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 branding IN CHINA It was a hot summer morning in August 2006, and Mr. J.M. Noh, president of Beijing Hyundai Motor connection (BHMC), was in his site in Beijing, China. He was preparing for a every quarter ancestry criticism meeting, to be held at the end of the calendar month at Hyundais Korean headquarters. He was troubled by the slow sales of NF Yu Xiang, the that topical anaestheticly 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 antedate years had brought awesome success to the company, 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 loca l 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 claim of Hyundai and Kia in China. The Hyundai brand still had significant manner for advantage in converting consumer awareness into brand consideration in the obtain process. These were the same issues facing Mr. H.K. lee, president of Dongfeng Yueda Kia (DYK), in Shanghai. DYK was a occasion 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 progressive 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 t! o present cover plans to...If you want to get a full essay, order it on our website: OrderCustomPaper.com

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