Case Study

For Evaluation Only. Copyright (c) by VeryPDF.com Inc Edited by VeryPDF PDF editor in chief Version 2.6 PAUL Y J KIM HYUNDAI AND KIA: AUTOMOBILE branding IN CHINA It was a hot summer sunrise in August 2006, and Mr. J.M. Noh, president of Beijing Hyundai Motor come with (BHMC), was in his site in Beijing, China. He was preparing for a every quarter profession criticism meeting, to be held at the end of the calendar month at Hyundais Korean headquarters. He was troubled by the slow gross revenue of NF Yu Xiang, the that local anestheticly scoreed premium sedan in the associations portfolio. Since its launch in September 2005, sales of NF Yu Xiang had remained disappointingly low. In contrast, the four international brands launched in forgo years had brought awesome success to the company, elevating BHMC quickly to the position of fourth-largest auto manufacturer in China. Noh was wondering whether the obscure sales of NF Yu Xiang had resulted from prob lems in local branding. He recalled his meeting with Hyundais planetary marketing officer, Mr. J.W. lee, at the Korean headquarters two weeks before. They had talked about the brand provide1 involve of Hyundai and Kia in China. The Hyundai brand still had significant manner for benefit in converting consumer awareness into brand consideration in the acquire process.

These were the same issues facing Mr. H.K. lee, president of Dongfeng Yueda Kia (DYK), in Shanghai. DYK was a spliff venture of Hyundais sister company, Kia Motors, with two Chinese partners. Lee was stunned by the drastic sales decline of his top-selling brand, Tianlima, a locally! branded compact car. The companys forward-looking launch, Cerato, had quickly cannibalised the sales of Tianlima, resulting in limited overall business growth. The weak power of the Kia brand, lagging considerably behind its Chinese competitors, as shown in the brand power study, demanded his immediate attention. At the upcoming company board meeting in Shanghai, he would have to present cover plans to...If you want to get a full essay, order it on our website: OrderCustomPaper.com

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