Kia company - Research Paper Example

Kia Company Table of Contents Kia Company Table of Contents 2 Strategy for KIA Motors in Europe 3 References 4 Strategy for KIA Motors in Europe European customers have a relative attitude towards Korean cars as they largely perceive them as of a lower quality than their European counterparts. An effective communication and marketing strategy can go about a long way in positioning KIA motors as an equally competitive brand among the members of the target market audience in Europe (Hawkins, Mothersbaugh & Mookerjee, 2010, p. 452). A possible strategy for KIA motors would include addition of an attribute as a part of a cognitive based strategy towards changing customer attitudes (Schiffman & Kanuk, 2009, p.281-282). For KIA motors this would include highlighting the energy efficiency of the cars and focusing on low cost of maintenance.

This strategy is effective at a time when the purchasing power of the consumers is low. The recent economic downturn has led to a severe dip in the disposable income levels of individuals. Moreover fuel efficiency is also a vital factor at a time when fuel prices are sky rocketing. The company can also promote and replicate its ‘KIA Approved’ strategy that would include providing extended warranties and other benefits and an effective after sales service to lure customers (KIA, 2010). Finally KIA motors can enter into a strategic alliance with a local company of high repute.

The strategic alliance would involve collaboration between KIA and its partner in the area of marketing and promoting the product including sharing retail space etc. The alliance with an established local partner would help improve the attitude of the consumers towards the brand and would instill greater confidence among the customers and lead to development of positive attitude among the customers generating sustainable competitive advantage. ReferencesHawkins, D.I., Mothersbaugh, D.L. & Mookerjee, A. (2010). Consumer Behaviour, 11E.

Tata McGraw-Hill Education. KIA. (2010). About KIA. Retrieved October 12, 2011 from http://www1.kia.eu/Company/Kia-Approved/. Schiffman, L.G. & Kanuk, L.L. (2009). Consumer Behaviour. Pearson Education India.