Honda Hyundai

International Marketing

Submitted By: Puneet Gulati (13) Kunal Kapila (24) Harmeet Singh (50)

AGENDA
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Company Profile Country Portfolio Strategic Business Units Automobile Business

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Segmentation Across Countries Product Policy Marketing and Advertising Strategies Country Strategies Current Risks and Challenges

HONDA
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Company Profile
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Honda Motor Co., Ltd., operates under the basic principles of Respect for the Individual and The Three Joys expressed as The Joy of Buying, The Joy of Selling and The Joy of Creating. Respect for the Individual reflects our desire to respect the unique character and ability of each individual person, trusting each other as equal partners in order to do our best in every situation. Based on this, The Three Joys express our belief and desire that each person working in or coming into contact with our company, directly or through our products, should share a sense of joy through that experience.

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In line with these basic principles, since its establishment in 1948, Honda has remained on the leading edge by creating new value and providing products of the highest quality at a reasonable price, for worldwide customer satisfaction. In addition, the Company has conducted its activities with a commitment to protecting the environment and enhancing safety in a mobile society.

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The Company has grown to become the world s largest motorcycle manufacturer and one of the leading automakers. With a global network of 390* subsidiaries and 102* affiliates accounted for under the equity method, Honda develops, manufactures and markets a wide variety of products, to earn the Company an outstanding reputation from customers worldwide.

Country Portfolio
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Honda has expanded in main markets following: 1. 1959 American Honda Motor Co., Inc. established (Honda s first overseas subsidiary) 2. 1964 Asian Honda Motor Co., Ltd. (Thailand) established 3. 1965 Honda (U.K.) Limited established in London (the first market of Honda in Europe) 4. 1971 Honda Motor does Brazil Ltda. established in Sao Paulo (presently Honda South America Ltda.)

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The key point lead to Honda s success is the continuous innovation that was found by Mr. Honda as a basis. Today Honda stands as the largest motorcycle manufacturer and the 9th largest automobile manufacturer in the world. The market share of Honda until now is 10.2 percent and it is ranked as No. 5 in U.S (the most particular/ fastidious market). Honda Company also becomes a technological force in the motorcycle and automobile industries in Asia, Europe, and North America.

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Strategic Business Units

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FINANCIAL SERVICES BUSINESS AUTOMOBILE BUSINESS POWER PRODUCT AND OTHER BUSINESSES FINANCIAL SERVICES BUSINESS

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Automobile Business
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Segmentation Across Countries

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Demographics:
30-50 yrs old Male/Female Social class AB

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Lifestyle:
working class, established with work and has buying power Fairly successful, wants value for money and prestige in what they drive

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Behavior:
Replaces car every 5 to 7 years Good ride Efficient fuel consumption

Product Policy
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Research and Development

In connection with its efforts to develop the most effective safety and environmental technologies, Honda will continue to be innovative in advanced technology and products. Honda aims to create and introduce new valueadded products to quickly respond to specific needs in various markets around the world. Honda will also continue its efforts to conduct research on experimental technologies for the future.

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Production Efficiency
Honda will establish and enhance efficient and flexible production systems at its global production bases and supply high-quality products, with the aim of meeting the needs of its customers in each region.

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Product Quality
In response to increasing customer demand, Honda will upgrade its quality control by enhancing the functions of and coordination among the development, purchasing, production, sales and service departments

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Safety Technologies
Honda is working to develop safety technologies that enhance accident prediction and prevention, technologies to help reduce the risk of injuries to passengers and pedestrians from car accidents, and technologies that enhance compatibility between large and small vehicles, as well as expand its lineup of products incorporating such technologies

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The Environment
Honda will step up its efforts to create better, cleaner and more fuel- efficient engine technologies and to further improve recyclables throughout its product lines.

Marketing and Advertising Strategies

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Honda introduced a new small concept car at the Auto Expo 2010 in New Delhi in January of this year, with an eye toward launching the vehicle in 2011. This small car is being developed to meet the needs of customers in such markets as India, and, to offer it at a more attractive price Honda is taking a broad range of initiatives, including intensifying local procurement capabilities.

