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TABLE OF CONTENTS

BUZZ PR BIOGRAPHY 2

COMPANY 3

BACKGROUND PRODUCT PROMOTION PLACE PRICE CUSTOMERS 6

COLLABORATORS 7

COMPETITORS 10

TOYOTA HONDA FORD CLIMATE 13

POLITCAL ECONOMIC SOCIAL/CULTURAL TECHNOLOGICAL SCOT ANALYSIS 16 TARGET AUDIENCE 17

REFERENCE 19

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ABOUT: Buzz PR was founded in 2015 by five Cal State University Fullerton communications majors in Fullerton, California. The co-founders include Braquel Walsh, Adrian Ruiz, Maya Clark, Veronica Edera, and Rashell Luna. The Buzz PR team is a passionate and enthusiastic bunch who care about making your company newsworthy. As a group of millennials they are in touch with the world of social media. They have experience in the fields of public relations, graphic design, business administration, and communication marketing. Their mission is to help their clients grow through innovative and creative ways via communication and social media.

MEET THE TEAM

Rashell Luna

Veronica EderaBraquel Walsh

Adrian Ruiz

Maya Clark

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COMPANY BACKGROUND

Hyundai Motor America is a subsidiary of Hyundai Motor Company, founded and incorporated into Hyundai Motor Company in 1985. Hyundai Motor Company was founded in 1967 with its base of operations located in Seoul, South Korea. Hyundai Motor Company is part of the Hyundai Group, a multinational conglomerate that works in multiple markets and industries. Hyundai is renowned for being number one in car brand loyalty.

Although Hyundai Motor Co. headquarters is primarily situated in South Korea, with three factories in said location, it also has separate facilities distributed internationally, with other factories located in the United States, China, India, Czech Republic, Turkey, Brazil, and Russia. In 1998, Hyundai Motor Co. purchased Kia Motors, further stretching its reach over the automotive industry (Industry Profile, August 2014).

Hyundai Motor America is located in Fountain Valley, California (Industry Research Report, January 2014). Hyundai Motor America has a manufacturing facility in Montgomery, Alabama, engineering facilities in Michigan, and a research and testing facilities in California. Its manufacturing facility has received ISO/TS 16949 certification from the International Automotive Task Force, one of the most rigid management standards that primarily aims in the prevention and reduction of defects. In 1999, Hyundai began developing its plans for the development and creation of fuel cell vehicles by first developing the fuel cell itself.

In 2009, Hyundai unveiled its second-generation hydrogen fuel cell bus at the Seoul Motor Show. In May 2014, Hyundai began to roll out its first CUV, or crossover utility vehicle, to the US. This marked the introduction of the first mass-produced fuel cell vehicles in the US market.

In order to bring attention to and highlight the introduction/availability of fuel cell vehicles, Hyundai worked with the House Hydrogen and Fuel Cell Caucus and the Department of Energy (Hyundai Company Profile, December 2014).

THREE PILLARS

x STRIKING DESIGN x UNCOMPROMISING WORKMANSHIP x HUMAN FOCUS TECHNOLOGY

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PRODUCT

HYUNDAI TUCSON

The Hyundai Tucson is a fuel cell vehicle. Fuel cell started being in vehicles in the 1960’s. Unlike other fuel cell vehicles Hyundai fuel cell uses oxygen instead of compressed air, which results in less additional energy, low parasitic loss, high fuel efficiency, reduced power consumption, and reduced cabin noise. Fuel cell vehicles have a carbon footprint that is 40% - 90% less than gasoline vehicles and according to KPMG’s Global Automotive Executive Survey 2014 by 2019 fuel cell vehicles will make up 24% of the demand by consumers for electric vehicles (Company Profile Hyundai Motor Co., 2014). The Tucson is the third generation of Hyundai’s fuel cell electric vehicles, which has an improved range of the powertrain and fuel economy. The Tucson has a driving range of about 265 miles and also has a start/stop feature when driving in the city. This feature allows the driver to save fuel by switching to battery power when in the start/stop mode.

