Marketing Plan for KIA

https://www.linkedin.com/pulse/marketing-plan-kia-sanjay-ghosh

Introduction to KIA Motors

From its humble beginning in 1944 at Seoul, South Korea (kia.co.uk,

2016), KIA Motors Corporation has grown into a leading motor vehicle
manufacturing in Korea (MarketLine, 2015) and now has a place in the
world market. It now ranks 74 in Interbrand (interbrand.com, 2016)
together with winning Best Value in America Award for its
electric/hybrid car. KIA is derived from Chinese characters meaning to
come out of Asia (Ki meaning arise or come out and a referring to
Asia).

Objectives

KIA believes in corporate vision of together for a better future. It

strives to maximise value creation and maintain a balance by the growth
of shares for its shareholders by believing in respecting people and
processing the environment management. The key value of KIA is
Building a new future and realizing humanitys dreams by thinking
creatively and tackling challenges head on (kia.co.uk, 2016).

Range of Motors
KIA manufactures a whole range of cars to suit all age and budget
groups. For example: KIA manufactures Picanto with a starting price of
8,545 (kia.co.uk, 2016) to New KIA Sorento at 28,795 (kia.co.uk,
2016). The car ranges from Estates to SUV, sports and luxury models.

Absolutica

My report is based on KIAs new product Absolutica. I shall draw the

situational analysis (comprising of 5 Cs, SWOT analysis and PESTLE
analysis to launch Absolutica in the American market) and the
Marketing plan (detailing the market segmentation, positioning,
marketing mix and competitive advantage).

Situational Analysis

Situational Analysis (smallbusiness.chron.com, 2016) is the first step

towards the marketing plan and helps to understand the internal and
external environment of the market, the political and economic factors
surrounding the market, the strengths, weakness, opportunities and
threats related to the product. It further provides a better understanding
of the customer, their needs and demands and helps to create a long term
relationship.

The 5 Cs of Absolutica

The knowledge of the companys own capability, customers needs and

demands, prices and products laid by the competitors, the availability of
supplies of goods (for example: mechanical parts, body parts, software),
market share, shall help to launch the product successfully. This leads us
to the 5 Cs of marketing; Company, Collaborators, Customers,
Competitors and Climate.

Company

Product line: Absolutica will be KIAs own manufacturing brand

(Jobber & Chadwick, 2013). Absolutica will be a high end product and
will fall in luxury car (Businesstoday, 2016) range.

Image in the Market: With a best value award in hand, I shall consider
Absolutica to be in a leading position when launched in the American
market.

Goals: The goal would be to create a market for Absolutica in leading

cities of America, thereby expanding nationally and global market.

Collaborators

KIA has a manufacturing plant in Georgia, US. The market for

Absolutica is USA and a national plant will enable easy of delivery and
access of parts and services as and when needed between dealers and the
company. Considering the success of KIA, I consider the dealers will be
proud to stock Absolutica.

Customers

The target customers are Americans. Customers have benefited in the

past from KIA motors and now have the benefit to have a luxury car
being manufactured from their favourite and award winning company.
Competitors

To survive in a competitive market, it is not only important to

understand the customers but also the competitors. Absolutica will strive
to exceed the customer satisfaction as compared to its competitors
(Jobber & Chadwick, 2013). Absolutica will face direct competition
from Chrysler, Ford and General Motors.

Climate

The Climate of 5 Cs cover the macro-environment factor. It takes into

account the political, economic, social and cultural part of the market. I
have discussed briefly the macro-environment for Absolutica in the
PESTLE analysis.

SWOT Analysis for Absolutica

Jobber et al (2013) define SWOT analysis as a structured approach to

understand the current position of the business by analysing its strengths,
opportunities, weakness and threats. The SWOT analysis for Absolutica
are;

Strengths

KIA motors has presence over 150 countries and has strong hold in
the US and South Korea market.
It now appears in top 100 Interbrand listed companies
(interbrand.com).
One of the biggest strength of KIA motors is the 7-year warranty.
 KIA fulfils CSR in three fronts social contributions, sustainable
operations and business ethics, under the leadership of the
enterprise-wide Social Responsibility council (pr.kia.com).

