Hyundai Motor Company Case Study

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Hyundai Motor Company Introduction

Multinational corporations need to be aware of changes occur in internal and external business environment of the company. The influence of macro factors either results in increase of business performance or reduces the impact of products on consumers. However, strengths and opportunities play a key role in acquiring an influential position in the industry. This study has proposed Hyundai Motor case study to state their present opportunities and internal strength that leads them to achieve global dominance. It has also utilised SWOT mechanism to find out threats looming above Hyundai motor. Macro elements from PESTLE tool is utilised to state their impact on Hyundai Motors.

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Company Name

Hyundai Motor Company

Type of industry

Automotive

Headquarters

Seoul, South Korea

Sales/Revenue

93.65 trillion KRW

Area served

Globally

Number of stores

5,000

Competition

Toyota, Nissan motors, Chevrolet, Fiat, TATA motors and Mitsubishi

USP

Luxurious family cars at affordable price

Target Group

Upper middle income group

Products

Motor engines, Commercial and luxury cars

Website

https://www.hyundai.com/worldwide/en

Table 1: Company information

(Source: hyundai.com, 2019)

Hyundai Motor Company Swot Analysis

Strength

  • Hyundai Motors have dealership in 193 countries with more than 5000 showrooms (hyundai.com, 2019)
  • Hyundai Motors launches vehicles such as Sedan, SUVs and Hatchbacks
  • Turnover of Hyundai in UK has grown by 1.1 billion (insidermedia.com, 2016)
  • Hyundai has been making investment in regions with family residence

Weakness

  • The share of Hyundai Motors have taken a sharp drop with 6% (uk.reuters.com, 2018)
  • Hyundai have been making similar type of product with less innovation
  • Controversial ad making strategy

Opportunities

  • Hyundai seek increase in sale by 2019 advertisements for Santa De
  • Introduction of electric cars

Threats

  • Heavy competition in Sedan manufacturing
  • Competition with Nissan, Chevrolet, TATA motors and Fiat

Table 2: Swot of Hyundai Motors

(Source: uk.reuters.com, 2018)

Hyundai Motor Company Analysis

Increase in business opportunities can be experienced by Hyundai due to their global based business operation. As per the case study of Hyundai Motors, the present operational base in 193 countries can be helpful for the organisation to not only experience better revenue generating model but also increase their popularity. Suzuki and Okamuro (2017) have stated that importance of business expansion in every possible country for increasing positive effect on the company. In order to retain and hold influential position, Hyundai Motors have to dispel any confusion over controversies regarding advertisement.

As per the case study of Hyundai Motors, it has not only compromised their business performance but also brought negative impression from developed countries as well. On the contrary, Rey-Martí et al. (2015) has expressed concern over poor advertisement skill that generally leads an organisation to loss of consumers and revenue. As per the case study of Hyundai motors, similar type of products by the company has resulted in slower progress and innovation of the organisation. It needs to make necessary investment on other type of advertisement and grow a positive image over their consumers. The idea to bring Santa De advertisement which features family reunion can be considered a bold move by Hyundai to regain lost consumer base.

As per the case study of Hyundai Motors, electric cars can be helpful in not only addressing environmental standards but also reduce carbon footprint. However, Hyundai have been facing extreme competition from automobile companies like TATA, Nissan and Chevrolet that also reign in similar target group of middle income regions. Inspired by the opinion of Prokhorova et al. (2016) it can be stated that customer centric organisations needs to overcome competition in the industry through strategies that could provide an edge over competitors. The statement of author could be considered a valid reason for Hyundai to manufacture both electric and non-electric vehicles for the masses. This prospect of Hyundai could also be useful for bringing new set of innovation standards for Sedan and other family cars.

