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Our Members. Sophie. Logan. Nicole. Amelia. Introduction SWOT. Golabal Expansion Challenges. Competitors Industry Analysis. Recommendations. Introduction of BMW. Global Market Expansion & Challenges. Competitors. Industry Analysis. Recommendations. Founded in 1916, German

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Presentation Transcript
slide2

Our Members

Sophie

Logan

Nicole

Amelia

Introduction

SWOT

Golabal Expansion

Challenges

Competitors

Industry Analysis

Recommendations

slide3

Introduction of BMW

Global Market Expansion & Challenges

Competitors

Industry Analysis

Recommendations

slide4

Founded in 1916, German

An aircraft engine manufacturing plant

Four stroke internal combustion engine

Past

Royce-Rolls, BMW, MINI

High-end vehicles, aircraft engines, motocycles, SUVs

Current

Battery-driven cars

“Project i ”

Future

Introduction of BMW

Fun Fact!

slide8

Europeans

Asians

Americans

Global Market Expansion

Different Attitudes To Purchase Cars

Reliability, security, quality, advanced technology

Brand, quality, economic, security

The function of the car decides the car’s amount

slide9

Four phases of Asian markets

Fourth

First

Establishment of a

complete factory.

Thrid

As an import merchant

Established sales company

in oversea

Second

Set up completely knocked

down (CDK) factory

The market strategy of Asia

  • Quantifies the potential of the Asia market
  • Divided Asian markets into four phases
slide10

The market strategy of America

  • The concept of the American to the car:

the function of the car decides the car’s amount

  • Depend on the excellent advertising activity to develop the new market.
  • Promotes the brand position.
slide11

Challenges

The wrong brand strategy

Problems in

China

The BMW become the low

quality upstart’s car

During the global market expansion, the brand strategy captain and integrate the whole enterprise value

competitors domestic
Competitors – domestic

Electronic Fuel

Injection

Porsche – Panamera

Luxury style

Emphasis on comfort

Stable

BMW - 7 Series, 750i

Lower price

Low emission

competitors domestic1
Competitors – domestic

In U.S saled 100,000 last year

Success in China

Success in U.S. saled 336,000 last year

200,000 goal in Asia, 2012

Audi- R8

BMW- M6

competitors international
Competitors – International

Mitsubishi (Japanese)

– Evolution

Powerful

Professional

BMW – 335i xDrive

Lower emissions

Lower fuel consumption

slide15

B

Stage 1

Stage 2

Stage 3

A

C

Automobile

Industry

D

E

Industry Analysis

Important role in economic development

.

Fun Fact

In fact, 85% of scrape cars have been recycled in German

The industry was originated in Germany, in 1886

The automobile industry was

devided into three stages.

“Loan Capital Globalization”

“Commercial Capital Globalization”

“Industry Capital Globalization”

Future trends - new energy sources

Difficult time of Global automobile industry

slide16

1

2

3

Make the quality assurance and keep its brand image

Two groups may drive BMW more successful in China.

One is rich strong background cool guys. Another is modern fashion women.

Keep positioning its car level in high-end cars, and instant promoting its strength– “The Ultimate Driving Machine”

Recommendations

Short-term Recommendations

Fun Fact

slide17

1

2

3

To be more efficient and environmental, to face the challenges of global warming, rising emissions, and dependence on oil import.

Development of new

energy vechicles, while balancing the contradiction between the cost advantages and competitive advantages.

Use of their competitive advantages, exploit new markets, and tap potential customers.

Long-term Recommendations

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