Study On Hyundai Motor Company’s Marketing Strategy Integration In China

Hyundai Motor Company (HMC) entered the Chinese market in2002, but in just nine years Beijing Hyundai Motor Company (BHMC) has created a one miracle by virtue of "Hyundai Quality" and "Hyundai Speed". Now with the growing of Chinese auto market, Beijing Hyundai has also proposed the goal of "Hyundai Brand" and "Hyundai Customer" In addition, the company has proposed a restructuring of market segmentation, which is placed in the new business subject of Beijing Hyundai which will directly determine the prospects for the development of Beijing Hyundai in China.This research paper draws on the Beijing Hyundai Motor Company as a case study. It carries out a detail analysis of Beijing Hyundai’s external, internal environment and competition environment in the industry. The paper applies the STP Theory to analyze Beijing Hyundai’s market Segmentation, Targeting and Positioning. The results show that Beijing Hyundai targets the economy car market, entry midsize car market and middle high-class car market in China. Beijing Hyundai has placed focus on the development of the middle high-class car market in the next five year forecasting that by2017this market will account for50%of sales share.Consumers have different consumption patterns on the different target markets. Marketing strategy should be based on the characteristics of consumers to develop a specific marketing strategy mix. According to the characteristics of Beijing Hyundai’s economy, entry midsize and middle high-class market, I used4P,4C and4R theory to develop a marketing strategy model for these markets. The model reflects a shift from the economy class to the middle high-class market as well as from product-oriented to competition-oriented.Beijing Hyundai Motor Company has made great achievements in the economy and the entry midsize market. However the middle high-class market is the weak link and is also the market where future development will be focused on. This paper combined Beijing Hyundai’s actual development and proposed the recommendations of the Beijing Hyundai’s middle high-class marketing strategy mix. This study seeks to provide some theoretical reference for the development of Beijing Hyundai. Furthermore, by introducing the Beijing Hyundai’s development experience, this paper hope to provide some reference for the development of China’s domestic car brands.