Today's consumers have higher expectations than ever before due to significant advancements in media, communication, and transportation. This has facilitated greater interconnectivity in the global economy, making products from one country more appealing in other parts of the world. However, penetrating foreign markets is no simple feat, and aspiring entrants encounter numerous challenges as they endeavor to establish their brand presence. This challenge is particularly pronounced in mature markets like the car industry in the United Kingdom, which boasts several well-established brands.
The text examines how Kia, a South Korean motor company, has utilized sports marketing to establish its brand in the European motor market. The brand loyalty and awareness enjoyed by established brands act as a barrier for new organizations. Kia Motors Corporation, headquartered in South Korea, operates 12
...manufacturing and assembly facilities and has subsidiaries in 165 countries worldwide. On a global scale, the Hyundai Kia Group ranks as the fourth largest car company. Kia Motors UK currently operates over 166 dealerships and has intentions to expand its network in order to meet the growing demand.
Kia is a newcomer in the UK car market, but it has been gaining more recognition in recent years. Unlike other regions, Kia does not have a strong brand heritage in the UK. To overcome this challenge, Kia is determined to grow its presence in the European market. As part of its expansion strategy, Kia needs to focus on establishing its brand identity. In the past, Kia has mainly relied on competitive pricing to compete. However, the main obstacle for Kia has been increasing brand awareness in European markets.
Toyota has utilized notable sponsorship agreements to create positive perceptions o
its products and desires for consumers to view the brand as a manufacturer of superior, excellently crafted vehicles. The company has employed sports marketing to influence consumer beliefs regarding its products. According to the Chartered Institute of Marketing, marketing is the managerial process that identifies, predicts, and satisfactorily meets customer demands in a profitable manner. In simpler terms, marketing involves recognizing and fulfilling customer needs by providing products and services. This strategic planning process begins at the organizational level.
Senior managers establish the organization's long-term objectives, such as Kia's aspiration to become a significant player in the UK car market. Research is conducted to identify customer requirements and procedures are implemented to fulfill those requirements. Kia aims to introduce a unique and energetic approach to the UK car market by emphasizing brand awareness through its marketing strategy. The strategy highlights Kia's exceptional design and quality, while also maintaining competitive pricing.
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