...Using sports marketing to engage with consumers: A Kia Motors case study Introduction Today’s consumers have higher expectations than ever before. Dramatic improvements in media, communication and transport have made the world’s economy more connected. Products developed in one country have become increasingly attractive in other parts of the world. However, entering markets in other parts of the world is not an easy task. Entrants face many different challenges as they try to develop their brand profile. This is especially evident in mature markets like the UK car market. This market has a number of long established brands. The awareness and brand loyalty that exists for established brands form a barrier to entry for new organisations. This case study illustrates how Kia , a South Korean motor company, has used sports marketing to develop its brand identity in the European motor market. The Kia Motors Corporation, based in South Korea, has 12 manufacturing and assembly plants and subsidiaries in 165 countries around the world. Globally the Hyundai Kia Group is now the fourth largest car company in the world. Kia Motors UK has more than 166 dealerships. It also has plans to grow the network to support the increasing demand. Kia is a relatively new entrant to the UK car market. However, it has become more well known in recent years. Kia does not have the same level of brand heritage in the UK as it does elsewhere in the world. Kia aims to overcome this through its massive...
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...This is especially evident in mature markets like the UK car market. This market has a number of long established brands. The awareness and brand loyalty that exists for established brands form a barrier to entry for new organisations. This case study illustrates how Kia, a South Korean motor company, has used sports marketing to develop its brand identity in the European motor market. The Kia Motors Corporation, based in South Korea, has 12 manufacturing and assembly plants and subsidiaries in 165 countries around the world. Globally the Hyundai Kia Group is now the fourth largest car company in the world. Kia Motors UK has more than 166 dealerships. It also has plans to grow the network to support the increasing demand. Kia is a relatively new entrant to the UK car market. However, it has become well known in recent years. Kia does not have the same level of brand heritage in the UK as it does elsewhere in the world. Kia aims to overcome this through its massive ambition and plans for growth in the European market. Developing brand identity To support this growth plan, Kia has to develop its brand identity. In the past Kia has competed mainly on price, using a competitive pricing strategy. The challenge for Kia has been to increase awareness of its brand within European markets. Alongside this it has created positive perceptions of its products through high profile sponsorship deals. It wants consumers to view the brand as a...
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..._____________________________________________________________________ BE200 TMA01 Summer 2013 - Cut-off date: Please read these instructions carefully. However, contact your tutor in case of any difficulties with the instructions. You should submit your completed assignment to your tutor to arrive no later than the cut-off Date Please use standard A4 size paper for your TMAs. Your name, personal identifier, course and assignment numbers must appear at the top of each sheet. Please leave wide margins and space at the end of each sheet for tutor comments. It is better to use double spacing so that you can easily handwrite corrections to your drafts and tutors have space to help and support you with your points as you make them. Start each question in the assignment on a new page. Completing and sending your assignments When you have completed each of your TMAs, fill in an assignment form (PT3), taking care to enter correctly your personal identifier course and assignment numbers. Each TMA and its PT3 form should be sent to your tutor with your name, address and personal identifier written on the back of the envelope. Keep a copy of your TMA for security. The copy that is eventually returned to you after the assessment process will have comments written on it. All assignments are treated in strict confidence. It is very important that you ensure that your tutor receives each assignment by the cut-off date given. If you feel that you are unable to meet the cut-off...
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...Question one The KIA motors corporation, based in South Korea, has 12 manufacturing and assembly plants and subsidiaries in 165 countries around the world. Kia motors UK has more than 166 dealerships. It also has to grow the network to support the increasing demand. Kia is relatively new entrant to the UK car market. Kia does not have the same level of brand heritage in the UK as it does elsewhere in the world. (Hillary, 2006) Entering markets in other parts of the world is not an easy task. Entrants face many different challenges as they try to develop their brand profile. This is especially evidence in mature markets like the UK car market. This market has long established brands, the awareness and brand loyalty that exist for established brands from barrier to entry for new organizations. (Kwan, 2004) The challenge for KIA has been to increase the awareness of its brand within the European market in specific UK, she want the consumer to see to view the brand as a manufacturer of cars of great quality and design. To support this growth plan, Kia has to develop its brand identity. (Kwan, 2004) Furthermore, Kia ready to do a strategy and plan to keep forward in the market and build its private brand, So it look what people want and the new generation Kia it is a sport car and cool so its object for the middle ages and to promote it should make alliances with large sports markets to attract the new audience. To do this harnessed the power of sports marketing to influence consumers’...
