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Ivey Publishing
HyundaiCard's Marketing Strategy
Product Number:
9B09A028
Publication Date:
12/23/2009
Length:
20 pages (9 pages of text)
Product Type:
Case (Field)
Source:
Ivey
In the competitive South Korean credit card market, a review of the past decade of HyundaiCard's marketing strategies and evaluation of anticipated possible difficulties of being a market follower revealed several challenges for senior management. Despite a tremendously successful creative business model based on customer needs, innovative products and integration of online and offline customers, the company's performance had not progressed in the past seven years. HyundaiCard had difficulty relating its creative business model to the strong personas of the leading players in the credit card industry. How could HyundaiCard, a market follower, successfully position itself as a market leader? Could HyundaiCard's marketing strategy keep enhancing its competitive edge in the market? What future strategy would be best for HyundaiCard?
Issues:
Disciplines:
General Management/Strategy,  Marketing
Industries:
Finance and Insurance
Setting:
South Korea, Large, 1999-2009
Intended Audience:
Undergraduate/MBA
Price:
$4.25 CAD / $4.25 USD Printed Copy
$3.75 CAD / $3.75 USD Permissions
$3.75 CAD / $3.75 USD Digital Download
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