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1、Case StudyOfKimsoongNameStudent NumberContributionSignature刘佳慧25%暴文婷25%贾睿25%车宇恒25%Index1.Background information of Kimsoong22. Kimsoong customer profile43.Problem6(1).Cutomer profiles6(2). The excellent office workers6(3).Improving skills6(4).Cooperation64.Solutions7(1).Building up relationships7(2)
2、.Increasing customer loyalty7(3).Drawing up an accurate buyer profile7(4).Encouraging staffs75.Conclusion91.Background information of KimsoongKimsoong, a Korean car manufacturer, has its European headquarters near Paris. It has retail sales franchises in most European countries which not only sell c
3、ars and motor accessories but also have servicing facilities. The larger outlets also offer fast-fitting of tyres and exhausts, and deal in used cars.Over the last ten years Kimsoong, with its reputation for reliability at low prices, has build up market share at the lower end of the market. Their b
4、asic models include many”extras”which other manufacturers charge for. Kimsoong also makes large donations to environmental groups and is seen as an organization with a social conscience. Furthermore, its R&D Department is developing an “eco-car” which uses an alternative power source.Then set our fo
5、cus on the whole car manufacturing market.For 2009, global vehicle sales remain in the midst of a precipitous fall-off, led by sharp declines in the mature markets of the United States, Western Europe and Japan. We project total cars produced at 51,971,328.In 2006 there were 49,886,549 passenger car
6、s produced in the world, with an increase of 6.45% over the previous year. The increase for 2007 was more modest, and 2008 showed a decline. Analysts from various institutes had in fact pegged the year 2007 as the year which would end the 5-year cycle (2002, 2003, 2004, 2005, 2006) of record global
7、auto sales worldwide.yearcars producedin the world 2009 (projection) 51,971,328200852,940,559200754,920,317200649,886,549200546,862,978 200444,554,268200341,968,666200241,358,394200139,825,888200041,215,653199939,759,847A third of all cars in the world is produced in the European Union (see chart be
8、low). China became the worlds third-largest car market in 2006, as car sales in China soared by nearly 40% to 4.1 million units. China should become the worlds second-largest car market by 2010, as low vehicle penetration, rising incomes, greater credit availability and falling car prices lift sales
9、 past those of Japan. Furthermore, vehicle penetration in China stands at only 24 vehicles per 1,000 people, compared with 749 vehicles per 1,000 people in the mature markets of the G7.It is estimated that over 600,000,000 passenger cars travel the streets and roads of the world today. In the United
10、 States alone, 247,421,120 highway registered vehicles were counted in 2005, of which 136,568,083 passenger cars. (Bureau of Transportation Statistics U.S. Department of Transportation)So with the high development of car manufacture, we may face many difficulties. There are so many cars produced in
11、the world, the only thing we can do to keep our position is to become more competitive in this market, or well drive out by its high competition.2. Kimsoong customer profileCustomers are the god of our company, thus the survey of customers tastes and basic information is important for us to know bet
12、ter of our shortage, and well also serve more people in the future and gain more profits. The following forms are information we have got from our customers.AgeSexOccupationUnder 30 48%Male 52%Student 8%31-40 27%Female 48%Self-employed 15%41-50 15%Employed 75%Over 51 10%Retired 2%We can see that the
13、 majority of the customers are men who are under 30, they are employed. However, women between 31 and 50 who are self-employed have potential to buy our cars.Interests(in order of importance)Percentage of repeat buyersIncome group1.Eating/drinking 5.Health/fitness15%Higher income 2%2.Sport 6.Reading
14、Middle income 82%3.Travel 7.The artsLower income 16%4.Environment 8.PoliticsOur repeated customers only occupy 15% of the whole. People who buy our cars are mostly middle income group. This is a hint that if we want to hold on to existing customers, we must produce cars that are affordable by middle
15、 income group. But to attract new customers we should provide different kinds of cars for different income level.Reason for not repeating purchaseAfter-sale careCustomers priorities(in order of importance)Bought a competitors model 52%Excellent 4%1.EconomyDissatisfied with service 26%Very good 12%2.PriceRelocated 8%Good 17%3.Reliabilit
