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商英case study--Kimsoong.doc

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商英case study--Kimsoong

JUN 9th，2013

Getting to know you

Members: Allen (洪英伦 2号)

Saint （程炜 4号）

Yuly (柳园 14号)

Pairs (陈冰磊 15号)

Gaby (林幼琴 21号）

Amy (陈葆婷 30号)

Allen：Now,I will introduce the background of our company,Kimsoong. Kimsoong,a Korean car manufacturer, has its European headquarters near Paris. It has retail sales franchises in most European countries which not only sell cars and motor accessories but also have servicing facilities. The larger outlets also offer fast-fitting of tyres and exhausts, and deal in used cars.

Here is a SWOT analysis about Kimsoong.

First,strength.Our company has strength in our low price and we have built up market share at the lower-end of the market.And we also provide free services to our customers.

Second,weakness.Our company is lack of accurate buyer profile,if wo dont know our buyer’s demand ,we can’t satisfy their needs.We do bad in after-sales care.Over half of our buyer thought our after-sales care is just fair.

Next,opportunity.In the future,eco-car will be mainstream and develop new environmental friendly cars will bring revenue in decades.

Last,threat.Our company is facing intense competition.About half of the not repeating purchase buyers giving the reason of buying competitor’s models.

Now we start a customer loyalty program to win more customers. So,let’s discuss your plans.

Saint：From the data we can see that price is the main point which influences people’s judge.So I think the first one we should do is providing discounts to existing customers who buy a new Kimsoong car.We all know the price means a lot to the customers.We will have professors to decide suitable instalment purchase plans for the clients to relieve their economical burden for purchasing a new car. And according to the income group of our existing customers,most of whom are of middle income,the proportion is 82%.On one hand when they wan

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