That’ll be the Daewoo: giving the customers just what they want

Abstract

Describes Daewoo’s entry into a mature market with a mission to become the most customer‐focused car company in the UK. Outlines the distribution strategy ‐ the building of its own network ‐ to maintain absolute control over customer interfaces. Sets out the pre‐launch campaign to convince consumers that the offer of customer focus is genuine, and reports on the results of a survey in response to advertising. Discusses methods of maintaining momentum and ensuring that promises are fulfilled.

Citation

Farrell, P. and Dawson, C. (1996), "That’ll be the Daewoo: giving the customers just what they want", Managing Service Quality: An International Journal, Vol. 6 No. 5, pp. 27-32. https://doi.org/10.1108/EUM0000000004281