BMW REPORT
BMW REPORT
Introduction
As the business industries rapidly spreading wider, the idea of business does not only depend on the theory in the book anymore, but the practicality of real life is also needed to apply in order to run a business successfully. By means practical, it doesn’t define that first we need to directly practice it, but the basic of this idea is studying about the business role model first. Therefore, we created a field study and chose the Premium Auto Imports BMW Importer as our destination to visit and learn about their business strategies. Premium Auto is a member of the Royal Group, Cambodia's largest industrial conglomerate which was established in November 2013. As the exclusive importer of BMW cars in Cambodia, Premium Auto desires to provide the best luxury car with performance and sheer driving pleasure to customers. In exchange for the driving experience and the need and want of customer, Premium Auto prepares a show room to show the range of cars from BMW 2 Series until 7 series and BMW X1 to X6 which clearly illustrate for a driver to choose.
Vision
BWM is one of the worldwide group, which located in Germany, so the group itself sees the potential in Cambodia not just in a short period of time, but as the long term goal in Cambodia car market. As gathering information, Premium Auto wish to become number one in importing BMW auto car in 10 years, even though current company is not really profitable, but the company keeps giving a shot to car market in Cambodia until the end. Last but not least, Premium Auto also wishes to develop the standard workforce and strategy in Cambodia, so as to make it as the same level as worldwide.
Mission
To reach the long-term vision, sub mission throughout the period to period is a must. Speaking about this, BMW as a whole wants to eliminate the idea of using used-cars and over age cars in Cambodia since most of the old cars is one of the sources of pollution and it also affects the quantity of new cars. Secondly, the company provides both service before and post
As the business industries rapidly spreading wider, the idea of business does not only depend on the theory in the book anymore, but the practicality of real life is also needed to apply in order to run a business successfully. By means practical, it doesn’t define that first we need to directly practice it, but the basic of this idea is studying about the business role model first. Therefore, we created a field study and chose the Premium Auto Imports BMW Importer as our destination to visit and learn about their business strategies. Premium Auto is a member of the Royal Group, Cambodia's largest industrial conglomerate which was established in November 2013. As the exclusive importer of BMW cars in Cambodia, Premium Auto desires to provide the best luxury car with performance and sheer driving pleasure to customers. In exchange for the driving experience and the need and want of customer, Premium Auto prepares a show room to show the range of cars from BMW 2 Series until 7 series and BMW X1 to X6 which clearly illustrate for a driver to choose.
Vision
BWM is one of the worldwide group, which located in Germany, so the group itself sees the potential in Cambodia not just in a short period of time, but as the long term goal in Cambodia car market. As gathering information, Premium Auto wish to become number one in importing BMW auto car in 10 years, even though current company is not really profitable, but the company keeps giving a shot to car market in Cambodia until the end. Last but not least, Premium Auto also wishes to develop the standard workforce and strategy in Cambodia, so as to make it as the same level as worldwide.
Mission
To reach the long-term vision, sub mission throughout the period to period is a must. Speaking about this, BMW as a whole wants to eliminate the idea of using used-cars and over age cars in Cambodia since most of the old cars is one of the sources of pollution and it also affects the quantity of new cars. Secondly, the company provides both service before and post
buying is also the mission of selling. In other words, providing a variety of promotion according
to the different social class is the discipline of marketing strategy. On the other hand, BWM is
also involved in a wide range of social responsibility under the name of Royal Group for a better
company image in social.
Success of Premium Auto
Firstly, the story behind the success of Premium Auto is started by the employees. There are 35 employees in total divided into 4 departments such as sales and marketing, financial and accounting, maintaining and service departments that supports the company to run the day to day operation. In pursuance of providing excellent services to customers, the company offered opportunities to Cambodia staffs to train and get more knowledge as well as information related to BMW cars. For instance, the staffs that in charge of sale & marketing were trained in Singapore and for maintaining departments, mechanics staffs mostly train in Malaysia since the biggest BMW Asia Technology Center located in Malaysia. However, they are not just training, then come back, they must pass the standard exam in order to be a qualified employee.
