 2010, respectively. Both production and sales achieved No.1 in the world. Lots of us are intoxicated with the bright data, but in fact China is only biggest in quantity, instead of manufacturing Giant. Domestics Auto Company is facing both change and chance, the most import task is how to be successful under the unprecedented competition market.Faced with increasingly intense competition, Beijing Hyundai Company feels unprecedented pressure and challenge. Although it achieved great result in the past several years, lots of issues exposed in the operation. Beijing Hyundai is nearly the synonym of joint ventures in low-price products. Cost leadership strategy contribute a lot for rooting in the Chinese market at the initial construction of plant, but Beijing Hyundai is hovering at medium and low market because of unclear brand strategy and weak market call force, which results Beijing Hyundai couldn't enter into high end market and company's growth is bounded. So it is an emergency assignment to make competitive strategy, enhance brand name, and strengthen market competitiveness.Take Beijing Hyundai as a study case, the paper studies roadmap of Beijing Hyundai in the future by integrating the actual status of and future development trend of auto market, and using corporation competitive strategy, marketing and market competitive strategy. Finally suitable competitive strategy for future development is made after analyzing internal and external circumstance, opportunity and threaten, advantage and disadvantage, which Beijing Hyundai is facing now.By using the testament analysis and the standard analysis as the combined research method, the author made In-depth interview with relative colleagues and veterans of auto market. Finally a proposal is presented by combining theory knowledge in MBA studies and more than eight years automotive industry experience, including four years in Beijing Hyundai.