Weakness

KIA Motors went bankrupt in 1997 due to Asian financial crisis

and has been bought over by Hyundai Motor Company which is
still fresh in customers mind.
Constant Recall of car every year either due to exterior lighting,
steering fault or other.
KIA is more popular among middle class customers and has yet to
meet the high end customers.

Opportunities

KIA has reported increased sales in US with 14.9% in 2012 and

increasing steadily since (kiamedia.com). It has topped 6% market
share overtaking Nissan (kia-world.net)
With the crumbling car market in Russia, KIA has used the
advantage of low prices to become the third largest car maker in
the country (Reuteurs.com). Hyundai is planning to
share its new plant with KIA in India, giving KIA the opportunity
to enter the India market (business-standard.com).
KIA has come a long way from being bankrupt to top 100 in
Interbrand and increased market share, KIA has opportunities to
tap into the luxury car market. KIA intends to introduce luxury
cars by 2017 (content.usatoday.com).
Threats

Although KIA has emerged into international market, it lacks

innovation and technology as compared to German and Japanese
car makers.
The market is very competitive and KIA has continuous threats
from Ford Motor, Honda Motor, Mazda Motor, PSA Peugeot
Citroen, Toyota Motor, Volkswagen, Daimler, Fiat Group
Automobiles, SsangYang Motor, General Motor, SAIC Motor and
Suzuki Motor (Kia Motor Corporation SWOT Analysis).
With its Global operations, the company is always exposed to
foreign currency exchange risk with the high proportion of export
sales. KIA has presence in 168 countries and any change in the
demand, refinancing conditions, fluctuating in currency rates can
have major impact in companys earnings (Kia Motor Corporation
SWOT Analysis).

The SWOT analysis forms an internal part of audit. (Jacka, 2015) regard
the internal audit department can better articulate that value through the
development of a value proposition. (Wimoonard et al, 2015) have
discussed internal audit as an operational control tool.

I feel the SWOT analysis for Absolutica, crosses the strength and threats
cell. KIA has managed to have a global operation, 168 countries, the
strength is now a threat from fierce competition.
The after sales-service and low prices are the major strong points of
KIA, but by doing so, it has deterred the high end customers and can
turn this into an opportunity as soon as possible.

PESTLE Analysis for Absolutica

PESTLE analysis gives a product a better insight to launch in a new and

existing market, while taking into consideration the current environment
of the market. I am considering to launch Absolutica in few countries. I
shall discuss the PESTLE to launch in American market.

Automotive industry is one of the largest industry in the world and is

responsible for half of the consumption of world oil.

Political: The Presidential elections in USA is due in few months. With

the poor performance by GM, Chrysler and Ford, President Obama did
everything possible to save the industry and get back on its feet. It
remains to see what opportunities the new President might bring in. KIA
has seen growth in the American market and with its launch of luxury
cars, it will be looking forward for all help and support possible from the
newly elected President to keep thriving the industry.

Economic: The economic factor of PESTLE plays an important role for

Absolutica. It will be cautious of economic factors of inflation rate,
interest rate, exchange rate, economic growth and foreign investments,
government regulations towards car industry, the demand for cars and
the impact of export and import.
Social: Absolutica is created keeping in mind of the latest social trend
and fashion. KIA has developed car bearing in mind the budget related
consumers. Absolutica is a stepping stone towards luxury cars and
capping the high end market.

Technological: After immense research and innovation, Absolutica is

being created. It falls in line with its competitors and will be one of the
most sophisticated car in the industry. Absolutica intends to mature in
technology with time and will try and be ahead in the design and
innovation.

Legal: Absolutica will comply with all the current, national,

international and future legislations as laid down by the government. It
will ensure employees are given their rights and consumers rights are not
affected. Due consideration will be taken towards the taxation system of
the country avoiding money laundering and cars will be manufactured as
per industry specific regulations.

Environment: Absolutica is very conscious of reducing carbon

footprints. It will work parallel with environment and ecological
regulations and has plans to manufacture electric cars in future. It will
play an important role towards CSR and intends to start a charity
Absolute Environment with the intention of planting 1000 trees from
first year onwards.

