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Compact case
Case
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Reference no. IMD-5-0450
Subject category: Marketing
Authors: Dominique Turpin
Published by: Institute for Management Development (IMD)
Originally published in: 2005
Version: 24.02.2005
Revision date: 12-Jul-2016
Length: 5 pages
Data source: Field research

Abstract

The President of Ogawa Kogyo KK, a manufacturer and distributor of analytical instruments, is seriously concerned because sales and profits in 1992 were down for the first time in the company''s history. He meets with his managers to determine the reason why and what actions should be taken to reverse the situation. Based on feedback from its customers, the consensus is quickly reached that the company must become more customer-driven. The discussion then focuses on ways that Ogawa Kogyo can improve its services, thereby increasing customer satisfaction and gaining a competitive edge over the competition.
Location:
Size:
Small-medium
Other setting(s):
1992

About

Abstract

The President of Ogawa Kogyo KK, a manufacturer and distributor of analytical instruments, is seriously concerned because sales and profits in 1992 were down for the first time in the company''s history. He meets with his managers to determine the reason why and what actions should be taken to reverse the situation. Based on feedback from its customers, the consensus is quickly reached that the company must become more customer-driven. The discussion then focuses on ways that Ogawa Kogyo can improve its services, thereby increasing customer satisfaction and gaining a competitive edge over the competition.

Settings

Location:
Size:
Small-medium
Other setting(s):
1992

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