분야
pptx2. Company Description
3. Strategic Focus and Plan
4. Situation Analysis
5. Market-Product Focus
6. Marketing Program
7. Financial Data
8. Organization
9. Implementation Plan
10. Evaluation and Control
11. Reference
Throughout this report such aspects like how the product strategy concluded with a successful
effect in the market and the different stages until becoming a successful deal are going to be
mentioned. Also it explains the 3 factors of SOUL's customer's services plans, the development of
the CUV market, the innovative design. If you pay close attention to other car manufacturing
companies, until now, they have emphasized and specialized in traditional standards so they have
failed the opportunity to satisfy customer's needs. But KIA Motors caught the trend of customer’s
needs and emphasized the designing factor. With the already existing customer's needs they knew
which aspects had higher values and with the combination of both they succeeded. What makes
KIA Motors different from other companies is that it shows the different development stages of the product strategies. With the help of STP, Financial reports, 4 marketing mix elements KIA Motors ‘
success will be described within the next pages.
2. Company description
After the year 2000 KIA Motors was stroke with the crisis of the decrease of the market share amongst the Korean automobile market. At the beginning of the year 2000 the market share was in the mid 20% but with the continuous decreasing it ended up in the early 20% and because of such decrease the board of directors thought about tactical ways they could make a twist and overcome such situations. In order to find out such failures they made various surveys to customers and after long investigations they found out that customers were devaluating KIA Motors’ quality. By the Strategy Clock analysis they compared the different prices with their competitor's products and looked out for the strength and weaknesses. In that time KIA Motors had the image of low price products and customers related such low price with low value. Thanks to such investigations it helped them notice and be aware of it and since that moment they knew that without effort they wouldn't succeed. Therefore SOUL had to make understand customer's the high quality of their product compared to its price. In order to make such revolutions KIA Motors chose the "designing business". Such business consisted in focusing in the designing factor. The CEO chose the designing business just after his election. He thought that KIA Motors had to shine in its designs. Compared to Hyundai motors even though they had similar characteristics of motors the designs couldn't be turned over. But the designers admitted they couldn't win the models of their competitive brand, Hyundai Motors. he didn't give up and scouted Peter Schreyer, from Audi and Volkswagen designer. His goal of magnificent compositions finally was accomplished with the Mohave, Forte, and Lotze. Customers glorified his innovative layouts and that is why KIA Motors is still within the automobile market.
Amongst them SOUL's popularity was massive, by winning the ‘Reddot Design Award Honorable Mention’ in 2009 and the ‘Ward’s Autoworld’ in America.
But what is so magnificent of SOUL's composition? Its concept consists of a trendy look matching the generation in which we are living while maintaining an urban and active concept. Not only does it gain the glorification in its model but also it has been chosen as the safest car in the year 2009 in America. Thanks to the designing business KIA Motors has drastically changed its concept and successfully fitted into the automobile market. CEO found the identity to this company.
3. Strategy Focus and Plan
Mission/Vision
Based on the creative challenge of human life, creating a rich automotive and shareholders, customers, employees, and the automobile industry stakeholders to contribute to the harmony and prosperity.
Goal
For the Five years SOUL seeks to achieve the following goals
- Non-financial goals
1. Development of a new CUV market in Korea.
2. Improvement of KIA Motors' brand image through SOUL.
3. Satisfaction of customer's needs that customize their car through tuning service TUON.
4. To create Corporate Social Responsibility and enhance environmental-friendly image, it enhances the enterprise-wide community service activities and traffic safety campaigns with youth expedition launched eco, and event of experiencing eco-friendly vehicles.
- Financial goals
1. To obtain sales of 18,000 cars in 2008 (10,000 for domestic demand, 8000 for export)
136,000 cars in 2009 (36,000 for domestic demand, 100,000 for export)
2. Increase market shares to 40% in the
domestic RV market.
Lee Doo-Hee(2009), Innovative Product Strategy of KIA
SOUL, Marketing Journal of Korea
삼성경제 연구소(2009), 디자인 경영의 최근 동향과 시사점
Top Gear Korea(2010), BBC
기아자동차 홈페이지 http://recruit.kia.co.kr
금융감독원 전자공시 http://dart.fss.or.kr
Top Gear Korea (자동차 전문잡지)
개인블로그 http://kr.blog.yahoo.com/adliper/1229
