The Endless Challenges of KIA Motors for Globalization : A Case Study on Kia in Saudi Arabia
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Purpose – This case study is dedicated to the study of the presence of KIA Motors in the Kingdom of Saudi Arabia (KSA) and its market and entry strategies for strategic globalization that allowed the company to establish itself within a conservative and clustered marketplace dominated by American and Japanese international brands. Research Design, data, and methodology – The main information for the case was gathered through an interview and questionnaire from the executives of the KIA Al Jabr, which got the exclusive dealership in Saudi Arabia. Moreover, secondary data were obtained from reliable and authoritative sources such as the Saudi government agency publications, newspapers, international business journals. Other related periodicals based on the results from previous and current studies on similar topics were critically reviewed as well. Results – The findings of this paper show the different business environments of the Saudi market and the importance of various points regarding the company’s global entry strategy even if the host market culture is quite different in many ways from other international markets. Conclusions – This case can provide Korean companies interested in the Middle East with insight into market penetration and global strategy, and present various perspectives and implications for global market access as well.
Abstract
Purpose – This case study is dedicated to the study of the presence of KIA Motors in the Kingdom of Saudi Arabia (KSA) and its market and entry strategies for strategic globalization that allowed the company to establish itself within a conservative and clustered marketplace dominated by American and Japanese international brands. Research Design, data, and methodology – The main information for the case was gathered through an interview and questionnaire from the executives of the KIA Al Jabr, which got the exclusive dealership in Saudi Arabia. Moreover, secondary data were obtained from reliable and authoritative sources such as the Saudi government agency publications, newspapers, international business journals. Other related periodicals based on the results from previous and current studies on similar topics were critically reviewed as well. Results – The findings of this paper show the different business environments of the Saudi market and the importance of various points regarding the company’s global entry strategy even if the host market culture is quite different in many ways from other international markets. Conclusions – This case can provide Korean companies interested in the Middle East with insight into market penetration and global strategy, and present various perspectives and implications for global market access as well.
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