• Asia Marketing Journal
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• v.21 no.1
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• pp.23-44
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• 2019

A decade has passed since the first generation of Genesis was launched in the U.S. with the plaque of Hyundai-Genesis. Genesis Motors was separated from Hyundai Motor in 2015, and has struggled to have the Genesis stand alone in the competitive U.S. luxury sedan market. The present case study aims to find challenges facing the Genesis, which Hyundai has positioned as a luxury sedan competing against conventional luxury brands such as BMW, Mercedes-Benz, and Lexus; evaluate Genesis Motors' strategic response to meet these challenges; and explore an alternative positioning strategy. Specifically, the present case study addresses barriers against the Genesis' market performance, by focusing on the obstacles rooted in the consumer perception as well as the obstacles that stem from the change in the U.S. automobile industry and the nascent network of the Genesis dealership. Genesis Motors' current strategies are evaluated, and an alternative strategy is explored that is largely based on the American consumers' perceptions of the Genesis vis-a-vis conventional luxury brands and outperforming midsize brands.

• Asia Marketing Journal
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• v.13 no.3
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• pp.265-274
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• 2011

The objective of this case study is to analyze how effectively KIA K5, which is a leading mid-size car brand, has positioned itself into the mid-size car market. Before KIA launched the K5, Sonata and SM5 were the leading brands in the mid-size car market. They had loyal customers who like their similar images. As many competitors keep launching new brands or new designs into the car industry, Sonata and SM5 were pressured to introduce new versions. But, the YF Sonata and the New SM5 failed to catch up with the new trends in the market. Whilst YF Sonata was perceived as too innovative, the New SM5 was treated as an old car by the target customers of the mid-size car. While the two leading brands struggled to attract customers, KIA K5 found a new market space by identifying and focusing on the lucrative replace and up-grade demand segment and filling the gap between the current product category values and the emerging mid-size car category values. The K5 found the right values that customers need and successfully articulated the values to the customers. This case study illustrates that a successful positioning strategy can be effectively employed to attract customers in the saturated car manufacturing industry. This case can be summarized as the successful positioning strategy of KIA K5 is comprised of four primary pillars: design innovation, market analysis, STP (segmentation, targeting, and positioning), and launch strategy. The KIA K5 case study provides valuable insights and implications for many other companies that are planning to find a proper positioning strategy for their own business.

• Spatial Information Research
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• v.13 no.3 s.34
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• pp.283-296
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• 2005

Nowadays, Global Navigation Satellite System(GNSS) which is the new concept of positioning system has been developed because of satisfaction human's intelligent desire and rapid science development. GNSS which is represented by GPS provides 3-Dimension positioning information not expensively in whenever, wherever. The industry of positioning information has extending civil market widely as well as military market. So GNSS is running the role of society infra structure including car and airborne navigation, civil engineering, GIS resource, telematics and LBS, and so on. As USA removes the SA(Selective Availability), GPS has monopolizing the market and other countries have been depended on GPS, absolutely. In this paper, the author developed the software for analysis of influence using next generation, Galileo system. The local analysis was performed according to positioning mode. And GPS/Galileo combined system can implement positioning in the worst mask environment like urban cannon.

• Journal of the Korean Geophysical Society
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• v.10 no.1
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• pp.37-44
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• 2007

Nowadays, Global Navigation Satellite System(GNSS) which is the new concept of positioning system has been developed because of satisfaction human's intelligent desire and rapid science development. GNSS which is represented by GPS provides 3-Dimension positioning information not expensively in whenever, wherever. The industry of positioning information has extending civil market widely as well as military market. So GNSS is running the role of society infra structure including car and airborne navigation, civil engineering, GIS resource, telematics and LBS, and so on. As USA removes the SA(Selective Availability), GPS has monopolizing the market and other countries have been depended on GPS, absolutely. In this paper, the author developed the software for analysis of influence using next generation, Galileo system. The local analysis was performed according to positioning mode. And GPS/Galileo combined system can implement positioning in the worst mask environment like urban cannon.

• Korea Journal of Hospital Management
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• v.22 no.3
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• pp.105-117
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• 2017

This study was performed to provide medical service providers with useful information for their market competitiveness and decision making. It is regarding positioning map and repositioning map strategy to enforce market competitiveness through bench marking of a specific hospital which has been relatively underestimated in the market. With AHP and biplot analyses for this study, we could identify priority of properties that medical service consumers consider when they choose a university hospital and market competitiveness of alternative university hospitals. It is expected that the study of repositioning strategy to Strengthening Market Competitiveness will provide efficient problem solving method to allocation restricted resources by repositioning the specific university hospital through benchmarking with evaluation factors of the most market competitiveness university hospital. When Inje University Paik Hospital was benchmarked and repositioned, the share of Paik hospital increased and there was only 3.1% difference from Dongah Dong-A University Hospital, which occupied the first place in market competitiveness. Such the results of this study may suggestion management strategies to provide efficient problem solving methods when companies responding to rapidly changing management environments allocation restricted resources.

