Finalised Part 1 Mark344

Tom Groat- 7144945
MARK344:
Marketing Plan for FINAL
ASSESSMENT
Hyundai Australia Strategic

Marketing Plan for the
Automotive Industry
Prepared by Tom Groat

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Task: As the CMO develop a Marketing plan for your CEO
DRAFT Final Assessment Task %
Part 1a Executive Summary (150 words)

15
Situation Analysis: Environmental, Market Position e.t.c, and
SWOT
(yours and competitors)
Part 1b Customer analysis – Segmentation, Positioning and Targeting 25

and Customer Environment
Part 2 Strategy Identification and Analysis: Yours and Competitors 20

(Innovation strategy)
Part 3 Marketing Goals and Objectives and Justification 20
Part 4 Justification of your strategy to your CEO 20

Also explain how CSR and Innovation have been factored in
(if relevant)
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Table of Contents
PART 1- MARKET RESEARCH...............................................................................................4
Section 1: Executive Summary.............................................................................................4
Section 2: Situational Analysis............................................................................................6
Competitive Situation Based on Market Share..............................................................................6
Competitive Forces.......................................................................................................................7
Environmental Factors of Importance.........................................................................................18
Section 3: Strategic Analysis.............................................................................................24
Business & Market Facts.............................................................................................................24
Product Definition.......................................................................................................................29
Section 4: SWOT Analysis..................................................................................................34
SWOT Matrix...............................................................................................................................34
Marketing SWOT.........................................................................................................................39
Strategic Implications of SWOT Analysis.....................................................................................42
Section 5: Customer Analysis.............................................................................................54
The Customer Environment: Segmentation, Targeting and Positioning Strategies......................54
Positioning Maps & Justification.................................................................................................65
PART 2- MARKETING STRATEGY........................................................................................69
Section 1: Executive Summary...........................................................................................69
Section 2: Strategy Identification and Analysis..................................................................69
Strategic Position in Comparison to Main Competitor (Toyota)..................................................69
Section 3: Marketing Goals and Objectives.......................................................................71
Marketing Activities in Comparison to Main Competitor (Toyota)..............................................71
Marketing Goals and Objectives..................................................................................................72
Section 4: Justification of Strategy to Hyundai CEO...........................................................74
How the strategy was developed and why it will work...............................................................74
How CSR and innovation is integrated........................................................................................74
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PART 1- MARKET RESEARCH

Section 1: Executive Summary
The purpose of this strategic marketing plan is to insightfully analyse Hyundai Australia’s
current marketing strategy in the automotive industry, and propose recommendations for
improving their marketing strategy, to maximise the company’s edge over competitors.
Founded in South Korea, on the 29 th of December 1967 [1], Hyundai Motors has built a
good reputation for the quality of their products, which paired with a competitive pricing
strategy has allowed them to gain a respectable share in both the global and Australian
car market, particularly in the last two decades [2].
Employing approximately 120,000 people worldwide, Hyundai Motors, sold more than
$4.4million vehicles globally in 2019 [3]
The strategic aspect of this report will focus on Hyundai Australia (owned by Hyundai
motors), who derives revenue from the import and distribution of Hyundai-branded cars,
parts and accessories. Employing approximately 230 people throughout Australia [4],
Hyundai Australia, sold approximately 80.6 thousand vehicles in the Australian market in
2018. [5].
The main findings of this report are…
*The remainder of the executive summary will be finished at the completion of the full
report to ensure accuracy and relevance, as is recommended by subject content.
References:
[1] Hyundai Newsroom, 16th April 2019. ‘Over 50 years of progress: the history of Hyundai
’/Hyundai News. Available at: https://www.hyundai.news/eu/articles/press-releases/over-
50-years-of-progress-the-history-of-hyundai.html [accessed 10th September 2022].
[2] MBA Skool Team, 28th Jan 2022. ‘Hyundai Marketing Strategy & Marketing
Mix’/mbaSKOOL. Available at:
https://www.sony.com/en_us/SCA/who-we-are/overview.html [accessed 10th September
2022].
[3] Hyundai Newsroom, 25th Jan 2022. ‘Hyundai Motor Announces 2021 4th Quarter
Business Results’. Available at:
https://www.hyundai.com/worldwide/en/company/newsroom/hyundai-motor-
announces-2021-4th-quarter-business-results-0000016791 [accessed 10th September
2022].
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[4] IBISWorld, 2022. ‘Hyundai Motor Company Australia Pty Limited - Australian Company
Profile’/IBISWorld. Available at: https://www.ibisworld.com/au/company/hyundai-motor-
company-australia-pty-limited/1113/ [accessed 10th September 2022].
[5] Granwal, L, April 2nd, 2022. ‘Number of Hyundai vehicles sold in Australia from 2013 to
2019’
/Statista. Available at: https://www.statista.com/statistics/632748/australia-hyundai-
vehicle-sales/
[accessed 10th September 2022].
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Section 2: Situational Analysis

Competitive Situation Based on Market Share
Relative market share and identification what type of competitor they are according to the
classification provided by Marketing Warfare principles.
Leading Vehicle Manufacturers in Australia by Market Share (New Vehicle Sales in 2021).
In Australia, Japanese and Korean Manufacturers hold most of the market share due to
their perception of good reliability, low maintenance and ease of getting parts. As seen in
Figure 1, Toyota is the longstanding dominant player in the industry, with 21.3% (223,000
vehicles) of new vehicle sales in 2021. Hyundai holds 3rd place behind Mazda, with 6.9%
(73,000) and is continuing to grow at a faster rate than Toyota [1].
Hyundai is consistently ranked in the top-three-selling brands in Australia and has been
popularised by its small sized cars and family sized cars, the i30 and Tucson respectively.
Known for its reliability and quality build, Hyundai has been able to break into the
Australian market through its lower price points (in comparison to Toyota) [2].
According to the principles of Marketing Warfare, Hyundai would be adopting an offensive

warfare approach as they hold the 3rd highest market share. Unlike Toyota who would be
more defensive and look to block competitive moves and be a thought leader, Hyundai
would look to avoid the strengths of the market leader and look to attack Toyota’s
weaknesses [3]. An example of one of Hyundai Strategies is the provide a similar product
to the same target market, but at a more affordable price point. Hyundai has also looked
recently to dominate other competitors in the technology aspect of vehicles [4].
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Competitive Forces
Who are our major

competitors?
What is their market Hyundai:

position?
2021 Market Share in Australia: 3rd place, 6.9%, 72,872 vehicles
sold [1].
Global Market Share: 5th Place, 4.7% [9]
Operating since 1967, Hyundai is positioned as a brand who

provides ‘automotive value’ and ‘unbeatable quality’. This position
has been achieved by combining reliability, practicability and
technological benefits and features in their vehicles, at an
affordable and competitive price point [5]. In Australia they have
been particularly successful in their hatch back and SUV offerings
for families and younger people, and also their commercial van,
the iLoad which has consistently challenged the Toyota HiAce in
sales.
Being a South Korean manufacturer, Hyundai initially struggled

with a false perception that their vehicles were of poor build
quality, despite this not being the case [6]. Initially, Hyundai were
able to break into markets globally and changed this poor
perception by offering a long warranty such as a 10 year, 100,000
mile major car guarantee [6]. Hyundai is now consistently ranked in
the top 5 manufacturers for quality and customer satisfaction in
reports all around the world [6].
Knowing this, Hyundai have since begun to rebrand themselves as

a higher-quality vehicle to improve their profit margins. They will
aim to do so by pushing their innovative technological and safety
features in their vehicles, and higher price point [7].
Toyota:
2021 Market Share in Australia: 1st place, 21.3%, 223,642 vehicles

sold [1].
Global Market Share: 1st Place, 10.5% [9]
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Founded in 1937 in Japan, Toyota’s success has been built off their
unmatched reliability. For the past 16 years and counting, Toyota
Australia has been recognised as having the highest level of
consumer trust in the local industry [8].
Toyota is best known for making high-quality cars that maintain

excellent performance over long periods of time. Toyota has
numerous offerings in all segments of the market and has been
extremely successful doing so. Their ute model, the Hilux, has
consistently been the best-selling vehicle in Australia in recent
years, with their SUV-the RAV-4 and their hatch back the Corolla
dominating their respective vehicle types [10].
Toyota targets various price points in the market, both low and
high and are able to do so affectively as they are the global and
domestic market leader. However, they are not considered a luxury
car. This segment is targeting by Lexus, Toyota’s subsidiary.
Mazda:
2021 Market Share in Australia: 2nd place, 9.6%, 101,119 vehicles

sold [1].
Starting life as a Japanese cork manufacturer in 1920, Mazda’s first

vehicle was released in 1931, where their initial focus was on the
production of three-wheeled trucks’ [13]. Although ranking 2 nd in
Australian market share in 2021 after an extremely successful 5
years growth[1], Mazda has since seen a decline in interest in this
year, with a 40% decline in sales compared to May 2021. This saw
direct rivals, Hyundai and Kia finally outselling Mazda for the
months sales [12].
Mazda is well-known for manufacturing vehicles which are ‘fun-to-

drive’. The company pushes its lightweight materials, state of the
art safety features and economical engine technology as the key
benefits of their brand [13]. The main segments they focus on in
Australia include their SUV and hatchback models.
Mazda Australia has openly stated they wish to position just above
non-premium brands and challenge luxury brands on their entry-
level models [14].
Ford:
2021 Market Share in Australia: 4th place, 6.8%, 71,380 vehicles
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sold [1].
Global Market Share: 4th Place, 5% [9]
Ford is an American automaker founded in 1903. The company was

the first to automate production of cars with an assembly line,
which enabled them make vehicles available to the mass-market
everyday consumer [15]. Due to its long-standing existence, Ford is
an extremely reputable and trusted manufacturer.
Ford currently positions most of their vehicles as having ‘function’

over ‘style’. They are a low-cost competitor who has been
successful by following the trends of consumers functional needs.
In the modern day this has meant Ford focusing on great eco-
friendly fuel economy, and good safety features, which aligns with
the modern purchasers needs [16].
What From a primary analysis of the competitors’ websites, these
products/services do competitors compete in similar segments to Hyundai, mainly being
they compete with family vehicles and electric. Hyundai generally has slightly lower
against us? price points then these competitors.
Unlike all three competitors, Hyundai does not participate heavily

in the commercial segment, and does not offer Utes or extensive
van options.
Toyota [17]:
SUV
- Small SUV: Yaris Cross, C-HR, RAV-4

- Large SUV: Kluger, Fortuner, Prado, Landcruiser
Electric/Hybrid
- Toyota offers hybrid options in its Corolla, Camry, C-HR and

RAV-4 models.
Small
- Hatchbacks: Yaris, Corolla Hatch

- Sedans: Corolla, Camry
Commercial
- Vans: Granvia, HiAce
Mazda [19]:
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SUV
- Small SUV: Mazda CX-3, Mazda CX-30, Mazda CX-5

- Large SUV: Mazda CX-8, Mazda CX-9
Electric/Hybrid
- Hybrid: Mazda MX-30 M Hybrid

- Electric: Mazda MX-30 Electric
Small
- Hatchbacks: Mazda 2, Mazda 3

- Sedans: Mazda 2, Mazda 3, Mazda 6
Ford [20]:
SUV
- Small SUV: Puma, Escape

- Large SUV: Everest
Electric/Hybrid
Ford does not currently provide electric/hybrid options, however

as of late 2022, they are implementing a $US50 billion push into
the Australian market [18].
Small
- Hatchback: Fiesta
Commercial
- Vans: Transit Custom, Transit Van
What is their size? Hyundai
2021 Market Share in Australia: 3rd place, 6.9%, 72,872 vehicles

sold each year [1].
Global Market Share: 5th Place, 4.7%, 3.89 million vehicles sold
each year [9]
Total employees globally: >110,000 [21]

Toyota
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2021 Market Share in Australia: 1st place, 21.3%, 223,642 vehicles

sold [1].
Global Market Share: 1st Place, 10.5%, 10.5 million vehicles sold
each year [9]
Total employees globally: 350,000 [22]
Mazda
2021 Market Share in Australia: 2nd place, 9.6%, 101,119 vehicles

sold [1].
Global Market Share: 3.1%, approximately 1.2 million vehicles sold

[23]
Ford
2021 Market Share in Australia: 4th place, 6.8%, 71,380 vehicles

sold [1].
Global Market Share: 4th Place, 5%, approximately 3.9 million

vehicles sold [9]
What is their Hyundai2021- Approximately 117.6 trillion won (99 billion US

revenue? dollars) [26]
Toyota2021- Approximately $245 US billion [27]
Mazda2021- US $24.5 billion [28]
Ford 2021- US $148 billion [29]
What is their Hyundai

growth?
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- 3.9% increase in sales in 2021, compared to 2020 [30].

