Kia Motors’ Plan S for a Strategic Shift

Alexandre Bagnoud

Chapter 9 in Overcoming Crisis:Case Studies of Asian Multinational Corporations, 2023, pp 129-141 from World Scientific Publishing Co. Pte. Ltd.

Abstract: Seoul, March 27, 2020. Ho-sung Song is appointed the new global President and CEO of Kia Motors. After having occupied the position of Head of the Global Operations Division, Song took over this role from Han-woo Park, who stepped down after six years as head of the Korean car manufacturer (Kia Motors, 2020a). At the time of the handover, Kia Motors was facing big challenges. After having reported a drop of 73% in its operating profit in 2017, the company never went back to its 2016-profit level despite slightly growing revenues (Kia Motors, n.d.a). Furthermore, Kia Motors’ share price dropped significantly over the years, reaching a value of KRW 44,350 at the end of 2019, almost half of that of seven years before (KRX, n.d.). In addition, new trends, regulations, technologies, competitors, and consumer behaviors disrupted the whole automotive industry, creating an uncertain environment for car manufacturers…

Keywords: Globalization; Asian Business/Management; Entrepreneurship; Strategy; Crisis; Marketing; Decision Sciences; Gaming; Automotive; K-Pop; Aviation Industry; Restaurant and Hospitality Management; Keiretsu; Chinese Management; Korean Management; General Business; Management; International Trade (search for similar items in EconPapers)
JEL-codes: D23 L26 M1 M16 (search for similar items in EconPapers)
Date: 2023
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