Case_Study商务英语案例分析
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Case_Study商务英语案例分析
Case Study
Of
Kimsoong
Contribution Signature Name Student
Number
刘佳慧25%
暴文婷25%
贾睿25%
车宇恒25%
Index
1.Background information of Kimsoong (2)
2. Kimsoong customer profile (4)
3.Problem (6)
(1).Cutomer profiles (7)
(2). The excellent office workers (7)
(3).Improving skills (7)
(4).Cooperation (7)
4.Solutions (7)
(1).Building up relationships (8)
(2).Increasing customer loyalty (8)
(3).Drawing up an accurate buyer profile (8)
(4).Encouraging staffs (8)
5.Conclusion (10)
1.Background information of 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.
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.
year cars produced in the world
2009 (projection) 51,971,328
2008 52,940,559
2007 54,920,317
2006 49,886,549
2005 46,862,978
2004 44,554,268
2003 41,968,666
2002 41,358,394
2001 39,825,888 2000 41,215,653
1999 39,759,847
A third of all cars in the world is produced in the European
Union (see chart below).
Ch ina became the world’s third-largest car market in 2006,
as car sales in China soared by nearly 40% to 4.1 million units.
China should become the world’s 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 600,000,000passenger 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 we’ll drive out b y its high
competition.
2. Kimsoong customer profile
Customers 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 we’ll also serve more people
in the fu ture and gain more profits. The following forms are information we have got from our customers.
Age Sex Occupation
Under 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 buyers
Income group
1.Eating/drinking
5.Health/fitness
15% Higher income 2%
2.Sport 6.Reading Middle income 82%
3.Travel 7.The arts Lower income 16%
4.Environment 8.Politics
Our 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 purchase After-sale
care
Customers’
priorities(in order
of importance)
Bought a competitor’s model 52% Excellent
