商英case studyKimsoong.docx
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商英case studyKimsoong.docx
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商英casestudyKimsoong
JUN9th,2013
Gettingtoknowyou
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,Iwillintroducethebackgroundofourcompany,Kimsoong.Kimsoong,aKoreancarmanufacturer,hasitsEuropeanheadquartersnearParis.IthasretailsalesfranchisesinmostEuropeancountrieswhichnotonlysellcarsandmotoraccessoriesbutalsohaveservicingfacilities.Thelargeroutletsalsoofferfast-fittingoftyresandexhausts,anddealinusedcars.
HereisaSWOTanalysisaboutKimsoong.
First,strength.Ourcompanyhasstrengthinourlowpriceandwehavebuiltupmarketshareatthelower-endofthemarket.Andwealsoprovidefreeservicestoourcustomers.
Second,weakness.Ourcompanyislackofaccuratebuyerprofile,ifwodon'tknowourbuyer’sdemand,wecan’tsatisfytheirneeds.Wedobadinafter-salescare.Overhalfofourbuyerthoughtourafter-salescareisjustfair.
Next,opportunity.Inthefuture,eco-carwillbemainstreamanddevelopnewenvironmentalfriendlycarswillbringrevenueindecades.
Last,threat.Ourcompanyisfacingintensecompetition.Abouthalfofthenotrepeatingpurchasebuyersgivingthereasonofbuyingcompetitor’smodels.
Nowwestartacustomerloyaltyprogramtowinmorecustomers.So,let’sdiscussyourplans.
Saint:
Fromthedatawecanseethatpriceisthemainpointwhichinfluencespeople’sjudge.SoIthinkthefirstoneweshoulddoisprovidingdiscountstoexistingcustomerswhobuyanewKimsoongcar.Weallknowthepricemeansalottothecustomers.Wewillhaveprofessorstodecidesuitableinstalmentpurchaseplansfortheclientstorelievetheireconomicalburdenforpurchasinganewcar.Andaccordingtotheincomegroupofourexistingcustomers,mostofwhomareofmiddleincome,theproportionis82%.Ononehandwhentheywanttochangeanewcar,ourdiscountcouldbeveryresistlesstothem.Andontheotherhand,theywouldfeelthemselvesVIPinourcompany,becausethediscountsareforsomespecialcustomers.
Yuly:
Yeah,you’reright.TheVIPsystemisalwaysagoodwaytokeepcustomers,sowe’llgetsomepreferencesforourVIP:
CustomerscaneasilybecomeourVIPjustaftertheybuyourcar.Besides,inconsiderationofcustomersworkbusyandtheywillpayattentiontoamagazinethanothermedia.Sowedecidethatcompanymonthlymagazineisthemainpromotionmedia.Amonthlycompanymagazinesentfreetoallcustomerstoinformthelatestinformationofourcompany.Themagazinewillalsointroduceourcompany‘sbrandbackground,transmitthenewcarinformationandteachcustomershowtomaintaintheircars.Inthiswaywecanleaveourcustomersafavorableimpressiontokeeptheirloyalty.
Amy:
GreatandIhavesomethingtosay.Accordingtothecustomerprofile,weknowthat52%customersboughtacompetitor’smodel;itisthemainreasonfornotrepeatingpurchase.Soinordertoimprovecustomerloyalty,weshouldmakecustomersbeourpriorityones,thatistosayourVIP.Givethemaspecialoffer;everytimetheybuyanyoldmodelsfromourcompany,theywillgeta20%discountwithit.
Yuly:
Discountisalwayseffective.Andyouknowourcompanynotonlysellcarsbutmotoraccessories.SoIthinkwecansendsomeproductsasagiftwhencustomersbuyourcars.Ononehand,itcanpopularizeourmotoraccessoriesandreducethepromotionalcost,ontheotherhandit’salsoagoodwaytopromotethesalesofourmotoraccessoriesduetoadvertisingeffect.Justasthesayinggoes”killtwobirdswithonestone”.
Pairs:
ThesolutionsheputforwardisquietavailableIthink.However,inmypointofview,weshouldfocusoninterneteffectaswell,becausebusinessworldconnectcloselywithitnowadays.Therearecountlesssuccessfulbusinesscasesmakinggooduseofsocialnetworks.TheycreateandpromotebusinessFacebookorTwitteraccount.TakingFacebookasatypicalexample,it'stheworldlargestsocialnetwork,withmorethan900millionusers.Wehaveabundantchancestomakeourfollowersbecameournextcustomersifweorganizeanexcellentteamtoruntheseaccountsprofessionally.What'smore,thesenetworkcouldhelpustogainthelatesttendencyofrivalsandtogetthefeedbackinformationofexistingcustomers.Wecouldsaveouradvertisingbudgetbyputtinglatestnewsofourproductsandgraduallybuildupanadvancedandinnovativebrandimageatmeanwhile.
Gaby:
Oh!
Thesolutionyouputforwardisrathercreative.Wecanlearnfromthecustomerprofilethatmostofcustomersareyoung,under30yearsold,sotheyalwayshavebirthdayparty,sowecanofferpresentsoncustomers'birthdaysandinvitethemtotheannuallybanquetheldbythecompany.Wealllikepresentsnomatterhowoldweare,especiallywegetsomesurprisinggifts.Rememberingtheirbirthdaysmeansalottothem,theywouldfeeloursincerity.Mostofourexistingcustomershavelistedeatinganddrinkingastheirmostimportantinterests.Soannuallybanquetwouldgatherourcustomerstogether,theywouldtalkaboutourcars,ourservices,whichwouldmakethemfeellikeinabigfamily.