Marketing Research
Marketing research takes the immediate condition of the market and
provides information of customers likes and reaction to the product,
price, distribution and promotion (Jobber & Chadwick, 2013).

KIA has been targeting budget customers with its outstanding service
and quality. It felt the necessity of expanding its wings and through ad
hoc research, retail audits, consumer panel and website analysis by
asking customers preferences and intentions, it felt the need to expand
into the luxury car market. This research helped shape market strategy,
understand the potential of the market by putting it into action,
understanding the outcome and utilising the results (Pettit, 2008).

Marketing Plan

Marketing Planning is corporate strategy planning and takes into

consideration all the aspects of business functions (Jobber & Chadwick,
2013). At this stage, Absolutica is considering only one market, i.e. one
brand, one market. Although, there will be brand extensions based on
models and specifications.

Absolutica is at entry market stage and after careful marketing audit

(Jacka, 2015), for the success of Absolutica, I suggest to read further the
segmentation, brand positioning, increasing brand equity, marketing
mix, marketing communication and competitive advantage. The
marketing audit was done by understanding the customer, making the
right product, recognise and deal with the competitors and adding value
to the product (jacka, 2015).

Segmentation of Absolutica
Press & Simms (2010) define market segmentation as accessible,
measureable, actionable and substantial. (Jobber & Chadwick, 2013)
definition of market segmentation is that of identifying individuals and
organizations with similar characteristics with significant implications
for the determination of marketing strategy.

Based on the research I would propose to divide the market into three
segments.

Behavioural: - This segment would form the base of the Absolutica.

The key is to target customers who look out for innovative products and
want to be the first ones to get their hands on the product, in our case
Absolutica car. We then have customers who make purchases for the
pleasure and comfort and to be able to show their hands on the latest
model. Apart from this, we can also segment to the customers who
already have KIA models and want to upgrade to the latest model.

Psychographic: - There are customers who prefer luxury cars and it is

part of their life. Although, KIA is new in the luxury car market, it can
target and segment those customers who have always sought high end
cars.

Profile: - As it is luxury car, the demographic variable will be 40 plus

age customers ranging from managing directors to professionals of
higher level. Geographically, I would propose to launch the product
where Kia already holds the market. This would help ease of help with
brand loyal customers.
The target market of Absolutica will be countries with high Kia users.
That would be USA to start with followed by South Korea.

Macro Segmentation will be used in this to categorise the main

customers based on Behaviour, Psychographic and Profile. Cities like
New York, California, Dallas and New Jersey will form the main cities
in US market.

Strategies for Creating / Increasing Brand Equity

Absolutica will be known as the car with outstanding luxury features.

Crisp metallic finish, heated leather seats, polish wooden interior, state
of art technology will be the main features which will make Absolutica
an absolute luxury car. The slogan Drive with Comfort and Luxury is
to target the high end customers.

The brand Absolutica will stand out and differentiate with other brands.
It shall bear the 4-cs of successful positioning; clarity, consistent,
credibility and competitive (Jobber & Chadwick, 2013).

Clarity as in the brand will go with the slogan of Drive with Comfort
and Luxury. The target markets are currently countries with high Kia
sales, USA and South Korea.

Absolutica will maintain its consistency. The quality and specially after
sales service will not be compromised. Kia has a 7-year warranty and
will continue to provide this to Absolutica brand. Although The Power
to Surprise slogan will be replaced by the current slogan to go with the
brand.
The brand will be competitive in terms of pricing. Absolutica has
everything to offer in terms of modern cars, yet with good price and 7-
year warranty. This will help Absolutica stand out.

The credibility of the brand will grow over time as customers will realise
it is indeed a car for comfort and luxury.

Positioning of Absolutica

Positioning in a nutshell is a way of standing out from the competitors

and appealing to the public by putting emphasis on its distinctive
features and characteristics (Akpoyomare et al, 2013).

