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TRANSCRIPT
History
BMW (Bayerische Motoren Werke AG) was started in 1916
World War I
Gustav Otto, Karl Rapp, Franz Josef Popp, Camillo Castiglioni
History
1923 First Motorcycle (R32)
1927 first automobile invented by Max Friz Gotthilf Durrwachter (BMW 3/15)
History
World War II
1959 expanded factory
1973 expansion to Rosslyn, South Africa
1980 first motorcycle with anti-lock brakes
History
1999-2007 New Factories are built in Russia, China, Austria, Egypt, and India
2000 Purchased Rover Group
Industry Analysis
Three Pillars of the world
Japanese Automotive European AutomotiveAmerica Automotive
Japanese Automotive Industry:
high-performance fuel-efficient cars
the leader in the current market
sales increasing every year
European Automotive Industry:
Charming and Attractive
Outstanding quality
Leading technological strength
Real sense of security
American Automotive Industry:
Need a lot of fuel
The natural and unrestrained style
Scientific and technological
Future Trend Paris Motor Show:
• Started at Dec.11, 1894• Intuitive way shows the future trend
High-Tech• Satellite position systems• Electronic information technology
Comfort & Convenience
Fuel-efficiency• Such as BMW’s MINI Series
MINI Series
Risk
Overseas Subsidiary:
• Cannot make sure the high-quality
image of BMW’s brand
• Affect the local manufacture
Competitor Analysis
General Motors
Established in 1908
2nd largest Automotive Corporation
Total Revenue- 181.122 Billion (2007)
Toyota
Largest Automotive Corporation
Japan Based Corporation Started in 1936 by Kiichiro Toyoda
Total Revenue’s 202.86 billion (2007)
Mercedes Benz
Daimler Benz AG, Daimler Chrysler AG
Merged with Chrysler
99.399 billion euro
Largest German Competitor
Company AnalysisStrength
Long history & brand image
High-end products
Abundant capital and technology
Clear and positive direction
Weakness
Weakness in localization strategy
High price
Markets in developing countries
Brand appearance
Treats
Threats from competitors
Lack of oil
Increasing number of traffic accidents
Fake BMW
Fake BMW
Short-term
Rebuilding Brand Image in the one or two country
• Join more public benefit activities • Attention more Charities Hold a training for drivers • Old men/women• Somebody want to conversance BMW• Potential consumer
Long-term
Build a art of park in the big city of world
• Let people real know what is BMW
• Build a brand image in everyone’s mind
• The best drumbeating
• The company culture will be step up a new era
NIKE Park
Long-term Produce different style cars• Sports style cars• Business style cars• Family style cars
Reduce unnecessary digital equipment.
• Decrease accident
• Retro drive
Conclusion
Focus on local market segments
Build more factories of component
Emphasis on government and media relations
Employ the best marketing manager
Find a good broker
Doing good job of market research before new product entry different markets