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Country Strategies
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Japan
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Honda introduced the all-new Step WGN in October 2009, which features Honda s original low-floor, low-center-of-gravity platform with a spacious interior and excellent fuel economy. In November 2009, Honda launched the new Civic Type R EURO with its distinctive, stylish form and excellent driving performance. In December 2009, Honda introduced the Civic TYPE R EURO (Japan) all-new Acty truck mini-vehicle, which now offers a wider cabin and an improved minimum turning radius. In February 2010, Honda launched its brand-new CR-Z hybrid vehicle, which combines an advanced and dynamic design with a nimble and exhilarating riding performance and superior fuel economy.

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North America
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In November 2009, Honda introduced its new Accord Crosstour , which is a high- performance sedan, powered by a Honda V6 engine, and offers strong utility car features, including more storage capacity beneath the floor in the rear section. In December, Honda launched the newly developed Acura ZDX, a sport coupe with flowing roofline styling. The Acura ZDX comes with an all-new six-speed automatic transmission, and combines a powerful ride with excellent fuel economy.

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Country Strategies
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Asia
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In June 2009, Honda began production and sales of the Freed compact mini-van, which offers a spacious interior, and commenced the marketing of these units in Indonesia. Sales began not only in Indonesia but also in Singapore and Thailand. Also, in India, Honda began marketing of the Jazz, which combines an excellent overall package with low fuel consumption and advanced styling, in June 2009. In China, manufacturing and sales of the Spirior, a premium quality, sporty sedan featuring a nimble and pleasant ride, began in September 2009 at a Honda affiliated company.

Current Risks and Challenges

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Honda may be adversely affected by market conditions Prices for automobiles, motorcycles and power products can be volatile The automobile, motorcycle and power product industries are subject to extensive environmental and other governmental regulations, including with respect to global climate changes Honda is reliant on the protection and preservation of its intellectual property Honda s financial services business conducts business under highly competitive conditions in an industry with inherent risks Honda relies on various suppliers for the provision of certain raw material and components Honda conducts its operations in various regions of the world

HYUNDAI
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Company Profile
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Hyundai (Korean pronunciation: [j nd ][1]) is a global conglomerate company, part of the Korean chaebol, that was founded in South Korea by one of the most famous businessmen in Korean history: Chung Ju-yung. The first Hyundai company was founded in 1947 as a construction company. Two of the best-known Hyundai divisions are Hyundai Motor Company, the world's fourth largest automobile manufacturer by volume as of January 2011[1], and Hyundai Heavy Industries, the world's largest shipbuilder.[2] Other companies currently or formerly controlled by members of Chung's extended family may be loosely referred to as a part of the Hyundai chaebol.

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In 1998 Hyundai bought Kia Motors, the oldest South Korean car company which had to file for bankruptcy due to the 1997 Asian financial crisis. Kia is (as of 2011) somewhat independent of Hyundai motors, as Hyundai no longer owns an outright majority of Kia shares. Hyundai Group underwent a massive restructuring following the 1997 East Asian financial crisis and Chung Ju-yung's death in 2001. Chung was the CEO and directly in control of the company until the end of his life. Today many companies bearing the name Hyundai are not part of or legally connected to the Hyundai Group. These companies include Hyundai Kia Automotive Group, Hyundai Department Store Group, Hyundai Heavy Industries Group, and Hyundai Development Group. However, all of the named companies are run by Chung's sons or their heirs.

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Following the break-up, Hyundai Group's business was reduced to manufacturing of elevators, container shipping services, and tourism. If Hyundai is considered as a family business, then it remains the single largest company in South Korea and appears to wield enormous economic and political power in the country. The current president of South Korea, Lee Myung-bak, was a former CEO of Hyundai Engineering and Construction

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Country Portfolio
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Hyundai Motor Company was later established in 1967 In 1983, Hyundai exported the Pony to Canadian 1986, Hyundai began to sell cars in the United States In 1996, Hyundai Motor India Limited was established with a production plant in Irrungattukotai near Chennai, India Hyundai has 6 R&D centers worldwide, located in Korea (three offices), Germany, Japan and India. Additionally, there is an American design center in California that develops designs for US markets

