기아 자동차 마케팅 분석

소개

마케팅 원론 수업 시간에 케이스 스터디로 분석했던 기아자동차입니다.

목차

1. Executive summary

2. Company description

3. Strategic focus and plan

4. Situation Analysis
- SWOT analysis, About 3C & Industry

5. Market-product focus
- Objective, STP

6. Marketing program : 4P

7. Financial Data and Projections

8. Organization

9. Implementation plan

10. Evaluation and Control

본문내용

Executive summary
There are many motors company in Korea and they earn lots of money by doing their strategies. Among them, KIA motors ranks 2d in domestic automobiles market. KIA motors was established in 1994 for strengthening the national power through the machine industry. In 1998, Hyundai motors acquired Kia motors through international bidding and KIA was separated by Hyundai group in 2000. Now, Hyundai motors and KIA motors are affiliate of Hyundai-KIA motors group.
In 2005, KIA scouted Peter Schreyer who is very famous automobile designer. Based on the design marketing, KIA aims to be world 5 motors production company and tries to be competent in price, quality and technology. Also, it is planning measures for the follower such as Chinese companies and putting spurs to structure global management system.

참고자료

· 2011 한국기업평가 자동차 산업 평가, abond.or.kr/SYJB/DATA/rpt_K_3630543_24888.pdf
· Auto times, 2011년 6월 8일자, [기자파일]현대·기아차, 미국시장 점유율 10%의 명과 암
· http://autotimes.hankyung.com/article_view.php?id=121023
· 한국자동차산업연구소
· http://kari.hmc.co.kr
· 기아자동차
· http://www.kia.co.kr
· 기아 2011년 지속가능보고서
· http://www.kia.co.kr/FileRootMain/pdfFiles/2011kia-sr.pdf
· 김병관, 2011년 또 한번의 level-up!, 미래에셋증권, 2011
· 이명훈, 2011년 기아차의 `좋은 날`은 계속된다, 이트레이드증권, 2011
· 서성문, 2011년에도 주목해야 하는 이유, 한국투자증권, 2011