The Ultimate Truth in Marketing: Consumer Perception and Hyundai, Turkey


In this case we see Hyundai Assan revisiting its marketing mix elements between 2003 and 2004 in order to change its poor consumer image with potential customers who have no direct experience with the brand. Hyundai Assan in Turkey has combatted its previous poor image by analyzing its product portfolio, making necessary changes in its pricing strategy, as well as backing up its dealers and running three different campaigns in 2004 in order to alter the unfounded consumer perception. As a result, Hyundai Assan, after having roughly 5.0–5.5% market share between 1999 and 2003, has succeeded in increasing its market share in passenger cars and light commercial vehicles to 9.3%, becoming the fourth highest selling car manufacturer in Turkey in 2004. This case clearly shows us that if a company has a marketing problem, all elements of the marketing mix need to be revisited individually, rather than just running a new advertising campaign. If brands have a deep marketing problem, then running a new campaign does not treat the inherent problem at all, but rather acts like an aspirin for an unresolved headache. This deep review of marketing elements can only be achieved with professional teams who believe in marketing wholeheartedly and make marketing talk in every sense.

This case was prepared for inclusion in Sage Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

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