According to Ms. Ly Leakhena, Sale Manager of Premium Auto, who is in charge of sale and marketing mentioned BMW mainly focuses on the need and want of customers as well as customer satisfaction. Rather than pushing and persuading customers to purchase their cars, the sales consultant also gives good advices to customers. Speaking about this, it means that salesperson offers the service of consultant before customer making any purchasing decision which helps the customers to understand which type and preferences that they prefer. Moreover, company also proffers the driving experience to customers before purchasing, so that customers could get to know more information about each car’s function because the company wants to earn customer’s trust and make them as loyal customers, not just a temporary one. In advance of doing this, BMW has targeted different level of marketing from highest state to lower state, but it started with the higher ones. First of all, for the high market promoting, the company is mostly intended for high class people by doing the road show promotion at AEON mall in order to earn the interest from public as well as improving company image. Currently Premium auto is doing medium-high market promotion which mean the company aim to promote on newspapers, social media, sms and offers the customer with five years guarantee for a new car. Secondly, If the customers wish to change their old BMW cars, they can bring it to the company and the company is willing to buy those old cars back with suitable price. Additionally, Short of funds is not the problem now for customers, company come up with the new leasing policy that allows the customer to choose the leasing program within two years without interest charge on the original price. Beside providing services to customer, BMW then comes up with variety of gift after purchasing such as free charge on installing the car plate and deliver the birthday cake to the customer on their birthday.
Success of Premium Auto
Firstly, the story behind the success of Premium Auto is started by the employees. There are 35 employees in total divided into 4 departments such as sales and marketing, financial and accounting, maintaining and service departments that supports the company to run the day to day operation. In pursuance of providing excellent services to customers, the company offered opportunities to Cambodia staffs to train and get more knowledge as well as information related to BMW cars. For instance, the staffs that in charge of sale & marketing were trained in Singapore and for maintaining departments, mechanics staffs mostly train in Malaysia since the biggest BMW Asia Technology Center located in Malaysia. However, they are not just training, then come back, they must pass the standard exam in order to be a qualified employee.
According to Ms. Ly Leakhena, Sale Manager of Premium Auto, who is in charge of sale and marketing mentioned BMW mainly focuses on the need and want of customers as well as customer satisfaction. Rather than pushing and persuading customers to purchase their cars, the sales consultant also gives good advices to customers. Speaking about this, it means that salesperson offers the service of consultant before customer making any purchasing decision which helps the customers to understand which type and preferences that they prefer. Moreover, company also proffers the driving experience to customers before purchasing, so that customers could get to know more information about each car’s function because the company wants to earn customer’s trust and make them as loyal customers, not just a temporary one. In advance of doing this, BMW has targeted different level of marketing from highest state to lower state, but it started with the higher ones. First of all, for the high market promoting, the company is mostly intended for high class people by doing the road show promotion at AEON mall in order to earn the interest from public as well as improving company image. Currently Premium auto is doing medium-high market promotion which mean the company aim to promote on newspapers, social media, sms and offers the customer with five years guarantee for a new car. Secondly, If the customers wish to change their old BMW cars, they can bring it to the company and the company is willing to buy those old cars back with suitable price. Additionally, Short of funds is not the problem now for customers, company come up with the new leasing policy that allows the customer to choose the leasing program within two years without interest charge on the original price. Beside providing services to customer, BMW then comes up with variety of gift after purchasing such as free charge on installing the car plate and deliver the birthday cake to the customer on their birthday.
hi
ReplyDeleteIt's impressive to see how Premium Auto, as a member of the Royal Group, contributes to social responsibility in Cambodia.Their goal of becoming the number one BMW service within 10 years shows their long-term vision.Being involved in wider social responsibility projects under the Royal Group's umbrella showcases their dedication to building a positive company image and making a difference in the community.
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