HYUNDAI 2015 VEHICLE LINE-UP Hyundai offers a wide range of other vehicles including compacts, sedans, hybrids, crossovers, performance, and premium vehicles. THE COMPACT VEHICLES include the Accent, Elantra, Elantra Coupe, Elantra GT, and Veloster. The body of these vehicles are small and they are on the lower end of the price scale of the Hyundai vehicles. These vehicles range from $14,745 MSRP to $19,600 MSRP for 2015.

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THE SEDAN VEHICLES include the Sonata, which is also offered as a hybrid, and the Azera. These vehicles are in the middle of the price range and are available from $21,150 MSRP to $34,000 MSRP.

THE CROSSOVER VEHICLES include the Tucson, Santa Fe, and Santa Fe Sport. Crossover vehicles offer cleaner energy, which leaves a smaller carbon footprint on the world. These vehicles range from $21,650 MSRP to $30,150 MSRP.

THE PERFORMANCE AND PREMIUM VEHICLES include the Genesis, Genesis Coupe, and the Equus. Performance and premium vehicles are the luxury vehicles that Hyundai offers. These vehicles are on the higher end of the price scale and range from $26,750 MSRP to $61,500 MSRP. THE HYBRID VEHICLES include the Sonata Hybrid and Sonata Hybrid Limited. The Hyundai hybrid vehicles are the first non-plug-in hybrid to have next-generation lithium polymer battery technology. These vehicles price ranges from $26,000 MSRP to $29,500 MSRP.

PROMOTION

SOCIAL MEDIA

Hyundai USA has a presence on social media, especially Facebook; they can be found on Facebook with over 1.7 million likes, Instagram with 38 thousand followers, and Twitter with 209 thousand followers. These social media outlets are used by Hyundai USA as a way to promote their vehicles.

FIFA

Hyundai is also partnered with FIFA as a sponsor and they promote their cars at the events (FIFA). Using this partnership, Hyundai heavily utilizes social media to engage fans and create buzz for Hyundai and FIFA.

In 2014, Hyundai trended the hashtag #becausefutbol on Twitter and Tumblr during the World Cup resulting in an increased jump in brand recognition. The purpose of the hashtag was to encourage consumers to post images, tweets, personal anecdotes, or jokes about how the tournament influenced their lives (AdWeek, 2014).

THE WALKING DEAD

Through an integrated partnership with AMC’s “The Walking Dead” franchise, the brand has positioned itself in front of this demographic both on- and off-screen. On-screen, fans of the series are familiar with the kiwi green Hyundai Tucson the characters in the series have used for travel, escape and supplies-gathering missions amid a zombie apocalypse. Off-screen the brand has brought Comic Con activations to life, and for New York Comic Con in October, put together an entire event program called “The

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Walking Dead: A Decade of Dead,” which honored the franchise through an activation at the Javits Center, a pop-up gallery and a documentary film project. They also created a Walking Dead Special Edition Hyundai Tucson vehicle, fully equipped with a Tucson Zombie Survival Kit for hardcore “The Walking Dead” fans (MarketPlace, 2014).

PROGRAMS

Hyundai promotes their company through the programs they are involved in such as Hope on Wheels Program. Hyundai USA also donates money to pediatric cancer research, through the Hyundai Hope on Wheels, for every vehicle sold in the United States. PLACE

Availability is currently limited due to the scarcity of hydrogen refuel stations. When refuel stations become more abundant, availability will increase. The vehicle is available at 3 locations, all of which are in Southern California. These locations are at Tustin Hyundai, Win Hyundai in Carson, and Hardin Hyundai in Anaheim (Orange County Register, 2014).

PRICE

LEASING

The Tucson Fuel Cell is not available to be purchased; even at the end of the lease consumers may not opt to buy it. It is only available for a 36-month lease where the customer pays $2,999 at signing and $499 per month.