- 13.1% increase in annual revenue in 2021, compared to
2020 [30]
Hyundai is continuing to grow rapidly in popularity in Australia and

around the world, with its excellent offerings. As the supply
pressures from the pandemic begin to lift, and the negative stigma
towards Korean made cars eases turns positive, Hyundai will
continue to see more growth and potentially overcome Mazda as
2nd market leader.
Toyota
- 15.3% increase in revenue in 2022, from 2021 [31].

- 10.6% increase in sales in 2021 [31].
Toyota’s success in revenue in sales recently has been a result of

stockpiling before the automotive industry saw shortages of
electrical components. Toyota is at a maintenance stage and will
have to work hard to prevent upcoming Chinese and Korean
manufacturers from taking market share.
Mazda
- 2% decline in revenue from 2019 [24]

- 13.91% decline in revenue from 2020 [24]
- 5.59% decline from 2021 [24]
Mazda has seen a decline in revenue growth in the past 3 years

due to the pandemic supply shortages and increased competitive
pressure from the likes of Hyundai and Kia.
Ford
- Ford saw an 18.45% decline in revenue from 2019

- However, saw a recovery with 7.23% increase from 2020
What is the markets Growth PLC

growth PLC?
The automotive industry is currently seeing to race between
brands, to realign themselves in the market, to satisfy the change
in consumers’ needs and wants. With the rise in fuel costs and
growing household interest in solving climate change, this has
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accelerated consumers acceptance of electric and hybrid vehicles.

With higher demand than ever for electric vehicles, the companies
who reposition themselves now will see greater success in the
future. Companies such as Hyundai, Toyota and Tesla are already
leaders in the space, with many companies due to release their
first electric models in the coming years. In fact, according to the
WRI, since 2015, the global share of new passenger EV’s has
increased a euphoric 50% per year on average [31]. This growth
undoubtably indicates the need for companies to transition their
focus to electric vehicles, so that they remain relevant.
Identify what are Toyota

their strategies
based on? As seen in a recent campaign ‘The feeling never fades’ campaign,
Toyota highlights the known reliability of their vehicles through
showing people smiling as their vehicles hit high odometer
readings [33]. As the market leader, Toyota’s marketing strategies
involve reinforcing people’s loyalty by displaying emotional
connections for their vehicles.
Mazda
Since 2000, Mazda’s success has largely been attributed to its

effective ‘zoom zoom’ tagline/campaign which aimed to portray its
vehicles as ‘fun-to-drive’. The advertisements are generally
lighthearted and display the driving capabilities of Mazda, which
appeals to those who like the performance aspect of a vehicle [34].
Ford
Fords modern campaign strategies often revolve around customer

service in the post purchase stage. Their current ‘guaranteed
future value’ campaign shows the positives of their new finance
scheme, which allows people the option to return or upgrade their
Ford at the end of the loan and be guaranteed to receive their
balloon payment paid off. Ford is all about pleasing the customer,
whether that be through their functional vehicles or customer
service [35].
Degree Of Toyota Toyota poses a high degree of intensity in

Competitive competitiveness. They are Hyundai’s main competitor as
Intensity? mentioned previously, and they target very similar target markets.
They have a similar long term goal in terms of making electric and
hydrogen vehicles a possibly, and being a market leader in that
space.
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Mazda As mentioned above, Mazda has had declining sales in

previous years, so their threat to Hyundai is not as high anymore.
However, as supply pressures ease in the future, Mazda may pose
a threat when consumers have great choice in vehicles and wish to
purchase Japanese vehicles again. In addition, a new brand
strategy which veers away from highlighting performance
attributes and focuses on consumers current needs (eco-friendly
options, customers service such as flexible finance), could see
Mazda prove a threat again.
What are the Critical According to the IBISWorld report of the Automotive Industry in
Success Factors for Australia, the key critical success factors for the industry are:
the industry?
- Economies of scale: Large-scale production minimises per
unit costs and lowers prices for industry operators [32].
- Ability to quickly adopt new technology: being able to
adapt production lines to new technology allows changes in
consumer preferences to be met [32]
- Degree of globalisation in the firm: Multinational firms can
benefit from their expansive supply and manufacturing
networks, collectivised research and development, and
brand perceptions in a saturated market [32].
- Superior financial management and debt
management: the saturated and competitive market means
that firms must have effective financial management
processes to maintain profitability [32].
- Having links with suppliers: well-functioning supply chains
are vital, as seen with the pandemic supply shortages.
Strong upstream and downstream relationships help
minimise distribution disruptions and preserve dealer
contracts [32].
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Environmental Factors of Importance
Rank Issue of Why is it relevant?

Importance
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1 What are As a result of the pandemic and improved technologies, more

the current car buyers are spending time researching on the different
spending options available to them. They now spend an average of 7
patterns of months, compared to 2.7 months in 2017 [1].
customers in
our KEY In addition, a study conducted by Ipsos for Car Sales, found that
target 73% of new car buyers are more likely buy entirely online,
market(s)? compared to 57% in 2017 [1].
Due to global supply chain issues, a shortage of new cars has

also resulted in many consumers seeking to buy second hand. In
fact, uprise in demand has resulted in many customers paying
50% more on some second models then pre-pandemic [2]. The
introduction of online selling platforms; Gumtree and Facebook
Marketplace have made it easier to sell vehicles privately, rather
than through a dealer.
According to a study by 39% of respondents now consider the

factor of good after-sales service when choosing a car brand.
Offerings such as capped genuine servicing, longer warranties
and financing is important to consumers [3].
Consumers are also more open minded to purchasing both

electric and hybrid vehicles. In fact, in Australia, sales of electric
vehicles have more than doubled compared to the first half of
2021, with 9680 electric vehicles sold in the first half of 2022 [4].
References:
[1] Miranda Ward, 24th November 2021. ‘Car Buyers spending more time researching’/FinancialReview.
Available at: https://www.afr.com/companies/media-and-marketing/car-buyers-spending-more-time-
researching-20211123-p59bd9 [accessed 15th September 2022].
[2] Royce Kurmelovs, 30th Jan 2022. Secondhand cars: why are they so expensive and when will prices
drop?/TheGuardian. Available at: https://www.theguardian.com/australia-news/2022/jan/30/secondhand-
cars-why-are-they-so-expensive-and-when-will-prices-drop [accessed 15th September 2022].
[3] EY, February 2021. ‘Expectations of automotive customers when buying and using vehicles’. Available on
PDF at: https://assets.ey.com/content/dam/ey-sites/ey-com/tr_tr/pdf/2021/expectations-of-automotive-
customers-when-buying-and-using-vehicles.pdf [accessed 15th September 2022].
[4] Alex Misoyannis, 28th July 2022. ‘Australia’s best-selling electric cars so far in 2022’/Drive.com. Available
at: https://www.drive.com.au/news/electric-car-sales-australia-first-half-2022/ [accessed 15th September
2022].
2 Overall, are Business confidence is continuing to rise with strong profits;
our however, consumer sentiment is falling. It is expected that rising
customers inflation and economic and political uncertainty around the
optimistic or world, will begin to affect the excessive spending habits of
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Tom Groat- 7144945
pessimistic Australians in the past two years [1].

about the
economy? Although businesses are still experiencing good economic
conditions, despite approaching inflationary pressures and rising
interest rates, consumers remain pessimistic and their
willingness to spend on discretionary items dipped in August,
according to Commbank [2].
With the RBA set to continue increasing interest rates by 0.5% in

October, as they have in August and September 2022,
consumers will becoming increasingly pessimistic about the
economy, and economic growth will slow [3].
References:
[1] ABCNEWS, August 9th 2022. ‘Business confidence rises with strong profits, but consumers are getting
more pessimistic’/Abc.net.au. Available at: https://www.abc.net.au/news/2022-08-09/business-confidence-
rise-with-profits-but-consumers-unhappy/101314336 [accessed 17th September 2022].
[2] Michael Read, September 13th 2022. ‘Business conditions rosy but consumers very pessimistic’/afr.com.
Available at: https://www.afr.com/politics/business-conditions-rosy-but-consumers-very-pessimistic-
20220913-p5bhnt [accessed 17th September 2022].
[3] Roy Morgan, September 20th 2022. ‘‘Mortgage stress’ is growing in 2022 and set to rise further as the
RBA continues to increase interest rates’/Roymorgan.com. Available at:
https://www.roymorgan.com/findings/9078-mortgage-stress-risk-mid-2022 [accessed 21st September
2022].
3 Are they Currently, the demand for new cars is higher than it has ever
buying less been. From an economic standpoint this boosted demand has
or more of largely been due to an increase in consumer confidence post
our product COVID, low interest rates, and high savings. This economic
and why? climate is largely attributed to the large amount of government
support provided throughout the pandemic [1]
In Australia, experts also believe that an increased desire to

travel domestically in vehicles (due to travel restrictions present
during the pandemic), has also driven demand upwards,
especially in the van and 4WD segment [2].
In addition to this, many businesses have been forced to

downsize their fulfilment process and deliver locally from hubs,
because of global supply chain issues and government travel
restrictions. This has driven up the demand for fleets of
commercial vans [3].
However, despite this increased desire to purchase new vehicles,

a shortage of computer chips that allows the vehicles to function
has reduced the ability of automakers to produce enough
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Tom Groat- 7144945
vehicles to meet rising demand [1]. With extended wait times of

12 to 18 months for new vehicles, many Australians have turned
to the second-hand car market instead, to avoid the wait. In fact,
used cars are estimated to cost a staggering 65% more than pre-
Covid levels [4].
References:
[1] Neal Boudette, 15th July 2021. ‘‘The Market Is Insane’: Cars Are Sold Even Before They Hit the
Lot’/NewYorkTimes. Available at: https://www.nytimes.com/2021/07/15/business/car-sales-chip-
shortage.html [accessed 15th September 2022]
[2] Housnia Shams, July 1st 2021. ‘COVID drives up demand for cars, leads to long waitlists, soaring
prices’/ABCNEWS. Available at: https://www.abc.net.au/news/2021-07-01/car-shortages-new-and-used-
vehicle-prices-increase-waiting-times/100256070 [accessed 15th September 2022].
[3] Richard Rawlings et al, February 8 th 2022. ‘The Road to Recovery: How the automotive industry can come
back from COVID-19’/RSM. Available at: https://www.rsm.global/insights/finding-opportunity-change/road-
recovery-how-automotive-industry-can-come-back-covid-19 [accessed 15th September 2022].
[4] Owen Leonard, 27th of June 2022. ‘Bananas’: Never-before-seen used car prices in Australia’. Available at:
https://www.news.com.au/technology/motoring/on-the-road/bananas-neverbeforeseen-used-car-prices-in-
australia/news-story/8515aec052ae1031a7e96387a270b18a [accessed 15th September 2022]
4 What are General consensus of Australian economy [1]

the general
economic Australia is one of the wealthiest Asia-Pacific nations and has
conditions of had more than two decades of economic expansion.
the country,
region, Has always had many free trade agreements with U.S., China,
state, and Japan, South Korea and UK.
local area in
which our Has an abundance of natural resources which attracts foreign
firm investment, particularly in the export of coal, gold, natural gas,
operates"! iron etc.
There is a fair and strong legal system which operates

independently and impartially, and a stable democratic political
environment.
The following insights are drawn from the latest information

available (Australian June 2022 Reports)
Australia’s economic freedom score is 77.7, making its economy

the 12th freest globally in 2022. This is above regional and world
averages. Australia is now 4th among 39 Asia-Pacfic region
countries [1].
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Australia has seen a 5-year compound annual growth in GDP of

1.5%. This was contrived of a acceleration from 2017 to 2019, a
deceleration in 2019, a recession in 2020 due to COVID, and a
rebound in 2021 [1].
Real GDP is projected to grow by 4.2% in 2022 and 2.5% in 2023,

indicating that Australia is set to continue its solid recovery from
the pandemic and recent severe flooding in QLD and NSW [2].
The Australia Bureau of Statistics reported that the annual

