Kimura K.K.: Can This Customer Be Saved?
Pramtex, an Australian company established in 1985, was one of the emerging star players in optical disk production equipment. Known for its high-quality products, the company had a solid presence in all key Asian markets. So far, Pramtex had stayed ahead of its competitors by concentrating on production line technology for emerging disk formats. However, the company was becoming increasingly vulnerable to competition as the industry matured. John Reef, product manager at Pramtex, had reason for concern when he learned that one of their major Japanese customers, Kimura K.K., had decided against purchasing three machines from Pramtex for a new factory in Taiwan. This was the second Japanese customer Pramtex had lost in a single week.