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...and Treat that points out the core issues about the company’s position on it’s operation. It “serves as a catalyst to facilitate and guide the creation of marketing strategies that will produce desired result” O.C. Ferrell, Michael D.,George h and David l (1999) using the SWOT analysis organizations can examine the various factors both internally (Strength and Weakness) and Externally (opportunities and treats) to improve business performance. The analysis will be used to “quickly overview the business strategy” Jobber and Ellis-Chadwick, (2013). Swot Analysis provides a core information on the business organization not only the marketing aspect but also other components that contribute and affects the success of it’s business operation, Management can prepare itself for taking proper course of action in identifying marketing objectives and designing core strategies and gain competitive advantage in breaking the market. Marketing Audit Organizations develop a plan of action through which they proceed with their business operation, in order to assess their past performance, current position in the market as well as where they want to be in future operations. One of the tool that can answear these issues are to have an internal and external audit. ” The marketing audit is a systematic examination of a business’s marketing environment, objectives, strategies and activities, with a view to identifying key strategic issues, problem areas and opportunities’ Jober and Ellis Chadwick...
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...Kia Thunder Rewards Zone The traditional promotion mix has four components: Advertising, Publicity, Sales promotions, and Personal selling. These four components are used together by a company to market their materials. The success of utilizing the promotion mix well can make or break a company’s promotional campaign. Although all components play a part in the campaign, one or another component may be used more extensively depending on the product or material being marketed. Living in Oklahoma for 12 years now, I have become pretty familiar with the sporting events and local teams. In 2008, the Seattle Supersonics were sold to Clay Bennett and then moved to Oklahoma City with a new name: Thunder. Since the move, the Thunder has become one of the more popular teams around the NBA and their fans fill the stadium almost every home game. Selling tickets to a Thunder home game is not a hard task but the promotion staff still comes up with ways to entice the public. An ongoing promotion the Thunder does before every home game is the Kia Thunder Rewards Zone. Kia is sponsoring the Kia Thunder Rewards Zone which allows 200 seats to be given away and sold to 100 lucky customers before every home game. This is a great promotion because every home game, even against the Lakers, Heat, Celtics, etc. will have the giveaway. Regardless if the game is sold out or not, fans can come to the arena up to 3 hours before the game and register for a pair of tickets. ...
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...Executive summary This project is about the strategic Analysis of Pak Suzuki Motor Company. During the project, we have done the detailed study of Pak Suzuki Motor Company Limited like their company profile, mission, vision and corporate values. Then we observe the some of the major products manufactured and assembled by the Pak Suzuki Motor Company limited which includes SWIFT, LIANA, CULTUS, MEHRAN, APV etc… With the help of Internal and External analysis, we have sorted out some of their strengths, weaknesses and the opportunities and threats prevailing in the market. Also the PEST analysis was conducted to observe the external factors that may influence the performance of the company. Further we have developed a marketing mix (product, price, place and promotion) which enable us to form tactics which to be used to make up the strategy that will be aimed at the target market and will help them to achieve their marketing objectives. With the study of Pak Suzuki Motor Company Limited, we have learned that they are doing well in the Pakistani market and are leading market shareholder. They are producing Cars at affordable prices for the low income to middle income people. But they are unable to compete with Corolla and Honda in Luxury and semi-luxury cars. They need product development strategy to follow so they tried to get into the Honda and Corolla market by introducing Suzuki LIANA but that couldn’t make its space. Now they have again tried that by launching Suzuki...
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...The Company: Due to poor marketing and product innovation, Saturn has suffered loss in past. They used poor marketing strategies in the past, which ultimately resulted in its poor status in the automotive industry. Due to lack of sales, Saturn promised they will soon introduce an all-new lineup of vehicles that includes a midsized sport sedan, an eight-passenger crossover vehicle, a two-seat roadster, a new compact, and a hybrid SUV. Having anticipated the brand's new beginning for years, Saturn is now owned by Penske organization to give it a fresh start from the scratch. Saturn put significant resources into Customer research and product development. The first Saturn cars were made from scratch, they used slogan which said “A different kind of car”, “A different kind of company." without any commitment to the GM and suppliers. Their new goal was to produce one and only high-quality vehicle, which would be known for safety ant innovative features, which will grab consumer’s attention and it, would satisfy the customers in this competitive and fast growing industry. At GM an internal project was to build affordable, high-quality, small car to compete with the imports. The car itself was designed to be adaptable to changing consumer preferences, whereas older cars depend on exterior panels for the look of the car but Saturn structurally based their product on a strong structural strength. The new brand focused on employee and customer relations and it also focused on social...
