Hyundai_card

소개

1.1. Reason of selection It is reported that the number of issuing credit cards reaches 60 million and there are more than 5 thousand various credit cards in Korea. Captured by Samsung and LG, the two industry leaders, the market of credit cards is now saturated. Among such a fierce competition, there is a company which has been showing remarkable growth though it entered the market somewhat late. It is Hyundai Card.

목차

I. Introduction

1. About Hyundai card
1.1. Reason of selection
1.2. Introduction of Hyundai card
1.3. The history of Hyundai card



II. Main subject

2. Environment analysis
2.1. Micro environment
2.1.1. Entire credit card market
2.1.2. Customer
2.1.3. Competitor
2.2. Macro environment
2.2.1. Economic
2.2.2. Political
2.2.3. Cultural

3. SWOT analysis
3.1. Strength
3.2. Weakness
3.3. Opportunity
3.4. Threat

4. STP analysis
4.1. Segmentation
4.2. Targeting
4.3. Positioning

5. 4P analysis
5.1. Product
5.2. Price
5.3. Place
5.4. Promotion

6. Marketing strategies of Hyundai card
6.1. Hyundai card M
6.1.1. Strategy of product development
6.1.2. Strategy of brand
6.1.3. Strategy of communication
6.1.4. Strategy of IMC
6.2. Alphabet marketing
6.3. Culture Marketing
6.3.1. Super Match
6.3.2. Super Concert
6.4. Color core design
6.5. VVIP
6.5.1. The Black
6.5.2. Purple
6.6. Style of type, Hyundai card only.
6.6.1. Commercial
6.6.2. Web-site
6.6.3. Private seal & design for P.R
6.6.4. Retail zone

III. Conclusion

7. Abstract

8. Recommendation
8.1 Enhancing of exiting image
8.2 Extending of target.

본문내용

1. About Hyundai card

1.1. Reason of selection
It is reported that the number of issuing credit cards reaches 60 million and there are more than 5 thousand various credit cards in Korea. Captured by Samsung and LG, the two industry leaders, the market of credit cards is now saturated. Among such a fierce competition, there is a company which has been showing remarkable growth though it entered the market somewhat late. It is Hyundai Card.
In fact, Hyundai once faced a serious crisis right after releasing `Hyundai Card M,` their new product and had a hard time winning over customers due to Their belated participation in the market. Despite these difficulties, Hyundai`s consistent and differentiated marketing strategy made their market share increased more than fivefold in 4 years since 2002. At last, they took the lead in the market in 2005.

참고자료

· 『현대카드처럼 마케팅하라』, 추성엽, 토네이도 2009
· 『브랜드 구축을 위한 광고표현 연구 : 현대카드 M의 IMC전략을 중심으로, 박강아』, 단국대 디자인 대학원 2008
· 『차별화된 프리미엄 브랜드 이미지 구축을 위한 현대카드의 스포츠 마케팅 사례』, 이지은, 한국경영학회 경영 사례연구원 2008