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

the

fuel-efficient cars

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 BMWs 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 BMWs 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 Revenues 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

Online

products

services

Treats
Fake BMW

Threats from competitors

Lack of oil

Increasing number of traffic accidents

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

NIKE Park

Build a brand image in

everyones mind
The best drumbeating
The company culture will
be
step up a new era

Long-term

Produce different style cars

Sports style cars

Business style cars
Family style cars

Reduce unnecessary
digital
equipment.

Decrease accident

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!