This academic paper analyzes Hyundai's strategy for introducing a new fuel cell car in the South Korean market. It conducts a PEST analysis and five forces analysis to understand the market environment. Key recommendations include targeting young customers, launching in 2011, expanding to other Asian markets after 3 years, pricing competitively, and collaborating with the government and fuel suppliers to establish refueling stations. Promotional strategies should emphasize the car's environmental benefits.
Business Strategy of Hyundai with respect to a Fuel Cell car in ...
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29. EV World available at http://www.evworld.com/Appendix 3 – Assessment<br />The module will be assessed through one piece of coursework (20% weighting) and an unseen three-hour essay-based examination (80%). The coursework will comprise of self-managed groups of 4 or 5 devising and presenting an outline strategic plan for a fuel cell based car. The context can be commercial, non-profit, government agency or any other. The plan may be devised around an actual prototype but must not simply replicate an existing plan: it must be original. You can take the perspective of an existing player in the car sector or that of a newcomer. This brief is deliberately broad to encourage creativity but realism is essential. Marks will be awarded for the plausibility of the plan, for creativity, for presentation skill, for research and for the correct use of strategic concepts. The group report is limited to a maximum of 3,000 words. Ideas should, therefore be presented succinctly and professionally in an executive style. The report does not have to adhere to precise report conventions. It must have a title, a beginning, middle and an end. It can have appendices. It should contain the essential elements of a strategic plan at the product/market level i.e. it should explain<br />What is going to be the firm’s competitive/corporate strategy?<br />What is the product/service concept and what consumer benefits does it address?<br />What are the main decisions regarding the corporate/business strategy and positioning?<br />How are these decisions justified?<br />To get you started, you will find two articles on fuel cell technology in your study pack. Some additional references are given below but please be aware that one of the objectives of the group work is to encourage you to develop the skills of informational retrieval and analysis. Therefore you should not expect the list of additional readings below to be a complete list – you should find some relevant articles independently. <br />Deadline: The group report should be handed in by 12.00 noon Friday 16th January 2009.<br />Additional readings (only to get you started):<br />Price Waterhouse Coopers (2003)<br />Cropper et al (2003)<br />Walsh et al (2002)<br />