렉서스의 성공과 한국 자동차기업에의 시사점

Lexus`s Sucess Strategy and Its Implication to the Korean Automobile Companies

How could the Korean automobile companies make successful inroads into the world luxury car market? This thesis tries to find the answers by delving into the past success case of Lexus and their strategy in the USA market. After the investigation, it is our conclusion that the Korean automobile companies must create of premium brands. This is due to the fact that the existing brands are limited in their potentials to offer comparative edge in the luxury car market. It goes without saying that the Korean companies, when developing a new line of premium brand, must take heed to produce only the uniquely designed, high-quality products with matching durability and aesthetics to further satisfy the emotional dimension of the consumers. In addition, the companies must deliver their finished products only through their exclusive sales and customer service systems. The companies must respond with differentiated advertisements to the market and make a liberal use of Word of Mouth marketing approach in promotion. They also adopt a penetration pricing strategy. Finally, the companies must regularly introduce new lines of luxury products to meet a range of demands from the various segments of the luxury car market.