Case Study商务英语案例分析.docx
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Case Study商务英语案例分析.docx
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CaseStudy商务英语案例分析
CaseStudy
Of
Kimsoong
Name
StudentNumber
Contribution
Signature
刘佳慧
25%
暴文婷
25%
贾睿
25%
车宇恒
25%
Index
1.BackgroundinformationofKimsoong
Kimsoong,aKoreancarmanufacturer,hasitsEuropeanheadquartersnearParis.IthasretailsalesfranchisesinmostEuropeancountrieswhichnotonlysellcarsandmotoraccessoriesbutalsohaveservicingfacilities.Thelargeroutletsalsoofferfast-fittingoftyresandexhausts,anddealinusedcars.
OverthelasttenyearsKimsoong,withitsreputationforreliabilityatlowprices,hasbuildupmarketshareatthelowerendofthemarket.Theirbasicmodelsincludemany”extras”whichothermanufacturerschargefor.Kimsoongalsomakeslargedonationstoenvironmentalgroupsandisseenasanorganizationwithasocialconscience.Furthermore,itsR&DDepartmentisdevelopingan“eco-car”whichusesanalternativepowersource.
Thensetourfocusonthewholecarmanufacturingmarket.For2009,globalvehiclesalesremaininthemidstofaprecipitousfall-off,ledbysharpdeclinesinthematuremarketsoftheUnitedStates,WesternEuropeandJapan.Weprojecttotalcarsproducedat51,971,328.
In2006therewere49,886,549passengercarsproducedintheworld,withanincreaseof6.45%overthepreviousyear.Theincreasefor2007wasmoremodest,and2008showedadecline.Analystsfromvariousinstituteshadinfactpeggedtheyear2007astheyearwhichwouldendthe5-yearcycle(2002,2003,2004,2005,2006)ofrecordglobalautosalesworldwide.
year
carsproduced
intheworld
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
AthirdofallcarsintheworldisproducedintheEuropeanUnion(seechartbelow).
Chinabecametheworld’sthird-largestcarmarketin2006,ascarsalesinChinasoaredbynearly40%to4.1millionunits.Chinashouldbecometheworld’ssecond-largestcarmarketby2010,aslowvehiclepenetration,risingincomes,greatercreditavailabilityandfallingcarpricesliftsalespastthoseofJapan.Furthermore,vehiclepenetrationinChinastandsatonly24vehiclesper1,000people,comparedwith749vehiclesper1,000peopleinthematuremarketsoftheG7.
Itisestimatedthatover600,000,000passengercarstravelthestreetsandroadsoftheworldtoday.
IntheUnitedStatesalone,247,421,120"highway"registeredvehicleswerecountedin2005,ofwhich136,568,083passengercars.(BureauofTransportationStatisticsU.S.DepartmentofTransportation)
Sowiththehighdevelopmentofcarmanufacture,wemayfacemanydifficulties.Therearesomanycarsproducedintheworld,theonlythingwecandotokeepourpositionistobecomemorecompetitiveinthismarket,orwe’lldriveoutbyitshighcompetition.
2.Kimsoongcustomerprofile
Customersarethegodofourcompany,thusthesurveyofcustomers’tastesandbasicinformationisimportantforustoknowbetterofourshortage,andwe’llalsoservemorepeopleinthefutureandgainmoreprofits.Thefollowingformsareinformationwehavegotfromourcustomers.
Age
Sex
Occupation
Under3048%
Male52%
Student8%
31-4027%
Female48%
Self-employed15%
41-5015%
Employed75%
Over5110%
Retired2%
Wecanseethatthemajorityofthecustomersaremenwhoareunder30,theyareemployed.However,womenbetween31and50whoareself-employedhavepotentialtobuyourcars.
Interests(inorderofimportance)
Percentageofrepeatbuyers
Incomegroup
1.Eating/drinking5.Health/fitness
15%
Higherincome2%
2.Sport6.Reading
Middleincome82%
3.Travel7.Thearts
Lowerincome16%
4.Environment8.Politics
Ourrepeatedcustomersonlyoccupy15%ofthewhole.Peoplewhobuyourcarsaremostlymiddleincomegroup.Thisisahintthatifwewanttoholdontoexistingcustomers,wemustproducecarsthatareaffordablebymiddleincomegroup.Buttoattractnewcustomersweshouldprovidedifferentkindsofcarsfordifferentincomelevel.
Reasonfornotrepeatingpurchase
After-salecare
Customers’priorities(inorderofimportance)
Boughtacompetitor’smodel52%
Excellent4%
1.Economy
Dissatisfiedwithservice26%
Verygood12%
2.Price
Relocated8%
Good17%
3.Reliability
Nolongerdrive5%
Fair61%
4.After-salesservice
Don’tknow9%
Poor6%
5.Lengthofwarranty
6.Performance
7.Comfort
Astheformshows,customersarenotsatisfiedwithourservice.Thecompetitor’scarsarebetterinperformanceandservice.Thesearetwomainreasonsthathinderustomaintainexistingcustomers.Theafter-salecareisjustfair.Inaword,customerscaremoreabouttheirprice,reliability,after-salesservice,etc.Weshouldimproveourserviceandconvincecustomersofthereliabilityofourcarsatthesametime.