Australian inflation rate is 6.1%, which is the highest recorded
since 1990 [3]. This is the result of three main things [3]:
- Strong consumer demand from lockdowns and excessive

government support.
- Shipping costs surging by 400% as many ships were taken
out of service from lockdowns.
- Russias invasion of Ukraine has put upwards pressure on
prices of oil, fuel, and food.
Too respond to the inflation, the RBA is now raising interest

rates to reduce people’s ability to spend (higher proportion of
incomes going towards mortgage payments) [3].
Inflationary pressures will be of great concern to Australia’s

economy in the coming years and will affect many industries,
particularly with real wage growth falling by 2.7% over the past
year [4], reducing consumers purchasing power.
References:
[1] 2022 Index of Economic Freedom, 2022. ‘Australia’/Hertitage.org. Available at:

https://www.heritage.org/index/country/australia [accessed 17th September 2022].
[2] OECD, June 2022. ‘Australia Economic Snapshot’/OECD.org. Available at:

https://www.oecd.org/economy/australia-economic-snapshot/ [accessed 17th September 2022]
[3] Jessica Muddit, August 9th 2022. ‘Why is Australia’s inflation rate so high?’/Forbes.com. Available at:
https://www.forbes.com/advisor/au/personal-finance/why-is-inflation-rate-so-high/ [accessed 17th
September 2022].\
[4] Michael Read, May 18th 2022. ‘Australia’s real wages slump (in eight charts)’/afr.com. Available at:
https://www.afr.com/policy/economy/australia-s-real-wage-slump-in-eight-charts-20220517-p5am58
5 What As a result of COVID 19, many people globally were forced to

technologica stay inside their homes for extended periods of time. This
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Tom Groat- 7144945
l changes subsequently encouraged a significant rise in social media use

will affect and technology uptake. According to a Frontiers Journal Article,
the way we there was a 50-70% increase in internet use during the COVID 19
conduct pandemic, and this increase has carried on post COVID due to
marketing the new habits which have been formed [1].
activities,
such as As a result of increased social media use, many consumers
distribution attention spans have been reduced, allowing platforms such as
or TikTok, with short video formats, to increase its users and hence
promotion relevancy to the digital marketing space [2]. In fact, TikTok
currently has approximately one billion active monthly users
globally [3]. Therefore, advertisements now need to target
audiences on this app, in a way which activates early
engagement and appeals to the interests of the consumers.
The pandemic was also able to accelerate the adoption of new

technologies to improve the customer car-buying experience.
Many dealerships are now using advanced software which
allows customers to get the lowest monthly rates on their
finance, which in turn builds a loyal customer base. In addition
to this many companies are adopting augmented and virtual
reality systems which will allow customers to find out more
information about the vehicle they are interested in purchasing.
This will drive purchase decisions and potential referrals at later
dates [4].
As a result of e-commerce and social media booming, many auto

manufacturers and retailers have moved most of their marketing
campaigns online on platforms such as Instagram, Facebook and
YouTube. SEO advertising has also become popular, with many
websites using the pay-per-click model [5].
References:
[1] Pragya Lodha et al, 22nd July 2021. ‘Social Connectedness, Excessive Screen Time During COVID-19 and
Mental Health: A Review of Current Evidence’. Available at:
https://www.frontiersin.org/articles/10.3389/fhumd.2021.684137/full [accessed 15th September 2022].
[2] Jahson Nahal, March 25th 2022. ‘TikTok is shrinking our attention span with every swipe’. Available at:
https://www.arcurrent.com/opinion/2022/03/25/tiktok-is-shrinking-our-attention-span-with-every-swipe/
[3] SMPERTH, February 22nd 2022. ‘TikTok Statistics for 2022 // Facts & Figures’/SMPERTH.com. Available at:
https://www.smperth.com/resources/tiktok/tiktok-statistics/ [accessed 15th September 2022].
[4] Martin Banks, August 20th 2021. ‘How has tech changed the car-buying process?’/TECHAERIS.com.
Available at: https://techaeris.com/2021/08/20/how-has-tech-changed-the-car-buying-process/ [accessed
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Tom Groat- 7144945
[5] Alexander Joe, October 28th 2021. ‘4 Amazing Ways Technology is Transforming Car Buying and
Selling’/MBN.com. Available at: https://marketbusinessnews.com/4-amazing-ways-technology-is-
transforming-car-buying-and-selling/279366/ [accessed 15th September 2022].
Section 3: Strategic Analysis

Business & Market Facts
Facts- Hyundai and the Market
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Business definition and Hyundai Motors is a South Korean automotive

scope manufacturer founded in 1967, who has always had one
goal in mind: to build vehicles of unbeatable quality [1].
Typically targeting low to middle income earners, Hyundai
has used a competitive pricing strategy which has allowed
them to gain a respectable share in both the global and
Australian car market, particularly in the last two decades
[2].
Hyundai Australia (owned by Hyundai motors) derives

revenue from the import and distribution of Hyundai-
branded cars, parts and accessories [3]. In Australia,
Hyundai’s commercial offerings extends only to a medium
sized van, with its main focus lending to SUV, sedans and
hatchback variations.
In the past two decades, Hyundai Australia has been able

to grab a foothold in the Australian market through their
‘drive-away special’ pricing strategy, which allowed the
vehicles to gain the perception of ‘good value for money’
[4]. However as of 2021, Hyundai Australia has undergone
a bold rebranding, which will aim to improve its brand
image and bottom line by producing a more premium
offering [4]. This re-branding involves making their vehicles
more technologically advanced, more modern looking (in
line with the growing electric vehicle segment) and
improving the performance specs of their vehicles [5].
Mission and vision Mission Statement
statement.
“Securing a clean planet for future generations, through
Automotive leadership” [5]
Vision Statement
“Hyundai Motor Company is striving to provide freedom of

movement to everyone by investing in mobility services, by
building a close relationship with leading mobility service
providers and expanding our role beyond the automotive
transportation sector. The company will play a pivotal role
in global society’s transition to clean energy by helping
make hydrogen an economically viable energy source” [6].
Tagline
“Imagine That”
Hyundai’s new tagline, aligns with its new company vision
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stated above, which gears towards forward thinking and

new possibilities.
Market definition Hyundai is a major player in the automotive industry. The

automotive industry refers to the “production,
wholesaling, retailing, and maintenance of motor vehicles”
[7].
In the Australian automotive industry, the main

classifications of vehicles (excluding heavy vehicles such as
trucks) are sedans, hatchbacks, small and large SUVs,
coupes, wagons, luxury vehicles, people movers, utes, and
light to medium commercial vehicles such as vans [8].
Key Trends ‘Redefining’ the Market
Due to the rise in fuel prices, new governmental push for

environmental policies, and an improved consumer
sentiment, hybrid and electric vehicles have seen an
increased uptake in 2021, with electric vehicles tripling in
sales to two per cent of all cars purchased in Australia,
compared to 2020. Alternatively, hybrids which made up
7% of all new cars- saw an increase of 20.3% on 2020 [9].
This has forced many manufacturers, including Hyundai to
transition a lot of their focus to what is arguably the future
of the automotive industry.
In addition, COVID 19 restrictions has seen the automotive

industry struggling to meet supply in a seller’s market. This
was largely due to setbacks in the production of vehicles
and parts (specifically the computer chip which controls
modern vehicles) and shipping issues which have made
lead times extended and unreliable, resulting in many
consumers putting off the purchase of new vehicles and
turning to the second hand market [10]. Due to the
reduction in volume sold, this has resulted in many
manufacturers such as Hyundai, trying to improve their
bottom line through strategies such as premium offerings,
which carries a higher profit margin.
Identify the market Since 1967, Hyundai’s have now built up a reputation of
segments that the being well built, reliable/dependable, low cost in
25
Tom Groat- 7144945
organisation currently maintenance and extremely safe. Hyundai currently targets

targets and potential new three main segments, based on the vehicles use.
market segments.
Families Family vehicles typically refers to vehicles which
have 5 to 8 seats to transport many passengers
comfortably, and generous storage offerings for family
tasks such as shopping, sports and weekend trips away. In
this segment, users are typically those aged 26-40 and have
children. Their main priorities are great safety features,
good fuel economy, affordability, comfort and practical
storage space [13]. Hyundai target this segment with its
popular Tucson, Santa Fe, and Palisade SUV models (shown
in product definition section), which are shown in TV
advertisements of families using the vehicles.
Urban Vehicles as cities have become more dense and

populated, many consumers are turning to smaller sized
vehicles such as hatchbacks and compact SUVs, which are
cheap to run and easy to drive and park in urban areas.
Hyundai has dominated this segment, with its i30
hatchback model which is edging close to the Toyota
Corolla, with 13,510 sales this year so far in 2022 [12].
Hyundai’s unique compact SUV models; the Venue and
Kona has been appealed to this segment also.
Private/Commercial Businesses According to IBISWorld,

in 2022, private businesses will account for nearly half of all
industry revenue in 2022 [11]. This refers to companies
who purchase new fleets every 2-3 years, to use for
business purposes, such as delivering goods and giving
employee vehicles as a part of their salary package.
Hyundai’s main offerings to businesses would be their
sedan variations and their medium sized commercial van-
the STARIA-Load which is the second best-selling van in
Australia so far in 2022, behind the Toyota HiAce[12].
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One market segment which Hyundai could improve on is

the Commerical Van Market. Hyundai has only ever offered
a medium sized van in Australia. The downsizing of
fulfilment worldwide due to border restrictions, has forced
many business to create hubs and deliver locally around
these hubs with vehicles such as vans instead of trucks
[10].. Hyundai could expand into this segment by offering a
smaller and larger version of their vans, allowing them to
fulfil the varying needs of this segment and compete with
the likes of the Mercedes Sprinter, Volkswagen Crafter and
Volkswagen Caddy
Although already a leader in the electric vehicle market,

Hyundai should continue their research and development
in this area to make these vehicles more viable for the
Australian landscape. This could be achieved through
working on infrastructure solutions and building models
which hold greater practicability for consumers. Demand
will undoubtably continue to rise in the near future, with
the sales of electric cars, doubling in 2021 to a new record
of 6.6 million globally [14].
References:
[1] Hyundai, 2022. ‘A brief history of Hyundai motors’/Hyundai. Available at:
https://laxmihyundai.com/index.php/blog/a-brief-history-of-hyundai-motors [accessed 13th September
2022]
[2] MBA Skool Team, 28th Jan 2022. ‘Hyundai Marketing Strategy & Marketing Mix’/mbaSKOOL. Available at:
https://www.sony.com/en_us/SCA/who-we-are/overview.html [accessed 13th September 2022].
[3] IBISWorld, 2022. ‘Hyundai Motor Company Australia Pty Limited - Australian Company Profile’/IBISWorld.
Available at: https://www.ibisworld.com/au/company/hyundai-motor-company-australia-pty-limited/1113/
[4] Ponchard, N, 13 May 2021. “Hyundai to capitalise on new-model push by rebranding”/GoAuto.com.au.

Available at: https://www.goauto.com.au/news/hyundai/hyundai-to-capitalise-on-new-model-push-by-
rebranding/2021-05-13/85121.html [accessed 13th September 2022].
[5] Hyundai, 2022. ‘Why Hyundai?’/Hyundai. Available at: https://www.hyundai.com/au/en/why-hyundai

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Tom Groat- 7144945
[6] Hyundai Motors, 2022. “Our new vision”/Hyundai. Available at:

https://www.hyundai.com/worldwide/en/brand/our-brand-vision [accessed 13th September 2022].
[7] US Bureau of Labor Statistics, September 16 th 2022. ‘Automotive Industry: Employment, Earnings, and
Hours’. Available at: https://www.bls.gov/iag/tgs/iagauto.htm [accessed on 16th September 2022].
[8] Tony Carter, 2022. ‘Brokerage WA’. Available at: http://www.brokeragewa.com.au/automotive/car-

types-explained/ [accessed 16th September 2022].
[9] Amy Hall, 18th March 2022. ‘Demand for electric and hybrid vehicles is at an all-time high. Why aren’t
more on the roads?’/SBS. Available at: https://www.sbs.com.au/news/article/electric-and-hybrid-vehicles-
are-more-in-demand-than-ever-before-but-is-australia-ready-for-them/7pdmrwlt4 [accessed 16th
September 2022].
[10] Richard Rawlings et al, February 8th 2022. ‘The Road to Recovery: How the automotive industry can
come back from COVID-19’/RSM. Available at: https://www.rsm.global/insights/finding-opportunity-
change/road-recovery-how-automotive-industry-can-come-back-covid-19 [accessed 16th September 2022].
[11] Darcy Gannon, February 2022. ‘Automotive Industry in Australia’/IBISWorld. Available at: https://my-
ibisworld-com.ezproxy.uow.edu.au/au/en/industry/x0014/products-and-markets#major-markets [accessed
[12] Mike Costello, 13th August 2022. ‘What are Australia's top-selling cars in each segment?’/CarExpert.
Available at: https://www.carexpert.com.au/car-news/what-are-australias-top-selling-cars-in-each-segment
[13] Industry Today, 30th September 2020. ‘What to Look for In a Family Car’/IndustryToday. Available at:
https://industrytoday.com/what-to-look-for-in-a-family-car/ [accessed 16th September 2022].
[14] IEA, 23rd May 2022. ‘Global electric car sales have continued their strong growth in 2022 after breaking
records last year’/IEA. Available at: https://www.iea.org/news/global-electric-car-sales-have-continued-
their-strong-growth-in-2022-after-breaking-records-last-year [accessed 17th September 2022].
Product Definition
Product Category [1] Hyundai Australia Products, including price estimate [1]
Small SUV Venue
‘Small SUVs are built
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Tom Groat- 7144945
for durability,
performance and
comfort’.
Kona
Tuscon
Large SUV Santa Fe
‘Large SUVs are built

for durability,
performance and
comfort’.
Palisade
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ECO Hyundai’s newest attempts at the EV market.
‘Introducing Eco: a Ioniq Hybrid

future where our
Electric, Hybrid, Plug-
in Hybrid and Fuel
Cell vehicles all
contribute to a
cleaner tomorrow’.
Ioniq Electric
Kona Electric
Small These two options also have a premium version.
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‘Perfect for urban

explorers, every small I30 Hatch
car in our range is
fun, zippy and full of
personality’.
I30 Hatch N Line (premium)
I30 Sedan
I30 Sedan N Line (premium)
Performance These are variations of their base model cars, that are tuned to achieve
maximum driving performance.
‘High-performance
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Tom Groat- 7144945
sports vehicles
engineered to deliver
maximum driving
pleasure’.
People Staria
Mover/Commercial
‘Our range is ready to

tackle all your big,
little and in-between
jobs’.
Staria-Load
The Staria-Load is the new generation of the extremely popular