Allen:
Goodidea,ourcustomerswillbeglad.AndIalsohaveasimilaridea,wecanhavealotterydrawannuallyforourclintswhoboughtourcars.Thehighestprizecanbeourcompany’snewproductsuchasnewexhaustsortyresofourbrand.Thiscanhelppromotingournewproductstocustomerswhichwillalsobehappytotrynewtyresandnewexhausts.Thiscanbeadouble-winsolution.
Saint:
It’saneffectivewaythatmanycompanieshaveused.Ithinkwecanofferthemwithfreeservingforthefirstthreeyearsofownership.Aftersurvey,wegettheinformationthatmostofthecarmanufacturersonlyprovideoneortwoyears’freeservingforthecustomers.SoIthinkifweputforwardthisplan,we’llattractmorebuyers.WecansetupaAfter-salesServiceDepartment.Asyoucanimagine,whentheirvehicleshaveproblems,thedepartmentwillquicklyidentifyandresolveproblemstomeetcustomers’requirement.Inthisway,wecouldwintheirtrustandpraise.Andicanfirmlytellyoutheywillbringusmorebuyers,afterhearingtheirexperience,theirfriendswouldbewillingtobuyourcars.
Gaby:
Okay,let’sfocusontheotherproblem.Fromtheproblemsweknow,atpresent,dataisfromquestionnairesenttocustomersfollowingsalesbutonly40%arereturned,soitisimportanttoattractmorepeopletoinvolveinourbuyerprofileconstruction,wecansendthequestionnairewithlettersasfollows
DearCustomers:
Byfillingintheenclosedquestionnaire,you'llbehelpinguswithourresearchonyourviewasacustomer,aswellasprovidinganupdateforouraccuracyofdatabase.Tothankyouforyourtimeandeffort,wewillsendyouavoucher.Youcanusethistoclaimsomefashioncars.youcangetadiscountifyoupresentthisvoucherwhenbuyinganewcarthisyear.
Inadditionwewillbeenteringallresponders’namesinafreeprizedraw——aweekself-drivingtourinourluxurycar.Pleaseensureyourcompletedquestionnairereachesusbeforexxx(time).
Yourssincerely,
Kimsoong
Amy:
Yes,inthiswaywecandevelopamoreaccuratebuyerprofile.Asfarasafter-saleconcerned,61%customersfeelthatourafter-salesservicesisfair,26%isdissatisfiedwithourservice.Itisnotgoodtobuildupourcompany’simagesandcustomerloyalty.Soweshouldpaymoreattentiontoafter-salesservices,Ithinkwecanmakethefollow-upcallswithcustomers.Itensuresnotonlycustomer’ssatisfaction,butalsothecustomer’sprobablereturntoourcompanies.Althoughaprimarypurposeofthefollow-upistothankthecustomer,wecanalsousethistimetooffersomeadditionalservices.Forexample,wecouldconsultwiththerecentcustomersabouttheconditionofthecar.Wesuggestsomeadviceonhowtomaintainthecarsandensurethattheycouldgetintouchwithusatthefirsttimewhenthecargowrong.
Saint:
Yes,it’sacrucialproblem.Wemustpaymoreattentiontoafter-saleissuesandthinkabouthowtoimproveourservice.So,what’syouropinion?
Yuly:
Formypart,weshouldsetupaafter-salesservicedepartment.Whentheirvehicleshaveproblems,thedepartmentwillquicklyidentifyandresolveproblemstothecustomers’satisfactionormore.Meanwhile,usingcomplaintstobuildbusiness.Actually,customercomplaintsareprobablymorelikepreventativemedicinebecausetheyprovideadvancedwarningaboutproblemsandurgeusdobettersothatwecanbuildaprofessional,responsibleandreliablecorporateimage.
Gaby:
Ithinkstafftrainingisalsoimportant.Wecandothefollowingthings:
1.Makesureemployeeshavegoodbasiccommunicationskills.
2.Trainemployeesinjob-specificskills.
3.Makesureemployeeshandlecomplainseffectively.
4.Theyshouldapologize,besympathetic,listen,establishthefacts,agreewhattodoandthendoit.
5.Trainallrelevantpersonalhowtoansweranddealwithtelephonecalls.
6.Exceedyourcustomers’expectation.
Forexample,promisedeliveryin10days,butactuallydeliverin7.Alwayskeepyourpromise.
7.Keepsmile.
8.Gettoknowthecustomersofregularcustomersoratleastrecognizetheirface.
Amy:
Inaddition,Ithinkwecanprovidethe24-hourservice.Oncethereareanyemergencywecanhelpthemtosolvetheirproblemsatthefirsttime.Thusstrengthenthecustomerrelationshipandimprovecustomersatisfaction.
Pairs:
We'regoingtoheldafurthermeetingtodiscussallofthesolutionswetalkedabouttodaywithchiefsofeverydepartment.IespeciallyappreciatethesolutionssuchasdeliveringdiscountstoexistingcustomerswhobuyanewKimsoongcarandattractingmorepeopletoinvolveinourbuyerprofileconstruction.Nomatterwhichonesweputintoeffectintheend,Ibelievethattheycouldget
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