Hyundai and Kia Essay

The international corporate branding strategy of Hyundai and Kia are similar yet varied. Both organizations put plans into action that would potentially catapult their brands into the first-class market share position. Hyundai began its strategic branding process by focusing on improving the perception of their brand, positioning itself as a maker of â€Å"refined and confident† automobiles. While Kia attempted to improve consumer perception by billing the maker as an â€Å"exciting and enabling† automaker. Brands must adapt and communicate in more ways than one to reach a fragmented and or distracted audience. The challenges associated with rebranding the identity of both Hyundai and Kia involved the development of purposeful attributes to bring about and reinforce the emotional perceptions. For example, Kia’s global pledge or brand promise was built on the maker’s â€Å"commitment to surpass customer expectations through continuous innovation.† To fortify this promise, through brand positioning, Kia incorporated six attributes into its products: dynamic styling, responsive engineering, well-equipped vehicles, versatility, safety and reliability, and top-tier product and service quality. Integrating the six attributes added to the brands image of quality. Even if a consumer had never experienced the handling of any Kia product, the brand image conveys quality; quality backed by market surveys, reports, market positioning, target advertising, pricing, and other facts that represent a brand image of quality to the world. Corporate branding strategies can add significant value in terms of helping the entire corporation to â€Å"convert awareness into brand consideration in the consumer purchase process.† The overly saturated automobile market in China and Korea is problematic in that the number of cars being manufactured doesn’t allow consumers to focus on the brand message. This is evident of the lackluster sales of the NF YU Xiang of Hyundai and Tianlime of KIA Motors. Both President Noh and Lee crafted a branding strategy for each of their brands to boost sales. Analyzing the data provided, branding modifications could have been made in a few areas. Initially, the case suggests that there were too many cars being made in China and not enough focus on consumer needs by connect it to Brand  Awareness. Chinese consumers were sensitive to price and fuel efficiency, which affected brand choice. Automobiles were also viewed as a young person’s desire for a lifestyle change rather than the need for convenient transportation. So consumer’s preferences were based on emotional and intangible attributes such as style/outlook, and brand image. Improvements could have been made with its brand logo through brand revitalization to revolutionize the brand in order to regain equity. Research has indicated that Asian consumers prefer a brand’s foreign names to its American name. The companies should have established the same concept with the two declining brands instead of retaining the local brand name or expanded the brand awareness by using the local brand as one of the vehicles in the â€Å"taxi project† that did so well, instead of the globally recognized brand-Sonata. The luxury sedan â€Å"Equus† will be launched in China in the E segment by BHMC. President Noh must focus on global customer-based brand equity and global brand positioning for this next line of cars. To establish a global customer-based brand equity, President Noah must create brand salience to distinctively differentiate marketing concepts for each market it will introduce the vehicle in. Brand image can be tricky in a global market because of existing competition, so they must analyze the competitors in each market and focus on meeting a diverse group. The consumer’s response to the brand must elicit positive judgment, consumers must find the vehicle of good quality, and it should be worthy of consideration and superior to similar cars lines. Finally, the company must cultivate resonance for the consumers; they must have enough opportunities and incentives to purchase and own this vehicle. Marketing for the product and a prototype must be in the market place long be fore full production is underway. To establish global brand positioning, each market must be revised by defining the core brand association, identifying point-of-parity, points-of-difference and crafting a brand mantra for the Equus (Keller, 2012, p. 492). To establish standards and customize this product against the competition and for it to do well in the marketplace, President Noh must focus on product strategy-consumer behaviors; communication strategy advertising; distribution strategy-retailers and types of channels; and pricing strategy-value for the consumer. Marketers are blending global objectives with local concerns, there must be sufficient levels of brand awareness and  strong, favorable and unique brand associations in the market the brand is sold to provide and build brand equity (Keller, 2012, p. 511)

Airplan Research Paper Example | Topics and Well Written Essays - 1250 words

Airplan - Research Paper Example fer packages such as the ATA Flier Program and the ATA Travel Awards which were low cost programs which afforded travelers the chance to earn travel points which they could use to get discounts. The airline was also a big employer which had more than 2,230 people by the time of its demise (Maxon, 2008). The company has had many financial troubles since its inception. The worst came in 2006 when it filed for bankruptcy and in 2008 when it failed to emerge from Chapter 11 bankruptcy protection (Lawton, 2007). There are many causes of the failure of ATA Airlines. These causes had a huge impact on the operations of ATA which led to its final demise. Below is an analysis of the causes and results of the company’s failure. There is also an overview of the possible solutions that could have saved the company from going under. The company was going through some financial difficulties when it closed down its operations. It could not finance its takeovers and neither could it sustain its existing operations. The financial crisis that hit the world did not spare ATA Airlines. The global financial crisis did a lot to make matters worse for the company. It was forced to file for bankruptcy twice: in 2006 and in 2008 (Maxon, 2008). The second time that the airline filed for bankruptcy was also the last time it was operational. Mismanagement might have led to the failure of ATA Airlines. Lack of leadership might have contributed to the fate that ATA Airlines fell to. Poor leadership may have led to the poor decisions that the Airline made. These decisions included takeovers and increasing operations even when it was clear that the company was not in a financial situation safe enough to carry out those operations (Lawton, 2007). It seems that ATA operated without having a solid operational strategy. The company sought to expand many of its flight services with little regard to the financial implications that this could have on its business (ATA Airlines). This lack of

