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Kimura K.K. – Can the customer be saved?|
Term 1 – Section B – Team 2|


1. What seems to be Pramtex's strategy?
The strategy of Pramtex is to produce “Best in class” cutting edge technology that appeals to customer engineers and will differentiate it from other producers. Focusing on high-end technology before any of its competitors allows Pramtex to charge premium prices. The company works in partnership with its clients to identify new technology and invests in R&D to deliver high quality technical products to the industry. However, in doing so Pramtex comes across as a company that thinks about the products mainly from an engineering excellence perspective and considers customer issues such as pricing, less technological sophistication and post-sale customer service as not so important. 2. Who are the key players at Kimura in the purchasing decision? What are their respective roles and interests? * Dr. Kimura:

* He is representing the new generation in the company and has a strong presence in the media replication market. Dr. Kimura’s role is to make sure that everything is going smoothly and in the right track and to decide on the final decision based on the inputs of his subordinates. His interest is to look for a very reliable supplier as a partner to achieve his ambitious growth target (double sales within 3 years) * Dr. Gen-Ichi Nomura:

* Although he retired two years ago from the company, but he still has an influential role in the decision making process within Kimura K.K. He is a well-respected and socially highly regarded person with a deep knowledge and experience in the industry. His interest is to have the most sophisticated machines with the best cutting-edge technology for Kimura K.K and this could be found in Pramtex technologies. * Dr. Hashimoto, CFO:

* His role is to make sure that the purchases are in alignment with the company’s financial resources. His main interest is to...
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