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...TermPaperWarehouse.com - Free Term Papers, Essays and Research Documents The Research Paper Factory * Join * Search * Browse * Saved Papers ------------------------------------------------- Top of Form Bottom of Form * Home page » * Business and Management Principle Of Marketing In: Business and Management Principle Of Marketing Assignment # 5 Product, Price, Distribution, and Promotion HSA 505 Health Service Marketing Strayer University Spring 2011 June 12, 2011 You have recently been hired as the Vice President of Marketing of a hospital in your geographical area. It has been determined that specialization will be the direction the hospital will take. You have been asked to research options for regional specialization that will result in a higher profit margin for the hospital. Ultimately, the hospital will adopt only one specialty. 1) Identify a specialty that fits for your geographic area and justify your selection. If I was the Vice President of Marketing, after further research, I believe that the medical specialty that we will be venturing into would be the area of orthopedics. The research process should consist of correct data from the demographics of the area. The specialty of orthopedic was chosen because the area is infested with young athletic teams and schools. It also has a very large population of elderly people who have a very difficult managing their pain. Due to the heavy amount of athletic population, we...
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...AnnuAl RepoRt 2011 _ In 2011, we responded the way smart companies should in the face of the continuing global economic crisis by aligning our resources to meet the evolving needs of our customers and lead market changes. As a result, we achieved excellent results despite the challenging business environment by recording 2.478 million units in global retail sales, which is an 18.6% increase from the previous year. Kia Motors has consistently driven toward a better future through global management, design management and sustainable management. And now we are paving the way toward the future of mobility and greater value for all of our stakeholders. Contents 02~08 16~25 26~37 financial Highlights 02 & 2011 at a Glance Chairman’s message 06 Vice Chairman’s message 08 our PerformanCe Domestic Business Performance 18 overseas Business Performance 20 Global awards List 24 our strenGtHs Design management 28 Branding 32 marketing 34 2011 new models 36 38~47 48~121 our future research & Development 40 Global r&D network 44 eco-friendly models 46 & Concept Cars financial review 48 Product Line-up 114 Company History 116 Board of Directors 118 Global network 120 finanCiaL HiGHLiGHts 2011 2010 2009 2008 2007 30,255,179 26,275,144 25,962,876 25,583,550 19,461,002 3,934,169 2,914,146 2,792,286 1,408,847 1,156,943 Current assets 11,075,187 9,763,671 11,208,990 ...
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...Marketing Project Table of Contents 1.0 Executive Summary ...................................................................................................................................... 2 2.0 Situation Analysis .......................................................................................................................................... 3 2.1 Market Summary ....................................................................................................................................... 4 2.1.1 Market Demographics ......................................................................................................................... 7 2.1.2 Market Needs ....................................................................................................................................... 12 2.1.3 Market Trends...................................................................................................................................... 13 2.1.4 Market Growth ..................................................................................................................................... 16 2.2 Competition .............................................................................................................................................. 18 2.3 SWOT Analysis ............................................................................................................................................. 23 2.3.1 Strengths ....................
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...ANSWER TO QUESTIONS: 1. How would a consumer’s level of involvement, need for cognition, and level of information search affect the purchase of a new car? THEORY: The consumer buying decision process is a five-stage purchase decision process which includes problem recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation. The problem recognition occurs when a buyer becomes aware of a difference between a desired state and an actual condition.After the consumer becomes aware of the problem or need, he or she searches for information about products that will help resolve the problem or satisfy the need. Repetition, a technique well known to advertisers, increases consumers’ learning. Repetition eventually may cause wear-out, meaning consumers pay less attention to the commercial and respond to it lessfavourably than they did at first. A successful information search within a product category yields a consideration set (aka evoked set), which is a group of brands that the buyer views as possible alternatives.Purchase selection is based on the outcome of the evaluation stage and other dimensions.After purchase, the buyer begins to evaluate the product to ascertain if the actual performance meets expected levels. Cognitive dissonance is a buyer’s doubts that arise shortly after a purchase about whether it was the right decision. REALISTIC: During the daily using a car or a public transportation, he will realize if he need to buy a new...
