An analysis on the effects of supply chain management on brand equity: a case study of Hyundai Motor Company in the automobile market of China
| Autor: | Chien-Hsun Lai, 賴建勳 |
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| Rok vydání: | 2007 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 95 After WWII, there have been countless new entrants in the auto-making industry. Only Hyundai survives the fierce contest and joins the rank of top whether judged from sales volume, product quality and brand equity. How this is achieved despite its mere existence of 40 years? Based on case study through extensive literature review, it is found that Hyundai’s explosive growth stems from its success in the market of China, which is made possible by outstanding marketing strategy on the demand side as well as its supply chain management during these years. With a well-managed supply chain, the products it makes are able to outsell other brands by lower price and better quality. Besides, brand loyalty is maintained through extensive customer services. The brand equity is thus enhanced as the result of perceived high quality and satisfaction from product use and after-sale services. This set of strategies works particularly well in China where the market demand is strongest for medium-priced small car and contributes enormously to Hyundai’s business success. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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