Hyundai i-Load van. The recent launch of this vehicle has been
controversial with tradesmen due to its overly futuristic look for a
commercial vehicle and unnecessary inclusion of new technologies.
32
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However, Hyundai is trying to ensure all their vehicles work together

towards their new vision and rebranding.
References:
[1] Hyundai, 2022. ‘Car Models’/Hyundai. Available at: https://www.hyundai.com/au/en/cars# [accessed on 14th
September 2022].
Section 4: SWOT Analysis
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Tom Groat- 7144945
SWOT Matrix
Company Strengths Weaknesses

Hyundai Operates its plants in low-cost Is a South Korean company
countries such as India and China which has a poor-quality stigma
which means reduced costs [1]. attached to it. However, this false
perception is changing year by year
Produces their own engines, [4].
unlike other manufacturers means
they cut out a middleman. [1] Lack of diversification from poor
brand portfolio which is affecting
Great financing and leasing ability to make money in other
options results in a lower financial segments and spread risk [5].
barrier for customers [1]
Recent product recalls such as
Strong corporate social the faulty seatbelt incident in 5000
responsibility through being Hyundai Vehicles in Australia. This
charitable and conducting in among with other recalls has
research [2] affected Hyundai’s reputation [6].
Has won many safety awards Lower market share compared

which has resulted in a good to bigger manufacturers.
reputation [3]
Toyota Strong and long-standing Recent product recalls such as

reputation for reliability due to the recent software error in
relatively long time in the industry. Australia which has safety
concerns. [10].
Owns thousands of fuel cell
patents for electric vehicles, Global Hierarchical organization
making them a manufacturing giant structure prevents maximum
for the future of electric vehicles flexibility of regional operations
[7]. [12].
Strong Japanese culture has Geographically struggling to

resulted in continual organization compete with expanding
learning and employees striving for production capacity from increased
improvement in quality [8]. demand [13].
Many people are loyal to

Japanese vehicles, purely based off
their excellent manufacturing
reputation [9].
State of the art manufacturing
system allows them to product at
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Tom Groat- 7144945
the lowest costs and develop new

products quickly [11]
Ford Wide product and services Product recalls such as have
portfolio, which means they are effected their brand image.
less dependent on one product Particularly the recent ‘rollaway’
range [14] recall which has affected 3million
vehicles [16].
Large network of dealers, which
about 10,717 dealers across the Weak foothold in emerging
world. This allows them to succeed markets such as India [17]
in other regions [14]
Overly dependent on the U.S
New ‘Ford Future Guarantee’ market for their sales [14].
helps people financially [18].
A majority of vehicles are made
in the US which leaves them
exposed to higher labour costs and
legislation restraints [15]
Company Opportunities Threats

Hyundai With demand for electric China is one of Hyundai’s most
vehicles higher than ever, this successful markets. There has been an
presents great opportunity for uprise in Chinese manufacturers, which
Hyundai who already has a paired with Chinese Nationalism could
great reputation for their EV be a danger to a large revenue stream
vehicles [21]. [19].
Potential for continued Increasing government regulations in

growth in US and Indian greenhouse gas emission and fuel
markets through the use of efficiency initiatives are increasing
digital marketing and production costs and reducing the
customer engagement which bottom line for manufacturers. [20]
has been trending upwards
[26]. Increasing fuel prices around the
world due to inflation and the Russian
Opportunity to increase war will affect the take up of existing
their commercial vehicle fuel-based models, potentially making
range to meet the increase them obsolete in years to come [22].
desire for fleets and
campervans [25] Market is becoming more saturated
with increased competition due to
Favourable currency rates consumers having an increased trust in
will increase Hyundai’s other manufacturers due to extended
profitability [28] warranty strategies [29].
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Tom Groat- 7144945
Toyota Sales of electric cars, Increasing government regulations in

doubled in 2021 to a new greenhouse gas emission and fuel
record of 6.6 million globally efficiency initiatives are increasing
[21]. Toyota is a leader in EV’s production costs and reducing the
so this present great bottom line for manufacturers. [20]
opportunity for growth in the
coming years. Increasing fuel prices around the
world due to inflation and the Russian
Owns thousands of fuel cell war will affect the take up of existing
patents for electric vehicles, fuel-based models, potentially making
making them a manufacturing them obsolete in years to come [22].
giant for the future of electric
vehicles [7] Rapid growth in innovation from
competitors [27] which will affect their
position as leader in innovation.
Ford New uses for vehicles such Ford is struggling to maintain its
as Uber. Fords fuel efficient innovative position in the industry due to
vehicles will be attractive [24]. increased competition from rivals like
Tesla and Toyota who have more
Increased levels of e- efficient processes so that prices can be
commerce and the reduced [14].
downsizing of supply chains
will help Ford due to their Strong labour unions are affecting
extensive commercial range Ford’s costs due to push for increased
[25]. wages. This will affect Fords ability to
compete with foreign manufacturers
Growing auto markets in with labour laws are weak [14].
developing nations such as
Mexico, China and India. As a US manufacturer, the US CHINA
trade war will continue to affect Ford’s
profitability as many parts and materials
are sourced from China. Ford sales also
tanked by 43% in China as a result [23].
Increasing government regulations in

greenhouse gas emission and fuel
efficiency initiatives are increasing
production costs and reducing the
bottom line for manufacturers. [20]
References:
[1] Matija Pinko, 30th August 2022. ‘Why are Hyundai Cars So Cheap?’. Available at:
https://vehiclefreak.com/why-are-hyundai-cars-so-cheap/ [accessed 20th September 2022].
36
Tom Groat- 7144945
[2] Hyundai CSR, 2022. ‘CSR’. Available at: https://www.hyundaicsr.com [accessed 20th September 2022].
[3] Chris Bruce, Feb 24th 2022. ‘IIHS Hands Out Safety Awards, Hyundai Is Biggest Winner’. Available at:
https://www.motor1.com/news/569792/2022-iihs-top-safety-picks/ [accessed 20th September 2022].
[4] Alex Davies, 19th June 2019. ‘JD Power Says Korean Cars Beat US and Europe in Quality. Available at:
https://www.wired.com/story/jd-power-korean-cars-beat-us-europe-quality/ [accessed 20th September
2022].
[5] Ovidijus Jurevicius, 16th August 2022. ‘SWOT Analysis of Hyundai 2022’. Available at:
https://strategicmanagementinsight.com/swot-analyses/hyundai-swot-analysis/ [accessed 20th September
2022].
[6] NewsDaily, 24th August 2022. ‘Thousands of Hyundai cars recalled over safety risk’. Available at:
https://thenewdaily.com.au/finance/consumer/2022/08/24/hyundai-recall-i30-australia/ [accessed 20th
September 2022].
[7]Toyota Global, 3rd April 2019. ‘Toyota Promotes Global Vehicle Electrification by Providing Nearly 24,000
Licenses Royalty-Free’. Available at: https://global.toyota/en/newsroom/corporate/27512455.html
[8] Pauline Meyer, May 10th 2021. ‘Toyota’s Organizational Culture Characteristics: An Analysis’. Available at:
https://panmore.com/toyota-organizational-culture-characteristics-analysis [accessed 20th September
2022].
[9] Garage Dreams, 16th October 2020. ‘Why Are Japanese Cars More Reliable?’. Available at:
https://garagedreams.net/car-facts/why-are-japanese-cars-more-reliable [accessed 20th September 2022].
[10] Warren Barnsley, 29th April 2022. ‘Toyota recalls 26,000 new cars including Kluger, RAV4 hybrid models
due to software error’/7NEWS. Available at: https://7news.com.au/lifestyle/recalls/toyota-recalls-26000-
new-cars-including-kluger-rav4-hybrid-models-due-to-software-error-c-6624587 [accessed 20th September
2022].
[11] Norihiko Shimizu et al, June 2008. ‘The Contradictions That Drive Toyota’s Success’. Available at:
https://hbr.org/2008/06/the-contradictions-that-drive-toyotas-success [accessed 20th September 2022].
[12] Edward Ferguson, February 2nd 2017. ‘Toyota’s SWOT Analysis & Recommendations’. Available at:
https://panmore.com/toyota-swot-analysis-recommendations [accessed 20th September 2022].
[13] Biznewke, September 4th 2022. ‘In-Depth SWOT Analysis for Toyota/Strengths Weaknesses
Opportunities & Threats’. Available at: https://biznewske.com/swot-analysis-for-toyota/ [accessed 20th
September 2022].
[14] Business Strategy Hub, 2022. ‘FORD SWOT analysis of 2022’. Available at:
https://bstrategyhub.com/swot-analysis-of-ford-2019-ford-swot-analysis/ [accessed 20th September 2022].
[15] Mich Dearborn, March 19th 2021. ‘ FORD AGAIN LEADS AUTOMAKERS IN U.S. ASSEMBLY, HOURLY JOBS,
UNDERSCORING COMMITMENT TO AMERICAN ECONOMY’. Available at:
https://media.ford.com/content/fordmedia/fna/us/en/news/2021/03/19/ford-leads-automakers-us-
assembly-vehicle-sales.html [accessed 20th September 2022].
[16] Aimee Picchi, June 16th 2022. ‘Ford recalls almost 3 million vehicles over rollaway concern’/CBSnews.
Available at: https://www.cbsnews.com/news/ford-recall-rollaway-gear-shift-3-million-vehicles/ [accessed
[17] Krishna Pokharel, 10th September 2021. ‘Ford to Close Plants in India, a Tough Market for Auto
Giants’/WallStreetJournal. Available at: https://www.wsj.com/articles/ford-to-close-plants-in-india-a-tough-
37
Tom Groat- 7144945
market-for-auto-giants-11631273115 [accessed 20th September 2022].
[18] Ford, 2022. ‘myFord Finance’. Available at: https://www.ford.com.au/myford-finance/guaranteed-

future-value/ [accessed 20th September 2022].
[19] Barbara Tischler, 2020. ‘The rise of the Chinese automobile industry’. Available at:
https://www.grin.com/document/974659 [accessed 20th September 2022].
[20] Micheal J Boyle, 19th October 2021. ‘ What Regulations Affect the Automotive Sector?’/Investopedia.
Available at: https://www.investopedia.com/ask/answers/042015/how-much-impact-does-government-
regulation-have-automotive-sector.asp [accessed 20th September 2022].
[22] Driving Insights, 2022. ‘Will rising fuel costs accelerate the sales of EVs?’. Available at:
https://drivinginsights.com.au/drivers/rising-fuel-costs-vs-ev-sales/ [accessed 20th September 2022].
[23] Bob Bryan, 13th October 2018. ‘Ford's sales in China collapsed 43% in September amid Trump's trade
war and an economic slowdown’. Available at: https://www.businessinsider.com/ford-china-sales-fall-
trump-trade-war-tariffs-economic-slowdown-2018-10 [accessed 20th September 2022].
[24] Mansoor Iqbal, June 30th 2022. ‘Uber Revenue and Usage Statistics (2022)’. Available at:
https://www.businessofapps.com/data/uber-statistics/ [accessed 20th September 2022].
[25] Richard Rawlings et al, February 8th 2022. ‘The Road to Recovery: How the automotive industry can
come back from COVID-19’/RSM. Available at: https://www.rsm.global/insights/finding-opportunity-
change/road-recovery-how-automotive-industry-can-come-back-covid-19 [accessed 20th September 2022].
[26] MTA Queensland, 2022. ‘HOW THE AUTOMOTIVE INDUSTRY CAN BENEFIT FROM DIGITAL MARKETING’.
Available at: https://www.mtaq.com.au/how-the-automotive-industry-can-benefit-from-digital-marketing/
[27] Dominik Wee et al, 1st January 2016. ‘Automotive revolution – perspective towards
2030’/Mckinsey.com. Available at: https://www.mckinsey.com/industries/automotive-and-assembly/our-
insights/disruptive-trends-that-will-transform-the-auto-industry/de-DE [accessed 20th September 2022].
[28] Joyce Lee et al, April 25th 2022. ‘Hyundai profit surges, favourable currency rates offset sales decline’.
Available at: https://www.reuters.com/business/autos-transportation/hyundai-motor-q1-profit-surges-
favourable-currency-rate-2022-04-25/ [accessed 20th September 2022].
[29] BeeHive, 29th November 2016. ‘Do longer warranties actually help with automotive loyalty?’. Available
at: https://beehiveresearch.co.uk/automotive-loyalty/ [accessed 20th September 2022].
Marketing SWOT
Company Marketing SWOT
Hyundai S
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Tom Groat- 7144945
Effective competitive pricing in economy segment has allowed for

