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 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

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 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

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!