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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2019.4
- 수록면
- 23 - 44 (22page)
- DOI
- 10.15830/amj.2019.21.1.23
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초록· 키워드
오류제보하기
A decade has passed since the first generation of Genesis was launched in the U.S. with the plaque of Hyundai-Genesis. Genesis Motors was separated from Hyundai Motor in 2015, and has struggled to have the Genesis stand alone in the competitive U.S. luxury sedan market. The present case study aims to find challenges facing the Genesis, which Hyundai has positioned as a luxury sedan competing against conventional luxury brands such as BMW, Mercedes-Benz, and Lexus; evaluate Genesis Motors’ strategic response to meet these challenges; and explore an alternative positioning strategy. Specifically, the present case study addresses barriers against the Genesis’ market performance, by focusing on the obstacles rooted in the consumer perception as well as the obstacles that stem from the change in the U.S. automobile industry and the nascent network of the Genesis dealership. Genesis Motors’ current strategies are evaluated, and an alternative strategy is explored that is largely based on the American consumers’ perceptions of the Genesis vis-à-vis conventional luxury brands and outperforming midsize brands.
목차
Ⅰ. Introduction
Ⅱ. Introduction of Hyundai-Genesis in the U.S. market
Ⅲ. Genesis Motors spun off as a luxury division
Ⅳ. Evaluation of Genesis Motors’ Positioning Strategy
Ⅴ. Conclusion
References
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UCI(KEPA) : I410-ECN-0101-2019-324-000782154