Marketing Strategies of Hyundai in India

Marketing Strategies of Hyundai in India A marketing strategy explains how the business will achieve the objectives laid down in the overall marketing plan . The marketing strategy explains how the business will reach its target audience , which should lead to an increase in the sales . Marketing strategies should include clearly defined roles and the responsibilities and should also set time scales to each task . A marketing strategy may seem similar to the business strategy , however it is different in that it focuses on one specific aspect of the business , the customers . A business strategy looks at all the components of a business such as the supply chain , the manufacturing operation , human resources and so on . The marketing strategy is only concerned with effecting a plan that will bring the businesses products or services to their target audience . WHY MARKETING STRATEGY IS IMPORTANT ? Marketing plays an important role in the strategic planning process for many organizations . Although some marketing positions are represented at the corporate level , most are at the functional level within the business units of an organization . Marketing is involved in the strategic planning at all organizational levels . Strategic marketing describes the marketing activities that affect the corporate , business,and marketing strategic plans . Strategic marketing activities can be classified into three basic functions . First, marketers help orient everyone in the organization toward markets and the customers . Thus , they are responsible for helping the organizations execute a marketing philosophy throughout the strategic planning process. Second , marketers help gather and analyze the information required to examine the current situation , identify trends in the marketing environment , and assess the potential impact of these trends . This information and analysis provides input for the corporate , business , and marketing strategic plans . Third , marketers are involved in the development of the corporate , business , and marketing strategic plans . Marketings influence varies across the organizations . For organizations driven by a marketing philosophy , marketing necessarily plays a key role in the strategic decision making . The trend toward pushing the strategic planning responsibility further down the organization is increasing the marketings clout in an organizations strategic planning process . Marketing management relates to specific product the marketing strategies . It differs from strategic marketing in its basic orientation . Strategic marketing focuses on the broad strategic decisions at the corporate and the business levels . Marketing management is concerned , by contrast , with specific strategic decisions for individual products and the day-to-day activities needed to execute these strategies successfully . At the operating level , marketing managers must focus on the four Ps of the marketing mix : price, product, promotion, and place . The strategic role of the marketing and marketing management are now in a period of considerable change and evolution . These changes are due to a number of important environmental phenomena that are affecting the way many firms do the business. To begin, many well known companies work closely with dedicated partners on the supply side and the distributor side of their business , expecting their distributors to play pro-active roles in the development of the services and marketing strategy . For example on the supply side , the modern day Nike does very little manufacturing of its own and focuses largely on the marketing . In this vein , companies such as this are actually embedded in the business networks , comprising strategic alliances among the suppliers, distributors , and the marketing firm . MARKETING STRATEGIES OF HYUNDAI MOTORS IN INDIA HYUNDAI MOTOR COMPANY The Hyundai Motor Company is a South Korean multinational automaker headquartered in Seoul , South Korea . Hyundai was founded in 1967 and it along with Kia , together comprise the Hyundai Motor Group , which is the worlds fourth largest automobile manufacturer based on annual vehicle sales in 2010 . In 2008 , Hyundai (without Kia) ranked as the eighth largest automaker . In 2012 , Hyundai sold over 3.6 million vehicles worldwide . Hyundai operates the worlds largest integrated automobile manufacturing facility in Ulsan , which is capable of producing 1.6 million units annually . The company employees about 75,000 persons worldwide . Hyundai vehicles are sold in 193 countries through some 6,000 dealerships and showrooms . Chung Ju-Yung founded the Hyundai Engineering and Construction Company in 1947 . Hyundai Motor Company was later established in 1967 . The companys first model , the Cortina , was released in cooperation with Ford Motor Company in 1968 . When Hyundai wanted to develop their own car , they hired George Turnbull , the former Managing Director of Austin Morris at British