Marketing 3 Essay Example | Topics and Well Written Essays - 750 words

Marketing 3 - Essay Example , the product characteristics such as country of ownership and manufacturer of the parts, country of assembly and design, and the impact of brand name will be analyzed and discussed. Hyundai has a reputation of having cheap and unreliable back in 1998. (Bingham, 2001) As part of the Hyundai’s success in U.S. market ten years after, the company has started to remove its image of offering cheap cars. For this reason, the company has recently changed its company slogan from â€Å"Value for the Money† to â€Å"Think about it.† (Kwok, 2007) Among Hyundai’s product line includes: Tucson, Veracruz, and Santa Fe – a small SUV; and 4-door cars like Accent, Azera, Elantra, Genesis, Sonata, and Tiburon; including the large-size SUV called Mohaves. (Hyundai, 2008d; Jin, 2008) Aiming to penetrate the market of luxury cars, Hyundai recently introduced a new sedan called the Genesis – a rear-wheel drive with V8 engine. (Buss, 2008) vehicles by strengthening its partnership with its dealers and investing millions of dollars in the improvements of its developmental facilities. Aiming to increase its target consumers’ confidence on Hyundai cars, the company offered a 5-year / 60,000 mile warranty and a 10-year / 100,000 mile limited powertrain warranty. (Bingham, 2008b) Aside from using the traditional promotion approach like the American car showrooms and other promotional activities such as sponsoring the several sports activities worldwide (Jin, 2008) and ‘Drivers Wanted’ ad campaign (BusinessWeek, 2007), Hyundai has invested on electronic promotion by signing a contract with CCG.XM back in 2000 (Busines Wire, 2000). Hyundai professionally manufacture its own original equipment parts which are designed for safety and resale value. (Hyundai, 2008c) For this reason, the company could easily provide a manufacturer warranty to ensure the quality and customers’ satisfaction over Hyundai cars. Hyundai automobiles in America are assembled in U.S. assembly plants