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I. Introduction Daewoo-the South Korean corporation- was highly successful launched in entering the UK car market. It was successfully selling 35,000 vehicles in less of two years. This corporation continuously invests for £ 700 million in setting up a car factory in Britain, which considered to the large scale investment in design, development, and marketing and sales. In preparing the car launched, they were promoting themselves as ‘the biggest car company you’ve never heard of’. Daewoo was the second Korea’s bigger car maker and the 33rd largest business group and also has an aggressive plan for expansion and globalization. The pre-launched was stated the Daewoo presence and the market strategy in controlling the distribution chain by dealing direct customers. Daewoo’s market position was based on an innovative packaging of benefits and services around the car, a totally new approach to distribution, and the customer’s purchasing experience, and an emphasis on customer service. For evidence, Daewoo achieved 0.9 percent share of UK new car market by selling 10,000 vehicles within six month. The competitiveness in UK market car was fiercely challenging. According to the market research by Daewoo, motorist found that traditional motor dealers were not making customers feel welcome. The researches also found that one third of buyers were women. This market opportunity was used by Daewoo in implementing the marketing strategies that would be based on customer service and customer’s term, delivering by direct selling, and highly advertising in building the image of value and customer service. Daewoo was creating a sensational market strategy in getting brand awareness of the market. In its strategy, Daewoo was involving the product strategy by including such three years fee servicing, covering everything except tyres. Then add by a three-year/60,000-mie warranty, etc. in pricing, Daewoo operated fixed price strategy with no haggling. Nevertheless, Daewoo value strategy in services and product benefits was outstanding. It was done by Daewoo, because they were considered for the customer long term satisfaction, and not merely the short term gain. In the other side, the Daewoo strategy was delivering for its revolutionary. There was discussing about its
The lack of brand awareness was commonly happened at the first time because of some previous brand that has already existed for more time. and servicing and maintenance. First. One of its implementation is Daewoo will make the event 2 . Then. Main Problems What the strategy responses that should be implemented by Daewoo in order to compete of customers in UK to get a competitive advantage in the future. the car business. the important point was fighting hard to increase its market share and as the result. and e-business platform. III. Continuously. they would make the new marketing effort as the strategic responses that would emerged from the other 42 cars manufacturers operating in the UK. with providing online solution centre (it will accept any complains and solutions about customer satisfaction in product and services) to do technical support and hold marketing strategy in common with Daewoo dealers in international machine tools show. Even there was found industrial reaction that view the Daewoo strategy would not work. and how the distribution channels for cars would further developed.sensational marketing strategy in providing the distribution channel by direct distribution. it has already reached 0. it was approved by the number of prizes by the mid of 1997. for the market the advantages of Daewoo compare with other car manufacturer. Daewoo was achieving the 4th of top car makers’ in customer satisfaction survey by BBCTV’s Top Gear programme and US motor industry analyst. Daewoo was classified as the new comer in UK market. Daewoo was doing the competitive position as the market leader. As the market challenger at that time. By seeing the data of the market share of Daewoo. distribution outlets.9% within 14 years in US market. we offer several alternative solutions. II. Here. Daewoo would showing the new models which have been developed with new design concept & higher technology. Alternative Solutions Considering the main problem. it could be a good tendency for Daewoo in developing the competitive advantage trough the brand awareness in UK business market car.
Daewoo was doing customer intimacy. challenging to the future competition (rapidly competition) and chance to be world top car. Simply. The service was including the customer service and outlet service. Daewoo was focusing for the quality customer services focusing concept Daewoo should not served the whole market.org/Manufacturer/Korea. Thus. The benefit of this solution was getting long term loyalty customer.that focus towards its sales promotion in UK market through its reinforced brand reputation under strategies for changing of brand image (from low to be high). It was like what Daewoo done by its strategy by providing touch screen where customer could freely created their own design for the car. the ability to attract women will remain a key to the success of automakers. that supplying assembly to other competitors for export. as the economically active female population has increased to 10 million and female consumers are influencing almost 80 percent of automobile purchasing decisions. for customer intimate was served for the customers who want to pay premium. Based on http://www. means make the 3 .htm.infibeam. According to http://www.html. Daewoo would know how the easy strategy to market the product with women characteristics. but the few market segments. Third. we could know that one third of buyer were women. the company provided superior value of its product and services to match the needs of targeted customer. Second. Basically. we could indirectly help to understand what the customer needs. It means they were concern more about the long term loyal customer satisfaction than the short term gain. For this solution.com/blog/news/2008/04/17/gm_daewoo_hosts_women_aut omobile_symposium. optimized design to the industry and multiple working with high accuracy.autozine. Daewoo can enlarge its network not just giving service with customers but also make a relationship with competitors like becoming an OEM (Original Equipment Manufacturer). For example. Daewoo performs its various technical application and new models. The customer would satisfy through the close relationship with and intimate knowledge by the customer. For example like the marketing strategy of providing not aggressive salesperson. With the third fair concepts of productivity improvement. through that information.
In here. Here. Daewoo performs and convince in International that Daewoo will improve their brand image. It means that the product advantages are more competitive to be competed in market industry. challenging to the future competition (rapidly competition) and chance to be world top car. the customer satisfaction was measured by the quality of services. and online solution centre (it will accept any complains and solutions about customer satisfaction in product and services)to do technical support and hold marketing strategy in common with Daewoo dealers in international machine tools show. One of its implementation is Daewoo will make the event that focus towards its sales promotion in UK market through its reinforced brand reputation under strategies for changing of brand image (from low to be high). With shows new models which have been developed with new design concept & advanced technology. It means that Daewoo join to be involved an International event that will be centered in UK that shows Daewoo dealers in international machine tools show. Its strategy is very effective for spreading information about Daewoo product in UK so that customer can consider its product by comparing with other products. we think that it will open ways for Daewoo to be easier for set up their brand awareness. With showing best quality of product plus innovation. IV.relationship as part of the quality of services. 4 . and e-business platform. brave to involve in future challenges and it has perspective for possibility to be world top car (first rank both in customer satisfaction and product innovation in the market). beside Daewoo creates new innovation with high technology of machine. we prefer to use the first solution. It will attract customer curiosity about innovation. Recommended Solution Based on alternative solutions. It also builds mindset that Daewoo give attention in product innovation to satisfy customers need and want so that there will be lot of choices to be picked by customer in order they purchase its product.
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