Leyland . He in turn hired five other top British car engineers . They were Kenneth Barnett body design , engineers John Simpson and Edward Chapman , John Crosthwaite ex -BRM as chassis engineer and Peter Slater as chief development engineer . In 1975 , the Pony , the first Korean car , was released, with styling by Giorgio Giugiaro of ItalDesign and power train technology provided by Japans Mitsubishi Motors . Exports began in the following year to Ecuador and soon thereafter to the Benelux countries . HYUNDAI IN INDIA Hyundai Motor India Limited is currently the second largest auto exporter from India . It is making India the global manufacturing base for the small cars . Hyundai sells several models in India , the most popular being the Santro Xing , i10 and the i20 . Other models include Getz Prime, Accent, Terracan, Elantra, second generation Verna, Tucson, Santa Fe and the Sonata Transform . Hyundai has two manufacturing plants in India located at Sriperumbudur in the Indian state of Tamil Nadu.. Both plants have a combined annual capacity of 600,000 units . In the year 2007, Hyundai opened its RD facility in Hyderabad , employing now nearly 450 engineers from different parts of the country . Hyundai Motor India Engineering (HMIE) gives technical engineering support in Vehicle development and CAD CAE support to Hyundais main RD center in Namyang Korea . In 2010 , Hyundai started its design activities at Hyderabad RD Center with the Styling, Digital Design Skin CAD Teams . South Korean car maker Hyundai, which as per reports is also worlds fastest growing automaker and fourth largest car manufacturer across the globe , has launched a new car , Hyundai EON in October 2011 in India . Eon is an entry-level car but at the same time it is very spacious with a large boot . The car has 814 cc engine, promising to deliver the mileage of over 20 km per litre . MARKETING STRATEGIES OF HYUNDAI IN INDIA Target Markets Hyundai marketing strategy is differentiated marketing.The primary consumer target is middle to upper income professionals , who need value for their money and comfortable ride in city conditions .The secondary consumer target is college students who need style and speed . The primary business target is mid sized to large sized corporates that want to help their managers and employess by providing them a car with ease of transport . The secondary business target is entrepreneurs and small business owners who want to provide discounts to managers buying a new car. Marketing Communications By integrating all messages in all media the Hyundai will reinforce the brand name main points of product differentiation . Research about media consumption , pattern will help the advertising agency to choose appropriate media and timing to reach prospects before during the product introduction .Thereafter , advertising will appeared on a pulsing basis to maintain brand awareness and communicate various differentiation messages . The agency will also co-ordinate public relation efforts to build Hyundai brand support the differentiation message . To attract market attention encourage purchasing , the Hyundai offer a limited time , registration insurance . To attract ,retain motivate channel partners for a push strategy , the Hyundai use trade sales promotions and personal selling to channel partner . Road shows The company plans to stage road shows , to display vehicles in the pavilions during various college festivals and exhibition . This will appeal to youngsters more and attracts them towards the cars of Hyundai. Television advertisements Advertisements to promote and market the products will be shown on leading television channels. Major music and sports channels will promote and they will reach out to the youth will be promoted through Star , Zee , Sony and Doordarshan etc as it has more viewers . Radio Radio is the medium with the widest coverage . Studies have recently shown high levels of exposure to radio broadcasting both within urban and rural areas , whether or not listeners actually own a set.. So radio announcements will be made and advertisements will be announced on the radio about the products features and price, qualities, etc. Print Ads Daily advertisements in leading newspapers and magazines will be used to promote the products. Leaflets at the initial stage will be distributed at railway stations, malls, college areas and various other locations . Workshops and Seminars Workshops and seminars will be held in colleges and big corporate to make people aware about the companies past performance and products features , their affordability and usage , vast distribution network . Road shows will be conducted where free trials of the cars would be given . Banners, neon signs Hoardings , banners , neon signs will be displayed at clubs , discs , outside theatres and shops to promote the brand cars . Booklets and pamphlets Booklets will be kept at car showrooms , retail battery outlets , etc for the customer to read. These booklets