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Case
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Reference no. 9B09A028
Published by: Ivey Publishing
Originally published in: 2009
Version: 2009-12-09

Abstract

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?
Location:
Size:
Large
Other setting(s):
1999-2009

About

Abstract

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?

Settings

Location:
Size:
Large
Other setting(s):
1999-2009

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