중소형 가맹점에 대한 현대카드의 상생 마케팅 전략 프로젝트에 관한 사례 연구 : 과학적 시장분석의 역할을 중심으로

The level of competition in the credit card industry has been intensified and globalized. In very turbulent markets, most credit companies have been trying to keep their existing customers. To maximize efforts, most of them are seeking a strategic relationship with their strategic partners; small business firms. After experiencing a large success in credit card lifestyle campaign with a STP strategy focused on customer life style analysis, Hyundai Card Company has become the second leading company in the credit industry. However, because their competitors also realized and launched similar campaigns using lifestyle analysis, Hyundai Credit Card has faced intensified competitions from their old and aggressive competitors such as Samsung and Shinhan credit companies. Those competitors have been preparing very similar campaigns highlighting the similar benefits that Hyundai provided to their customers. This paper is a case study of Hyundai Card Company's recent marketing efforts to build and manage the relationships with their strategic small business firms (i.e. small retailers). Small business firms are small, but very important in the credit card industry, because they have customers who use credit cards. Based on the success of brand-building marketing through their alphabet card campaign (i.e. H-card, M-card), Hyundai Card Company began to improve its customer relationship management (CRM) marketing efforts. After becoming the second leading company, Hyundai is now considering the next step to keep their market position and defend against their competitor's aggressive marketing activities. This case study describes in detail a specific marketing project Hyundai recently performed with a system consulting company to achieve its objective of enhancing its CRM marketing capability. Specifically, Hyundai found that its customer data (e.g., transactions) is collected from small business merchants, while the data and information from small business firms is invalid and useless. For example, a clinic was registered as a cosmetic seller mainly because the commission fee of cosmetic seller was less than that of clinic. Also some of the customer information in the system is not correct. This example suggests the Hyundai credit has the urgent need to correct small-business partners’ related data so that Hyundai can utilize the rich and useful credit card users' information to make its marketing activities and campaigns more effective. The marketing department team of Hyundai credit realized the importance of cleaning the end customer (credit card user and holder) data, and initiated the project with a consulting company. Also they realized the need for a computer system to handle and analyze a huge amount of customer data. So, the head of the marketing team started a project with a local system consulting company. The consulting company had technology based on geographic information system and data mining skills in which the company is able to handle and analyze the large data set. Presenting the detailed process of how Hyundai credit approached building an effective marketing data infrastructure by building and using a GIS system, this case study focused on Hyundai’s intention toward win-win marketing strategy execution with its strategic partners; small business firms. Hyundai credit considered that almost all card players must have a similar plan of focusing their marketing efforts on small business clients, but they cannot ignore their big strategic partners either. In addition, after thinking deeply about how to differentiate its marketing efforts, Hyundai has begun to put a lot of interest and emphasis on small- and medium-size strategic partners. Its conjecture was that major competitors may be swamped by so-called CRM myopia that large and big customers are important, while the story of 'long tail' suggested a very important implication on its marketing strategy making. This case presents specific examples on how Hyundai card may approach small- and medium-level business firms for a win-win marketing campaign on the basis of newly developed data analytic environment (GIS system). Through this case students can learn several things and also teachers can provide some insights to the students about the advantages of relationship marketing. First, students should conduct market situation analysis and competition analysis. Through these analyses, students should understand the structure and competition of the credit card industry. Also students can improve their analytical capability through macro and micro analysis activities. Second, students should be able to set up a marketing strategy plan for the Hyundai credit company, which is a second largest Korean credit company, and also defend against an aggressive marketing attack from its rival; Samsung Credit Company. Or students can develop an offensive strategy with respect to Samsung. Either way, students can improve their strategy developing capabilities. Third, this case shows the importance of a large company's marketing relationship with its small strategic firms. Because those firms have the final customers and are a starting point of gathering the data from credit card users, the marketing department should develop and manage a good relationship with them. Also teachers can provide several insights about the importance of a marketing relationship with those small business firms. Fourth, this case highlights the importance of correct customer data and data handling and analysis. Even though, many companies have customer data sets, they don't know how to handle or get insights from the data. Finally, this case introduces the GIS system with which a company may be able to achieve the above activities. These days, there is a large and rich amount of data from outside the company. The companies need to be able to handle and manage the data set. The GIS system can provide some ability to do so. The GIS system provides some geographic data with marketing information for the customers. The marketers can use this GIS system to develop various marketing programs for different regional customers. Also the GIS system has a good fit with the old CRM system. This case concludes by describing how marketing project team members prepare to present to top-team members the results of this 6-month project, and explains project team members' agonies on how to diffuse this type of capability to all marketing center members. This case is also useful to understand the win-win marketing strategy between large and small business companies.