Hyundai Genesis in Germany

In: Business and Management

Submitted By taylormcguire
Words 7084
Pages 29
BUSI 0022 International Marketing
Group Paper 2
Hyundai Genesis in Germany Name | UID | BUECHI, Mathis | 2009583263 | KIM, Hojung | 2010555716 | KIM, Mi Song Grace | 2010538603 | MA, Michael | 2010576617 | MCGUIRE, Taylor | 2011973367 | SUNDERRAMAN, Shravan | 2009553945 |

Table of Contents
1. Introduction…………….………………………………………..1
2. Germany………………………………………...……………….1
‐ Target Customers Segmentation
Demographic
Psychographic
‐ Vignette of the Target Market [Germany]
3. Hyundai Genesis in Germany………………………..…………3
‐ Global Market Entry Strategy
‐ Product Characteristics
Relative Advantage
Complexity
Compatibility
Communicability
Divisibility
‐ 2 Important Pricing Objectives & Strategies Pricing Objectives & Strategy 1 Pricing Objectives & Strategy 2
‐ Channel Structures
Key Functions of Each Channel
Potential Conflicts
Suggested Preventions & Solutions
‐ 3 Promotional Elements
Promotional Element 1: Advertising
Promotional Element 2: Public Relations
Promotional Element 3: Product Placement
‐ Radio/ TV Commercial for the Product
Advertising Objectives
Advertising Appeals
One Planned Commercial for Genesis in Germany
‐ Contrast Marketing Strategies to Those in the Home Market [South Korea]
4. Conclusion ………………………………………………………9
5. References...…………………………………………..…….....10

INTRODUCTION
Planning to enter a foreign market is not a task that can be taken lightly. Before any serious considerations can be made, thorough research must be done to understand all factors involved. Demographics, consumer buying behavior, economic conditions and infrastructure are just some of the areas that must be analyzed to get a full understanding of the foreign…...

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