CUSTOMERS SOUTHERN CALIFORNIA

As of right now the Hyundai Tucson is only available in Southern California. The key demographics in Southern California overall are shown through the population of people over the age of 40 is 47.8% white and 30.2% Hispanic and the population under the age of 40 is 25.8% white and 48% Hispanic. The average household income of the Southern California counties in 2013 was $60,755 (UCLA, 2014). In Southern California, San Diego has turned fuel cell technology into a revenue stream with three Fuel Cell Energy power plants making this a good target area for the sale of fuel cell vehicles because fuel cells have worked so well to support the city already (US Department of Energy, 2014). In 2005 Hyundai Motor American launched seven new products in 24 months, which were marked by the Tucson 2005 (before it became a fuel cell vehicle) with a Spanish-

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language advertising campaign. In Southern California Spanish-language ads would be beneficial to the sales of Hyundai Tucson due to the demographics of the area.

CAR-BUYERS

In 2010, the average age of the Hyundai car-buyer was 52.3. The average car consumer in North America in 2010 was 46. Drivers who are from 35-44 years old spend the most on leasing vehicles. People who are 35-44 spending habits are nondiscretionary and their money is spent on car payments, mortgages, food, and clothes. The Tucson is a SUV, which has the target audience that includes families, recreational and sports enthusiasts, and others needing the functionality and versatility of the size of the car.

MEN VS WOMEN

An NBCUniversal poll showed that women purchase 60% of all new cars, 53% of all used cars, and has some influence on 85% of all auto purchases. A survey conducted by Pulse Opinion Research shows that 85% of men and 47% of women believe that men have the upper hand in decision making about engine and power terrain matters. Overall, the numbers are closely the same when it comes to the actual auto decision-making. 72% of men and 60% of women believe they are the ones that have the most say when choosing a vehicle (Auto Alliance, 2013). There are increasingly more women drivers than men. In 2013, about 106 million women had driver’s licenses – 1.4 million more than men. In 2014, a Frost & Sullivan report showed that women influenced 80% of car buying decision. This shows that marketing to both men and women are important in a successful campaign, while skewing campaign efforts slightly towards women may be beneficial (Frost, 2014). A 2011 UC Davis study showed that men enjoy pushing the limits in their electrics cars. They like to challenge the limits of the battery’s range. Women, on the other hand, prefer to play it safe and not push the battery’s range. They prefer to only use the car when they have to drive short distances (Gas2, 2012).

COLLABORATORS

ALLIANCES

Hyundai purchased a large portion of KIA, making Kia the sister company to Hyundai. It has a new 2015 campaign that focuses on a ‘premium feel’ for their brand. This campaign shows how it feels to drive a Kia car but depicting real drivers showing the ‘premium feel’ of being in a Kia car (Brand Republic, 2015).

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Hyundai is partnered with BISIMOTO ENGINEERING, which helped enhance their horsepower. Hyundai partnered with Station Digital Media to make their Blue Link app. Hyundai collaborates with the HOUSE HYDROGEN AND FUEL CELL CAUCUS about fuel cells. Hyundai collaborates with the DEPARTMENT OF ENERGY about mass-producing fuel cell vehicles in America. Hyundai has been in a long-term agreement, since 2008, with MICROSOFT in order to co-create the next generation of in-car infotainment systems together. Microsoft currently has a social media campaign for their Hololens, which is being built in collaboration with NASA. Currently there is a video showing all that the Hololens can do. Its goal is to “transform your world” (Digital Trends, 2015). Hyundai extended their partnership with BOOSTUP, which is a program where consumers are able to increase their down payment to $500 when they purchase a Hyundai. Boostup is a program that helps you save money. Their program has been featured in The New York Times, Crain’s Detroit Business, The Huffington Post, Fox 2 News, and Automotive News (Boostup, 2015). SAMSUNG provides automotive navigation and entertainment systems for Hyundai vehicles as both South Korean manufacturers announced a new venture to bring more technology into Hyundai’s cars. The first product of this collaboration includes a smart keys utility that allows drivers to remotely switch on and turn off their vehicles. Another solution, called “around view”, gives drivers a different viewing angle of the road ahead, thereby assisting them in gauging incoming obstacles better. Samsung made an app called “Look at Me,” this is part of a bigger social media project to help children with autism. This project has provided 200 families with 200 tablets to help make a difference in an autistic child’s life (Samsung, 2015). ABENGOA, the international company, applies innovative technology solutions for sustainability in the energy and environment sectors. The South Korean company Hyundai Engineering & Construction and Abengoa work together developing power plant projects. This alliance brings together the two leading companies in the power sector, enabling them to identify projects in which they will leverage their synergies in terms of technology and markets, to undertake projects in various areas, but especially in solar-thermal power projects and hybrid plants that combine solar-thermal and combined cycle technology. A Hyundai owned subsidiary, Hyundai Heavy Industries, partnered with ANDALAY SOLAR so that Hyundai can use Andalay’s Instant Connect frame technology to manufacture solar modules. They entered a Memorandum of Understanding in 2015 to work together.