will provide information about the company , the products offered which suits the customers need accordingly . Rural Marketing Hyundai Motors India has introduced a new marketing initiative Ghar Ghar Ki Pehchaan to tap the India rural car market . The company has rolled out special schemes for government employees in rural areas and members of gram panchayats on the purchase of Santro . Hyundai Motor is keen to expand its market to rural areas with setting up 300 new rural sale outlets , all this expansion is in progress for the launch of the cheapest car from the Hyundai stable until November this year . Currently Hyundai is maintaining its standard 325 dealership outlets within cities and this new expansion strategy could make the rural outlet number network extend to 1,000 . Hyundai Motors , Indias second largest car manufacturer has announced to generate employment for about 2,000 sales executives at these rural outlets . According to Hyundai Motors , the car markets which are present in areas outside the superior 40 cities are marked under rural areas . Arvind Saxena , director of marketing sales at Hyundai Motor India given in an interview to Financial Chronicle said that the company has already placed 700 new outlets at rural areas with 300 more coming in way within the next few months . These outlets are just the basic models made with small investments and these are not the typical permanent outlets made with brick and stone . Their basic plan is to give a feel to rural folks with car demonstrations , test drives in addition with basic little repair requirements . The size dimensions for these rural showrooms would be 900 sq ft.. Around 150 of these rural outlet showrooms would house a 2,000 sq ft service workshop of their own . A four member team is made with 2 sales and two executives for service by the Korean Autocar giant for the rural model and they will visit the rural outlets at regular intervals. The ever increasing importance of rural areas is signified from figures which show that they contribute about 31 per cent in sales for the company. According to Saxena the company plans to generate 33 per cent share, by the end of 2013 from these rural models as they help amazingly in increasing the sales. It is estimated that 356,717 cars were sold by Hyundai n 2012.

John Rawls A Theory of Justice Essay -- Politics Political Essays

John Rawls' A Theory of Justice John Rawls' "A Theory of Justice" has long been revered as a marvel of modern political philosophy. It's most well-known for the two principles of justice outlined by Rawls: (1) that all persons have an equal right to liberty; and (2) that (a) all inequalities in society should be arranged to benefit the least advantages, and (b) that all positions and offices should be open and accessible as outlined by fair equality of opportunity. Rawls' conception of society, as a "co-operative venture for mutual gain", forms the basis for both principles, and he is at all times concerned with creating a stable concept of fair and just society. Rawls' second principle, dealing with distributive justice and equality of opportunity, outlines a theoretical procedure whereby the maximum social primary goods (i.e. wealth, health, respect, happiness) can be distributed o those with the minimum advantages ("maximin"). Rawls introduces this concept by establishing a social contract between people behind a "veil of ignorance". This veil would remove the identity and characteristics from an individual (age, sex, social status, race, religion, etc.) so that he or she would be forced to support a Basic Social Structure (where controls are set on the activities of individuals to maximize total primary goods and liberties) that is fair, just and equal. Rawls reasons that all inequalities that do not arise from such social circumstances are just, and therefore searches for a way to make social inequalities fair. In accordance with his policy of "justice as fairness", Rawls creates, and later defends, what is known as the "difference principle" (principle of justice #2). This principle stipulates that those who are adv... ...nis player and a gardener, both of equal social advantage and natural endowment. One (the tennis player) chooses to waste resources and barely sustain himself, thus spiraling into the least advantaged spot. The gardener, on the other hand, continues to produce resources, and thus would have to, according to Rawls, subsidize the tennis player's decision not to work (as she would be in the great economic standing). Kymlicka calls this situation unreasonable, and states that Rawls needs to make his theory more "ambition-sensitive" to account for personal decisions. In cases like these, the worry is that individuals would lose ambition and their drive to succeed, as those who do had such characteristics would only end up supporting others. Overall, however, Kymlicka supports Rawl's principles of justice, sighting their utility in society, even if at time impracticality.

