Automobiles are More Than Just Transportation

779 Words2 Pages

Introduction
Today, automobiles have gained a reputation of refined high-tech product rather than just a means of transport. It has become a moving living quarters, defining the social status of what people aspire to have when it comes to the type of life those people want. In today's automobile business operations, companies should pay more attention to developing the customer’s experience. The experience is an important part of customer value; great customer service is the advantage needed to measure the worth of goods or services. Therefore, only those great idea and marketing strategies can destroy the competition. This means, it is very important for companies to target the right market, set up compelling marketing strategies and make cutting edge ideas through complete analysis of the competition. Not too long ago Hyundai KIA Automotive Group stated that the Group’s global investment would be total 10.5 trillion; this was reported as the highest investment in the history of the company. The company then decided that the latest company’s investment program would mainly be used in Research & Development, and factory hardware facilities. In this paper, KIA Motors will be our example when analyzing marketing mix.
Product
In the nineties, KIA never really thought about consumer demands. The company just focused on expanding the scale and scope of business. Kia decided that their products lacked in diversity. After changing the marketing strategy and using sports marketing, KIA Automotive Group's ranked from tenth in nineteen ninety-nine to a global rise to fourth in the world (Freeman 2008). KIA combined two types of sports marketing; first, they used sports product marketing as one of the templates. Second, they used sports spon...

... middle of paper ...

...usand dollar social outreach program in each country which would help with medical and assistance equipment to those with disabilities, financial assistance to nutritional programs, subsidizes rehabilitation treatments and etc. (www.kia.com)
Conclusion
Today, most consumers look for cars to be reliable, trust worthy and innovative. Consumers also want to make sure that they are doing justice for their communities KIA has proven to be one of the dominators of car sales. KIA has been able to have a product that is demanded and always keeping up with the time, selling at a very competitive price, going international, becoming a household name, being seen everywhere and helping in the community which all makes for great marketing. They have customers that are happy with their product and new customers coming in daily proof of why KIA’s marketing mix is very successful.

Open Document