Hyundai Distribution Strategies
Hyundai
Products
There is a common strategy for all of Hyundai cars improving the quality of products by any price. The Hyundai is currently implementing product modernization to suit each market segment. For the small car segment, there are affordable Hyundai lines such as i10 and i3. Among the middle-class car segment, the Hyundai strengths are Elantra Sonata, and Santa Fe. Currently the Hyundai is also approaching the luxury car segment with their strategic products like Equus, Genesis and i40. Besides all of that, Hyundai is also well-known for some other segments of commercial vehicles including trucks and pick-ups.
Price
When it comes to the Hyundai brand, the majority of people immediately think of the concept of ‘cheap’. Indeed, this
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Hyundai 's strategy in each country is to launch different products in different areas depending on the needs and preferences of the consumers in that region. To expand its products further all over the world, the Hyundai has built assembly plants in almost all regions of the world such as Korea, China, North America, Turkey, Republic of Czech, Brazil, Russia, etc.
The Hyundai 's distribution strategy now is to use vertical distribution channels through its subsidiaries or dealers in each country. The Hyundai’s cars are distributed through the idea of "showroom in showroom." With this mixed strategy, Hyundai can avoid having to take a large investment to establish a distribution channel to individual car dealers while still upgrading the interior space and customer. Hence, the Hyundai can offer business opportunities to its agents through reasonable and profitable investment.
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Generally considering, the Toyota’s marketing strategies have been more successful because of the fact the Toyota is still the number one automotive manufacture in the world in terms of its segment. However, the position of the Toyota is being threatened by the emerging power of the Korean car manufacture named Hyundai. Hyundai is offering more energetic and sporty cars to its targeting customers in hope that it can gradually gain the market share back from the Toyota. About two decades ago, the majority of people still could not imagine that one day Korean electronic devices could win over the Japanese products and it actually happened. Similar to that situation, not many people believe that Hyundai can surpass Toyota however who knows how long this situation can
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