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Hyundai and its sister company, Kia Motors, are partnered with FIFA; Hyundai and FIFA started their alliance in 1999 to sponsor competitions such as the FIFA World Cup and it has sponsored many since. Their signed agreement is long-term and will continue their partnership through 2022, which gives that rights for all of the FIFA competitions. Hyundai is partnered with FIFA as a marketing strategy to connect with consumers emotionally and share their own passion for the sport.

Hyundai is also partnered with FICO BANK to provide free credit scores to customers.

SOUNDHOUND, a sound search company, has partnered with Hyundai to install the sound recognition technology directly into select Hyundai vehicles (Business Wire, 2014).

Hyundai partnered with THE WALKING DEAD series, promoting its Tucson vehicle line through product placement in the series itself as well as through an interactive website where fans are able to customize their own Tucson to survive a ‘zombie apocalypse’. This campaign garnered Hyundai plenty of attention, particularly from Generation Y, avid viewers of The Walking Dead series (MarketPlace, 2014).

Hyundai also has more than twenty-four auto-related affiliates and subsidiaries in the United States.

SUPPLIERS

In order to find diverse suppliers Hyundai is partnered with:

In 2015 THE NATIONAL MINORITY SUPPLIER DEVELOPMENT COUNCIL won the Leadership Award (NMSDC, 2015).

Certifying with the WOMEN’S BUSINESS ENTERPRISE NATIONAL COUNCIL allows corporations to have access to their current supplier diversity at major US corporations and governmental entities, mentoring, education, capacity development, eligibility for national and international recognition, promoting your business, and advocacy (WBENC, 2015).

The CALIFORNIA UNIFIED CERTIFICATION PROGRAM provides a marketing advantage for businesses through partnership through being listed in the CUCP database (California UCP, 2015).

The U.S. SMALL BUSINESS ADMINISTRATION’S 8(A) BUSINESS DEVELOPMENT and SMALL DISADVANTAGED BUSINESS CERTIFICATION PROGRAM allow its participants to get sole-source contracts and helps enable joint ventures between participants (SBA, 2015).

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COMPETITORS TOYOTA MIRAI

PRODUCT

The TOYOTA MIRAI is a fuel cell vehicle that was produced after the Tucson. Toyota has over 5,000 global fuel cell patents, which they have released to the public in order to help further fuel cell vehicle research and to show that they care about this project. Both the Mirai and Tucson have service programs for the owners

PRICE

The MIRAI has a MSRP of $57,500 while the Tucson isn’t available to be purchased. They both also lease for $499 for 36 months; however, the Mirai is $3,649 down due at lease signing, which is $650 more than the Tucson. The Mirai has a higher torque, has a driving range of 34 miles more, refuels in five minutes compared to the 10 minutes it takes a Tucson, and uses oxygen like the Tucson. The Mirai is a sedan, unlike the Tucson, which is a mini SUV.

