Case Study商务英语案例分析.docx

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