Marketing Management

Marketing Management CASE STUDY (20 Marks) Hyundai is about to launch its dream run in the US through its luxury car ‘Genesis’. For the company, it was indeed a long drive from the low cost segment to the niche luxury car market dashed by ignominies and accolades, and periods of growth and fall. Once reviled for its low quality cars, Hyundai is now hailed as one of the top class carmakers even outclassing Toyota, the world’s largest and premier carmaker, by several quality parameters. In spite of all this, Hyundai still lacks a strong brand image and is snubbed by Americans.

For this, it appointed Steve Wilhite as its chief operating officer in 2006 to reinvigorate its brand and smoothen the drive of its ‘Genesis’. Though its rapid growth catapulted it as the world’s sixth largest carmaker, Hyundai risks getting squeezed between its high- tech Japanese rivals and low cost Chinese new entrants.

Answer the following question. Q1. Analyze the market entry strategies of select automakers Q2. Discuss the role of branding strategies in a company’s success