Hyundai : Hyundai Situational Analysis Essay

The PESTLE anaylsis consists of six factors which are political, economic, social, technological, legal and environmental.

In order to create a successful marketing plan, a situational analysis must be conducted on AllStar Brands Medicine Group. This situational analysis will be an internal and external analysis and will include the 5Cs, known as Context, Competitors, Customers, Collaborators, and Company. To begin the situational analysis, it is critical to ask, "Where are we now?" The situational analysis will allow for our company to understand the current situation further and make better informed decisions for the future when discussing our marketing strategy. After the marketing strategy has been discussed, the marketing mix will be a direct result of those marketing strategies created.

In PESTEL framework, the external environment is classified into six broad categories: Political, Economic, Social,

The situational analysis is done to analyze the different environmental forces that can affect the sales and acceptability of the new product. In the later sections, the marketing objectives, the target segment for the new car, action programs, and marketing mix (product, price, promotion, and place) have been discussed in a view to set a roadmap for the company on how it can better market and sell its product to the most potential segment of the consumers. The marketing budget has been presented to give an estimate of the expenditures and expected revenues for the year. Finally, the ethical considerations for the marketing plan have been discussed which are also

The automotive industry globally involves the processes of manufacturing as well as sales of cars and other automobiles. The business of this industry is also inclusive of retailing activities like services; sale of spare parts, gas-station retails etc. by the year 2015, and the growth rate of the industry is expected to have a rise of 5.5% (Market Line, 2012). Moreover, as per International Organization of Motor Vehicle Manufacturers, this industry is the leading driver in terms of global economic progress and the largest employer. The changing trends and rising demand for technically advanced cars are giving out more opportunities. This essay is going to be a presentation on the analysis of the Volkswagen positioning strategy with respect to the Porters models of competitive strategies. This essay would be vital, as this analysis would help in revealing the company’s competitive and strategic position in the industry.

Hollensen 2007 states the third phase in the IMS model is the screening of the markets. Following Arnold Communications research, VW had assessed and developed their potential markets. Now was the time to select and screen the best of the segment opportunities. VW had deduced that their two main target markets would be 18 to 34 year olds and the baby boomers in the over 40’s range. Both of these markets, much like the VW research showed similar persnality traits. However, due to VW’s lack of budget it was not possible to target both markets. VW had to decide where to position the new Beetle. For the younger market, utilising the successful Drivers Wanted campaign and therefore putting the Beetle under the VW umberalla. Or for the baby boomers, by developing a seperate campaign to fully utilise the nostalgic leverage and to use the Beetle as a Hero brand for VW.

PESTLE stands for Political, Economy, Social, Technology, Legal and Environmental (PESTLE analysis, 2014). The importance of PESTLE analysis comes when, firstly, there’s a demand to analyse the specific issues on the country such as race and religion difference, to guide the company to enter the market without offending any race and religion. Secondly, to find out how the government policies works in the country and how to make deals accordingly based on it. (Partridge, 1999). Thirdly, to identify the economy of the country, such as the income levels of the people and the standard of living to decide whether the products offered is at the same standard, and worth the expenditure.

It is significant in understanding the cultural values and perception of the consumers you are trying to target since cultural values can change over time. Recent observation of the vehicles General Motors offered was viewed negatively by society. This allowed competitors to expose that weakness by comparing their vehicles in a greater light. In summary, changing the public perception of General Motors is vital, especially with their upcoming products since their standards need to adhere to the current cultural values.

BMW Group is one of the largest and most successful multi-brand automobile manufacturers in the world, headquartered in Munich, Germany. Just like many other

One of the problems faced by Malaysian Automotive Industry is reputation. For many years Proton car is always being branded as a cheap and below par car manufacturer. Due to this unwanted reputation, consumers are sceptical about Malaysian cars where it does not guarantee any assurance. Since Proton was formed in 1985, Proton managed to breakthrough in domestic and international market as an affordable car. But over the years, Proton has compete aggressively with other automotive manufacturers due to localization of many foreign manufacturers in Malaysia. Due to the localization, foreign cars has been in the market in lower prices. This makes Proton as a car that does not have resale value because the pricing of Malaysian cars depreciates rapidly each year.

Although Mercedes Benz marketing strategy used to focus on safety, precision engineering of its cars and safety, they had to make sure that the Mercedes’ cars would suit the customers’ changing attitude. Now, they focus more on fun loving, energetic and approachable side of Mercedes Benz in their marketing. When its market expanded this caused an evolution in its marketing strategy. Mercedes Benz has found that they have to expand their market by including younger customers. Slicing prices to make the product more affordable was one of the marketing strategies also.

It has made its name in the global market and has given a good competition to other companies in automobile sector.

PESTEL analysis is a method used to study macroeconomics - the macroeconomic environment of an enterprise. Otherwise, it is called the general segmentation of the environment. It defines the basic spheres of the environment, which are areas that have a crucial impact on the functioning of the organization. Also marks the future strategy of the organization through an in-depth analysis.

The PESTEL analysis consists the analysis of Political, Economical, Social, Technological, Legal, Legal and Environmental forces of a particular industry of a country.

However, due to its unique targeting strategy, it has not win compatible brand recognition among the public. Although Audi enter much earlier than BMW and Benz in the luxury car market, its marketing strategy limited increase of public brand recognition even Audi has over 100 years’ history. Besides, although its styles are highly accepted by the targeting customers, there are a growing number of people who can afford luxury cars for family use in China. Lack of vitality is limit of its further market expansion. On the contrary, its major competitor in China, BMW, has launched a series of marketing strategies to promote its high-performance, manoeuvrability, as well as stylish design to attract young people (BMW, 2009) in order to expand its market share. Therefore, although Audi has achieved success in the targeting market, it may consider further development through diversification in product line and advertising campaign.