Case Study商务英语案例分析.docx

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).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 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.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 basic 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 focus 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 cars 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 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 below). 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 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 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 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 better 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 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.ReadingMiddle 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 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.ReliabilityNo longer drive 5%Fair 61%4.After-sales serviceDont know 9%Poor 6%5.Length of warranty6.Performance7.ComfortAs the form shows, customers are not satisfied with our service. The competitors cars are better in performance and service. These are two main reasons that hinder us to maintain existing customers. The after-sale care is just fair. In a word, customers care more about their price, reliability, after-sales service, etc. We should improve our service and convince customers of the reliability of our cars at the same time.By collecting and analyzing customer profiles, we may conclude that we can make improvement by producing cars suit every age stage, providing reasonable price for middle income group, improving our after-sales service to hold on to existing customers. We should also create cars for women and for self-employed persons and even students. High level cars with high price will attract people of high income group. These may help gain more profits.3.ProblemFacing the intense competition, the company must remain unchanged with its reputation for reliability at low prices and has its excellent office workers and loyal customers, also the skill and cooperation are very important parts. The management should solve these problems.(1).Cutomer profilesThe companys new strategy is to hold on to existing customers and increase customer loyalty. And the company also hope to develop a more accurate buyer profile. Customers are very important to a company. So the company should know about the customers well so that we can produce the products that fit the customers. Only in this way can our company make profits.(2). The excellent office workersThe excellent office workers in the company is also a big problem. For one hand, the younger office workers have much knowledge but a little experience; on the other hand ,the elder office workers dont have as much knowledge as the young but they have enough experience. They are all excellent, but the company doesnt have enough money to hire both the young and the elder ones. So the problem is that the company should choose what kind of the officers they need by using less money to make more money.(3).Improving skillsImproving skills is also a big problem to the company. Because of the ever-accelerated science and technology, having a superb skill can save cost and make profits.(4).CooperationLast but not the least, cooperation is very important to the company. But the companys staffs are lack of the skills of grasping good communication. So if the company want to do better, they must promote social skills and competence.4.SolutionsAiming at the problems given above, we summarize some solutions to those problems:(1).Building up relationshipsTo builds up long-term customer relationships, thereby increasing profits.To establish long-term cooperation relations, the customer is one of the important factors that assure our companys long-term and stable development. In the long-term cooperation relations, the company can not only improve enterprise image, enterprise credibility still can bring stability of the interests of the enterprise income. Only in this way, can the enterprise form a security capital chain. Additionally, through this long-term cooperation, we can build trust with each other and win good enterprise image, thus our company will expand more customer groups and win more profits.(2).Increasing customer loyaltyIncreasing customer loyalty is to guarantee the premise of enterprise sales. First, our company shall keep good communication with customers. The price for the customers must be given favorable; we can also use the gifts method to increase satisfaction. Cheap and good things will receive the love of consumers, so we should be radically improve the competitiveness of our enterprise, by improving products performance in all aspects so as to reduce the cost. Once the cost reduced, we will not only attract more customers to buy our cars, but also enhance our profit space, that is kill two birds with one stone.(3).Drawing up an accurate buyer profileEnterprises accurate understanding of his client group is very important. The company should not only know the customers age distribution, but have an understanding of what kind of car sales good. At the same time, we must pay attention to customers feedback, make market surveys, know what kind of car our customers really want to buy. From these information we will realize our companys deficiencies, so as to further improve their product, as well as the enterprises all aspects of operation.(4).Encouraging staffsTo encourage staffs to be more active in building up good customer relations.It is not enough to just have a good car, a good people who can promote it is necessary. So encourage staffs to establish good relationship with customers is very important. Nowadays, the consumer not only pays attention to the quality of the product itself, but is very concern about enterprise service attitude. First, the company shall encourage the staffs to work