COMPANY

The TOYOTA CORPORATION overall is also a competitor to Hyundai because their brand is so strong in the United States, which makes them a big competitor for all vehicle companies. Toyota owns 18.1% of the market share, compared to Hyundai’s 8.7% of the market share, and it is also one of the top revenue makers in the automotive industry. Currently working with Linde and FirstElement Fuels in order to open more refuel stations across California (Toyota.com). The Toyota brand has the highest value, with its brand valued at 29.6 billion US dollars when compared with other vehicle brands. Toyota is currently leading global sales with 10.23 million vehicles sold in 2014 alone, compared with the 8.01 million vehicles Hyundai-Kia sold that same year (Statista, 2014). Toyota was the first to mass-produce a hybrid-electric vehicle, the Toyota Prius, and the launch of that car was a success (IBISWorld Industry Report

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33611a Car & Automotive Manufacturing in the US, 2014). This made Toyota a front-runner in the manufacturing of vehicles that use cleaner fuel sources than gasoline.

CAMPAIGN

Toyota launched a campaign for its 2015 Camry, America’s best-selling car. Highlighting their top car is a way to show the strength of the Toyota brand overall. “One Bold Choice Leads to Another” is a campaign that was made to challenge people throughout America to go to places they’re never been and to live inspired lives. This ad complements the Toyota “Let’s go places” tagline. Toyota is featuring this ad on a multitude of platforms including being shown on broadcast, seen on print, heard on radio, experienced digitally, and viewed on social media on YouTube ads and through Toyota’s partnership with Facebook, making this a creative and widespread campaign that will reach a vast amount of people (Toyota, 2015).

HONDA FX CLARITY

PRODUCT

The FCX CLARITY is a fuel cell vehicle with a streamlined layout, which also uses oxygen and hydrogen to make electricity. It was produced after the Tucson. FCX Clarities are already on the road; however, they currently aren’t available for lease again until 2016. It has the range of 240 miles, which is less than the Tucson. The FCX Clarity is a sedan like the Mirai.

COMPANY

HONDA owns 7.0% of the market share (IBISWorld Industry Report 33611a Car & Automotive Manufacturing in the US, 2014). Honda, overall, is a competitor against Hyundai because they have a strong brand in the United States.

CAMPAIGN

Honda kicked off their “Meant For You, Fit For You,” campaign in 2015 for their Honda Fit car. The title of this campaign could be seen as not only the Fit car is meant for you and fit for you but also the Honda brand as a whole. The name is also meant to be targeted toward Generation Y because of their resourcefulness by showing that the Honda Fit is also resourceful and can handle anything in life. It features Nick Thune, a comedian, in the campaign. The campaign is also extended to reach the African-American population with a similar ad featuring Questlove, an award-winning drummer.

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There is also a campaign targeting a Hispanic audience, with their #UnBuenFit campaign, which translates to a good fit; in order to target Hispanic millennials they have also included the comedian Felipe Esparza in the ad. Honda has also partnered with Machinima, a gaming company, to promote Ultra Street Fighter IV because of the success of gaming integration they had with other vehicles, such as the Honda Civic. Honda’s current campaigns are targeted toward a variety of ages and ethnicities in order to expand their reach (Honda, 2015).

FORD FOCUS

PRODUCT

The FORD FOCUS will be a fuel cell vehicle. The Focus has a driving range of 200 miles, which is less than the Tucson, Mirai, and FCX Clarity. Unlike the Tucson, which is a sedan, the Ford Focus is a hybrid.

COMPANY

The entire FORD COMPANY is a competitor against Hyundai because Ford began is America, which makes it have a strong brand. The first car manufactured in America was the model-T, which was created by Henry Ford. Ford’s strong ties to America give them a strong brand name in the United States. Ford owns 15.8% of the market share, which is almost double the amount Hyundai owns (IBISWorld Industry Report 33611a Car & Automotive Manufacturing in the US, 2014).

CAMPAIGN

Ford kicked off 2015 with an Ad campaign for their 2015 F-150. This campaign has 3 ads. “Forward March” highlights how the new F-150 is smarter, tougher, and more capable than ever. “What’s Next” shows the new innovations that only F-150 customers have access to, such as a 360 camera and a remote for the tailgate release to LED headlamps. “Move It” shows the F-150 using it’s towing to lift heavy items. These ads debuted nationally during the NCAA college football playoff. This new campaign not only highlighted the F-150 but also Fords brand as a whole (carscoop, 2015).