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Country Portfolio
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Hyundai has invested in manufacturing plants in the North America, India, Czech Republic, Pakistan, China and Turkey as well as research and development centers in Europe, Asia, North America, and the Pacific Rim Hyundai motor vehicles are sold in 193 countries through some 5,000 dealerships and showrooms. After a recent survey of global automotive sales, Hyundai is now the fourth largest automaker in the world as of 2009

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Strategic Business Units

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ELECTRICAL AND MACHINERY BUSINESS AUTOMOBILE AND SHIP BUSINESS STEEL BUSINESS CHEMICAL BUSINESS

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Automobile Business
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Segmentation across Countries

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GEOGRAPHICAL:
Available in most of the countries Passenger Car segment only

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DEMOGRAPHIC:
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use their scale to satisfy the needs in the different countries Best-in-class vehicles Men/Women across ages buy the brand between 25-50 years.

Behavioral:
Preferred by medium sized families. Seek quality, class, comfort etc Value for Money

Product Policy
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Quality/ Service Management

Having the best quality and service means being the most competitive Quality management, and the effort to keep our first promise to the customer Service management, perfection with detailed interest and concern

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Innovative Technology
New and innovative technology presents a new standard for superior vehicles Power train: A strong heart and a sensitive transmission inimitable performance Development of eco-friendly transmissions Eco-friendly emissions system

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The mark of global marketing that captures the world

It speaks from the heart. Hyundai s marketing does more that just sells cars; it creates an honest connection with customers and recognizes the needs in their lives.

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A global sales network

Hyundai introduces a diverse product lineup with world-class competitiveness to customers in over 180 countries through 32 overseas production and sales subsidiaries, and more than 6,000 dealers.

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Brand recognition
Augmented with a passion for sports Hyundai is strengthening its brand competitiveness by participating in diverse sports contests that bring the world s people together Hyundai began to forge connections with UEFA and FIFA in 1999, and became an official sponsor of the 2006 Germany World Cup, Euro 2008 and the 2010 South Africa World Cup. Going forward, Hyundai will continue its soccer promotions with road shows and street parades at the 2011 Women s World Cup in Germany, Euro 2012, and the 2014 Brazil World Cup. Hyundai has begun to sponsor the Cricket World Cup, one of the world s largest sports contests Sponsoring the Cricket World Cup will raise our recognition and image in countries such as India, Australia, England and South Africa where the sport is popular

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Country Strategies
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Global production network, marked by precious sweat and struggle

In order to produce cars suited to the lifestyle and preferences of each customer, we have established a production system that stretches beyond national borders. At each factory worldwide, Hyundai cars can be found that are specialized for local needs.

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Korea factories, the world s largest, best environment

Ulsan Factory, the largest single factory in the world
Ulsan is Hyundai s main factory, made up of five independent factory facilities on a 5 million square-meter site, where over 34,000 employees produce an average of 5,400 vehicles per day. In addition, it has a dedicated pier where three 50,000-ton ships can dock at once, and has been called a factory in a forest, with 58,000 planted trees and cutting-edge environmental protection facilities.

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Asan Factory, where automotive quality is in the air

Asan is a fully self-sufficient factory that produces 300,000 large passenger cars annually for strategic export. With a bright and refreshing factory environment centered on people and their environment, this factory proves that the quality of the work environment translates to the quality of the vehicle.

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Jeonju Factory, world s largest production center for commercial vehicles

The Jeonju factory, with an annual production capacity of 125,000 vehicles, is a specialized factory for commercial vehicles, making trucks larger than 2.5 tons and medium-to-large buses for 25 passengers or more.

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Fantastic factories in each region of the world

The u.S. factory, pride of Alabama
In its first year in 2005, the Alabama factory reached 10th place among 37 North American factories for quality. Since 2009, it has been continuously selected as the North American automotive factory with the greatest productivity, and in 2010 it achieved an annual production record of 300,000 units.

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The China factories, keeping pace with the world s biggest market
The China factories have a total annual production capacity of 600,000, with the establishment of a second factory capable of producing 300,000 units per year. To keep pace with the rapidly expanding Chinese market, a third factory is under construction and will be finished by 2012, bringing total China capacity to 1 million cars per year.

Current Risks and Challenges

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Hyundai possesses European Challenge Foreign competition from Japan, Europe and South Korea Producing high-quality vehicles without raising prices

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