BUILDING CUSTOMER LOYALTY TO MAINTAIN COMPETITIVE POSITION IN THE KAZAKHSTAN LOW-COST AUTOMOBILE MARKET : Case of BIPEK AUTO
Serb, Vitaliy (2016)
Lapin ammattikorkeakoulu
2016
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201602292758
https://urn.fi/URN:NBN:fi:amk-201602292758
Tiivistelmä
The objectives of this thesis research are to develop the strategic management plan for BIPEK AUTO, to define the main competitive advantages and their utilization in the strategic management of the case company and to create the strategy on customer relationship development to ensure growing customer loyalty toward the group. Achieving the three objectives is important for BIPEK AUTO to ensure that the company can maintain its competitive advantages on the market.
The methodology of the research is based on an analysis of existing statistics and other data, primarily quantitative in nature, which helps form an objective picture of the situation. Additionally, questionnaire was used as a tool for collection of primary data, based on the opinion of fifteen respondents to assess BIPEK AUTO Company’s position. Moreover, the technique of joint work with an expert group in the form of an email questionnaire with open questions was involved in the research.
The results of the research indicate that in BIPEK AUTO there is a need to focus on the opportunities of the external environment. It is appropriate for the group to continue scaling up the business using financial opportunities, competences, own production and strong market position. The goal is to reduce the position of main competitors and achieve 70% of the market share. Further, the group should focus on high service quality and improve long-term relationships with the customer, which can be achieved with a review of the positioning system.
The methodology of the research is based on an analysis of existing statistics and other data, primarily quantitative in nature, which helps form an objective picture of the situation. Additionally, questionnaire was used as a tool for collection of primary data, based on the opinion of fifteen respondents to assess BIPEK AUTO Company’s position. Moreover, the technique of joint work with an expert group in the form of an email questionnaire with open questions was involved in the research.
The results of the research indicate that in BIPEK AUTO there is a need to focus on the opportunities of the external environment. It is appropriate for the group to continue scaling up the business using financial opportunities, competences, own production and strong market position. The goal is to reduce the position of main competitors and achieve 70% of the market share. Further, the group should focus on high service quality and improve long-term relationships with the customer, which can be achieved with a review of the positioning system.