Industry overview. Hybrid car sales are projected to go 2.5 2008 to 3 % in 2009 Hybrid car sales are expected to triple by 2015 This segment will represent 7% of the car market. The Company.
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Industry overview • Hybrid car sales are projected to go 2.5 2008 to 3 % in 2009 • Hybrid car sales are expected to triple by 2015 • This segment will represent 7% of the car market
The Company • Hyundai has one of most technologically advanced and environmentally state of the art manufacturing facility • “We believe that all corporations have the moral responsibility of caring for the individuals that make up our national community” • Product line- wide range from Subcompact to Minivans • North American car of the year 2009
Macroenvironment • Technology- Engine, Electric Motor and Battery • Economic-Us is currently in a state of economic recession • Competitive Forces- Toyota holds over half of the hybrid market share • Demographic- Typical Hybrid buyer is well educated, high income person in their late forties or fifties
Macroenvironment • Sociocultural Forces- • Politics and Law- Must use EPA statistics in advertising • Physical environment- Alternative fuels gaining popularity
Product Standard Features • Front and side impact air bags • Antilock breaks • Leather interior • Heated front seats • Halogen headlights and fog lights • 55 highway miles per gallon • Satellite Global Positioning System • Roadside assistance kit
Price • Objective- 42,000 base model • Income- achieve a return on investments • Encourage an increase in market share through competitive pricing strategies • Undercutting the competition
Place • Location- State California • Emission Laws • Manufactured in Arizona Plant • Transported via rail • Channel of distribution Manufacturer-retailer-consumer
Promotion • Persuade via Personal and Electronic Interactive Media • Personal selling • Sales promotion offer extended warranty at no extra cost • Message “luxury does not need to come at a cost” • Promotional staircase- Position ourselves in the liking preference area • Push strategy
Conclusion • Hyundai translates to Modernity in Korean