THE TRANSITION TO MULTI-REGIONAL
STRATEGY IN THE LATE 1990S
The implementation of multi-regional strategy
involved the decision to integrate Southeast Asia
operations in terms of products and manufacturing.
Ultimately, Hyundai created a single vehicle,
launched in India in 1998 and the following year in
Indonesia and Thailand. An organizational
structure is emerging which is based on three world
regions: Asia, North & South America and Europe.
Hyundai has made significant regional advances as
far as it Asia-Pacific operations are concerned, as it
has attempted to co-ordinate the activities of its
various subsidiaries spread out among the ASEAN
countries, creating a regional division of labor, and
linking the factories in India and Indonesia into a
network of global sourcing of components and
parts. Hyundai continues to expand in markets it
has already entered and influences through its
exports, with the internationalization of its sales,
based on existence of sales and after-service
network as a basis upon which to make investments
in production.
In Southeast Asia, the company was to start
production and sale of a specific vehicle destined
for these markets (Asian Car), on the basis of a
platform shared with Korean products (Accent
Model). This led Hyundai to utilize its components
and platforms to the maximum. On the other hand,
this platform strategy permits the accelerated pace
of product replacement in the home market. Since
the late 1996, Hyundai has begun the construction
of its largest manufacturing plant excepting Korea
in Chennai, India. Hyundai will be investing
approximately US$ 1.1 billion in the Hyundai
Motor India Chennai Plant by the year 2001. The
India project is divided into a two-phase
construction plan. The first stage of this
THE TRANSITION TO MULTI-REGIONALSTRATEGY IN THE LATE 1990SThe implementation of multi-regional strategyinvolved the decision to integrate Southeast Asiaoperations in terms of products and manufacturing.Ultimately, Hyundai created a single vehicle,launched in India in 1998 and the following year inIndonesia and Thailand. An organizationalstructure is emerging which is based on three worldregions: Asia, North & South America and Europe.Hyundai has made significant regional advances asfar as it Asia-Pacific operations are concerned, as ithas attempted to co-ordinate the activities of itsvarious subsidiaries spread out among the ASEANcountries, creating a regional division of labor, andlinking the factories in India and Indonesia into anetwork of global sourcing of components andparts. Hyundai continues to expand in markets ithas already entered and influences through itsexports, with the internationalization of its sales,based on existence of sales and after-servicenetwork as a basis upon which to make investmentsin production.In Southeast Asia, the company was to startproduction and sale of a specific vehicle destinedfor these markets (Asian Car), on the basis of aplatform shared with Korean products (AccentModel). This led Hyundai to utilize its componentsand platforms to the maximum. On the other hand,this platform strategy permits the accelerated paceof product replacement in the home market. Sincethe late 1996, Hyundai has begun the construction
of its largest manufacturing plant excepting Korea
in Chennai, India. Hyundai will be investing
approximately US$ 1.1 billion in the Hyundai
Motor India Chennai Plant by the year 2001. The
India project is divided into a two-phase
construction plan. The first stage of this
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