One of the first steps to position strategy for Absolutica is to get the
credibility and make an impact on customers memory. I would
recommend to follow six stages;

1. Know your competitors.

2. Establish how the competitors are perceived and evaluated.
3. Establish the position of competitors.
4. Analyse the customers.
5. Position Select.
6. Position - Monitor.

It is important to know the competitors. Absolutica is priced at the range

of $ 25,000 to $35,000 and is ready to compete with the leading brands
in USA including Audi, Hyundai, Saab and Volkswagen. It will be
important to understand their approach to the market, their current
positioning, analyse their customers to be able to target our customers
accordingly and then select and monitor Absolutica position.

Once we have managed to step in the market, I would propose

Absolutica to stay in limelight by regular advertisements in TV, social
media, hoardings, auto shows.

Advertisements: - Advertisements will highlight the importance of the

car being environmental friendly and the way the car is manufactured to
get the customers a feel of how there is manufactured and how it impacts
the environment.

Auto / Trade Shows: - Special Guest passes will be sent to current KIA
customers, customers who express interest in Absolutica and other high
end users to get a look and test drive the car.

Jobber & Chadwick (2013), have recommended as Market

Segmentation, target markets and Differentiation as the key tasks of
Positioning which we have discussed earlier.

To ensure Absolutica gives back to the community, a charity will be

established, namely Absolute Environment. The aim of Absolute
Environment will be cleaner and greener environment, for smart cities
and will plant 1000 trees a year at different locations round the world.

Absolutica as a brand will also have work policies and not make any
discrimination. It will position itself at the workplace and ensure it is
LGBT friendly. An inclusion programme will be placed effectively.
Diversity will be a work culture. As it intends to launch the brand, it will
work internally with all the employees and business partners to ensure it
understands the brand and manufactures accordingly. Internal
recognition of the brand is essential as it expects employees and B2B
employees to speak about the brand with their friends and family and
create a propaganda in social networking sites.

Customers will be able to link Absolutica as a Functional and

Representative needs. Functional in terms of the actual brand as being
able to match with other luxury brands, yet competitive with the price
and able to provide the comfort. Representative in terms of able to
understand the impact to the environment and taking measures to work
for the global environment. The advertisements featuring the car being
manufactured, the charity work of Absolute environment will also make
customers feel proud of the brand.

Marketing Communication and Digital Marketing of Absolutica

To market Absolutica, I shall recommend to use internal marketing,

face-to-face, digital marketing and content marketing.

Members of Staff, suppliers, dealers, stakeholders, regulators form part

of internal marketing. A special night can be organised or internal memo
can be distributed to inform about Absolutica.

Exhibitions, trade shows, special invitations, expo day, opening days

would give Absolutica opportunities to meet potential customers face-to-
face.
In the electronic age, Absolutica will not be left behind and will take
advantage of digital marketing and social media. It is believed that
digital technology will surpass all areas of marketing communications
and traditional marketing (Jobber & Chadwick, 2013)

The promotional tools used to launch Absolutica

Search engines and advertising in the net.

360degree marketing giving customers to customise their cars
online. For example: change the colours of car or add a
specification such as choice of fabric or leather of the interior of
the car.
Use of e-WOM (word of mouth) (LEVY & Gvili, 2015). For
example: portraying Absolutica in animation as more comfortable
than the living room.
Mobile marketing and e-mails by sending regular updates and
offers to subscribed customers.
Profile targeting customers through social media. For example:
using sponsored ad in Facebook to pass the information and
creating a topic of conversation in Twitter.

Content marketing (Baltes, 2015) will be used extensively to give

customers a chance to know more about Absolutica. This will be done
by giving options in printed magazines and providing links while e-
marketing and using social media.

Marketing Mix - Absolutica

Customers tastes, preferences, interests and behaviour have changed
with the advent of technology, globalisation, changes in geographical
locations and economic influences, Constantinides (2006). Customers
have become less responsive towards traditional marketing approach and
with the advent of social media, it is necessary and important to have a
proper blend of marketing mix for Absolutica. Neil H. Borden had
coined marketing mix with 13 related aspects from product planning to
personal selling and marketing research and analysis (Wood, 1963).
James McCarthy formulated the 4 Ps of marketing mix (Sava & Trif,
2013). 3 more Ps were later added, being; People, Process and Physical
evidence.

