INFORMAL SITUATIONAL ANALYSIS - KIA MOTORS CORPORATION
INFORMAL SITUATIONAL ANALYSIS – KIA MOTORS CORPORATION
An informal situational analysis is being conducted on KIA Motors Corporation to analyse critically the internal and external environment as it concerns KIA so as to determine its capabilities, customers, positioning and competitors within its business environment. It would also involve the marketing and business strategy of the organization, how they align to achieve profitability and/or market orientation, we would be able to discover after this analysis if KIA’s focus is on profitability or market orientation. Are they a market-oriented organisation? This exercise can be achieved by exploiting the SWOT analysis, PESTEL or the 3Cs analysis and this analysis would concurrently use 2 of them.
KIA Motors Corporation was founded in 1944 to engage in the manufacturing and sales of automobiles starting from bicycles to passenger vehicles, commercial vehicles, military vehicles and recreational vehicles while also investing in new technologies in the development and manufacture of eco-friendly cars. Kia Motors remains a driving force in Korea’s automotive industry with an expanding product line sold through a network of 4000 dealers, 20 sales subsidiaries, 141 distributors scattered across about 170 countries around the world. Its major brands are the Cerato, Soul, Rio, Picanto, Sorento etc.
Kia’s management vision coined as - Innovation for Humanity tells a lot about its commitment to market orientation.
1. To grow the Kia brand to a world class level and become a leader in the global automobile industry.
2. To pursue “Customer Happiness” by providing the best technology and the highest levels of quality and service.
3. To work hard at growing out of conventional modes of thinking by being creative and spontaneous innovating
4. To achieve its long term vision by striving to satisfy the customer through technological innovation that respects people and nature.
KIA Motors’ goal and mission statement is “to
An informal situational analysis is being conducted on KIA Motors Corporation to analyse critically the internal and external environment as it concerns KIA so as to determine its capabilities, customers, positioning and competitors within its business environment. It would also involve the marketing and business strategy of the organization, how they align to achieve profitability and/or market orientation, we would be able to discover after this analysis if KIA’s focus is on profitability or market orientation. Are they a market-oriented organisation? This exercise can be achieved by exploiting the SWOT analysis, PESTEL or the 3Cs analysis and this analysis would concurrently use 2 of them.
KIA Motors Corporation was founded in 1944 to engage in the manufacturing and sales of automobiles starting from bicycles to passenger vehicles, commercial vehicles, military vehicles and recreational vehicles while also investing in new technologies in the development and manufacture of eco-friendly cars. Kia Motors remains a driving force in Korea’s automotive industry with an expanding product line sold through a network of 4000 dealers, 20 sales subsidiaries, 141 distributors scattered across about 170 countries around the world. Its major brands are the Cerato, Soul, Rio, Picanto, Sorento etc.
Kia’s management vision coined as - Innovation for Humanity tells a lot about its commitment to market orientation.
1. To grow the Kia brand to a world class level and become a leader in the global automobile industry.
2. To pursue “Customer Happiness” by providing the best technology and the highest levels of quality and service.
3. To work hard at growing out of conventional modes of thinking by being creative and spontaneous innovating
4. To achieve its long term vision by striving to satisfy the customer through technological innovation that respects people and nature.
KIA Motors’ goal and mission statement is “to
References: 1. Aaker, D. A., (1996) ‘Measuring Brand Equity Across Products and Markets’, California Management Review, 38 (3) pp.102-120 2. Interbrand, (2013) Best Global Brands 2012: The Top 100 Brands, Available at: http://www.interbrand.com/en/best-global-brands/2012/Best-Global-Brands-2012-Brand- View.aspx, (accessed: 14/10/13) 3. Kia Motors Corporation- Company Profile, Information, Business Description, History, Background Information on Kia Motors Corporation [online] Available at: http://www.referenceforbusiness.com/history2/74/Kia-Motors-Corporation.html [Accessed 14 October 2013] 4. Kohli, A. J. & B. J. Jaworski, (1990) ‘Market Orientation: The Construct, Research Propositions, and Managerial Implications’, Journal of Marketing, 54 (2) pp.1-18 5. Yu R.(2011), “Focused, feisty Kia bears down on its competitors” (online) Available at http://usatoday30.usatoday.com/MONEY/usaedition/2011-06-28-Kia_CV_U.html, (accessed 16 October 2013)