Sun He/Sean Blake Hunter

Sun He/Sean

Blake Hunter

Huang Xiaolu/Heloise

Chen Haoyue/Cindy

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 Automotive

America 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

Global Issue

• High oil price
• Energy-saving
• Product mix adjustment

Global Production

Expansion

• “Consumer-hungry” policy
• High-quality
• Production capacity

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)

Honda

• 5th largest automotive corporation
• Japan Based
• Total Revenues 119.801 billion (2007)

Mercedes Benz

• Daimler Benz AG, Daimler Chrysler AG
• Merged with Chrysler
• 99.399 billion euro
• Largest German Competitor

Company Analysis Strength

• 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

Opportunity

• Developing countries’ markets
• Non-oil-use products
• Online services

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

Thanks!