Table of Contents

Case Dilemma: ........................................................................................................................................ 2

5Cs: ......................................................................................................................................................... 2
Company: ............................................................................................................................................ 2
Customer: ............................................................................................................................................ 2
Competition- ....................................................................................................................................... 2
Context- .............................................................................................................................................. 3
Alternative Solutions- ............................................................................................................................. 3
Conclusions- ........................................................................................................................................... 3

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Case Dilemma:
The company Pramtex is losing its current customer to its competitors in the Japanese market, the
dilemma is whether Pramtex can save the customer and extend their partnership with other Japanese
manufacturers.

Situational Analysis:

5Cs:
Company:
 Company: Pramtex Limited

 Established in 1985 by Dr James Priestly and Dr Bogdon

 Based in Sydney, Australia

 New entrant and Emerging star players in producing optical discs and their goal is to partner
with disk manufacturers in Japan

 Technologically advanced product (CDR)

 Elevated prices, lack of aftersales services and inefficient internal communication

 Innovative manufacturing process but lacking innovation in the product

 Less customer centric and needs specific products

Customer:
Company caters to two types of customer-

 CD and DVD replicators

 Blank media companies

Kimura K.K
 Major Japanese player in media replication with facilities located globally
 They need DVD production systems
 Pramtex new generation product-Spartacus fulfils the need of the customer
 Business with Kimura can open new gates for Pramtex
 Short deadline given to Pramtex for the delivery of the product

Competition-
 Singulus and Marubeni are the biggest competitors.

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  Product innovation-Singulus offers similar product as Spartacus at 20% lower cost and
partnered with companies for making rewritable DVDs
 Cost leadership-based business strategy

Context-
 Kimura K.K. faced the following problems after ordering 3 Spartacus machines from Pramtex
 Bad customer service
 Miscommunication regarding payment
 Singulus products were cheaper and easier to service and maintain

Alternative Solutions-
 Recruiting CPGM or representative who should be from japan so that Pramtex can be more
effective in handling Japanese customers
 John along with Dr Jim Craig should personally visit Kimura officials, apologize to them for the
bad conduct and assure them of better servicer in the future.
 Pramtex should consider altering its pricing strategy for Spartacus by reducing profit margins.

Conclusions-
The customer Kimura K.K. can not be saved as it appears that Kimura K.K. has already done a deal
with Singulus but for future prospects Pramtex can do a market research and can price their product
according to the need requirements. The company can improve their after-sale services and open
warehouses for spare parts in Japan. The company can also appoint someone from Japan who can
have better trust and understanding form the Japanese counterparts.

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