Marketing

MKT500 Case Study

Kyosuma Corporation

Suppose you have been hired by a company that wants to enter the United States automobile 

market. Your company, the Kyosuma Corporation, is based in Korea. The company has invested 

billions of dollars to create a new mid-sized sedan vehicle that will take on the Toyota Camry and 

the Honda Accord. Priced at $21,599, the Lancel is “loaded.” Toyota and Honda are concerned, as 

the vehicle contains a number of features normally found in the higher-priced sedan, or that are 

options found in the higher-end Toyota and Honda models. 

The target market for this vehicle is as follows: Men and women, ages 25-45, with families, a 

four-year college degree, and a household income of $65K+.

You are assigned to work in different promotional areas of Kyosuma to create an integrated 

marketing communications approach. Each member of the group should choose a topic below 

and give his/her recommendations. The car will be introduced in eight months.

A) Direct Marketing: What will be your approach insofar as direct marketing to ensure your 

target market is reached? What venues would you use and why? Which ones would you 

NOT use and why? 

B) Personal Selling: How does this relate to the promotional mix? How will you structure 

your sales and dealer coverage?