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CLIMATE POLITICAL

CALIFORNIA TRENDS

California’s Advanced Clean Cars Program has implemented rules stating that by 2025, new automobiles will emit less global warming gases and much less smog- forming emissions. Zero Emission Vehicles will also be available across a wide range of models.

California has signed a Memorandum of Understanding (MOU) to show their support of ZEV. California will work with distributors and manufacturers of ZEV in order to increase market growth. By signing this, California will also work to increase non- monetary incentives for purchasing a ZEV as well as decreasing the upfront purchase price. California will also work in creating deployment strategies and infrastructure requirements for the sale of ZEV. The State Energy Resources Conservation and Development Commission will allocate up to $20 million a year to fund the number of fueling stations that the Air Resources Board deem necessary. State incentives include the Alternative Fuel and Advanced Vehicle rebate in which purchasers of fuel cell, propane, battery electric, and plug-in electric vehicles can receive up to $3,000 (U.S. Department of Energy, 2014).

NATIONAL TRENDS

There has been an increase in energy production domestically in the US. Although, public attitudes about making national policies have not changed too much, according to the Pew Research Center. Rather than decreasing the US energy output, public attitudes are more in favor of prioritizing the development of alternate energy sources. 51% of Americans continue to support drilling for oil and gas in the US waters and 81% are in favor of requiring more efficient fuel for transportation (Peoplepress, 2015).

ECONOMIC

UNEMPLOYMENT RATE

The unemployment rate is at 5.6%, which means it declined .2% in December 2014 and the number of unemployed people is now 8.7 million total in the United States population. Throughout 2014 the unemployment rate dropped by 1.1%. The unemployment rate is dropping, which means more people, including Southern Californian’s, have incomes. As the unemployment rate drops it makes it easier for people to be able to lease a vehicle, such as the Tucson fuel cell vehicle (US Census Bureau, 2014).

VALUE OF A DOLLAR

Currently the dollar is estimated to appreciate in comparison to the currency of other countries. In the next five years, to 2019, the automotive industry exports are expected

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to grow; as the economy is rebounding from the recession a renewed need is thought to raise exports at the annual rate of 1.9%, which would bring it over $60.8 billion. Import benefits are projected to be by the appreciating United States dollar; over the next five years, to 2019, IBISWorld predicts that imports will be raised at an annual rate of 1.4%, which will raise it to $168.3 billion (IBISWorld Industry Report 33611a Car & Automotive Manufacturing in the US, 2014).

GAS PRICES

Since Spring 2014, gas prices have been on a steady decline in California. Currently, gas prices are the lowest seen since 2009. This decline in gas prices may entice gas-powered cars to continue driving and not look for alternative options (US Energy Information Administration, 2015).

SOCIAL/CULTURAL

GOING GREEN

Many consumers are now “going green”, essentially meaning that consumers are now looking into the environmental consequences of purchases that they make (Business Green). Shoppers are now more inclined to purchase organic foods. Within one year, 40% of Americans said organic food will become a larger part of their diet, thus showing that consumers are focusing on the environmental impact of their purchases (Organic Consumer Association, 2014). The Tucson Hyundai is a ZEV and thus is a green car. A study done by the Pew Research Center shows that 71% of the public wants to do whatever it takes to help save the environment and 56% of people also said that the cost of stricter environmental regulations are worth it (Pew Research Center, 2015).

SOCIAL MEDIA

The younger generation is particularly interested in the type of social media that in a way demands interaction such as Instagram and Vine. Due to the engaging and personal aspects, coupled with the short time it takes to view and create these videos, younger and older generations both invest a lot of time on these. The majority of Vine and Instagram ‘stars’ are also young, which explains why the younger generation vests so much time on the apps as well. According to a study by the Pew Research Center, Facebook is the most used social media platform across Americans. The study compares five social media platforms: Facebook, Instagram, Twitter, Pinterest, and LinkedIn. In the Latino community of internet users 73% use Facebook. African Americans have the highest Instagram use at 38% and Twitter use at 27%. Caucasians have the highest Pinterest use at 32% and LinkedIn use at 29%. Facebook has the highest use in all the ethnicities and races, it reaches 71% of internet users, which is much higher than any other social media platform.