greater market share [1]
Very successful tv advertisements such as ‘The bigger Crash’ has

helped CSR on environmental ownership [2].
Hyundai does a good job of targeting their customers with new

models, through TV advertisements and sponsorship of sporting
events in Australia [3].
W
Poor engagement on social media. Only 38.5K followers and 2-3
comments per post (Primary Observation)
Communication issue- Recent launch of its new ‘futuristic’ looking

vehicles have not been successful in Australia. Particularly with its new
commercial van, the Staria-load. Hyundai could of better
communicated the reason for the new look [4].
O
The rise in high growth platforms such as TikTok means Hyundai could
use this platform to expand their reach and engage better with their
customers [5].
Influencer marketing has proven highly successful in recent years as it

can make bigger corporations seem more human and authentic [6].
Hyundai could increase their usage of influencers to add layers to their

tv advertisements which is their predominant form of marketing.
T
Uprise of digital marketing and streaming platforms has the potential
to reduce the effectiveness of tv advertisements and billboards due to
an overload of advertisements thrown at consumers and reduced
thinking span [7].
People have a greater ability to make viral and potentially false

complaints about products online.
Toyota S
Excellent brand recognition with well thought out logo with
subconscious symbolism [8]
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Tom Groat- 7144945
Great engagement on social media with 113K followers and positive

sentiment in comments [Primary observation]
Market leader, so has large budget to fund campaigns.
W
Organisational secrecy due to global hierarchal structure. Could

improve transparency [9]
O
Greater corporate responsibility opportunities through advertising

eco-friendly vehicles [9].
The rise in high growth platforms such as TikTok means Toyota could
use this platform to expand their reach and engage more with their
customers through trends [5].
T
Uprise of digital marketing and streaming platforms has the potential
to reduce the effectiveness of tv advertisements and billboards due to
an overload of advertisements thrown at consumers and reduced
thinking span [7].
Ford S
Clear brand positioning which focuses on the functionality of their
vehicles [10]
Sponsors men’s sporting events that align with the sale of their
popular utes and vans.
Iconic logo and strong name.
W
Reputation as working/middle class brand makes it more difficult to

appeal to premium market [11].
O
Increased digital marketing strategies could lead to an influx of
customer acquisition through greater exposure of the brand and
improved targeting.
T
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Tom Groat- 7144945
Being outperformed in quality of media production by competitors

such as Toyota who have a big budget for the Australian Market [12].
References:
[1] MBA Skool Team, January 28th 2022. ‘Hyundai Marketing Strategy and Marketing Mix’. Available at:
https://www.mbaskool.com/marketing-mix/products/16890-hyundai.html [accessed 21st September 2022]
[2] HMG NEWSROOM, 27th June 2022. ‘Hyundai Motor’s ‘The Bigger Crash’ Brand Campaign Ads Win Silver
Lions at Cannes Lions International Festival of Creativity’. Available at:
https://www.hyundaimotorgroup.com/news/CONT0000000000039077 [accessed 21st September 2022].
[3] Hyundai, 2022. ‘Hyundai sponsorship and events’. Available at: https://www.hyundai.com/au/en/why-
hyundai/sponsorships [accessed 21st September 2022].
[4] AutoExpert, 17th December 2021. ‘2022 Hyundai Staria Load van review: Buy this or a Toyota Hiace?’.
Available at: https://autoexpert.com.au/posts/hyundai-staria-load-van-review-buy-this-or-a-toyota-hiace
[accessed 21st September 2022].
[5] Isabelle Halpern, July 22nd 2021. ‘Why You Should Be Using TikTok for Business in 2022’/Eternity.
Available at: https://eternitymarketing.com/blog/why-you-should-be-using-tiktok-for-business-in-2022
[6] Travis Huff, May 9th 2017. ‘6 Big Benefits of Using Influencer Marketing in your social strategy’. Available
at: https://www.socialmediatoday.com/social-networks/6-big-benefits-using-influencer-marketing-your-
social-strategy [accessed 21st September 2022].
[7] Chuck Murphy, August 27th 2019. ‘ The Shrinking Attention Span & What It Means for Marketers’.
Available at: https://www.bostondigital.com/insights/shrinking-attention-span-what-it-means-marketers
[8] The News Wheel, April 22nd 2015. ‘Behind the Badge: Analyzing Secret Messages in the Toyota Logo!’.
Available at: https://thenewswheel.com/behind-the-badge-analyzing-secret-messages-in-the-toyota-logo/
[9] Avada, 7th June 2022. ‘Toyota Marketing Strategy: The Pride of Japanese Quality?’. Available at:
https://blog.avada.io/resources/toyota-marketing-strategy.html [accessed 21st September 2022].
[10] Arcas Advertising, 2022. ‘Brand Positioning: Ford, we understand you again’. Available at:
https://arcasadvertising.com/blog/brand-positioning-ford-we-understand-you-again [accessed 21st
September 2022].
[11] PESTLE contributor, 4th November 2015. ‘SWOT Analysis of Ford Motor Company’. Available at:
https://pestleanalysis.com/swot-analysis-of-ford/ [accessed 21st September 2022].
[12] Josh McDonnell, 24th March 2021. ‘Updated: Toyota tilts $100m media and creative contracts to Publicis
as carmaker prepares for electric vehicle turf war’. Available at:
https://www.mi-3.com.au/24-03-2021/winning-lot-toyota-hand-entire-advertising-portfolio-publicis
Strategic Implications of SWOT Analysis
Strengths Key Elements Strategic Implications
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Tom Groat- 7144945
Strength 1 Has won How does this With Hyundai a proven leader in safety
many safety awards strength assist us in innovation [1], this allows the company to
which has resulted in a meeting customer meet the growing demand from
good reputation [1] needs? consumers for safer vehicles with built in
technology that not only prevents crashes
but keep them safe if in the rare case they
are in one [2]. With established
manufacturing processes and technology,
Hyundai can quickly provide new safety
features that customers desire.
How does this Hyundai’s safety features are relatively
strength compare better than Toyota and Ford, however
to our competitors' these companies have the funding and
strengths? innovative skills to improve their safety
technology and compete with Hyundai.
They also have the reputation and
credibility to market potential safety
features effectively.
Does this strength Yes, as safety is now one of the biggest
make us different reasons consumers choose one vehicle
from (better than) over another [3], particularly with families
our competitors in who have children. Since Hyundai is
the minds of our known to be one of the safest vehicles it
customers? will naturally provide an edge over
competitors when consumers are making
decisions.
Strength 2 Operates How does this By investing in manufacturing plants in
its plants in low-cost strength assist us in other countries, this results in reduced
countries such as India meeting customer manufacturing costs due to looser labour
and China which needs? laws in developing nations [4]. This
means reduced costs enables Hyundai to pass on reduced costs
to consumers and also provide more
vehicles in other countries as the roll out
is more efficient if the plants are closer to
the sale country.
How does this Toyota also has low manufacturing costs,

strength compare if not better, due to their state-of-the-art
to our competitors' manufacturing system which allows them
strengths? to produce at the lowest costs and
develop new products quickly [5].
However, Hyundai has an edge over Ford,
who still manufactures a lot of their
vehicles in the US where labour and
regulatory costs are higher.
Does this strength Consumers will favour a business for
make us different reducing costs, as long as the perceive the
42
Tom Groat- 7144945
from (better than) quality to be the same. Hyundai’s lower

our competitors in prices have been favourable in some
the minds of our consumers’ minds, however many people
customers? still have a preference for Japanese
manufacturers such as Toyota as they
perceive their manufacturing skills to be of
higher quality than those in developing
nations, purely due to a longer track
record of reliability since the 1980s [6].
References:
[1] Chris Bruce, Feb 24th 2022. ‘IIHS Hands Out Safety Awards, Hyundai Is Biggest Winner’. Available at:
https://www.motor1.com/news/569792/2022-iihs-top-safety-picks/ [accessed 21st September 2022].
[2] Keith Barry, July 18th 2018. ‘Shoppers Want Car Tech That Helps Them Drive Better, Survey
Shows’/Consumer Reports. Available at: https://www.consumerreports.org/car-safety/car-safety-survey-
new-car-buyers-want-advanced-safety-not-automation/ [accessed 21st September 2022].
[3] Sjaan Koppel et al, June 2008. ‘How important is vehicle safety in the new vehicle purchase process?’.
Available at:
https://www.researchgate.net/publication/5393358_How_important_is_vehicle_safety_in_the_new_vehicl
e_purchase_process [accessed 21st September 2022].
[4] Gordon Betcherman, 26th August 2021. ‘The challenges of regulating the labor market in developing
countries’. Available at: https://blogs.worldbank.org/jobs/challenges-regulating-labor-market-developing-
countries [accessed 21st September 2022].
https://hbr.org/2008/06/the-contradictions-that-drive-toyotas-success [accessed 20th September 2022].
[6] Ryan McElroy, 31st October 2017. ‘Why are Japanese cars supposed to be more reliable?’. Available at:
https://www.carkeys.co.uk/news/why-are-japanese-cars-supposed-to-be-more-reliable [accessed 21st
September 2022].
MARKETING Strength How does this Sports are engrained in many cultures
1 strength assist us in around the world, particularly in Australia.
meeting customer By supporting sporting teams, it will be
Sponsorship of needs? easier for consumers to see Hyundai as an
sporting events authentic and trustworthy brand. This is a
result of people appreciating the funding
and connecting and associating
themselves with the brand through
common interests [1].
How does this Both Toyota and Ford also sponsor
strength compare sporting events and teams in Australia.
to our competitors' Toyota has arguably been more successful
strengths? in doing so in the past through its
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Tom Groat- 7144945
attachment to cricket legend David

Warner’s ‘oh what a feeling Toyota’
celebration [2]
Does this strength By carefully selecting certain teams and
make us different sports, Hyundai can determine the way
from (better than) they wish to be perceived in Australian
our competitors in Culture. For example, Hyundai is more
the minds of our heavily involved in AFL, which is a less of a
customers? dangerous contact sport then Rugby
League. Hyundai’s target market is more
family orientated so this allows a more
favourable perspective over competitors
who sponsor more dangerous sports [3].
MARKETING Strength How does this In the past two decades, Hyundai Australia
2 strength assist us in has been able to grab a foothold in the
meeting customer Australian market through their ‘drive-
Effective competitive needs? away special’ pricing strategy, which
pricing families’ and younger people on tighter
budgets have enjoyed [4]. However as of
2021, Hyundai Australia has undergone a
bold rebranding, which will aim to
improve its brand image and bottom line
by producing a more premium offering [4].
However, within this rebranding, Hyundai
will still offer ‘good value for money’ in
the sense that a lot of features will be
provided for the price range.
How does this Hyundai has traditionally had better
strength compare warranty options then Toyota and Ford,
to our competitors' which consumers factor in when
strengths? determining which brand is the best value
for money [5]. However, in saying so, as
Toyota is a more established brand in
Australia, their resale value is higher
which offsets part of Hyundai’s
competitive pricing offers [6].
Does this strength Hyundai’s ability to provide cheaper prices
make us different without tarnishing the quality perception
from (better than) of their vehicles gives an edge over
our competitors in competitors, especially when trying to win
the minds of our over more budget minded consumers.
customers?
Consumers likely view Hyundai as better
value for money then Toyota and Ford,
due to the more competitive price point.
References:
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Tom Groat- 7144945
[1] EventBrite, April 20th 2021. ‘The Benefits of Sponsoring Sports Events Coming out of COVID-19’. Available
at: https://www.eventbrite.com.au/blog/benefits-sponsoring-sports-events-ds00/ [accessed 21st September]
[2] Jed Smith, 30th December 2016. ‘Are We Really Calling David Warner's Century Celebration 'The Toyota?’.
Available at: https://www.vice.com/en/article/wnvgjx/are-we-really-calling-david-warners-century-
celebration-the-toyota [accessed 21st September 2022]
[3] Boban Melovic et al, 26th October 2019. ‘The Impact of Sport Sponsorship Perceptions and Attitudes on
Purchasing Decision of Fans as Consumers—Relevance for Promotion of Corporate Social Responsibility and
Sustainable Practices’. Available at: ·
https://www.mdpi.com/2071-1050/11/22/6389/pdf [accessed 22nd September 2022]

rebranding/2021-05-13/85121.html [accessed 22nd September 2022].
[5] Patrick Hyundai, 14th November 2018. ‘Hyundai Warranty vs. Toyota Warranty’. Available at:
https://www.patrickhyundai.com/hyundai-warranty-vs-toyota-warranty/ [accessed 22nd September 2022].
[6] CarEdge. ‘Cars with the best resale after 7 years’. Available at:
https://caredge.com/ranks/depreciation/popular/7-year/best [accessed 22nd September 2022].
Weaknesses Key Elements Strategic Implications

