Page 15 - One report AUCT2024_Eng

2) Increasing and Looking for New Customers
The Company set up goals to increase the sale volumes which require a larger customer base in regards to both quality and quantity of target customers. These customers come from marketing activities both directly and indirectly by having existing customers refer people. Furthermore, in 2024, the number of new customers participated in the auction and won the auction was the highest and most of them were retail customers with a proportion of more than 50-60 percent. Moreover, The Company has strengthened good relationship with the Association of Used Car and many members of used car clubs, both in Bangkok and in upcountry to expand customer base of the potential car buyers. The Company acquires new customers who contacted the Company directly as a result of media marketing, advertising, and public relations. The Company emphasizes in marketing communication via new social media; Facebook, Lines, Instagram, Website, YouTube, and TikTok etc. especially the company's Facebook that every year increased which currently has more than 1.46 million followers.
5. Strategies for Creating Trust
Most auction items are second hand products which makes it rather difficult for consumers to differentiate the differences between auction items. This may result from a lack of confidence in the product’s quality and not being able to see the real conditions of the products. As a result, the trust and reliability of the inspection system for auctioned items is a major factor to be considered in order to decrease risk from entering auctions.The Company also has a policy to bring new technology and modern tools to adapt along with developed employee potential to provide vehicle evaluation and inspection and grading services without charging any fees to participating bidders prior to the auctions at the head office and all branches. This inspection covers the condition of the vehicle’s exterior, parts, special features, and engine and this causes customers to have confidence in the quality of the Company’s products and services. Moreover, the company grades vehicles by dividing the vehicles into groups according to the condition of the vehicle in order to build the confidence of buyers when choosing a vehicle auction to meet their needs. Also, the company has trained our staff to deliver impressive quality of service and advisory to all customers after sales.
6. Strategies for Building Good Relationships with Business Allies
The main factor that could affect the Company’s success is acquiring second hand vehicles to bring to auction. Therefore, the Company uses strategies to create good relationships with financial institutions and a group of vehicle traders. These are the main business allies of the Company in order to support the Company’s business operations such as customer recommendations, collaboration in sales promotions, the exchange of marketing information, vehicle prices, to support both sellers and purchasers for their marketing planning, etc. Moreover, the Company developed an internal system to facilitate sellers to receive their commission on the set date and facilitate financial institutions and car traders in order to impress them through the Company’s services.
Part 1
Business Operation and Operating Results
บริษัท สหการประมูล จากัด (มหาชน)
15
Union Auction Public Company Limited