GENERATIONAL SHIFT

In 2015 the millennial generation is expected to outnumber the Baby Boomers, says a study by the Pew Research Center. Millennials, 18-34, are expected to reach 75.3 million; the Baby Boomers, 51-69, who have been the largest generation are expected

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to decline to 74.9 million. The Millennial population is growing as young immigrants come to America and it’s expected to keep going up in numbers (Pew Research Center, 2015).

TECHNOLOGICAL

FUEL CELL TECHNOLOGY

People have been working on fuel cell vehicles back during Bush’s admin. As technology has advanced, these companies are more likely to be able to produce these vehicles. In addition to people wanting something no one has, companies are compelled to make things cutting edge (Technology Review, 2015). The Department of Energy is continually funding the development, and deployment through the Fuel Cell Technologies Program, a program of the Office of Energy Efficiency and Renewable Energy. The Fuel Cell Technologies Program works with partners to accelerate the development and successful market introduction of hydrogen and fuel cell technologies (fuelcells.org, 2015).

MOBILE BUYING

A study conducted by xAd and Telmetrics, finds that 51% of car buyers who research using a mobile device, ultimately buy a car. The study also finds that only 1% of mobile users are using industry apps. Only 4% of a Nielsen study participants say that they are likely to use a car brand’s designated website. Consumers prefer to use non-brand research sites. This shows that reaching an audience through mobile devices is essential to a successful campaign. Also, understanding and utilizing non-brand sites can help build brand awareness (Clickz, 2012).

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SCOT ANALYSIS STRENGTHS CHALLENGES

● Advanced technological research facilities distributed internationally.

● Extensive range of motor vehicles. ● Hyundai has a very strong global presence,

strengthened with its acquisition of Kia. ● The Tucson is a ZEV, meaning its impact on the

environment is miniscule. ● Number one in car brand loyalty. ● Public opinion shifting towards positive alternative

energy. ● Partnership(s) with FICO and Boostup provide

financial incentives to help customers.

● Frequent recent recalls involving transmission pins, which if defective could increase risk of a crash, have harmed brand name.

● Limited availability in Southern California and scarce locality of hydrogen refuel stations could deter customers from purchasing.

● Limited availability of refuel stations means that consumers cannot drive long distances.

● Lowering gas prices may deter consumers from purchasing.

OPPORTUNITIES THREATS ● A growing market for hybrid and fuel efficient

vehicles. ● California is working with manufacturers in order to

highlight the positive attributes of ZEV. ● Hydrogen fuel cell technology is beginning to gain

recognition in the green market. ● Collaboration with Soundhound could lead to

creative marketing campaigns. ● Social media is becoming ubiquitous, leaving the

opportunity open to campaign in these areas such as Vine.

● Potential partnerships with popular media sites, i.e. Instagram.

● Millennials are expected to overtake Baby Boomers, thus campaigns could be focused on millennials to increase brand awareness.

● Lower unemployment rate means more are employed, thus leading to higher disposable income.

● Publicize partnership with Microsoft due to MS generating publicity from Hololens product.

● Integrating non-brand research sites.

● Other car manufacturers such as Honda and Toyota are attempting to capitalize on the hydrogen fuel vehicle market.

● Environmental agencies are beginning to implement stricter regulations and policies concerning green vehicles.

● Competitors also see opportunity in social media, leading to those areas to become highly competitive.

● Toyota partnered with Facebook for current social media campaigns.

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TARGET AUDIENCE If women or young adults are your target audience, using celebrities may be very influential. Also appeal to the usefulness or lifestyle factor of the car. From 18 to mid-twenties, they are constantly on the go so play off of the mileage and quick fill up. Women usually have to take the children around, run errands and the list goes on, so show how the car will fit in perfect with a hectic lifestyle. If men are your target audience, you are going to want to appeal to the “cool” factor of the car. Men like to make other men around them jealous of their new “toy.”