Weakness 1 How does this Product recalls have to ability to damage
weakness hinder customer loyalty, damage brand image,
Product Recalls us in meeting and leave a company exposed to
customer needs? expensive legal costs [1]. It is important
that Hyundai’s marketing team
45
Tom Groat- 7144945
communicates well with effective

customers and keep’s the media from
turning the story against them.
How does this Despite the negative press that product
weakness compare recalls cause, both the competitors- Ford
to our competitors' and Toyota have undergone their share
strengths? of product recalls, as discussed in their
weaknesses section. However, Toyota is
considered more reliable for the most
part, due to their organisational strength
in producing vehicles of the best quality
[2]
Does this weakness This slight weakness in Hyundai’s
make us different manufacturing ability does make
from (worse than) consumers view brands such as Toyota in
our competitors in a more appealing as they will perceive
the minds of our Toyota to cost less in maintenance if their
customers? vehicles are made to last longer.
Weakness 2 How does this As a result of Korean cars initially lacking
weakness hinder quality, this resulted in many consumers
Is a South Korean us in meeting still seeing their vehicles as poor quality
company which has a customer needs? in years to come, despite the
poor-quality stigma improvement being made [3].
attached to it.
However, Hyundai has been able to
improve the image of their vehicles
through the best warranties ever offered
on a vehicle. Hyundai was the first to roll
out a 10-year/100,000-mile warranty in
1998 [3].
Although Korean cars have a relatively

good reputation in the modern age of car
manufacturing, the stigma from previous
eras is still affecting the ability to
compete fully with the likes of Japan.
However, this is changing rapidly.
How does this A lot of Toyota’s success is driven by
weakness compare being a Japanese manufacturer. Having a
to our competitors' positively viewed origin has veered many
strengths? consumers towards Toyota at the
purchase stage.
On the contrary, Ford, being an American

manufacturer is not considered as
reliable from a mechanical point of view
than Japan. However, Ford has the
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Tom Groat- 7144945
benefit of being one of the longest

existing automotive manufacturers,
which alongside smart marketing has
contributed to a relatively high brand
equity today [4].
Does this weakness Despite being similar in quality to
make us different competitors in the modern day,
from (worse than) unfortunately Hyundai being Korean does
our competitors in make consumers view the brand as
the minds of our poorer and less trustworthy than Toyota
customers? and Ford.
However, this perception is likely to

change. Afterall, prior to World War 2,
Japanese goods were not considered to
be good quality, however after years of
improving their manufacturing processes
and marketing their country correctly,
Japanese were able to be viewed in the
positive way they are today [5].
MARKETING Weakness How does this Engaging with customers online is vital in
1 weakness hinder developing customer loyalty and
us in meeting collecting valuable customer information.
Poor engagement on customer needs? The more interactions that are made, the
social media. more value and trust that consumers see
in a brand [6].
Hyundai not engaging on social media is

hindering the ability to connect with the
audience.
How does this Toyota has proven very effective with

weakness compare encouraging online engagement through
to our competitors' their ability to connect to their
strengths? audiences’ emotions, through asking
open-ended questions and talking about
their experiences with Toyota, rather
than only sharing pictures of their
vehicles. This has allowed Toyota to
boost their performance and customer
retention [7].
Does this weakness By not engaging on social media,
make us different consumers are more likely to view
from (worse than) Hyundai as less authentic and
our competitors in trustworthy. [6]
the minds of our
customers?
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MARKETING Weakness How does this With Hyundai’s new commercial van, the
2 weakness hinder Staria, a lot of criticism was made on its
us in meeting overly futuristic look. Although this aligns
Poor communication customer needs? with Hyundai’s new rebranding to offer a
with the new look of futuristic premium offering, it does not
their vehicles (e.g. align with the target market of
commercial van). businesses and tradesman in the van
segment.
The mix match of futuristic and

commercial looks confused Hyundai’s
previously loyal i-Load customers.
Hence needs to further communicate

with customers as to the purpose of their
bold looking van as aligning with the
future, so they can be more
understanding.
Does this weakness Yes, poor communication in a re-
make us different branding can lead to a loss of customers
from (worse than) and negative criticism[9]. A lot of
our competitors in tradesmen also did not wish for a lot of
the minds of our the driving assistance technology in the
customers? new Staria, with many preferring to do
without and save money for their
businesses [8].
In terms of the van segment, Hyundai has

definitely loss respect from tradesmen,
with many now turning to the Toyota
HiAce and Ford Transit due to their
attractive looks aligning with the target
markets preferences.
References:
[1] Yamato, 2022. ‘Product recalls pose a huge threat to profitability: 9 tips for avoiding them’. Available at:
https://www.yamatoscale.co.uk/tips-to-avoid-product-recalls/ [accessed 22nd September 2022].
https://hbr.org/2008/06/the-contradictions-that-drive-toyotas-success [accessed 22nd September 2022].
[3] CarBevy, 1st March 2021. ‘Why More People Trust Korean Car Brands’. Available at:
https://carbevy.com/why-more-people-trust-korean-car-brands/ [accessed 22nd of September 2022].
[4] Kasi, 2022. ‘Brand Equity of Ford Motors’. Available at: https://marketingmixx.com/brand-equity-of-ford-
motors/ [accessed 22nd of September 2022].
[5] Rita Reif, October 9th 1994. ‘'Made in Japan' (Without the Inferiority Complex)’/NewYorkTimes. Available
at: https://www.nytimes.com/1994/10/09/arts/made-in-japan-without-the-inferiority-complex.html
48
Tom Groat- 7144945
[accessed 22nd September 2022].
[6] Casey Briglia, 20th August 2020. ‘Why Customer Engagement Is Important’. Available at:
https://www.gartner.com/en/digital-markets/insights/why-customer-engagement-is-important [accessed
22nd September 2022].
[7] Digital Agency Network, 2022. ‘4 Lessons to Learn from Toyota’s Digital Marketing Strategy’/DAN.
Available at: https://digitalagencynetwork.com/4-lessons-to-learn-from-toyotas-digital-marketing-strategy/
[accessed 22nd of September 2022].
[8] AutoExpert, 17th December 2021. ‘2022 Hyundai Staria Load van review: Buy this or a Toyota Hiace?’.
Available at: https://autoexpert.com.au/posts/hyundai-staria-load-van-review-buy-this-or-a-toyota-hiace
[accessed 22nd September 2022].
[9] Petra Ilic, 30th September 2021. ‘35 Examples of Rebranding Fails And What We Can Learn [2021
Update]’. Available at: https://klintmarketing.com/35-rebranding-fails/ [accessed 22nd September 2022]
Opportunities Key Elements Strategic Implications

Opportunity 1 How is this Consumers concerns with pollution, and
opportunity rising fuel costs have created exponential
With demand for electric related to growth in electric vehicles. The global
vehicles higher than ever, serving the market for electric vehicles (EVs) is
this presents great needs of our growing continuously at a compounded
opportunity for Hyundai customers? annualised growth rate (CAGR) of 21.7 per
who already has a great cent [2]
reputation for their EV
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vehicles In fact, it is expected to grow from 8.1

million units to 39.21 million units by 2030
[2]
It is hence clear that consumers needs are

changing, and the desire for electric
vehicles is one of them.
What actions Hyundai should aim move more of their

can we take to innovative focus towards electric vehicles.
capitalize on In the short term they could excite
this opportunity customers by implementing campaigns
in the short which show new designs they are working
term and in the on.
long term?
Some car manufacturers are even pledging
to phase out petrol fuelled vehicles. In
fact, Volvo announced they will phase out
gas engines in all its cars by 2030 [3].
Although bold, this is something that

Hyundai could do to show consumers they
can be a leader in the future of vehicle
manufacturing.
Opportunity 2 How is this The downsizing of fulfilment worldwide
opportunity due to border restrictions, has forced
Opportunity to increase related to many businesses to create hubs and
their commercial vehicle serving the deliver locally around these hubs with
range to meet the needs of our vehicles such as vans [1].
increase desire for fleets customers?
and campervans This structural change in the economy has
increased customers need for medium and
large sized vans.
What actions This increase in demand for fleet vehicles
can we take to such as commercial vans present
capitalize on opportunity for Hyundai.
this opportunity
in the short Currently Hyundai, only provides a
term and in the medium sized van, the Staria Load,
long term? however by providing a larger version this
would meet businesses demand for
delivery requirements.
In the short term, Hyundai can offer better

financing deals so that businesses can
afford their medium sized van more easily
while the demand is still high.
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References:
[1] Richard Rawlings et al, February 8th 2022. ‘The Road to Recovery: How the automotive industry can come
recovery-how-automotive-industry-can-come-back-covid-19 [accessed 23rd September 2022].
[2] Rajiv K Vij, 12th June 2022. ‘Top 5 Reasons Why Electric Vehicles Are The Future Of Driving In 2022’.
Available at: https://www.outlookindia.com/business/top-5-reasons-why-electric-vehicles-are-the-future-of-
driving-in-2022-news-201722 [accessed 23rd September 2022].
[3] CBS News, March 2nd 2021. ‘Volvo plans to phase out gas engines in all its cars by 2030’. Available at:
https://www.cbsnews.com/news/volvo-gas-cars-c40-hybrids-production-2030/ [accessed 23rd September
2022].
Threats Key Elements Strategic Implications

Threat 1 How is this Today’s consumers expect good value for
threat related money when they are purchasing vehicles.
Increasing government to serving the
regulations in greenhouse needs of our Governmental pressures such as emission
gas emission and fuel customers? requirements, result in manufacturers
efficiency initiatives are having to spend more money on producing
increasing production parts that meet low emission
costs and reducing the requirements [1].
bottom line for
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Tom Groat- 7144945
manufacturers. If it costs Hyundai more money to

manufacture vehicles because of
governmental pressures, this reduces
Hyundai’s ability to provide consumers
with low-cost vehicles.
What actions In the long term it is recommended that
can we take to Hyundai alters their vehicle range so it is
prevent this mainly electric. This would be an advisable
threat from move with many governments beginning
limiting our to implement legislation to phase out the
capabilities in production of petrol fuelled vehicles. In
the short term fact, the Australian Capital Territory
and in the long recently committed to a strategy which
term? will ban the sale of petrol fuelled vehicles
in the state, after 2035 [2].
In the short-term Hyundai should look to

find external suppliers who can provide
expensive low-emission parts at a lower
cost to reduce the capital outlay required.
Threat 2 How is this A more saturated market makes it more
threat related difficult for firms to achieve economies of
Market is becoming more to serving the scale. This will reduce the profitability of
saturated with increased needs of our car manufacturers and reduce their ability
competition due to customers? to provide the same quality product at the
consumers having an prices consumers are used to [4].
increased trust in other What actions Hyundai has already announced a
manufacturers due to can we take to rebranding which will push their product
extended warranty prevent this as more premium. This will allow the
strategies threat from company to combat reduced volumes due
limiting our to saturation in the market by improving
capabilities in profitability per sale [3].
the short term
and in the long
term?
References:
[1] Micheal J Boyle, 19th October 2021. ‘What Regulations Affect the Automotive Sector?’/Investopedia.
Available at: https://www.investopedia.com/ask/answers/042015/how-much-impact-does-government-
regulation-have-automotive-sector.asp [accessed 23rd September 2022].
[2] Royce Kurmelovs, 22nd July 2022. ‘Federal government under pressure to increase EV uptake after ACT
announces petrol car ban’. Available at: https://www.theguardian.com/environment/2022/jul/22/australia-
ev-electric-vehicle-uptake-canberra-petrol-car-ban-act [accessed 23rd September 2022].

rebranding/2021-05-13/85121.html [accessed 23rd September 2022].
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[4] OECD, 2022. ‘Glossary of Statistical Terms’. Available at: https://stats.oecd.org/glossary/detail.asp?