Night World : Witchlight Chapter 1

The mall was so peaceful. There was no hint of the terrible thing that was about to happen. It looked like any other shopping mall inNorth Carolina on a Sunday afternoon in December. Modern. Brightly decorated. Crowded with customers who knew there were only ten shopping days until Christmas. Warm, despite the chilly gray skies outside. Safe. Not the kind of place where a monster would appear. Keller walked past a display of â€Å"Santa Claus Through the Ages† with all her senses alert and open. And that meant a lot of senses. The glimpses she caught of herself in darkened store windows showed a high-school-aged girl in a sleek jumpsuit, with straight black hair that fell past her hips and cool gray eyes. But she knew that anybody who watched her closely was likely to see something else-a sort of prowling grace in the way she walked and an inner glow when the gray eyes focused on anything. Raksha Keller didn't look quite human. Which was hardly surprising, because she wasn't. She was a shapeshifter, and if people looking at her got the impression of a half-tamed panther on the loose, they were getting it exactly right. â€Å"Okay, everybody.† Keller touched the pin on her collar, then pressed a finger to the nearly invisible receiver in her ear, trying to tune out the Christmas music that filled the mall. â€Å"Report in.† â€Å"Winnie here.† The voice that spoke through the receiver was light, almost lilting, but professional. â€Å"I'm over by Sears. Haven't seen anything yet. Maybe she's not here.† â€Å"Maybe,† Keller said shortly into the pin-which wasn't a pin at all but an extremely expensive transmission device. â€Å"But she's supposed to love shopping, and her parents said she was headed this way. It's the best lead we've got. Keep looking.† â€Å"Nissa here.† This voice was cooler and softer, emotionless. â€Å"I'm in the parking lot, driving by theBingham Street entrance. Nothing to report- wait.† A pause, then the ghostly voice came back with a new tension: â€Å"Keller, we've got trouble. A black limo just pulled up outside Brody's. They know she's here.† Keller's stomach tightened, but she kept her voice level. â€Å"You're sure it's them?† â€Å"I'm sure. They're getting out-a couple of vampires and†¦ something else. A young guy, just a boy really. Maybe a shapeshifter. I don't know for sure; he isn't like anything I've seen before.† The voice was troubled, and that troubled Keller. Nissa Johnson was a vampire with a brain like the library of Congress. Something she didn't recognize? â€Å"Should I park and come help you?† Nissa asked. â€Å"No,† Keller said sharply. â€Å"Stay with the car; we're going to need it for a fast getaway. Winnie and I will take care of it. Right, Winnie?† â€Å"Oh, right, Boss. In fact, I can take 'em all on myself; you just watch.† ‘You watch your mouth, girl.† But Keller had to fight the grim smile that was tugging at her lips. Winfrith Arlin was Nissa's opposite-a witch and inclined to be emotional. Her odd sense of humor had lightened some black moments. â€Å"Both of you stay alert,† Keller said, completely serious now. â€Å"You know what's at stake.† â€Å"Right, Boss.† This time, both voices were subdued. They did know. The world. The girl they were looking for could save the world-or destroy it. Not that she knew that†¦ yet Her name was Iliana Harman, and she had grown up as a human child. She didn't realize that she had the blood of witches in her and that she was one of the four Wild Powers destined to fight against the time of darkness that was coming. She's about to get quite a surprise when we tell her, Keller thought That was assuming that Keller's team got to her before the bad guys did. But they would. They had to. There was a reason they'd been chosen to come here, when every agent of Circle Daybreak in North America would have been glad to do this job. They were the best. It was that simple. They were an odd team-vampire, witch, and shapeshifter-but they were unbeatable. And Keller was only seventeen, but she already had a reputation for never losing. And I'm not about to blow that now, she thought. â€Å"This is it, kiddies,† she said. â€Å"No more talking until we ID the girl. Good luck.