Organisational behavior Essay Example | Topics and Well Written Essays - 3500 words

Organisational behavior - Essay Example The organisation selected for this task in KnowHow, a strategic business unit of Dixons Retail Group. The paper is divided into five sections. Section one is this introduction. Section two begins with a company overview of the Dixons Retail Group that includes a description of the organisation’s human resource management. In the sub-section that follows, the paper introduces and describes the individual who has been identified as a leader within the selected organisation. Section three goes deeper into identifying the traits that make the selected individual a leader. Two different techniques are used to do this. First the paper uses the traits that a modern serial entrepreneur, Penny Herscher, uses to identify leaders within her organisation. The second approach is based on the Goleman’s academically acclaimed emotional intelligence approach. Section four measures the effectiveness of the identified leader’s leadership style using contingency theories of leaders hip proposed by Fielder, Vroom and Yetton and Lorsch. Section five summarises key points and implications. 2.0. Dixons Retail Group 2.1. Company overview Dixons Retail Group is among Europe’s top specialist electric retailer that that sells consumer electronics, personal computers, photographic equipment, domestic appliances and related services. As at end of 2011 the organisation had over 1,200 stores, in 28 countries in Europe and a workforce of 38,000 staff. Annual revenue for 2011 was UK ?8.15 billion. The group has a portfolio of several brands that are grouped under four geographic divisions: UK & Ireland, Nordics, other international and pure-play e-commerce (Dixons Retail, 2012a). Dixons retail was founded in 1932, made public in 1962 and has grown to its current size largely through making strategic acquisitions. UK & Ireland has been the core market for Dixons Retail and it reflects this by offering the organisation’s most comprehensive end to end service o ffering in electric retailing and services in the UK. The brands managed by this division are: Currys, PC World, Black, DSGi Business, Dixons Travel, Partmaster and KnowHow (Dixons Retail, 2012a). In 2011, the Nordic division – with about a third of the number of stores operated by the UK & Ireland division – outdid the UK & Ireland division by ?34.3 million in earnings before interest and taxes. There are four brands under the Nordics division: Lefdal, Gigantti, El Giganten and Elkjop brands. The international division consists of four brands: UniEuro and PC City in Italy, Kotsovolos in Greece, and Electro World in the Slovakia, Turkey and Czech Republic. Most of these brands also have dual sales channels that is, through physical stores and online. The segregated e-commerce division is focused on two brands PIXmania and dixons.co.uk. 2.2. Human resource management at Dixons Retail Human resource management (HRM) within an organisation is intricately involved with t he type of leadership that gets nurtured and developed within that given organisation. Human resource (HR) practices create an infrastructure that affects employees, customers, line managers, and investors. When HR practices align with

Business Ethics Research Paper Example | Topics and Well Written Essays - 1750 words

Business Ethics - Research Paper Example The gradual awareness of consumers regarding how products are made, what practices are being adapted in buying and selling of raw materials have relatively push them to reassess their decisions regarding what goods and services they purchase and consume. (Carrigan, Szmigin & Wright, 2004) An interesting question however arises regarding as to what actually motivates consumers to adapt ethical behavior? Whether the overall ethical awareness of the consumers have reached to a point where they are now able to clearly evaluate and assess the consequences of their purchase decisions on the society and world as a whole? But is there anything with the name of ethical consumption? How consumers can draw the line between their responsibilities as well as how much responsible they are for their purchase decisions. Are businesses responsible too for their actions? These are some of the questions which will be explored in this article. Ethical Consumption There are many factors which actually ou tline as to why there has been a shift towards ethical consumption. ... Ethical consumers therefore tend to focus more on evaluating different aspects of companies including their hiring processes, use of animal products, the damage done to environment etc. Spending has been given a global as well as individual morality wherein consumers perceive themselves as custodian of earth. At the individual level, spending is considered as the clearest way through which consumers actually demonstrate their moral choices. (Freestone & McGoldrick, 2008) The overall notion of ethical consumers and ethical consumption emerged out of the concept of green consumer. Ethical consumption however, is believed to be a relatively complex web of decisions which are being made by the consumer. Ethical consumer therefore not only assesses the impact of his buying on the environment but also adds human element to the green consumption also. Ethical consumers therefore also include matter of conscience in their decision making regarding the purchases they plan to make. (Strong, 19 96) Though it has been argued that consumers have become ethical because of improvements in technology as well as information flow however, still limited nature of information may limit consumers’ ability to know the true outcome of their purchase decisions. It has also been suggested that unequal distribution of wealth may also be one of the reasons as to whether there can be ethical consumers in first place? It is argued that until and unless issue of unequal distribution of wealth is not addressed, consumers may never be able to fulfill their democratic role as ethical consumers. (Shaw & Clarke, 1998) Is there any ethical consumption Above arguments suggest that consumers may not be able to fully become