ID=3203 [accessed 23rd September 2022].
Section 5: Customer Analysis

The Customer Environment: Segmentation, Targeting and Positioning
Strategies
Core Target Segment- Middle aged female (families) known as a revitaliser. Revitalisers
are sensitive and attentive to their appearance. They are sociable, enjoy looking after their
health, and enjoy associating themselves with branding. They are very enthusiastic,
youthful and like to keep up with the latest products. They do not take into account
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traditional beliefs [1]. This buyer persona thus suits Hyundai, who’s cars are modern
looking, maintains an affordable price point in the market, and has rebranded as a more
premium offering that aims to push safety, technology, and electric innovation.
According to research from Nielsen, family buyers in Australia are 31% more likely than
the average Australian to buy an SUV [2]. This persona hence further aligns with
Hyundai’s, who’s main product offerings are hatchbacks, and small/large SUVs (see
product definition).
Demographic characteristics: Gender
gender, age, income, occupation, Female
education, ethnic background, family life
cycle, etc Age
Middle Aged, Early 30’s to mid 40s [1]
Income
Stable, above average incomes (80-120K)

[1]
Occupation
Parent, works in business related field.
Education
Higher education- potentially in economics,

law, and management. Likely a Bachelor
from University [1].
Ethnic Background
Grown up in Australia, English is 1st

language.
Family Life Cycle
Husband, children and family close by.

Geographic characteristics: location, Location
density, etc. Located in coastal areas near populated
cities. Enjoys being around a busy, exciting
lifestyle.
Density
Dense, highly populated urban areas, wants
easy to drive family sized vehicles such as
an SUV or people mover.
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Tom Groat- 7144945
Psychographic characteristics: Attitudes

attitudes, opinion, interests, motives, Want to stay young, believes looking good
lifestyles and healthy will give them social
recognition [3].
Dresses fashionably for age.
Enthusiastic, on the go.
Enterprising and pioneering at work.
Opinion
Believes in looking after yourself, appearing
well-off to others.
Believes in have the latest innovations and
technologies (cars, phones etc.) [3].
Interests
Enjoys exercise/sports and eating well.
Enjoys fashion and new trends
Interested in CSR and environmental
sustainability as it is a hot topic currently.
Enjoys running her social media for others
to see.
Motives
Has excessive spending habits, however
getting good deals is still important [1].
Will pay more for product with status.
Wants to have good social recognition.
Wants vehicles that are easy to drive in

urban areas, are safe, and practical for their
family duties.
Lifestyles
Obtains information online via email and
social media.
Is interested in influential people’s opinions
and views.
Reads magazines.
References:
[1] Shahen Petrosyan, July 20th 2021. ‘Revitalizers’ Buyer Persona’/SocialGrabber. Available at:
https://thesocialgrabber.com/revitalizers-buyer-persona/ [accessed 25th September 2022]
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[2] Chris Gething, 25th August 2018. ‘Families driving SUV boom – study’/Drive.com. Available at:
https://www.drive.com.au/news/families-driving-suv-boom-study/ [accessed 25th September 2022].
[3] Darbinyan Perch, 3rd April 2022. ‘Target Markets of Hyundai and Kia’. Available at:
https://thesocialgrabber.com/target-markets-of-hyundai-and-kia/ [accessed 25th September 2022].
Behavioural Segmentation:
Do the purchasers of our products differ New vehicles cannot be sold directly from a
from the users of our products? manufacturer to the consumer. There are
regulations in place to foster fair
competition, which requires dealers to
purchase the vehicles and then on-sell to
consumers [1]. These dealers are often
privately owned.
Who are the major influencers of the Word of mouth/personal
purchase decision? recommendations from friends, family, and
co-workers. 52% of survey respondents say
it influenced them [3].
Data-backed organisations who provide

reviews and information on vehicles
influenced 33% of people [3].
Awards for vehicles for attributes such as

safety. This influenced 26% [3]
The influence of social media influencer is

low for this high involvement purchase, at
11% believing they were influential [3].
However this will likely change as social
media careers grow.
Dealers are likely to influence behaviour

at the point of purchase. Especially when
customising and adding extras.
Who is financially responsible for making Purchasing a vehicle is the second biggest
the purchase? asset by dollar value (behind housing), a
person could make. As result, these
purchases are a high involvement decision
that holds financial risk, which will often
require input from all income providers in a
household [2].
Therefore, the buyer persona, and her
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Tom Groat- 7144945
husband would be financially responsible

for the decision.
If Hyundai is selling fleet vehicles, it is the

financial responsibility of that business
entity.
References:
[1] James Cobb et al, 1st October 2015. ‘Why do we keep buying vehicles at dealerships?’. Available at:
https://www.caranddriver.com/news/a15352113/why-do-we-keep-buying-vehicles-at-dealerships/
[2] Joseph Abramson et al, 28th October 1993. ‘Purchase Involvement of New Car Buyers: A Descriptive
Study’. Available at: https://www.emerald.com/insight/content/doi/10.1108/19355181199300012/full/html
[3] Analytics Team, February 11th 2020. ‘Survey: Word-of-mouth has biggest influence on car
purchase’/Autolist.com. Available at: https://www.autolist.com/news-and-analysis/survey-biggest-car-
buying-influence [accessed 25th September 2022]
What do our customers do with our products?

In what quantities and in what Customers will likely buy 1 vehicle at a time
combinations are our products purchased? at they are expensive and only 1 is usually
needed per person. The customer will than
likely purchases extras that the dealer
offers, such as tinting and roof racks.
However, if a business is purchasing

vehicles such as commercial vans, for a
fleet, they will order anywhere from 2 to 20
vehicles at one time. Often business renew
their fleets every 3-4 years to avoid
expensive maintenance costs and reliability
issues [1].
How do heavy users of our products differ Heavy users such as business fleets, are
from light users? more focused on minimising outlay of costs
on the vehicles, and do not care as much
about expensive extras.
How do customers use complementary According to a report by the Specialty
products with our products? Equipment Market Association,
approximately $7 billion is spent each year
on car customization [2].
Post purchase, consumer will often

purchase items to either enhance the
driving performance of their vehicle or
make their driving experience better. This
includes items such as aftermarket
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Tom Groat- 7144945
navigation systems, or phone mounts.

What do our customers do with our Once consumers are satisfied with the use
products after consumption? of their new vehicle, they will sell it to
second hand buyers via a dealer or
privately.
Research by R.L Polk suggests the average

length of time that drivers keep a new
vehicle is around 6 years [3].
Do they recycle our products or our Yes, they either sell to the second hand
packaging? market, or if old/damaged, a wrecker will
recycle the metal or sell off the vehicle for
parts.
References:
[1] Fleet Management, 2022. ‘What Is A Fleet Vehicle? | A Guide For Business Owners’. Available at:
https://coastpay.com/blog/fleet-vehicle/ [accessed 25th September 2022].
[2] Willy Kutch, June 3rd 2021. ‘Car Customization: Why Should You Bother?’. Available at:
https://www.welcomebigwigs.com/car-customization/ [accessed 25th September 2022].
[3] Doug Demuro, 30/06/2019. ‘Buying a Car: How Long Can You Expect a Car to Last?’/Autotrader.com.
Available at: https://www.autotrader.com/car-shopping/buying-car-how-long-can-you-expect-car-last-
240725 [accessed 25th September 2022].
Where do our customers purchase our products?

From what types of intermediaries are our As mentioned earlier, vehicles cannot be
products purchased? sold direct to customers and must go
through a car dealer.
There are approximately 171 independent

Hyundai dealers in Australia. about 6.38%
of all new car dealers service the brand [1].
Although dealers carry the branding of

Hyundai, they are often privately owned,
therefore one dealer may not provide the
same service or benefit as another.
How does online shopping affect the Traditionally consumers used to visit a
purchase of our products? dealers physical showroom to learn about
the vehicles and purchase. However, with
Will this change in the future? the rise of the internet, pandemic social
distancing requirements and improved
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augmented and virtual reality technology,

many consumers now make their decision
via online reviews and virtual showrooms
[2].
What effect did COVID have on our sales? As mentioned previously in the report,
COVID created a huge demand for vehicles,
with a nearly all dealers selling out,
however because of supply shortages and
shipping delays, many manufacturers have
not been able to meet the demand [3].
Are our customers increasing their N/A- However as mentioned, more

purchasing from non-store outlets such as customers are making their purchase
catalogues, home shopping networks, or decisions on the internet.
the Internet?
References:
[1] PriceMyCar, 2022. ‘Australian Hyundai Dealers Reviewed and Ranked’. Available at:
https://pricemycar.com.au/find/hyundai/dealers [accessed 25th September 2022].
[2] Martin Banks, August 20th 2021. ‘How has tech changed the car-buying process?’/TECHAERIS.com.
Available at: https://techaeris.com/2021/08/20/how-has-tech-changed-the-car-buying-process/ [accessed
[3] Neal Boudette, 15th July 2021. ‘‘The Market Is Insane’: Cars Are Sold Even Before They Hit the
Lot’/NewYorkTimes. Available at: https://www.nytimes.com/2021/07/15/business/car-sales-chip-
shortage.html [accessed 25th September 2022]
When do our customers purchase our products?

Are the purchase and consumption of our Car sales are generally steady throughout
products seasonal? the year, except for May/June at the end of
the financial year. Many car dealerships see
around a 30% increase in average sales in
June, because many customers purchase
during this time of year to take advance of
lower prices, discounted value-adds, and
low interest-rate specials that dealers offer
at the end of the financial year, to move
stock before the new tax year [1].
To what extent do promotional events Due to the current climate of high demand
affect the purchase and consumption of our for vehicles, very few dealers in Australia
products? are offering discounts or deals on new
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vehicles, especially some people at on a 12–

18-month waitlist [2].
In addition, as consumers often want a

specific car model, promotional events are
an unpredictable occurrence in the modern
age of car sales, many consumers will not
wait around for a deal.
However, as mentioned above EOFY has a

significant effect of consumption, with a
30% increase in average sales in the month
of June [1].
References:
[1] Piera Rossi, May 10th 2022. ‘EOFY 2022 - 5 Major Benefits of Buying a Car at the End of the
Year’/Ausloans.com.au. Available at: https://www.ausloans.com.au/finance/eofy-reasons-to-buy-a-car
[2] Owen Leonard, 27th of June 2022. ‘Bananas’: Never-before-seen used car prices in Australia’. Available at:
https://www.news.com.au/technology/motoring/on-the-road/bananas-neverbeforeseen-used-car-prices-in-
australia/news-story/8515aec052ae1031a7e96387a270b18a [accessed 25th September 2022]
Why (and how) do our customers select our products?

What are the basic benefits provided by our The core benefit provided by a vehicle is
products and our competitors' products? fast, independent transport, which is
particularly important in areas without
public transport.
As mentioned throughout the report,

Hyundai’s focus is on vehicles that are safe,
economical, and affordable
Ford focuses more so on the benefit of a

car’s functionality, and Toyota focuses on
mechanical reliability.
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What are the customer needs that are Their main needs desired by families are
fulfilled by the benefits delivered by our great safety features, good fuel economy,
products and our competitors' products? affordability, comfort, and practical storage
space [1]
Depending on the model, Hyundai and

competitors meet most of, if not all of these
needs at any given time. Consumers just
must weigh up the pros and cons of each
model and determine what needs matter
more to them. If they care more about
safety they will purchase Hyundai, if they
prefer reliability, they will purchase Toyota.
How well do our products and our Considering Hyundai, Toyota and Ford are
competitors' products meet the needs of market leaders, both globally and in
our customers? Australia, they currently meet the needs of
consumers well. However with growing
pressures from governments and
consumers for electric vehicles in recent
years and exponential growth in interest
still occurring [2], it will be interesting to
see how well these brands adapt to meet
the changing needs of customers in the
future.
How are the needs of our customers The main trend recognised in the SWOT
expected to change in the future? analysis, in relation to customer needs was
the increased desire for electric and hybrid
vehicles.
Inflation and the Russian war has drastically

increased the price of fuel, which paired
with growing environmental consciousness
in consumers, has accelerated the uptake of
electric vehicles [3].
What methods of payment do our As vehicles are a high-cost purchase, a
customers use when making a purchase? majority of people take out a loan. These
loans can often be financed through a
Do they use Afterpay etc? dealer or via the individuals own bank.
In the US, it was found that 81.2% of new

vehicles purchase in the US in the first
quarter of 2021 were financed [4].
However, some individuals choose to pay

for the vehicle outright in cash to avoid the
fees associated with a car loan.
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Are our customers prone to developing Traditionally people have remained loyal to
close long- term relationships with us and staple car brands such as Toyota which are
our competitors, or do manufactured in Japan , however the
they buy in a transactional fashion industry has become more saturated with
(primarily on price)? unbeatable 10 year warranties from
previously unwanted Korean manufacturers
such as Hyundai enticing people to leave
their trusted brands.
An improvement in sentiment towards

manufacturers from countries such as
Korea, and an increase in their quality has
also made the landscape more competitive,
with many consumers more willing to
switch brands each new purchase to chase,
better prices, and different features and
looks.
According to S&P Global Mobility Loyalty

