Competitor Analysis and Competitive Strategy
The competitor analysis for the Kia-Motors has been conducted in order to analyze and identify the key factors related to the strengths and weaknesses of its competitors i.e. Toyota and Dacia Automobiles. The competitive strategies are being suggested for Kia-Motors in order to grow its business in Turkey and attract customers and carry out production processes in ways that ensures the profitability and competitive advantage in the long run.
Kia Motors
Analysis of Competitors
Toyota
Suggested Competitive Strategy
Automobile Dacia
Suggested Competitive Strategy
Kia Motors
Kia-Motors with the sales of 2.75 million in the year 2013 is 33.88% owned by the Hyundai Motors and is known widely for its product Kia-Optima and Cadenza. The company possesses strong market position with respect to the quality that it has been providing to its customers. The company has followed the competitive strategy for pricing at which product quality is ensured with the competitive price and the company has been able to sustain its brand image for good quality, which has also provided the company with advantage over its competitors (Sloane, 2009).
The company is considered to be unique by means of the product design that is being provided to the consumers with the competitive price that makes its one level above the low-cost products and one level below from the differentiated products. The company follows the Korean manufacturing system that is found to be renowned for its quality and possesses skilled labor force and large distribution network which has made the accessibility towards the company's products even in the countries where it is not marketing in the way it ought to be. However, the company has been focusing on increasing its sales by means of heavy sponsorships and promotions and has been striving to create its brand image for youth and adventurism by means of its promotional campaigns with sports facilities. The company targets the upper and upper-middle class from the society by means of its pricing and it also aims to target youth aged between 20 -- 30 years with its product design (Kim, 2011).
The company's partnership with Hyundai indicates that there has been a flow of knowledge between the intra-companies which makes the company viable to sustain in the competitive environment. However, the small scale production and low production capacity has made the production process of the company expensive and there exists need to make the company's production process efficient in order to ensure its price competitiveness in the future and meet the ever-increasing demand as a result of its heavy promotions. The company possesses research and development facility to ensure the continuous development and quality improvement of the product. The company has been striving to grow and compete against the large competitors and by means of product development and promotions, the company aims to achieve its targeted market share and sales (Kim & Han, 2008).
Analysis of Competitors
Toyota
Toyota Motor-Corporation, being the largest manufacturer of transportation vehicle in the year 2012 is a Japanese manufacturing company with a market share of 11.8%. Due to its large production capacity; Toyota has been producing 10-million vehicles annually and the company has been using strategies with respect to differentiation and low cost for its target market in order to gain competitive edge. Furthermore, the company has been able to provide a variety in vehicles in order to attract the large number of consumers with various prices that meets the affordability and requirement of the targeted consumers. The company has been captured by the market as being environment friendly and providing low priced product line of cars i.e. Corolla; and product line for the luxurious cars i.e. Lexus. The company has been targeting the consumers by means of demographic segmentation in which high income group is targeted for its product line of Land-Cruiser, Camry etc. however, the company has been targeting the upper-middle income group in which the low priced Corolla are being promoted. The company also targets the adventurists by means of sports cars like Altis and Fortuner (Drummond & Ensor, 2005).
There exists variation in the way the company has been competing in the market with respect to its generic strategies. The company has been found to be successful in accordance with its differentiation strategy by means of its design and quality of the product and hence, the company has developed an image for its ever-improving and reliable quality. The company's recent performance with respect to its sales indicates its capacity...
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