Strategic Planning : Kia Motors Corporation

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Kia Motors Corporation, head-quartered at Seoul, Korea, is the 9th largest automaker of the world in terms of sales volume (2.75 Million units), is at 83rd position in terms of brand value and is the 37th Best Global Green Brand (Sustainability Magazine, 2014). It also ranked 5th in the Initial Quality Study conducted by J.D. Power & Associates, USA (Annual Report, 2013). The Company has its presence across approximately 168 countries and accounts for 9% of the world’s share along with its sister-concern Hyundai Motors (Seung-heon, 2014). The product line comprises of passenger cars, recreational vehicles, hybrid, electric and commercial vehicles. It has 14 production facilities across 10 countries with 6 Research &
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Further, alternatives to competitors can be chalked out to determine unique value proposition of the product lines. It will also help in pricing of products. Segment –wise positioning can be carried out by rendering different slogans for different products. Marketing goals can be set for eg. gaining x% market share by the end of the year. Performance measures can be chalked out for eg. social networking site hits, test drives, sales, profit %,etc. Based on these goals, we can further chalk down execution plans relation to production facilities, advertising campaigns, brand-building campaigns, customer feedback surveys, distribution channels, dealerships, alliances, etc. Further, a timeline can be set so that plans do not go astray and are regularly monitored.

1.2 Potential problem areas in Short term, medium term and long term planning horizons
Short-term plans generally comprise of plans to be carried out within a year. As per the Annual Report (2013), the Company aims to strengthen customer-oriented management, reinforce long-term growth engines and strengthen foundation for sustainable growth and management. Vision 2016 focuses on value innovation through the above 3 strategies, further broken up into 8 sub-tasks. These include achieving technology competence, innovate production efficiency, increase levels of quality, strengthening brand image and recognition, improvising customer service
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