• Journal of the Korean Society of Clothing and Textiles
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• v.24 no.7
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• pp.953-963
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• 2000

This study intended to analyse the factors of brand image and brand image positioning of domestic 20’s female apparel(formal wear) among the consumer groups segmented by benefits sought in apparel and to provide marketing strategy of brand image. The subject of this study were 605 working women in their 20’s living in seoul, and the model sampling was done by convenienced sampling method based on the subjects age and occupation. Survey based on references and former studies was used. and statistical methods such as frequency, percentage, mean, factor analysis, preference regression were applied. The results of this study were as follows. 1. The factor structures of brand image were classified into symbolism/aesthetics, and practicality. 2. Perception, ideal preference vector, and brand preference of brand image were proven to be significantly different among the four segmented consumer groups.

• The Journal of Fisheries Business Administration
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• v.48 no.2
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• pp.53-66
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• 2017

More than 90% of cultured fish is consumed by sliced raw fish which is usually an eating out menu in South Korea. In order to develop the aquaculture industry in Korea, It is very important to know whether consumers can differentiate each species or not and how consumers recognize each species by certain criteria. for example taste, seasonal preference. The purpose of this study is to understand the competitive relationship through positioning studies of each species by the selection attributes. A total of 221 consumers were surveyed in korea. This study adapted multidimensional scaling(MDS) analysis to explore how consumers position sliced raw fish species based on selection attributes. This study has produced perceptual maps of sliced raw fish market. Empirical data was collected from sliced raw fish consumers in Korea. The results of MDS analysis reveal that 7 species are divided into 3 groups(flat fish, black rock fish), (red sea bream, salmon, tuna), (sea bass, gray mullet). In this study flat fish and black rock fish are perceived as safe, familiar, good value species. Red seabream, salmon, tuna are perceived as luxurious species. Sea bass and gray mullet are perceived as unfamiliar species.

• The Journal of the Korea Contents Association
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• v.11 no.8
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• pp.142-149
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• 2011

This study analyzed the brand storytelling campaign of Pasteur drink-type yogurt 'Quebyon'. The basic idea of research comes from how unique brand name is able to success in Korean yogurt market. Pasteur storytelling campaign has focused on the product's branding and positioning. For analyzing the research, Brand Stewardship Model(BSM) which based on consumers' perspectives has been used. For successful storytelling campaign of Pasteur, strong brand name is needed. Pasteur has decided the brand name 'Quebyon' which means good movement of the bowels in accordance with the research results. And the positioning has been decided 'attack inside (the body) if it does not evacuate'. For powerful positioning, three criterions are decided. They are including harmony with the brand name, differentiation with competitors and easiness with memory. Finally, the Pasteur product dominates the Korean Bulgarian-style yogurt market. The success comes from the harmonizing of Quebyon yogurt's branding and positioning. In other words, the branding and positioning strategies were working effectively to the consumers. In conclusion, this study has proved why branding and positioning strategies are so important in brand storytelling campaign.

• Journal of Digital Convergence
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• v.6 no.3
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• pp.65-73
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• 2008

The food crisis is gradually augmented, which derives from a world-wide process. And it is the actual conditions for which there is no solution on national level. Rice is a fundamental agricultural products, and it makes up a large percentage in the Korean farming industry. Especially, the environment around the domestic rice market has rapidly been changing and shrinking because of the open policy in the International market. In order to compete with the international market, Korea must be strong in stable-based construction and international marketing strategies of domestic rice products. Most of consumers recognize the importance of developing a brand-name rice. However, the degree of recognition on the brand-name rice is still very low. The Purpose of this paper Is to drive brand marketing strategy for positioning of domestic rice products.

• Proceedings of the Korean Institute Of Construction Engineering and Management
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• autumn
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• pp.543-548
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• 2002

The brand value of apartment which affects not only sale percent and profit but also the worth of real estate is rising as an important point of apartment competition. But now the apartment brand market is occupied by some large-sized construction companies with strong recognition. So it's difficult for newly joined construction companies to enter the apartment market and the companies that made inroads into the market don't have the brand effects because of consumers' ignorance. Therefore, through the analysis of example from construction and industrial companies, I suggest the marketing strategy which consists of target market, positioning strategy, brand naming strategy, PR strategy and distinct strategy.