† Their transmissions were scrambled, of course, but there was no point in taking chances. The bad guys were extremely well organized. Doesn't matter. Well still win, Keller thought, and she paused in her walking long enough really to expand her senses. It was like stepping into a different world. They were senses that a human couldn't even imagine. Infrared. She saw body heat. Smell. Humans didn't have any sense of smell, not really. Keller could distinguish Coke from Pepsi from across a room. Touch. As a panther, Keller had exquisitely sensitive hairs all over her body, especially on her face. Even in human form, she could feel things with ten times the intensity of a real human. She could feel her way in total darkness by the air pressure on her skin. Hearing. She could hear both higher and lower pitches than a human, and she could pinpoint an individual cough in a crowd. Sight. She had night vision like-well, like a cat's. Not to mention more than five hundred muscles that she could move voluntarily. And just now, all her resources were attuned to finding one teenage girl in this swarming mall. Her eyes roved over faces; her ears pricked at the sound of every young voice; her nose sorted through thousands of smells for the one that would match the T-shirt she'd taken from Iliana's room. Then, just as she froze, catching a whiff of something familiar, the receiver in her ear came to life. â€Å"Keller-I spotted her! Hallmark, second floor. But they're here, too.† They'd found her first. Keller cursed soundlessly. Aloud, she said, â€Å"Nissa, bring the car around to the west side of the mall. Winnie, don't do anything. I'm coming.† The nearest escalator was at the end of the mall. But from the map in her hand, she could see that Hallmark was directly above her on the upper level. And she couldn't waste time. Keller gathered her legs under her and jumped. One leap, straight up. She ignored the gasps- and a few shrieks-of the people around her as she sprang. At the top of her jump, she caught the railing that fenced off the upper-level walkway. She hung for a second by her hands, then pulled herself up smoothly. More people were staring. Keller ignored them. They got out of her way as she headed for the Hallmark store. Winnie was standing with her back to the display window of the store beside it. She was short, with a froth of strawberry curls and a pixie face. Keller edged up to her, careful to keep out of the line of sight of the Hallmark. â€Å"What's up?† â€Å"There's three of them,† Winnie murmured in a barely audible voice. â€Å"Just like Nissa said. I saw them go in-and then I saw her. They've got her surrounded, but so far they're just talking to her.† She glanced sideways at Keller with dancing green eyes. â€Å"Only three-we can take them easy.† â€Å"Yeah, and that's what worries me. Why would they only send three?† Winnie shrugged slightly. â€Å"Maybe they're like us-the best.† Keller only acknowledged that with a flicker of her eyebrows. She was edging forward centimeter by centimeter, trying to get a glimpse of the interior of the Hallmark shop between the stockings and stuffed animals in the display window. There. Two guys in dark clothing almost like uniforms-vampire thugs. Another guy Keller could see only as a partial silhouette through a rack of Christmas ornaments. And her. Iliana. The girl everybody wanted. She was beautiful, almost impossibly so. Keller had seen a picture, and it had been beautiful, but now she saw that it hadn't come within miles of conveying the real girl. She had the silvery-fair hair and violet eyes that showed her Harman blood. She also had an extraordinary delicacy of features and grace of movement that made her as pretty to watch as a white kitten on the grass. Although Keller knew she was seventeen, she seemed slight and childlike. Almost fairylike. And right now, she was listening with wide, trusting eyes to whatever the silhouette guy was saying. To Keller's fury, she couldn't make it out. He must be whispering. â€Å"It's really her,† Winnie breathed from beside Keller, awed. â€Å"The Witch Child. She looks just like the legends said, just like I imagined.† Her voice turned indignant. â€Å"I can't stand to watch them talk to her. It's like-blasphemy.† â€Å"Keep your hair on,† Keller murmured, still searching with her eyes. â€Å"You witches get so emotional about your legends.† â€Å"Well, we should. She's not just a Wild Power, she's a pure soul.† Winfrith's voice was softly awed. â€Å"She must be so wise, so gentle, so farsighted. I can't wait to talk to her.† Her voice sharpened. â€Å"And those thugs shouldn't be allowed to talk to her. Come on, Keller, we can take-them fast. Let's go.† â€Å"Winnie, don't-â€Å" It was too late. Winnie was already moving, heading straight into the shop without any attempt at concealment. Keller cursed again. But she didn't have any choice now. â€Å"Nissa, stand by. Things are going to get exciting,† she snapped, touching her pin, and then she followed. Winnie was walking directly toward the little group of three guys and Iliana as Keller reached the door. The guys were looking up, instantly alert. Keller saw their faces and gathered herself for a leap. But it never happened. Before she could get all her muscles ready, the silhouette guy turned-and everything changed. Time went into slow motion. Keller saw his face clearly, as if she'd had a year to study it. He wasn't bad-looking-quite handsome, actually. He didn't look much older than she was, and he had