Case Study

For Evaluation Only. Copyright (c) by VeryPDF.com Inc Edited by VeryPDF PDF editor program Version 2.6 PAUL Y J KIM HYUNDAI AND KIA: AUTOMOBILE stigmatization IN CHINA It was a baking summer morning in August 2006, and Mr. J.M. Noh, hot seat of Beijing Hyundai drive Company (BHMC), was in his station in Beijing, China. He was preparing for a quarterly business rebuke conflux, to be held at the barricade of the month at Hyundais Korean headquarters. He was troubled by the slow gross gross gross revenue of NF Yu Xiang, the that locally scoreed premium sedan in the associations portfolio. Since its engross in September 2005, sales of NF Yu Xiang had remained disappointingly low. In contrast, the quartette international snitchs launched in forgo years had brought awesome achievement to the participation, elevating BHMC quickly to the position of fourth-largest carmaker in China. Noh was wondering whether the obscure sales of NF Yu Xiang had resulted from problems in local distinguishing. He recalled his face-off with Hyundais planetary selling officer, Mr. J.W. lee, at the Korean headquarters dickens weeks before. They had talked about the brand provide1 cultivation of Hyundai and Kia in China. The Hyundai brand exempt had significant manner for gain in converting consumer awareness into brand consideration in the buy process.

These were the same issues facing Mr. H.K. Lee, president of Dongfeng Yueda Kia (DYK), in Shanghai. DYK was a conjunction venture of Hyundais babe company, Kia Motors, with two Chinese partners. Lee was kayoed 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, fall behind 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 ingest to present cover plans to...If you fate to get a unspoiled essay, order it on our website: Orderessay

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