Chapter 9 Case Study: Hyundai and Kia

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I. Case Summary/Introduction The case explains unique challenge of currency exchange that vehicle manufacturers Hyundai and Kia face. Both manufacturers heavily rely on the sale of their vehicles in the United States. In 2006, when the South Korean currency’s value rose, and the U.S. dollar fell, it meant that vehicles sold in the U.S. were not worth as much when the profit was transferred back into won. Despite growing sales, in 2006 both companies recorded a loss due to this conundrum. To combat this, Hyundai and Kia opened manufacturing plants in the U.S. This allows the companies to produce vehicles in either location, and production can be shifted depending upon currency values (Hill, 2011). II. Analysis of Case Study Questions Case Study Question 1: Explain how the rise in the value of the Korean currency, the won, against the dollar impacts upon the competitiveness of Hyundai and Kia’s exports to the United States? Hyundai and Kia rely on exports for much of their sales. Consequently, they are vulnerable to shifts in exchange rates. When the won, the South Korean currency, ri...

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