Global marketing Essay Example | Topics and Well Written Essays - 2500 words - 1

Global marketing - Essay Example Every foreign market or country will exhibit certain unique political, social and economic conditions, along with different clients’ base, competitors, prospective employees, etc, etc. These distinct aspects will give rise to many opportunities as well as challenges, which many aid as well as block the firms’ success. These distinct aspects will be visible in many countries including the Asian country of India and thus, those aspects could act as an advantage as well as a challenge for the organisations entering it particularly Telstra, who is planning to enter it with optimum marketing strategies. Among the many departments, which constitute an organization, the marketing department’s role is omnipresent and crucial, as it can only boost an organization through various strategies. With every organization wanting to expand their reach and make an imprint in various markets, there will be optimum opportunities for it, to start that expansion drive. So, when the organization has enough opportunities, it can set targets and formulate various strategies to achieve those targets and thereby beat off the competitors. Every organization’s survival and success in the light of stiff competition hinges on the success of its main or flagship product. It is the ‘key’ that opens the door of success or profit. For an organization to survive in a competitive market, and to increase its profits in an optimum manner, its products have to be marketed optimally. The marketing department had to put in an extra effort to formulate strategies to reach the customer’ s minds. So, this paper will discuss the marketing strategies, Australian company Telstra should implement in India, if it wants Telstra mobile phones or handsets to have a successful launch. Telstra, telecommunications and media company, was formerly under the control of

Top Cinema & Sound term paper Essay Example | Topics and Well Written Essays - 2000 words

Top Cinema & Sound term paper - Essay Example In this regard Ridley Scott’s Prometheus is a classic example. Prometheus is a science fiction genre movie released in 2012. Its stellar cast comprising of Charlize Theron, Noomi Rapace, Michael Fassbender and Idris Elba, mind blowing visual aesthetics and acoustics, and unusual directorial dynamics make it truly a worthwhile watch. This paper examines Prometheus from numerous perspectives including direction, sound design, visual effects and salient mise-en-scene features. Prometheus is set in late 21st century (year 2093) and therefore, a futuristic ambience is evident in the entire movie. A team of scientists embark on an expedition in Prometheus to a distant world, an Earth-sized moon LV223 orbiting around a gigantic planet, to find clues about the origin of mankind or the creator of human race called the Engineer. Eventually, the movie transforms into a battle for survival of mankind. Visual effects make the impact of a sci-fi movie extremely strong Prometheus is truly a stylistic movie in this aspect with its stunning visuals and CGI effects. The film is Scott’s first full 3D directorial attempt but it appears as if he is an expert in this domain. Scott’s finesse on the art becomes apparent right from the first frame where an inhuman character is shown seeding the Earth with life. The scene’s captivating impact has been enhanced by the cold and white atmosphere and audience instantly understand the theme of the movie. Sci-Fi genre is not about showcasing marvels of technology but about embodying it and employing a forward reach in both narration and technology (Whittington 115). In Prometheus the amalgamation of VFX and realism is brilliant as it ultimately creates a believable aura without bombarding the audience with excessive high-tech gadgetry and animation (Lambert 7). Prometheus has more than 1400 3D VFX or visual effects but the subtlety of VFX gets proven from

Nationalisation of banks in India Research Proposal

Nationalisation of banks in India - Research Proposal Example In order to regulate potentiality of banking institutions, many nations have nationalized the banks in their country. In India, this nationalization has made it possible to establish bank branches throughout the nation and expansion of banking services to several areas of development. Moreover, this nationalization of banks had been instrumental in mobilizing deposits from citizens. Consequently, there had been a significant growth in deposits and advances. As such, most of the banks have expanded their branches and mobilized deposits (Bisht, Mishra and Belwal). The present banking system in India did not develop overnight. It was the result of the expansion – reorganization process and the consolidation of resources. This process had developed gradually over a period of time. There were three important phases in the development of the extant banking system, namely, the pre – nationalization phase, the post – nationalization phase and the post – liberalization phase. All these phases include the development of the market through innovative measures and diversified expansion into financial services. The expansion process has not stopped with this. Increased Internet use had added a fourth dimension to the banking system. The Internet has completely changed the concepts and traditional look of the banking system. The traditional banking system has been transformed due to electronic cash deposits and withdrawals. The electronic delivery channels have provided far more choices to customers and large industries (Bisht , Mishra and Belwal). In the past, the banking system was solely devoted to its economic objectives. However, this perception changed, subsequent to the nationalization of banks. The nationalized banks have a social responsibility and they have to fulfill social objectives (Bisht, Mishra and Belwal). The nationalization of banks commenced in the year 1969. In the first phase,