Hyundai Motor Company Pestel Analysis

Areas

Factors

Impact

Political

  • Tension in international political platform regarding BREXIT
  • Collaborative practice in internal politics

Moderate

Economic

  • Rise of export opportunities by more than 13% (wits.worldbank.org, 2019)
  • GDP of UK has grown by 0.5% in 2019 (countryeconomy.com, 2019)

Positive

Social

  • Migration of people from different ethnic groups
  • High income opportunity with employment rate of 76% (tradingeconomics.com, 2019)

Positive

Technological

  • ICT based interconnectivity
  • Online opportunities to attract customers

Positive

Legal

  • Mandatory follow up on Consumer Rights Act, 2015 (legislation.gov.uk, 2019)

Moderate

Environmental

  • Heavy standard on conservation of fuel

Moderate

Table 2: Pestel

(Source: countryeconomy.com, 2019)

Hyundai Motor Company Analysis

Economical aspect of a region is considered to be a relevant factor for a manufacturing organisation to set up potential consumer base. The growth of UK GDP is positive news for Hyundai to increase their investment for showrooms and manufacturing activity in the region. As per the case study of Hyundai Motors, increase of export can be profitable for Hyundai showrooms and individuals employed in UK region. On the contrary, Pernille and Guenther (2019) has highlighted that international barriers in form of trade is harmful for companies to expand their business operation. Implication of BREXIT can be considered a major barrier for Hyundai base that are operational in UK. The levy of extra tax can be damaging practice for Hyundai Motors to experience benefit from EU regions.

As per the case study of Hyundai motors, they can increase their base in internal region of UK due to support from local political aspect. It has been highlighted by Prajogo (2016) that migration of diversified population to country is positive for companies to experience better revenue. As per the case of Hyundai Motors, diversity in ethnic population can allow Hyundai to increase revenue and include this population as potential consumers. It can allow Hyundai to not only increase consumer base but also make them popular among UK consumers.

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However, technological renovation of business organisation with online business and ICT structure could promote Hyundai to share information on a real time basis. As per the case study of Hyundai Motors, online facilities can be helpful for the company to adhere the legal guidelines within Consumer Rights Act, 2015. The opinion of Hillary (2017) has highlighted that higher income opportunity is relevant for companies to increase their business operation within the region. The author’s remarks are relevant for Hyundai as they can be able to influence sales revenue through employed people and increase further revenue prospects. On the other hand, conservation of fuel and environmental standards has been amended by Hyundai motors through electric cars. It has the possibility of reducing controversies and impact environment in a positive manner.

Reference List

countryeconomy.com (2019). United Kingdom (UK) GDP - Gross Domestic Product. Available at: https://countryeconomy.com/gdp/uk [Accessed 11 August 2019]

Hillary, R., (2017). Small and medium-sized enterprises and the environment: business imperatives. Routledge: Abingdon

hyundai.com (2019). HOMEPAGE. Available at: https://www.hyundai.com/worldwide/en [Accessed 13 August 2019]

insidermedia.com (2016). TURNOVER TOPS £1.1BN AT HYUNDAI MOTOR UK. Insider Media Limited [Online]. Available at: https://www.insidermedia.com/insider/national/turnover-tops-1.1bn-at-hyundai-motor-uk [Accessed 13 August 2019]

Pernille, G.J. and Guenther, C., (2019). Early employment expansion and long-run survival. Journal of Business Venturing34(1), pp.80-102.

Prajogo, D.I., (2016). The strategic fit between innovation strategies and business environment in delivering business performance. International Journal of Production Economics171, pp.241-249.

Prokhorova, V.V., Klochko, E.N., Kolomyts, O.N. and Gladilin, A.V., (2016). Prospects of the agro-industrial complex development: economic diversification, business development, mono-industry town strengthening and expansion. International review of management and marketing6(6S), pp.159-164.

Rey-Martí, A., Porcar, A.T. and Mas-Tur, A., (2015). Linking female entrepreneurs' motivation to business survival. Journal of Business Research68(4), pp.810-814.

Suzuki, S. and Okamuro, H., (2017). Determinants of academic startups’ orientation toward international business expansion. Administrative Sciences7(1), p.1.

uk.reuters.com (2018). Hyundai Motor first-quarter profit halves to six-year low on drab U.S. sales. RFEUTERS [Online]. Available at: https://uk.reuters.com/article/us-hyundai-motor-results/hyundai-motor-first-quarter-profit-halves-to-six-year-low-on-drab-u-s-sales-idUKKBN1HX0JA [Accessed 12 August 2019]

wits.worldbank.org (2019). United Kingdom trade statistics. Available at: https://wits.worldbank.org/CountryProfile/en/GBR [Accessed 9 August 2019]

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