Product

A product is anything that is capable of satisfying customer needs

(Jobber & Chadwick, 2013). At KIA we have created Absolutica a
high end luxury car for comfort and style.

Absolutica will provide the superior, quality driving experience. It will

be available in both petrol and diesel fuel providing maximum mileage
per gallon (60 miles / gallon city drive) starting from 2 litre to 4 litre
engine size.

Absolutica is an intelligent car, that understands the adverse weather

conditions and adjusts itself with brakes, speed and balance. It will be
extremely agile to sudden road conditions of potholes and ramps to
minimise the damage to suspension and body.
Leather seats, wood carved interior, glass holds, built in sat-nav and
Bluetooth, cruise control, auto door lock, sun-roof, spacious boot, arm
rest, bose speakers, Absolutica is designed for comfort and take away
the tiredness.

Price

As compared to other Ps of marketing mix, Price is the only P which

generates revenue, Jobber & Chadwick (2013). Price is not set in
isolation and needs to blend in with product, place and promotion, so as
not to overcharge or undercharge. We have already witnessed, how
K900 product failed as customers not willing to pay high price, despite
being a good product (autoblog.com).

I would consider market-oriented pricing for Absolutica. The factors, I

would consider are; Marketing Strategy, Value to the Customer, price-
quality relationship, explicability, Competition, Effect on dealers and
cost.

Marketing Strategy: - As it is a new product, the first step would be to

consider the positioning strategies taking the 6 stages as discussed in the
previous individual assignment and use the new launch product strategy.
I shall consider Rapid Penetration with a combination of low price,
high promotion, product and place.

The conditions to use the low price strategy is to penetrate the market
and mark the dominance over time. KIA has built a reputation of more
budget cars targeting middle-class customers. Based on this fact, I would
not suggest to charge high prices, as customers will not favour the
product and will compare Absolutica with its high end successful
competitors. Low prices will also increase the sales output, thereby
gaining market confidence, lift the barrier to entry the market and KIA
can work with the idea of making money later.

Value to the Customer: Customer must definitely get value for the price
paid for the product. I would propose experimentation and economic
value to the customer analysis. For example: Absolutica can start by
charging low prices for first 50 customers in a particular region or
sponsor a car for a reputed charity, run competitions to allow customers
to drive and experience the product. KIA with its headquarters in South
Korea and years of experience can produce economic value to the
customer thereby giving customers more benefit from the product. KIA
already has a 7-year warranty in place. This can be added with low cost
on fuel, high end features at low cost, strong body, etc.

Price-Quality Relationships: The price-quality relationship has always

had an effect on customers psychological buying perspective. Customers
interpret high price with good quality. However, Absolutica will stand
out in this regard and as discussed earlier in rapid penetration low price
and high quality will be promoted.

Explicability: While selling Absolutica, the sales person can certainly

bring out the best of the product and convert it to the best prices as
compared to competitors. With right training, sales of Absolutica should
not be hard.
Competition: Absolutica will keep a close a track of its competitors. It
will compete positively and comfortably with its outstanding product,
sophistication, technology, knowledge, comfort, luxury and value as
compared with its immediate and linked competitors.

Effect on dealers: This is very crucial part of the orientation. Absolutica

will be sold mostly through dealers and with its low price to penetrate
the market, the dealers might have to compromise with low margin
profit. However, this can be dealt by maintaining good relations with the
dealers, and giving out higher margin on other models.

The above should enable to Absolutica to penetrate US and South Korea

market. The price can be increased depending on the response and
market research and experimentation and economic value to the
customer analysis can be considered for price change. To increase sales,
special offers can be done at festive periods and ethics will always be
maintained so as not to predate or mislead the market.

Promotion

Promotion is a way of informing the customers of the product through

various tools. Good promotions are the lifeblood of successful market-
oriented companies and their brands (Jobber & Chadwick, 2012).

