Hyundai: Tomorrow's Toyota?



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Code : COM0051

Year :
2005

Industry : Automobiles

Region : South Korea

Teaching Note:Available

Structured Assignment :Available

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Abstract: Hyundai Motor Co., associated with shabby automobiles that regularly became laughing stock in the late night television talk shows of the US, has stunned the auto world by occupying the number two slot in the '2004 Initial Quality Study' of J. D. Power and Associates.

Hyundai trailed behind Toyota, the long time industry leader in quality, by just one point. The newly earned respect for Hyundai has helped in increasing its sales, to earn a spot in the global big league. In 2004, Hyundai became number seven in worldwide auto sales.

This has encouraged Hyundai to declare its ambition of overtaking Toyota in quality parameters by 2007 and become the fifth-largest car maker by 2010, banking on its quality.

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Pedagogical Objectives:

  • To discuss whether the new found quality improvement at Hyundai is for real and whether the strategies that Hyundai is following will help in overtaking Toyota.


    Keywords : Hyundai, JD Power Associates, Initial Quality Study, Quality improvements of Hyundai, Competitive Strategies Case Study, Six Sigma campaign in Hyundai, Santa Fe, Hyundai's quality problems in US, Hyundai's sales in US, Branding problems of Asian auto makers, Quality problems of non-Japanese automakers

    Contents :
    Hyundai: The Bumpy Ride
    Strategic Strides towards the No.1 Slot
    The Challenges


    Case Introduction >>


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