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CaseStudyOfKimsoongNameStudentNumberContributionSignature刘佳慧25%暴文婷25%贾睿25%车宇恒25%Index1.BackgroundinformationofKimsoong...................................................32.Kimsoongcustomerprofile..................................................................53.Problem................................................................................................7(1).Cutomerprofiles...........................................................................7(2).Theexcellentofficeworkers........................................................7(3).Improvingskills.............................................................................7(4).Cooperation..................................................................................74.Solutions...............................................................................................8(1).Buildinguprelationships...............................................................8(2).Increasingcustomerloyalty..........................................................8(3).Drawingupanaccuratebuyerprofile...........................................8(4).Encouragingstaffs.........................................................................85.Conclusion..........................................................................................101.BackgroundinformationofKimsoongKimsoong,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.yearcarsproducedintheworld2009(projection)51,971,328200852,940,559200754,920,317200649,886,549200546,862,978200444,554,268200341,968,666200241,358,394200139,825,888200041,215,653199939,759,847AthirdofallcarsintheworldisproducedintheEuropeanUnion(seechartbelow).Chinabecametheworld’sthird-largestcarmarketin2006,ascarsalesinChinasoaredbynearly40%to4.1millionunits.Chinashouldbecometheworld’ssecond-largestcarmarketby2010,aslowvehiclepenetration,risingincomes,greatercreditavailabilityandfallingcarpricesliftsalespastthoseofJapan.Furthermore,vehiclepenetrationinChinastandsatonly24vehiclesper1,000people,comparedwith749vehiclesper1,000peopleinthematuremarketsoftheG7.Itisestimatedthatover600,000,000passengercarstravelthestreetsandroadsoftheworldtoday.IntheUnitedStatesalone,247,421,120highwayregisteredvehicleswerecountedin2005,ofwhich136,568,083passengercars.(BureauofTransportationStatisticsU.S.DepartmentofTransportation)Sowiththehighdevelopmentofcarmanufacture,wemayfacemanydifficulties.Therearesomanycarsproducedintheworld,theonlythingwecandotokeepourpositionistobecomemorecompetitiveinthismarket,orwe’lldriveoutbyitshighcompetition.2.KimsoongcustomerprofileCustomersarethegodofourcompany,thusthesurveyofcustomers’tastesandbasicinformationisimportantforustoknowbetterofourshortage,andwe’llalsoservemorepeopleinthefutureandgainmoreprofits.Thefollowingformsareinformationwehavegotfromourcustomers.AgeSexOccupationUnder3048%Male52%Student8%31-4027%Female48%Self-employed15%41-5015%Employed75%Over5110%Retired2%Wecanseethatthemajorityofthecustomersaremenwhoareunder30,theyareemployed.However,womenbetween31and50whoareself-employedhavepotentialtobuyourcars.Interests(inorderofimportance)PercentageofrepeatbuyersIncomegroup1.Eating/drinking5.Health/fitness15%Higherincome2%2.Sport6.ReadingMiddleincome82%3.Travel7.TheartsLowerincome16%4.Environment8.PoliticsOurrepeatedcustomersonlyoccupy15%ofthewhole.Peoplewhobuyourcarsaremostlymiddleincomegroup.Thisisahintthatifwewanttoholdontoexistingcustomers,wemustproducecarsthatareaffordablebymiddleincomegroup.Buttoattractnewcustomersweshouldprovidedifferentkindsofcarsfordifferentincomelevel.ReasonfornotrepeatingpurchaseAfter-salecareCustomers’priorities(inorderofimportance)Boughtacompetitor’smodel52%Excellent4%1.EconomyDissatisfiedwithservice26%Verygood12%2.PriceRelocated8%Good17%3.ReliabilityNolongerdrive5%Fair61%4.After-salesserviceDon’tknow9%Poor6%5.Lengthofwarranty6.Performance7.ComfortAstheformshows,customersarenotsatisfiedwithourservice.Thecom