Absolutica will implement a successful integrated marketing

communication with its customers by understanding the opportunities in
the market and capturing the market accordingly. Hence, the comfort
and luxury of Absolutica will be analysed and based on the product
positioning, customers will be targeted with the message accordingly.
For example: A campaign will be drawn to achieve the communication
objective by linking the comfort of bedroom to that of driving the car.
This can be done through creative agency and other similar providers.
The agency will provide and come out with simple, creative and
effective message.

Tools: Tools used to promote Absolutica will be mass, direct and digital.
For example: Billboards, advertisements, sales promotions at launch are
some of the mass communications that will be used. Direct
communication can be done at exhibitions, sending invitations to current
KIA customers, informing customers about launch of Absolutica when
passing through showroom. Digital Communication is the newest and
most effective way of communicating with customers. Twitter chats,
Facebook sponsored advertisement and pages, websites, emails form
part of digital communication.

Place

Ensuring the channel of distribution and reaching the customer, is the

Place of Marketing Mix. Absolutica will use the

Manufacturer Dealer Consumer

channel. This will help the customers to approach the dealer, test drive
the car, get their queries answered and make the purchase. I believe this
channel will reconcile the need of dealer and consumer, improve
efficiency and accessibility, Jobber & Chadwick (2013). The Channel
strategy would be on market factors, exclusive distribution and
Franchising.
Market Factor: As Absolutica is a KIA brand, buyer will prefer to get
the best knowledge and information through their dealer. As the dealer
will specialise on KIA models and exclusively on Absolutica, spare parts
and after sales service will also be provided to the customers.

Exclusive Distribution: One dealer will be established in a given city and

town. This however depends on the population on per square mile /
kilometre and the demand for other models of KIA. For example: New
York city.

Franchising: Channel integration will take place through Franchising.

KIA to Dealers. All help and support including training, regular
periodicals, information and knowledge will be provided to the dealers
as per the manufacturer and dealer agreement and terms and conditions.

The Franchises will be managed by careful selection, training,

motivation and evaluation from time to time and conflicts resolved
swiftly.

The manufacturing plant of KIA is in Georgia, USA, which gives the

flexibility of distribution.

Conclusion of Marketing Mix

Absolutica is made after careful research, customer requirement and in

competition with other brands. The slogan Drive with comfort and
luxury does go with the product. Care is taken with the price to be able
to penetrate the market and providing value to the customers. Different
tools to reach the customer, including use of social media and
promotions are given utmost importance. It is also ensured that products
are available on demand and customers are able to test drive Absolutica
before the purchase. The People involved with the Absolutica, the
showroom and interior, the whole experience of buying Absolutica is
designed to be exceptional.

All this definitely creates effectiveness of the product. The success can
be measured through social media, enquiries for the product, purchase
and demand of the product. The critics and reviews will also form a
good source to measure the success of the product.

The communication objective and marketing and brand management

will form a Absolutica and customer relationship. Customers while
relaxing in their homes will compare to the drive of

Absolutica. After stressful meetings, customer will prefer a drive in

Absolutica rather than a cup of coffee. I believe Absolutica brand may
have a stronger effect on consumer behaviour when they are
anthropomorphized and specific relations that consumer develop with
brand uniquely influence the subsequent behaviour effects (Agarwal &
McGill, 2012).

Competitive Advantage

Absolutica Competitive Advantage

Although, KIA has been in the market, Absolutica, is a new type of high
end product and shall make entry into the market. Absolutica will add,
that extra value to establish competitive advantage (Jobber et al, 2013).
It will outperform its competitors by ensuring the bargaining power over
suppliers and buyers, the threats of substitutes and new entrants (Prasad,
2011), by developing competitors analysis and using the hands on
experience.

Bargaining Power with Suppliers and buyers: Absolutica will use KIAs
years of reputation to bargain with its suppliers. Absolutica shall bargain
with its customers based on its strengths. Some of the strengths being;
winner of best value in America award, 7-year warranty, state of art
luxury car at an affordable price and after sales service.

Competitor analysis: for Absolutica will be done by identifying the

competitors, understanding the competitors in terms of their finance,
managerial, technical knowledge, their strengths and weaknesses, using
the strategic objective of built, hold and harvest, use the competitor
strategy of differentiation and cost leadership and finally understanding
the competitors response to retaliate or continue with the strategy.