Data, brand loyalty dropped to just 49.5% in
June, the lowest monthly result since
September 2014 and the second
consecutive month below 50% [5].
This trend will challenge brands to

implement strategies which increase brand
loyalty.
What are the features, benefits, or As mentioned earlier in the strategic
advantages of competing products that implication of SWOT, the main reason that
cause non-customers to choose them over consumers choose competitors such as
our products? Toyota and Ford aren’t that Hyundai isn’t
meeting the industry standards but is more
so a perception issue with Korean made
products.
For example, any car in Japan has a good

reputation regardless of whether they are
performing. [6] However in years to come,
customers will begin to view Korean made
cars in a more positive light, with their
reputation already on the improve.
However, as a rule, people feel safer

purchasing with a brand such as Toyota
because of their long track record of
reliability.
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What are the basic needs of non-customers Perception of good quality and reliability
that are not being met by our products?
Larger sized vans for commercial

businesses
Are there issues related to distribution, As mentioned earlier, due to the pandemic,
promotion, and pricing that cause delayed shipping and a shortage of
customers not to purchase our products? computer chips that allows the vehicles to
function has reduced the ability of
What is the potential for converting these automakers to produce enough vehicles to
non-customers to our products? meet rising demand [7].
With demand higher than ever, consumers

can no longer go to a dealer and leave with
a vehicle the same day. Now having to wait
12-18months, many consumers are turning
to the second-hand market.
References:
[1] Industry Today, 30th September 2020. ‘What to Look for In a Family Car’/IndustryToday. Available at:
https://industrytoday.com/what-to-look-for-in-a-family-car/ [accessed 25th September 2022].
[3] Driving Insights, 2022. ‘Will rising fuel costs accelerate the sales of EVs?’. Available at:
https://drivinginsights.com.au/drivers/rising-fuel-costs-vs-ev-sales/ [accessed 20th September 2022].
[4] Statista Research Development, August 10th 2022. ‘Share of new U.S. vehicles with financing 2017-2021’.
Available at: https://www.statista.com/statistics/453000/share-of-new-vehicles-with-financing-usa/
[5] Tom Libby, 29th August 2022. ‘Brand Loyalty Declines to Eight-Year Low’/S&P Global. Available at:
https://ihsmarkit.com/research-analysis/brand-loyalty-declines-to-eight-year-low.html [accessed 25th
September 2022].
[6] Rita Reif, October 9th 1994. ‘'Made in Japan' (Without the Inferiority Complex)’/NewYorkTimes. Available
at: https://www.nytimes.com/1994/10/09/arts/made-in-japan-without-the-inferiority-complex.html
[7] Richard Rawlings et al, February 8th 2022. ‘The Road to Recovery: How the automotive industry can come
recovery-how-automotive-industry-can-come-back-covid-19 [accessed 25th September 2022].
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Positioning Maps & Justification
Positioning Map 1 perspective is from a middle-aged female with family.
Expensive
Traditional Look
Stylish
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Affordable
How did you develop your positioning map? Justification of your axis choice.
The positioning map displays the axis of style and price. As discussed, being a revitaliser,
the buyer persona enjoys looking good to others, however, also wants a good deal [1].
Hyundai has a recently had a rebrand which has gained a lot of media attention [2]. Its
noticeably more futuristic looks will be perceived as more stylish compared to more
stripped down traditional looking vehicles such as Ford and Mazda. The price axis is based
on the cost of the vehicle. Brands like Toyota generally retail at a higher cost (primary
observation) then Hyundai who implements a competitive pricing strategy (discussed in
report).
References
[2] Nathan Ponchard, 13th May 2021. ‘Hyundai to capitalise on new-model push by rebranding’/GoAuto.com.
rebranding/2021-05-13/85121.html [accessed 25th September 2022].

Safe
Inconsistent
Reliable
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Tom Groat- 7144945
Unsafe
The positioning map displays the axis of reliability and safety. Reliability and safety are two
of the most important characteristics that someone looks at for a family car, as discussed
earlier in the report. Hyundai is considered safest on the map due to its recent and highly
publicized safety award wins where it won 2022 IIHS TOP SAFETY PICK awards for various
models [1]. This is something the buyer persona would pay close attention to. Mazda and
Toyota are perceived as more reliable to the buyer persona as they are Japanese.
References
[1] Hyundai, 24th February 2022. ‘Hyundai, Kia and Genesis Sweep 2022 IIHS TOP SAFETY PICK+ and TOP
SAFETY PICK Awards’. Available at: https://www.hyundai.com/worldwide/en/company/newsroom/hyundai
%2C-kia-and-genesis-sweep-2022-iihs-top-safety-pick%2B-and-top-safety-pick-awards-0000016800

Innovative
Environmentally minded
Not conscious
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Basic
Tom Groat- 7144945
The positioning map displays the axis of innovative skills (technology) and environmental
friendliness. As discussed throughout the report, consumers are becoming more
environmentally aware with more than a third of consumers willing to pay more for
sustainable products [1]. The buyer persona also wants to keep up with latest trends and
technology to avoid getting old [2]. Toyota is considered both first in innovation and
environmental due to their long-standing involvement in hybrid and electric vehicles and
known patent holdings for fuel cell in electric vehicles, which they received excellent press
for releasing them to the public royalty free [3]. Hyundai’s shift toward technological
advancements in their cars and economical cars puts them in the 2 nd most favourable
position.
References
[1] Business Wire, October 14th 2021. ‘Recent Study Reveals More Than a Third of Global Consumers Are
Willing to Pay More for Sustainability as Demand Grows for Environmentally-Friendly Alternatives’. Available
at: https://www.businesswire.com/news/home/20211014005090/en/Recent-Study-Reveals-More-Than-a-
Third-of-Global-Consumers-Are-Willing-to-Pay-More-for-Sustainability-as-Demand-Grows-for-
Environmentally-Friendly-Alternatives [accessed 25th September 2022].
[3]Toyota Global, 3rd April 2019. ‘Toyota Promotes Global Vehicle Electrification by Providing Nearly 24,000
Licenses Royalty-Free’. Available at: https://global.toyota/en/newsroom/corporate/27512455.html
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PART 2- MARKETING STRATEGY
Section 1: Executive Summary
*Finalised executive summary for the ENTIRE report is at the beginning of report.
Section 2: Strategy Identification and Analysis

Strategic Position in Comparison to Main Competitor (Toyota)
Subject Answer
Show your Place the pie chart here and label their market shares, type of
company/brands’ competitor and generic strategy.
market share and
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Tom Groat- 7144945
that of the
competitors and
label what type of
competitor they are
and what type of
the 5 generic
competitive
strategies they are
using e.g., customer
intimacy etc.
Identify your key
target market and
show the
appropriate
positioning maps
from Part 1
Identify and justify

your strategies
going forward for
the next year
based on what type
of competitor you
are e.g., defender,
follower.
How do you think

will you gain or
defend your market-
share in terms of
value delivered for
your customer
versus your main
competitor?
Identify and provide

evidence of how
important
sustainability is for
your customers and
market.
Discuss your
company/brands’
sustainability
strategy or if they
need one in relation
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Tom Groat- 7144945
to your target
market’s
expectations now
and in the future
(Max 200 words)
Identify and provide

evidence of how
important
innovation is for
your customers and
market.
Discuss your
company/brands’
innovation strategy
or if they need one
in relation to your
target market’s
expectations now
and in the future
(Max 200 words)
References
Section 3: Marketing Goals and Objectives

Marketing Activities in Comparison to Main Competitor (Toyota)
Hyundai Toyota
What do you think are our current What do you think their current marketing
marketing goals and objectives? goals and objectives?
How are our current marketing strategies How are their current marketing strategies
performing in terms of communication performing in terms of communication
(e.g., awareness and preference, brand (e.g., awareness and preference, brand
image, attitude etc) objectives? image, attitude etc) objectives?
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Tom Groat- 7144945
Is our strategy flawed? Is their strategy flawed?

Was the strategy poorly implemented? Was the strategy poorly implemented?
How does our current marketing compare How does their current marketing compare
to other firms in the industry? to other firms in the industry?
Are our marketing goals and objectives Are their marketing goals and objectives
consistent with recent changes in the consistent with recent changes in the
marketing or customer environments? Why marketing or customer environments? Why
or why not? or why not?
References
Hyundai Toyota
Summary statement (100 words max). Are Summary statement (100 words max) What
you happy with what is happening in terms do you think of their marketing efforts
of your marketing efforts? overall?
Marketing Goals and Objectives
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Tom Groat- 7144945
Chosen Target Market: middle aged women… (click here for full details in Part
1)
Marketing Goal #1:
“ “
Objectives to Achieve this Goal Justification of Recommendations

Objective A1
Specific and measurable outcome:
Objective A2
Sustainability Objective A3 (if relevant)
Innovation Objective A4 (if relevant)
References
Marketing Goal #2:
“ “
Objectives to Achieve this Goal Justification of Recommendations

Objective A1
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Tom Groat- 7144945
Objective A2
Sustainability Objective A3 (if relevant)
Innovation Objective A4 (if relevant)
References
Section 4: Justification of Strategy to Hyundai CEO

How the strategy was developed and why it will work
As you are the CMO (Chief Marketing Officer) of Hyundai, your CEO wants to know how
you have developed your marketing strategy and why you think it will work against your
competitors.
How CSR and innovation is integrated

Discuss how you have integrated CSR and innovation into your strategy.
References
73

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Tom Groat- 7144945

Hyundai Australia Strategic

Prepared by Tom Groat

Task: As the CMO develop a Marketing plan for your CEO

DRAFT Final Assessment Task %

Part 1a Executive Summary (150 words)

Part 1b Customer analysis – Segmentation, Positioning and Targeting 25

Part 2 Strategy Identification and Analysis: Yours and Competitors 20

Part 3 Marketing Goals and Objectives and Justification 20

Part 4 Justification of your strategy to your CEO 20

PART 1- MARKET RESEARCH

The main findings of this report are…

Section 2: Situational Analysis

According to the principles of Marketing Warfare, Hyundai would be adopting an offensive

Who are our major

What is their market Hyundai:

Global Market Share: 5th Place, 4.7% [9]

Operating since 1967, Hyundai is positioned as a brand who

Being a South Korean manufacturer, Hyundai initially struggled

Knowing this, Hyundai have since begun to rebrand themselves as

2021 Market Share in Australia: 1st place, 21.3%, 223,642 vehicles

Global Market Share: 1st Place, 10.5% [9]

Toyota is best known for making high-quality cars that maintain

2021 Market Share in Australia: 2nd place, 9.6%, 101,119 vehicles

Starting life as a Japanese cork manufacturer in 1920, Mazda’s first

Mazda is well-known for manufacturing vehicles which are ‘fun-to-

2021 Market Share in Australia: 4th place, 6.8%, 71,380 vehicles

Global Market Share: 4th Place, 5% [9]

Ford is an American automaker founded in 1903. The company was

Ford currently positions most of their vehicles as having ‘function’

Unlike all three competitors, Hyundai does not participate heavily

- Small SUV: Yaris Cross, C-HR, RAV-4

- Toyota offers hybrid options in its Corolla, Camry, C-HR and

- Hatchbacks: Yaris, Corolla Hatch

- Vans: Granvia, HiAce

- Small SUV: Mazda CX-3, Mazda CX-30, Mazda CX-5

- Hybrid: Mazda MX-30 M Hybrid

- Hatchbacks: Mazda 2, Mazda 3

- Small SUV: Puma, Escape

Ford does not currently provide electric/hybrid options, however

- Vans: Transit Custom, Transit Van

What is their size? Hyundai

2021 Market Share in Australia: 3rd place, 6.9%, 72,872 vehicles

Total employees globally: >110,000 [21]

2021 Market Share in Australia: 1st place, 21.3%, 223,642 vehicles

Total employees globally: 350,000 [22]

2021 Market Share in Australia: 2nd place, 9.6%, 101,119 vehicles

Global Market Share: 3.1%, approximately 1.2 million vehicles sold

Total employees globally: 48,750 [24]

2021 Market Share in Australia: 4th place, 6.8%, 71,380 vehicles

Global Market Share: 4th Place, 5%, approximately 3.9 million

Total employees globally: 187,000 [25]

What is their Hyundai2021- Approximately 117.6 trillion won (99 billion US

Toyota2021- Approximately $245 US billion [27]

Mazda2021- US $24.5 billion [28]

Ford 2021- US $148 billion [29]

What is their Hyundai

- 3.9% increase in sales in 2021, compared to 2020 [30].

Hyundai is continuing to grow rapidly in popularity in Australia and