Case Study商务英语案例分析

Case Study

Of Kimsoong

Index

1.Background information of Kimsoong (3)

2. Kimsoong customer profile (5)

3.Problem (7)

(1).Cutomer profiles (7)

(2). The excellent office workers (7)

(3).Improving skills (7)

(4).Cooperation (7)

4.Solutions (8)

(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

A third of all cars in the world is produced in the European Union (see chart below).

China 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 by its high competition.