Used Car Brand Pioneer,The Rise of Red Power - Case Study of SUM

• Main Authors: Chi- hsin Chen, 陳啟新
• Other Authors: Jen-wei Cheng
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/t49mrx

碩士 === 國立臺灣科技大學 === 企業管理系 === 106 === The case company was established in 1964. It distributes the Japanese MSC brand new car. The province's largest car dealership has 85 business locations, 75 maintenance factories and over 3,000 employees. Although domestic new car sales have won five consecutive tycoons and are expected to face difficulties in the future, the general manager has determined and made every effort to transform and transform the company. Create SUM used car chain brand, with the same business philosophy as the middle car dealers to join the target, to promote the process encounter the grassroots staff rebound, the guild series resistance, host care pressure and brand competition, with the general manager and the team to overcome difficulties crisis. The brand slowly establishes word of mouth in the minds of consumers, and the general manager expects that SUM must always strive to stay ahead of the industry's value mission. This case was conducted in a Harvard case study and included case content and teaching manuals. It can be used to discuss management issues such as business models, organizational changes, resource bases, and social influence when companies are facing difficulties. The content of this case can help business owners face similar situations and can easily respond to and provide the best decision.