MEET MARGARET-THE EDUCATED SOCIAL BUYER

DEMOGRAPHIC: FEMALE, 25-34, COLLEGE EDUCATED, MIDDLE CLASS PSYCHOGRAPHIC: TECHNOLOGICALLY LITERATE, ENVIRONMENTALLY CONCSIOUS, ORGANIC SHOPPER INFLUENTIALS: MODERATE MEDIA USE, ANGELINA JOLIE, OPRAH WINFREY

Margaret is a 32-year-old Caucasian woman and owns an art gallery in downtown LA with a household income of about $52,000. She is a single mother of one and rents a home in LA close to her work. She has a master’s degree from UCLA and enjoys fine arts. She values education and is well informed before making purchases. She considers herself an environmentalist and shops at Whole Foods and Trader Joes for her organic groceries. Margaret

is very social and social status is important for her. When on the Internet, you will often find her on Facebook, Twitter, YouTube, and LinkedIn. She mostly uses her tablet for news and magazine reading. She shops regularly at Banana Republic, The Gap, and Nordstrom.

MEET JAMES-THE ENVIRONMENTAL FAMILY MAN

DEMOGRAPHIC: MALE, 35-44, UPPER CLASS PSYCHOGRAPHICS: SPORTS ENTHUSIAST, TECHNOLOGICALLY SAVVY, FINCANCIALLY CONSCIOUS INFLUENTIALS: GEORGE CLOONEY, SERENA WILLIAMS

James is a 43-year-old Caucasian man living in Beverly Hills with his wife and two kids. James has a household income of $98,000 and lives the sophisticated lifestyle and puts importance on staying environmentally conscious and financially stable. James and his wife own personal cars and they enjoy staying current with new technology. You will find James at museums, art galleries, movie theatres, yoga, skiing, hiking, or playing tennis.

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MEET JESSICA-THE TECH-SAVVY BLOGGER

DEMOGRAPHIC: FEMALE, 25-34, MIDDLE CLASS, COLLEGE EDUCATED PSYCHOGRAPHIC: SOCIALLY AWARE, ENVIRONMENTALLY CONSCIOUS, FAMILY ORIENTED, TECHNOLOGICALLY LITERATE INFLUENTIALS: BEYONCE, HEAVY MEDIA USE

Jessica is a 32-year-old African American woman renting an apartment in Silver Lake, CA. She is married with two kids and is an office assistant with a household income of $50,000. Jessica has a bachelor’s degree in Computer Science and enjoys staying up on the latest technology while maintaining her personal blog. She is environmentally conscious and enjoys playing sports, going to bars, and taking her kids to the zoo.

MEET GABRIEL-THE EARLY MAJORITY

DEMOGRAPHIC: MALE, 25-34, MIDDLE CLASS PSYCHOGRAPHIC: FINANCIALLY LITERATE, TRENDY INFLUENTIALS: MODERATE MEDIA USAGE, JON STEWART

Gabriel is a 33-year-old Hispanic man living in Santa Monica, CA with his wife and 3 kids. Gabriel is bilingual and lives in a multigenerational home. James has a household income of $58,000 and is a lower-level account executive at a finance firm. He is open to trying new things believes that pursuing the newest trends and latest innovation will help him stay hip and young.

MEET TRACI-THE MILLENNIAL

DEMOGRAPHIC: FEMALE, 18-24, MIDDLE CLASS FAMILYPSYCHOGRAPHIC PSYCHOGRAPHIC: SOCIAL INVOLVEMENT, EDUCATION INFLUENTIALS: JENNIFER LAWRENCE

Traci is a 22-year-old Asian woman living on-campus during her final year at UCLA. She is single with no kids and speaks 3 different languages. Traci has a personal income of $17,000/year, but receives much financial assistance from her parents. Traci is currently a substitute teacher at an elementary school, but dreams of becoming an animator. She enjoys socializing with her friends, and when shopping, she is sure to make environmentally conscious purchases. She is willing to experiment with different

brands and is always attached to her phone and social media (Tapestry, 2015).

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REFERENCE PAGE

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