Thanks to my respected teachers, they have enhanced my skilled in finding case study about kia motors.

1. Presented By:
Rohit Banskota
Sunita Oli
Retina Bhattrai
Sarasawati Shrestha
Namkali Khatri
Asish karki
Shree saran

2. Company Profile
 Manufacturing country- South Korea
 Current Rank : 122
 Executive 1: Mong-Koo Chung, Ph.D., Chairman ;
Chief Executive Officer
 Executive 2: Hyung Keun Lee, Vice Chairman; Chief
Executive Officer; Kia Motors Crop.
 Establish in 1944 AD.
 Fourth largest automobiles group in the world.
 Exported over 5 millions cars to more than 155
countries.

3. Data
Parent company : Hyundai Kia automotive group
Category : Passenger cars, SUVs & trucks
Sectors : Automobiles
Slogan : Power to surprise
Segment : For personal & commercial use
Target group : Middle and upper level class
Area served : World wide
Revenue : $ 42.45 billion ( 2012)
Operating Income : $ 3.16 billion (2012)
Net income : $ 3.47 billion (2012)
Employees : 42,000
Competitors : Toyota, Nissan, Honda.

4. Positioning Strategy
 Positioning strategy means to create an image of the
product or services in the mind of the customers.
 It impression by the marketers about his product and
services the creation of an
 Positioning strategy can be derived from the object
attributes, competition, application, the type of
consumers involved or the characteristics of the
product class.

5. History

6. Objectives
Objective: Kia motors objectives is to enhance both
economic values & sustainability at the same time.
 It’s efforts is to minimize the environment
impact of its production process from product
development to the final phase of manufacturing.
 Environment Philosophy: Love to humanity with the
automobiles.

7. Core values
 Customers: Promote customers-driven corporate culture
by providing the best quality & appreciable service.
 Challenge: Embrace every opportunities for greater
challenge & confident in achieving goals with unwavering
passion & indigenous thinking .
 People : It help people by developing their potential &
creating a corporate culture that respect talent.
 Globality: Respect the diversity of cultures, customs &
strive to become the respected global corporate citizen.

8. Marketing Mix:

10. Price

 Price is the cost that the customers is willing to bear
for the product & the way it is made available to him
 Marketers need to be very careful about the pricing
objectives and methods.
 The price of automobiles in KIA ranges from 21,49,000
to 76,49,000.

11. Place
 Sells the cars through different appropriate outlets
such as dealership & showrooms in the prime location
 In Nepal the authorize distributers is the Kia
continental located in Tinkune, Kathmandu. Beside it
there are 5 dealers in Nepal namely :
1. Pokhara.
2. Butwal.
3.Nepalgunj.
4. Narayanghat.
5. Biratnagar.

12. Promotion
 Promotion is about communicating with customers &
potential customers. It has number of purposes, for
Example:
 To increase awareness – such as range of vehicles KIA
offers.
 To raise brand recognition – which is very much important
in an industries with many competitors.
 To increase demand – thereby helping to meet the
objective of growth.
 To highlight the uniqueness of the product quality & great
design it offers.
 AIDA

13. Promotional Methods
 Use of online banner advertisement.
 Placing advertisement on billboards, online banner
ads, face book, Twitter etc.
 Use of company website to meet the needs of the
consumers
 TV advertisement campaign
 Sponsorship to major sports events
 Sales promotion & public relation
 Direct marketing
 Personal selling and online videos.

14. People
 Kia motors Slovakia, carries out a project to educate their
employees called: With quality education of Kia motors, to
increase the competitiveness & development of company
& promoting job retention.
 The target group are employees of the company and the
main area of education: comprehensive development
manager, operators, development Program ,education in IT
area, language learning, technical training and soft skill
development.
 In 2011, Kia Motors Slovakia educated
2598 employees in the educational field.

15. Physical Evidence
 Automotive industries of Kia in
Seoul, South Korea.

16. Process
 100% automation
 Outsourcing e.g. Info gain ( software consulting firm)
Software engine that examine 5 systems:
 Warranty claims
 Parts Sales
 Vehicle ID no.
 Vehicle inventories
 Master storage file

17. Strength
 One of the south Korea’s largest Automobiles producers
 Among the top 5 largest automobiles manufacturer based
on its sales.
 It has strong presence due to its sponsorship to event like
the formula 1, Euro cup, FIFA world cup, Australian open,
x- games in US.
 Around 42,000 employees
 Good product portfolio & strong brand presence
 Has sales of nearly 1.5 million cars per years.
 As financially manner total revenue us $42.45 billion total
operating income $3.16 billion and net income $3.47 billion.

18. Weakness
 Past recall of critical components like braking system was a
concern
 Has not leveraged its presence & recognition globally even
as it create
 Has not leveraged its present and recognition globally even
as it has created so many sponsorship.
 Has not expended aggressively in terms of geographical
reach.

19. Opportunities
 Venture into emerging economics with a huge markets
 It can also enter various where Hyundai is present to
fill up the gaps in the product offering which Hyundai
cannot e.g. in India Hyundai has failed to attract large
number of its luxury SUV Santa Fe which may have
worked better through the brand name of Kia.
 Their all electric vehicles like the Vega
 and the pop city can open new avenues of business
for Kia

20. Threats
 The Japanese player have made their presence in the
most of the market around the world & secured steady
market share.
 The competitors have better design and technology
thus having better differentiation.

21. Conclusion
o Conclusively we can say that KIA Motors is the fourth
largest automobile company in the world & has strong
brand image globally.
o The targeted groups are middle & higher level of people,
it provide customize services to the customers meeting
their needs and desires through different market
segmentation.
o Its competitors are Honda,Toyota,Nissan.
o The employees engaged in the manufacturing are 42,000
o Overall the condition of Kia is good however , the Kia
motors should be analyzed the world economic parts.

22. Cont…..
 Most of the investors or shareholders & employees are
satisfied with this product.