Case Study

Kimura K.K.: Can this customer be saved?

14 pages
December 2001
Reference: IMD-5-0598

Pramtex, an Australian company established in 1985, was one of the emerging star players in optical disk production equipment. The company known for its high quality products 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.

Marketing, Customer Orientation, Sales, Data Storage, High Technology, Marketing
Japan, Australia
Published Sources
© 2001
Available Languages
English, Spanish, French
Related material
Teaching note
Case clearing houses
IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]

Harvard Business School Publishing

60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]


Research Information & Knowledge Hub for additional information on IMD publications

Best-selling Case Study
Discover our latest research
IMD's faculty and research teams publish articles, case studies, books and reports on a wide range of topics