Sun He/Sean Blake Hunter


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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:

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

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

Mercedes Benz

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

Company Analysis Strength

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!
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