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BMW

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Sun He/Sean
Blake Hunter
Huang Xiaolu/Heloise
Chen Haoyue/Cindy
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BMW (Bayerische Motoren Werke AG) was
started in 1916
World War I
Gustav Otto, Karl Rapp, Franz Josef Popp,
Camillo Castiglioni
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1923 First
Motorcycle (R32)
1927 first automobile
invented by Max Friz
Gotthilf Durrwachter
(BMW 3/15)
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World War II
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1959 expanded factory
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1973 expansion to Rosslyn, South Africa
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1980 first motorcycle with anti-lock brakes
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1999-2007 New Factories are built in
Russia, China, Austria, Egypt, and India
2000 Purchased Rover Group
Three Pillars of the world
Japanese Automotive
European Automotive
America Automotive
Japanese Automotive Industry:
пЃ¬high-performance
пЃ¬the
fuel-efficient cars
leader in the current market
пЃ¬sales
increasing every year
European Automotive Industry:
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Charming and Attractive
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Outstanding quality
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Leading technological strength
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Real sense of security
American Automotive Industry:
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Need a lot of fuel
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The natural and unrestrained style
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Scientific and technological
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Paris Motor Show:
• Started at Dec.11, 1894
• Intuitive way shows the future trend
пЃ¬High-Tech
• Satellite position systems
• Electronic information technology
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Comfort & Convenience
пЃ¬Fuel-efficiency
• Such as BMW’s MINI Series
MINI Series
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High oil price
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Energy-saving
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Product mix adjustment
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“Consumer-hungry” policy
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High-quality
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Production capacity
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Overseas Subsidiary:
• Cannot make sure the high-quality
image of BMW’s brand
• Affect the local manufacture
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Established in 1908
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2nd largest Automotive Corporation
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Total Revenue- 181.122 Billion (2007)
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Largest Automotive Corporation
Japan Based Corporation Started in 1936 by
Kiichiro Toyoda
Total Revenue’s 202.86 billion (2007)
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5th largest automotive corporation
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Japan Based
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Total Revenues 119.801 billion (2007)
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Daimler Benz AG, Daimler Chrysler AG
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Merged with Chrysler
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99.399 billion euro
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Largest German Competitor
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Long history & brand image
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High-end products
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Abundant capital and technology
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Clear and positive direction
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Weakness in localization strategy
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High price
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Markets in developing countries
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Brand appearance
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Developing countries’ markets
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Non-oil-use products
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Online services
Fake BMW
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Threats from competitors
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Lack of oil
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Increasing number of traffic accidents
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Fake BMW
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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
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Build a art of park in the big city of world
• Let people real know what is
BMW
NIKE Park
• Build a brand image in
everyone’s mind
• The best drumbeating
• The company culture will be
step up a new era
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Produce different style cars
Sports style cars
Business style cars
Family style cars
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Reduce unnecessary digital
equipment.
• Decrease accident
• Retro drive
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Focus on local market segments
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Build more factories of component
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Emphasis on government and media relations
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Employ the best marketing manager
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Find a good broker
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Doing good job of market research before new
product entry different markets
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