bmw in greece
DESCRIPTION
Group presentation I co-designed for a Global Marketing course at HEC Montreal. (MBA 2010)TRANSCRIPT
Greece
Outline
BMW Situation in Greece
Greek vs. BMW (Culture)
Recommendations
Local
Importer
Local
Dealers
Powerful Greek
Family
Local
Dealers
PROJECT
SWITCH
BMW Greece
Untapped Potential
$Importer Profit Maximization
Overstaffed organization
Importer/dealer relationship
Low Market Share
Outline
BMW Situation in Greece
Greek vs. BMW (Culture)
Recommendations
Greece Corporate Culture
Family RelationshipsFamily Relationships Hierarchical Society Network is Essential
Face to Face Low Initiative Taking Team Work
BMW Corporate Culture
Family RelationshipsInnovation Informal Hierarchy Open Door Policy
Extensive Training Intrapreneurship Team Work
Outline
BMW Situation in Greece
Greek vs. BMW (Culture)
Recommendations
Recommendatio
nsInternal Changes
External Changes
Brand Building
Hire Key Position Change Heroes
YallouridisPresident
Sales & Marketing Operations Human Resources
Senior Managers Senior Managers Senior Managers
= Local Knowledge = BMW Expertise
Communicate BMW Vision
NewCorporate
Culture
Natural Attrition Identify Top Performers
Results
Employee Motivation & Incentives
New Corporate
Culture
Recommendatio
nsInternal Changes
External Changes
Brand Building
Importer’s Son
NODealership!Message to Employees:
Things are
Changing
Message to Dealers:
We Mean
Business
Message to Public:
BMW Brand
Image
Dealers Relationship
5 years to prove
yourselfCulture Change
Recommendatio
nsInternal Changes
External Changes
Brand Building
Internal Brand Building
New Infrastructure
Customer Centricity
Prime Location
Training
External Brand Building
Customer Service Test Drives
State of Art Showrooms TrainingReward System In-touch with HO
Give Dealership to rich entrepreneur!!!
Maximize world –scale
systems
Balance global with
local concerns
Export domestically
produced products
Encourage local
autonomy
LOCAL RESPONSIVENESS
GLOBAL CONSISTENCY
High
Low
Low High
σας ευχαριστώ!
Danke!