Bycollectingandanalyzingcustomerprofiles,wemayconcludethatwecanmakeimprovementbyproducingcarssuiteveryagestage,providingreasonablepriceformiddleincomegroup,improvingourafter-salesservicetoholdontoexistingcustomers.Weshouldalsocreatecarsforwomenandforself-employedpersonsandevenstudents.Highlevelcarswithhighpricewillattractpeopleofhighincomegroup.Thesemayhelpgainmoreprofits.
3.Problem
Facingtheintensecompetition,thecompanymustremainunchangedwithitsreputationforreliabilityatlowpricesandhasitsexcellentofficeworkersandloyalcustomers,alsotheskillandcooperationareveryimportantparts.Themanagementshouldsolvetheseproblems.
(1).Cutomerprofiles
Thecompany’snewstrategyistoholdontoexistingcustomersandincreasecustomerloyalty.Andthecompanyalsohopetodevelopamoreaccuratebuyerprofile.Customersareveryimportanttoacompany.Sothecompanyshouldknowaboutthecustomerswellsothatwecanproducetheproductsthatfitthecustomers.Onlyinthiswaycanourcompanymakeprofits.
(2).Theexcellentofficeworkers
Theexcellentofficeworkersinthecompanyisalsoabigproblem.Foronehand,theyoungerofficeworkershavemuchknowledgebutalittleexperience;ontheotherhand,theelderofficeworkersdon’thaveasmuchknowledgeastheyoungbuttheyhaveenoughexperience.Theyareallexcellent,butthecompanydoesn’thaveenoughmoneytohireboththeyoungandtheelderones.Sotheproblemisthatthecompanyshouldchoosewhatkindoftheofficerstheyneedbyusinglessmoneytomakemoremoney.
(3).Improvingskills
Improvingskillsisalsoabigproblemtothecompany.Becauseoftheever-acceleratedscienceandtechnology,havingasuperbskillcansavecostandmakeprofits.
(4).Cooperation
Lastbutnottheleast,cooperationisveryimportanttothecompany.Butthecompany’sstaffsarelackoftheskillsofgraspinggoodcommunication.Soifthecompanywanttodobetter,theymustpromotesocialskillsandcompetence.
4.Solutions
Aimingattheproblemsgivenabove,wesummarizesomesolutionstothoseproblems:
(1).Buildinguprelationships
Tobuildsuplong-termcustomerrelationships,therebyincreasingprofits.
Toestablishlong-termcooperationrelations,thecustomerisoneoftheimportantfactorsthatassureourcompany’slong-termandstabledevelopment.Inthelong-termcooperationrelations,thecompanycannotonlyimproveenterpriseimage,enterprisecredibilitystillcanbringstabilityoftheinterestsoftheenterpriseincome.Onlyinthisway,cantheenterpriseformasecuritycapitalchain.Additionally,throughthislong-termcooperation,wecanbuildtrustwitheachotherandwingoodenterpriseimage,thusourcompanywillexpandmorecustomergroupsandwinmoreprofits.
(2).Increasingcustomerloyalty
Increasingcustomerloyaltyistoguaranteethepremiseofenterprisesales.First,ourcompanyshallkeepgoodcommunicationwithcustomers.Thepriceforthecustomersmustbegivenfavorable;wecanalsousethegiftsmethodtoincreasesatisfaction.Cheapandgoodthingswillreceivetheloveofconsumers,soweshouldberadicallyimprovethecompetitivenessofourenterprise,byimprovingproducts’performanceinallaspectssoastoreducethecost.Oncethecostreduced,wewillnotonlyattractmorecustomerstobuyourcars,butalsoenhanceourprofitspace,thatiskilltwobirdswithonestone.
(3).Drawingupanaccuratebuyerprofile
Enterprise’saccurateunderstandingofhisclientgroupisveryimportant.Thecompanyshouldnotonlyknowthecustomer'sagedistribution,buthaveanunderstandingofwhatkindofcarsalesgood.Atthesametime,wemustpayattentiontocustomers’feedback,makemarketsurveys,knowwhatkindofcarourcustomersreallywanttobuy.Fromtheseinformationwewillrealizeourcompany’sdeficiencies,soastofurtherimprovetheirproduct,aswellastheenterprise’sallaspectsofoperation.
(4).Encouragingstaffs
Toencouragestaffstobemoreactiveinbuildingupgoodcustomerrelations.
Itisnotenoughtojusthaveagoodcar,agoodpeoplewhocanpromoteitisnecessary.Soencouragestaffstoestablishgoodrelationshipwithcustomersisveryimportant.Nowadays,theconsumernotonlypaysattentiontothequalityoftheproductitself,butisveryconcernaboutenterpriseserviceattitude.First,thecompanyshallencouragethestaffstoworkhardtoestablishagoodrelationshipwiththeirclients.Forthosewhohaveoutstandingperformance,thecompanysalesshouldgivethemfullpraiseandencouragement.Forthosewhonotworkhard,andhavepoorworkperformance,ourcompanyshalltakeappropriatepunishment.Everyonemusthavecrisisconsciousness.Second,teamspiritisve
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