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

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.