Konkurentske strategije kasnih sledbenika u auto industriji : primer Hyundai-Kia
Sažetak
Rad analizira strategiju konkurentnosti kasnih sledbenika u auto industriji na primeru Hyundai Kia Auto Group (HKAG). Globalna ekonomska kriza ostavila je snažne posledice na lidere u auto industriji. HKAG je iskoristila krizu i povećala prodaju i globalnu tržišno učešće na teret lidera u grani. Utvrdili smo da je u periodu krize kompanija odlične poslovne rezultate ostvarila zahvaljujući inovativnom marketingu i prodajnim strategijama u kombinaciji sa vrhunskim kvalitetom, dizajnom proizvoda i produktivnošću. Rast konkurencije i promena poslovnog ambijenta u postkriznom periodu ugrozili su dalji rast kompanije. Kompanija je na promene u poslovnom okruženju reagovala pomeranjem fokusa na segmente luksuznih i zelenih vozila, osamostaljivanjem luksuznog brenda Genesis i većim ulaganjem u R&D.
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