▶ S W O T of Santa Fe
Strength (internal)
When Santa Fe compare with same kind of SUV, Santa Fe has low
rice, 100,000 mile and 10 year warranty so, Santa Fe has very high
Strength. Also, Santa Fe has higher competitive power than other SUV
such as design and other good equipment for the SUV.
Weakness (internal)
Hyundai’s weakness is technical cooperation with MITSUBISHI
because MITSUBISHI can interference to marketing so; it’s worry about the
export market. Also Santa Fe had first step to the U.S.A market so, we
cannot sure about this new product’s quality. That is the weakness to
Hyundai.
Opportunity (external)
In the U.S market, SUV is popular among people so Santa Fe also
has opportunity in U.S market. Expansion of trade with SUV, not only
Japan’s car but also Hyundai’s Santa Fe is aroused customer’s interest.
At this point, AutoPacific revalue Hyundai’s car and consumer’s
satisfaction was the first rank during 2years.
Threat (external)
Hyundai’s threat is that they don’t have high recognition brand.
Brand premium is the biggest problem awaiting solution to Santa Fe. If it
fail, it can be an obstruction of extension of segment.
▶ Problem analysis
• Should Hyundai cooperate with MITSUBISHI?
• How can Hyundai recognition new product’s quality form
consumers?
• How can Hyundai high recognition brand?
• If Fuel Cell-Powered Vehicle (FCEV) Santa Fe fails, how can do
this?
• Should Hyundai spent more money to advertising?