KIMURA KK Can this customer be saved? (IMD -5-0598) Case Analysis

KIMURA K.K.

1. What seems to be Pramtexs strategy?

Pramtexs strategy: Pramtex is pursuing the goal of existence the engine room leader in the sector. It has chosen product eminence over cost leadership. In pursuing this goal, it seems to have fall behind in the maintaining adequate service standards.

Its strategy involves adjacent cooperation with the lead user customers to string a presence in the developing standards of the industry. Overall, it seems to be focusing on the high-end premium piece of the market. This is also supported by the fact that whereas its overall dowry is only 3% of the market, its shargon of the premium segment is 8%.

2. What is the Perceived value for a customer the like Kimura?

Perceived prize: Perceived value is different for different customers. Out of its unhomogeneous elements, such as buyers image, trustworthiness, customer support etc, different customers thrust different weightage to different elements. Out of these, a customer like Kimura k. k. falls under the category of price buyer. For such a customer, companies need to offer stripped down products and reduced services.

3. Who are the come upon players at Kimura in the purchasing decision?

The key players in the purchasing decision at Kimura are:

Senior R&D advisor: Dr. Nomura,

Chief of production: Dr. Komuda,

Company President: Dr. Kimura,

Finance director: Dr. Eiji Hashimoto.

4.



What are their respective roles and involvements?

Initiator: Dr. Nomura. His interest is in recommending the best technology product while taking into consideration the strategy of the company.

End-User: Dr. Komuda. His interest was to ensure that the machine would satisfy his technical specifications. It should also allude maintenance requirements. The learning curve should not be also steep. And the downtime should be minimum.

Decision-maker: Dr. Kimura. His interest is in choosing the machine that offers the best...

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