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Kimura KK:

Can This Customer Be Saved?


Pramtexs Strategy

Price

High Pramtex

Singulus

Low
Performance
Low High

Carlo Gallucci
Perceived Value

>Pramtex
Technology.
Their machines will sell by themselves.

>Kimura
Life and productivity of the machine.
Total cost.
Reliability of Pramtexs after-sales service, etc.

Different members of the decision-making unit at


Kimura may have their own perception of value.
Carlo Gallucci
Kimuras Purchasing Process
Key Players
>Sr. Kimura >Dr. Komoda
President. Chief of production.
Opinion leader. Meet the deadline set by
Disney Studios.
Growth and leadership.
.

>Dr. Nomura >Mr. Kimura Sr.


Senior R&D advisor. Founder.
Success of the company.
Latest technology.
Best possible performance.
>Ms. Yamashita
>Mr. Hashimoto Secretary.
Recognition?
Finance director.
Total cost.
Potential revenues.

Carlo Gallucci
B2B Purchasing Process Actors

>The initiator >The influencer

>The user >The buyer

>The decider >The gatekeeper

Carlo Gallucci
Pramtexs Errors in Japan

Product orientation!

>Getting the first order.

>Delivering the first order.

>Losing the second order.

Carlo Gallucci
Pramtexs Errors in Japan

Product orientation!
Price

High Pramtex

Singulus Pramtex

Low
Performance
Low High

Carlo Gallucci