Kimura Case Study

KIMURA CASE STUDY RODRIGO SALEMA MST15001180

1. What is value for a customer like Kimura KK?

After reading the case we can clearly see that a customer like Kimura praises the

customer interaction, he likes to be well treated as some of the competitors had done in the past

"Some of your competitors have been very persuasive...Singulus gave the red carpet treatment

to Komoda and his team during their last visit to Germany...they helped us start our business in

the USA five years ago..." It´s all about the customer relationship. There has to be a clear

consolidated customer management. Mr.Kimura wants to be treated like a special client, he

needs to trust the partnership with Pramtex and its suppliers regarding the completion and

manufacture of its final product, the "Spartacus" He expects not just the sale, there has to be a

before and an after. (Good customer service, it's a constant interaction process and not a static

one.)

Obviously when buying a product it´s important for it to be above the competition,

"Spartacus was the turnkey of the Rolls Royce.." Obviously Mr.Kimura praised and saw the

Spartacus as a competitive advantage, "Pramtex’s equipment would minimize the learning and

start-up curve.." Despite the fact that they sold state of the art solutions that were above what

was needed, Mr Kimura was looking for a partner who he could fully trust and not just a simple

supplier. This was not accomplished as we could read through reading the case. (lack of

professionalism and maintenance, right after the first breakdown) After the sale of their first

machines they decreased their attention to Mr.Kimura, attention that was high valued by the

client.

2. Who are the key players at Kimura in this purchase? What are their respective roles

and interests?

There are many key players in all of this process. Firstly, we have Mr. Kimura, which is

the President of the company and the one who has the final decision power. His interest is

clear,...