Hyundai’s return in Pakistan
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Date
2020
Journal Title
Journal ISSN
Volume Title
Publisher
UMT.Lahore
Abstract
The Nishat group has partnered with Hyundai Motor Company to introduce some of its product
line in Pakistan. The company will be responsible for the manufacturing, sales, marketing, spare
parts availability for the brand within the country. The report highlights and discusses the products
being offered by Hyundai Nishat and their current pricing along with its current performance and
market standing within the automotive industry of Pakistan. Hyundai being a new entrant within
the automotive industry of Pakistan has to face severe competition from market dominant
manufacturers like Honda, Toyota and Suzuki. Analyzing the different stakeholders of the
Hyundai Nishat Motor project – PESTEL analysis has also been conducted to verify the feasibility
of the initiated proposal. Porters five forces model analysis has been used to gauge the industry
attractiveness of the Pakistan automobile market and how the internal stakeholders of Hyundai
Nishat can possibly leverage it to their advantage with the application of strategic planning and
crafted execution. Critical Success Factor analysis highlights the core areas that would be
incremental in deciding the success of the Hyundai brand in Pakistan. The report highlights
possible solutions and potential strategies that Hyundai Nishat can apply in order to increase its
sales across the country and to increase its market share for a better future. Extensive product and
pricing analysis has been conducted which delves into the product line of prominent automotive
players such as Toyota, Honda, Suzuki and Hyundai. Multiple variants in different segments such
as hatchback, sedans and SUV’s are being offered by these players. Detailed pricing strategies
analysis looks into the pricing strategies being utilized by the automotive players such as
competitive pricing and or price skimming. Promotion and placing strategies have also been
identified and discussed. Through the use of the Boston Consulting Group (BCG) matrix and
contemporary market trends the categorizing of Hyundai’s product portfolio has been done.
Competitive Profile matrix has been used to gauge the competitive position of Hyundai amongst
other prominent players. SWOT analysis was carried out to identify internal strengths and
weaknesses and external opportunities and threats. Through the usage of several aforementioned
marketing tools, market data and analysis – foreign markets as well – solutions have been proposed
in overcoming obstacles that will arise in the field of Sales & Marketing, Dealer Development and
After Sales.