KIA MOTORS MARKETING

KIA Motors Marketing

Table of Contents

Executive Summary2

Introduction3

Discussion and Analysis4

Introduction of KIA motors4

Modern marketing theory4

Unsuccessful marketing strategies in the past4

Wonderful strategy : sports marketing4

Marketing paln for the next 3 years4

Conclusion4

References4

KIA Motors Marketing

Executive Summary

It is very important for enterprises to target the right market, set up effective marketing strategies and make marketing innovation through overall analysis of rivals, current enterprise marketing conditions and market needs and wants under the heated competition of domestic car market (Gan,2006). KIA Motors, founded in December 1944, which is one of the South Korea's oldest car manufacturers, is a part of Hyundai Group now. It has a completed production line of passenger cars and commercial vehicles, a factory about 4 million square meters and an annual output of 1 million cars. After the change of marketing strategy and making full use of sports marketing, South Korea's Hyundai KIA Automotive Group's ranked from 10th in 1999 to a global rise to fifth in the world. KIA blended two kinds of sports marketing perfectly. Firstly, they used sports product marketing itself as one of the patterns. Secondly, they used sporting events as a carrier for non-sports product marketing and brand communications, and further, they combined the enterprise idea with a "Passion beyond the Dream”. This essay takes the KIA motors as an example, analyzes the unsuccessful marketing strategies in the past and wonderful strategy of sports marketing. Then it gives some marketing plans.

Introduction

Car has become a sophisticated high-tech products rather than just a travel mode of transport. It has become a mobile living space, representing the pursuit of quality of life and people now enjoy the spiritual and the experience very much. Therefore, in today's automotive business activities, the company should pay more attention to customer experience. As experience as an essential component of customer value, good experience is the leverage to measure the goods or services value. That is to say, only good marketing strategies can defeat competitors. So it is very important for enterprises to target the right market, set up effective marketing strategies and make marketing innovation through overall analysis of rivals, current enterprise marketing conditions and market needs and wants under the heated competition of domestic car market (Gan,2006).Recently, Hyundai KIA Automotive Group announced that Group's global investment would be total 10.5 trillion (about 9 billion U.S. dollars) in 2010, up 12%, which re-established the highest investment record of the company. The new investment program will be mainly used in new energy-related R & D and factory hardware facilities (Zhu, 2005).This essay takes the KIA motors as an example, analyzes the unsuccessful marketing strategies in the past and wonderful strategy of sports marketing. Then it gives some marketing plans which are network marketing, community marketing, culture and arts marketing and environment marketing for the next 3 years.

Discussion and Analysis

Introduction of KIA motors

KIA Motors, founded in December 1944, which is one of the South Korea's oldest car manufacturers, is a part of Hyundai Group now. It has a completed production line of passenger cars and commercial ...