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분야
docx2. Introduction and problem definition.
3. situation analysis
4. Problems and Opportunity
5. Marketing Strategy & Marketing Plans
6. Appendix
We chose the subject as Genesis from Hyundai. The reason why we chose Genesis is because it was very interesting for us that Hyundai, one of the biggest company in Korea, is going to turn their ‘cheap but has good quality’ image into luxurious image with Genesis. And the other reason was that as Korea enters into FTA with EU, 10% of tariff for cars which are over 1500cc of large&medium sized and under 1500cc of small size are going to be abolished. Through this abolishment for tariff wall, Genesis can feel the pinch of imported cars. So we tried to find ways to overcome this difficulty.
First of all, in this report we are going introduce Genesis and make clear what problem it has. Then, we will show you the situation analysis via STP and SWOT analysis, suggest marketing strategy, and we will present marketing plan with 4P. Lastly there will be a brief appendix.