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...Promotional and Advertising Strategies Abstract The automotive industry is a multi-billion industry. The dawn of the twentieth century witnessed the beginning of the automobile industry.entrpernuers in the United States and Europe made the first prototypes of vehicles by the end of the nineteenth century. Since then entrepreneurial activities has been booming in the industry that has been motivated by competition among car manufacturers. Competition in the automotive industry inspired the introduction of innovative promotional strategies, marketing strategies, pricing and consumer-oriented promotional strategies. This paper researches on the automotive industry, taking note of leading companies in their respective product category, their marketing strategy, consumer-oriented promotional strategies, their pricing and the leading companies within the product group. This paper also recommends ways in which companies I the automotive industry could use marketing information to gain competitive advantage and to differentiate itself in the marketplace. Effective advertising strategies for automotive companies will also be mentioned. Introduction Automotive industry started in the 1890’s as a result of the domestic market and the introduction of mass production in the automotive industry that rapidly revolutionized the industry into the largest in the world (McAlinden, Sean & Bernard 2005). The industry began in the United States but was quickly overtaken by Japan that emerged as the largest...
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...St. John’s University Graduate Student Managed Investment Fund Presents: Tesla Motors, Inc.: TSLA Analysts: Rutvig Bhatt (rutvig@gmail.com) Yanchen Liu (yanchen.liu12@stjohns.edu) Gaoting Liu (liugaoting@gmail.com) Kevin Shanker (kevin.shanker05@stjohns.edu) Share Data: Fundamentals: Price 5/7/14: $201.35 GAAP EPS (FY Dec’13): -0.62 Market Cap: $24.80B E[EPS2015]: 1.83 52 Week Range: $63.69 – $265.00 Beta: 1.10 1 Contents 1. Executive Summary……………………………………………………3 2. Company Overview……………………………………………………3 3. Industry Analysis………………………………………………………8 3.1 Industry Overview…………………………………………………9 3.2 Analysis of Competitive Forces – Porter’s 5 Forces………………9 4. Fundamental Analysis………………………………………………..11 5. EPS Forecast………………………………………………………….24 6. Relative Valuation Model…………………………………………….29 7. Absolute Valuation…………………………………………………...32 8. Risk Factors…………………………………………………………..35 9. Conclusion and Recommendation……………………………………38 Reference………………………………………………………………..39 2 1. Executive Summary BUY recommendation based on our relative valuation model, EPS forecast, and absolute valuation model (for 7% or higher constant growth rate) : The average price estimate is $294.98，compared to the current stock price of $189 as of 5/13/14 . It shows that Tesla is undervalued. According to our result of absolute valuation model, Tesla can be priced between $92.88 and $304.87, depending upon the constant growth rate of free cash flows after...
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...A. INTRODUCTION Ford Motor Company started out with Henry Ford’s passion of engineering and mechanics. Ford’s first leap into the world of automotive mechanics was in 1899 when he founded the Detroit Automobile Company, in Dearborn Michigan. It was not long after the Detroit Automobile Company failed that Ford founded the Ford Motor Company on June 16, 1903. What made Ford’s vision different from the other 87 car companies in the United States at the time was Fords understanding of the cultural impact automobiles will have on the society. Ford envisioned cars being an affordable item rather than a luxury in the near future by transforming the manufacturing process. The success of Ford Motor Company was because its’ strategy encompassed a new way of manufacturing called mass production, advancements in technology, the supply chain and most of all changes in lifestyle. Ford’s personal motto, “Help the Other Fellow”, affected his goals, work environment and the corporate strategy of the Ford Motor Company. Today’s Ford embraces all of Henry Ford’s beliefs into its current corporate strategy. Ford is known for building the everyday man’s car focusing on reliability and quality. Ford is now a leader in innovation in the automobile industry right next to BMW. Energy efficient efforts, future safety features and technology advancements are all what makes Ford, Ford; however, the cars are not all that have made Ford into the global enterprise it is today...
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