COMPANY HISTORY
Kia Motors Corp. engages in the manufacture and sale of motor vehicles. It operates through the following segment: Passenger Cars, Recreational Vehicles and Commercial Vehicles. The PC segment provides products such as Picanto, Rio 4-door, Rio 5-door and Soul. The RV segment provides products such as Carnival, Sedona, Sportage and Sorento. The CV segment provides products such as K2700, Strong, 3000S, 2500TCI and K4000G. The company was founded on December 11, 1944 and is headquartered in Seoul, South Korea.
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SWOT ANALYSIS
Strengths:
- Leading name in the world of mobility
- Highly attractive product portfolio
- Product Portfolio
- Brand value
- Focus on environment friendly innovation
- Strong performance in the US and other leading markets:
Weaknesses:
- Lack of focus on marketing
- Decline in unit sales in 2020
- Poor reach
- Brand Identity
- A shift of focus
- Poor advertisements
Opportunities:
- New environmental policies
- New customers from online channels
- Market potential
- Improved infrastructure
- Change of trends
Threats:
- Rising costs of raw materials can pose a threat to the Kia Motors profitability.
- Competition
- Regulatory framework
TARGET AUDIENCE
The target audience was young couples in their mid-30s: young adults who were sports lovers, physically active, competitive, and interested in new technology. Kia Motors also tries to convince upcoming college graduates to get on board with them. The company has a program that rewards recent college graduates with a brand new Kia.
FIZZLE SUMMARY
COMPETITIVE ANALYSIS
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