Background about Hyundai Motor Company

Almajdouie Company which is Hyundai agent here in Saudi Arabia use newspapers (Print Ad) heavily since Dammam is a metropolitan city and newspaper reading is an essential part of people’s daily activities which give good visibility to the ads. It uses SMS in a wider way as people here use mobiles extensively. It basically focuses on two categories: potential customers and a segment of people based of the existing customers.

Any company must has a target area that they attempt to attract people to their products or services. Hunyadi focuses on young people from the age of 18-36. How they attracted those ages? By making advertisement full of action and adventure. Also, those kind of customers look for high quality and attractive deigns. They care about the appearance more than anything else, so Hunyadi provides that to them. Also, since the people from age 18-24 they have just start to save money, Hyundai promised them with low cost and well-designed cars. That is the reason why we see about 49.4 % of Saudi population will choose Hyundai. (See figure 1).

Hyundai promised to deliver to people good quality, attractive looking designs and at a reasonable cost. As we are all familiar with the fact that women in Saudi Arabia are not allowed to drive, those women asked for foreign drives. Now those females are looking for a suitable cars to buy, and since Hyundai provides them the materials they are looking for, the sales increase in Saudi Arabia from the female side as shown in figure 2.

As we can see here if figure 3, most of the people here in Saudi have less than SR 50,000 income and this represents the majority. What kind of care are those people looking for? According to their income, they need cars with low cost, good quality, good design, and safety. Hyundai does provide that to people, where they can enjoy the nice looking with a lower cost. People with a high income, of course Hyundai made a unique cars for them, like Genesis, it shows high quality, luxury, safety, and high quality in the design. Hyundai here covered almost all the categories of people income by providing many choices.