Absolutica will be facing many competitors in the luxury car market.

Absolutica will focus mainly on cost leadership and differentiation
aspect. It will differentiate in terms of quality, reliability, environment
friendly, stylish yet low price.

In terms of cost leadership:

KIA has a manufacturing plant in Georgia and this will benefit by

the economies of scale.
With the hands on experience, it will benefit from less faults and
outstanding after sales service.
 KIA can develop interpersonal relationship with Hyundai, its
parent company.
Absolutica will benefit in location with manufacturing plant within
the country.

Hands on Experience: Another way of developing competitive

advantage would by based on the compatibility within the organisation,
knowledge transfer (Argote and Ingram, 2000).

Absolutica benefits from the knowledge by manufacturing motors and

with the sales experience, it can benefit to transfer such knowledge from
the senior member of staff to the current staff working on Absolutica.

Critical Review of Current Debate in Marketing and Brand

Management

Does Innovation lead to Ethical Increased Sales?

Oxford dictionaries define Innovation as crucial to the continuing

success of any organisation. Baskaran et al (2016), acknowledge
technological innovation playing a critical role in the economic
development of the world and improving the standard of living of the
world.

With a staggering $102 billion (autoalliance.com) spent annually on R &

D and working parallel with Silicon Valley and Codaholics
(autoalliance.com) innovation is definitely encouraging growth,
development and profits for business. I believe, although innovation is
compulsive, it should also lead to ethical means of sales rather than just
revenue increase for the business.

Innovation in car industry has led to high performance in the mechanism

of the cars. Car manufacturers now boast of their cars being equipped
with 6 gear stick and reaching maximum miles in seconds. Lamborghini
has claimed to reaching maximum speed in 3.3 seconds (auto-facts.com,
2016). Other car companies have made similar claims (thesupercars.org
2016). Toyota, Volkswagen, Golf and many other car manufacturing
companies are catching up with the speed of the car.

Although, such claims are impressive and does create a desire to possess
high speed cars, it is also leading to increased accidents. (swov.nl, 2012)
have discussed the relation between speed and crashes. The author has
discussed of speed playing an important role in crashes as compared to
other factors.

Why do drivers speed? Being on the driver speed with high performance
car, drivers usually have the urge to feel the power of the car. It is easy
to get tempted to check the performance and capability of the vehicle.
(Richter et al, 2016) have highlighted of how over-taking leads to
serious accidents. Drivers over-take as they have the speed in the car.
Young drivers contribute towards the increased statistics of accidents.
(Curry et al, 2014) have portrayed the behaviour of young driver leading
to accidents. I believe, young drivers are lured by the speed innovation
and the marketing and sales approaches used to lure them.
My argument is although, innovation is good and leads to growth, car
manufacturers should be more responsible in creating awareness among
drivers. Government round the globe have taken the responsibility and
run campaigns and speed awareness courses to tackle the issue. Greater
Manchester (drivesafe.org.uk, 2014) run campaign to educate, train,
publicise and enforce the people to drive safely. (drive-safely.net, 2016)
gives tips on driving safely and other things related to traffic and
weather conditions.

Further, arguments can be developed on innovation of software, which

permits manufacturers to cheat and increase their sales. Volkswagen
(Lancaster, 2015) was recently involved in such scandal of cheating with
emissions. Although, innovation was software was a good thing,
Volkswagen mis-used for their profits thereby harming the environment.

Care has to be taken not to take the innovation for granted, but consider
it as a boom. Manufacturers should take the responsibility of being
ethical with business practice and create awareness along with ethical
sales.

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__________________________________________________________
____

I am a student of MBA, University of Roehampton. The above

original work is a 'Strategic Marketing Plan' consisting of
Situational Analysis, Marketing Plan and a Critical Review of
Current Debate in Marketing and Brand Management. My report
is on KIA Motors. KIA Motors made in Interbrand list and has won
other awards in the industry. All comments and feedback are
welcome.

Sanjay Ghosh (s.ghosh@hotmail.co.uk)