clean, nicely molded features. He had a small, compact body with what looked like hard muscles under his clothes. His hair was black, shaggy but shiny, almost like fur. It fell over his forehead in an odd way, a way that looked deliberately disarrayed and was at odds with the neatness of the rest of him. And he had eyes of obsidian. Totally opaque. Shiny silver-black, with nothing clear or transparent about them. They revealed nothing; they simply threw light back at anyone who looked into them. They were the eyes of a monster, and every one of Keller's five hundred voluntary muscles froze in fear. She didn't need to hear the roar that was far below the pitch that human ears could pick up. She didn't need to see the swirl of dark energy that flared like a red-tinged black aura around him. She knew already, instinctively, and she tried to get the breath to yell a warning to Winnie. There was no time. She could only watch as the boy's face turned toward Winnie and power exploded out of him. He did it so casually. Keller could tell that it was only a flick of his mind, like a horse slapping its tail at a fly. But the dark power slammed into Winnie and sent her flying through the air, arms and legs outstretched, until she hit a wall covered with display plates and clocks. The crash was tremendous. Winnie! Keller almost yelled it out loud. Winnie fell behind the cash register counter, out of Keller's line of sight. Keller couldn't tell if she were alive or not. The cashier who had been standing behind the counter went running and screaming toward the back of the shop. The customers scattered, some following the cashier, some dashing for the exit. Keller hung in the doorway a second longer as they streamed out around her. Then she reeled away to stand with her back against the window of the next shop, breathing hard. There were coils of ice in her guts. A dragon. He was a dragon.

True Equality for Women at the Workplace - 1047 Words

People are judged by their gender, which often, in many situations, lead to bias decisions and unfairness within business organizations for women. Women are often not held up to the standard of a man in the business workforce, which leaves them with fewer position choices outside the norm. Most jobs that women have are not demanding upon the body and require little to no strength. The failure to understand adaptation by the government has caused many reforms in the past, but there are still many flaws in the hiring system that often leave women asking questions and puzzled by the bias decisions of men in charge of the management of positions. The fight for equality amongst women has been going on for many years. Although women are†¦show more content†¦Throughout the interview she often became emotional and voiced her opinion on the situations that she had experienced and the experiences of the women in her family. Latrice retold stories of situations where her mother was tur ned down numerous of times because of the simple fact that she was a woman. The amount of pain caused to the family was present through her answers and descriptions of the issues. It further exemplifies the harm caused by people that have a poor mind setting toward business women and the ideal of a women being in charge of government situations. A North Carolina Agricultural and Technical senior by the name of Taylor was asked her point of view and what preparatory actions that she had took to prepare to step out into the business work force upon her graduation from college and she stated, â€Å" I already know that its going to be very hard to get the job that I want because the company is worked and managed by a majority of males.† When asked why she felt this way she stated, â€Å"Things have not changed from years ago, we still have to fight for every job that we attempt to get even more so then men. Many of my teachers were women and they informed me that my degree had no meaning if I was not willing to fight for positions against one sided odds, so that let me know that women were not completely equal with men (Swenson).† Taylors statements gave insight of how the femaleShow MoreRelatedGender Inequality In Australia Essay1622 Words   |  7 PagesWestern women have traditionally been perceived as the inferior sex, or the domestic partner, subjected wholly to the private sphere, and stripped of legal rights and standing. Meanwhile, men are depicted as the breadwinner, the strong, masculine and dominant partner, who belongs primarily to the public sphere. These historic gender norms have been deeply imbedded within Australia’s social foundation, and although society has gradually shifted away from these roles, evidence suggests that this genderRead MoreThe Role Of Women During World War I1545 Words   |  7 Pagesthe role of women in society. 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