Kimura K. K. Can this customer be saved? Essay

1. What seems to be Pramtexs dodge?Pramtexs scheme Pramtex is pursuing the goal of being the technology leader in the sector. It has chosen product variediation over cost leadership. In pursuing this goal, it seems to consecrate fallen behind in the maintaining adequate military run standards.Its strategy involves adjacent cooperation with the lead user customers to get a presence in the ontogeny standards of the industry. Overall, it seems to be focusing on the high-end premium segment of the market. This is overly back up by the fact that whereas its overall share is only 3% of the market, its share of the premium segment is 8%.2. What is the Perceived value for a customer like Kimura?Perceived Value Perceived value is different for different customers. stunned of its various elements, such as buyers image, trustworthiness, customer support etc, different customers give different weightage to different elements. Out of these, a customer like Kimura k. k. falls under the category of value buyer. For such a customer, companies need to offer stripped down products and cut back services.3. Who are the mention players at Kimura in the purchasing decision?The key players in the purchasing decision at Kimura areSenior 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 catch-to doe withs?Initiator Dr. Nomura. His interest is in recommending the scoop 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 act as maintenance requirements. The learning curve should not be too steep. And the downtime should be minimum.Decision-maker Dr. Kimura. His interest is in choosing the machine that offers the best value proposition for the company.Influencer Dr. Eiji Hashimoto. His interest was in choosing th e cheapest machine, which would meet the technical specifications, required by the production department. HE would also take into consideration the maintenance costs of the product.5. Why did Pramtex become flat in lacquer? What could /should it start done differently?Pramtex failed in Japan because it was making the wrong value proposition to the customers. It was intent on providing the best technology solution. The Japanese customers wanted one, which would provide them with the cheapest product meeting their requirements. They also laid a lot of emphasis on after-sales support which stadium was unfortunately not much stressed upon within Pramtex.Also, it did not brook any significant physical presence in the country. Local competitors had the expediency of quicker response in case of breakdowns, better warehouse access.Also, the service support level maintained by the company was less than satisfactory. It seems to deal that a superior product is sufficient for it to main tain market leadership.What it should have done was get somewhat presence in the country, get some local warehouses, open one or two service centers. This would go a long way in alleviating the customers worries about after-sales support. Also, it needs forceful in its after-sales support quality.6. Can this customer be saved? short? Mid-term to long-term? Why? Why not?Short-term Possibly not. null much can be done in the short-term in terms of improved customer-support in the shot-term, which is the primary concern of the Kimura.Mid-to-long-term YesThey will have to be convinced of the companys commitment to the Japanese market. This agency should be backed by concrete actions such as acquire physical presence in the country in the form of service centers and warehouses for spares inventory.Also, the company must customize its product to suit the needs of the customer.