Marketing research Paper Example | Topics and Well Written Essays - 1250 words

Marketing - Research Paper ExampleToday, over half of the 500,000 cars that are change by Hyundai in USA each year are manufactured within the country itself. The union employs over 20,000 US citizens outright and generates indirect jobs for 6,000 more through its vendors. The caller-up has a marked armorial bearing in the states of Alabama, Michigan and California, which house our manufacturing facility, engineering facility, proving grounds and design and research center respectively (Hyundai Motors, 2011). Hyundais association with USA goes deeper than just selling cars in the country. Since 1998, Hyundai Motor America, along with Hyundai dealers has been striving to help fix a cure to childhood cancer by funding the CureSearch National Childhood Cancer Foundation. The company has hitherto raised $13 million for the cause. Marketing Brief Market Hyundai Motor America, being an automobile manufacturer, is obviously engaged in the automobile manufacturing market in USA. The c ompany manufactures vehicles across various categories including, besides not limited to compacts, family sedans, crossovers as well as premium vehicles. It also positions its products in various segments base on price starting from prices as low as $9,985 and going as high as $58,000. Main Competitors The competitive landscape of Hyundai Motor America comprises five main competitors viz. Ford Motor, worldwide Motors, Honda, Nissan and Toyota. Hyundai Motors currently holds a 5.3% market share in the US market, but is seen to be steadily staining up to its competitors, recording its three best monthly sales volumes in the country after gilded 2010 as well as its best ever worldwide sales figure in the equivalent year (PR Newswire). It is currently among the top four foreign car manufacturers in the country. However, the company is also threaten by the rapid progress of global rival Suzuki Motors as well as upcoming label such as Tata Motors and Fiat who are looking to gain a strong foothold in the US market after faring well in the Asian and European markets in identical vehicle segments. The Hyundai premium segment model Genesis has also been touted as a competitor to luxury cars manage the BMW and the Lexus. Main Customers The main customers of Hyundai Motor America comprise the end user of the automobiles manufactured by them. bid any other automobile manufacturer, Hyundai has an established distribution chain in the country to sell its products directly to the buyer. In other words, it is primarily a B2C company and focuses its marketing on the end consumer. All intermediaries in the sale of Hyundai products are either affiliated with or subsidiaries of the company. Core Competencies Hyundai Motor America, as well as its global contemporaries have a competitive advantage over their opponents through their constant innovations in new technology available at affordable costs to their customers. Features synonymous with any Hyundai car entangle pow er, handling, safety, comfort, stability, good customer service and economy in their cars. Every car rolled out by Hyundai motors in the US is expected to have adequate powers, safety measures, simple and responsive controls, comfortable interiors and tin good mileage for that segment. These features are the main reason that Hyundai