Assignment of

Management Principles and Practices

Submitted by:-Ravindra KumarMBA/15004/13Semester - 1st

Topic: Market Audit of BMW 

in German Market

Company’s profile

*BMW (Bavarian Motor Works) was founded in 1917.

*Headquarter of BMW is in Munich, Bavaria, Germany.

*BMW Group is now one of the ten largest car manufacturers in the

world with its BMW, MINI and Rolls-Royce brands.

*It possesses three of the strongest premium brands in the car

industry.

*The group also has a strong market position in the motorcycle

sector and operates a successful financial services business.

Company’s profile

*BMW brand is often cited as one of the ‘best’ in the world.

*The company continues to launch a stream of innovative products

as part of its battle with German peer Mercedes to be the world’s

largest luxury car maker.

*It combines the safety and convenience of a four-wheel-drive with

the on-road performance of a sports car.

Consumer’s Analysis

*BMW cars price range starts form Rs. 30 lakhs in Indian Market.

*Cars ranges are from luxurious to sports.

*Consumes are mostly of upper level income group and in some

extent middle level also.

*BMW's Cars are sold in more than 140 countries.

*The BMW Group sold approximately 1.29 million cars in 2012.

Sales Volume Record

2008 2009 2010 2011 20120

200000

400000

600000

800000

1000000

1200000

1400000

1600000

12022391068770

1224280

13803841450085

No. of Cars Approx

Consumer’s Analysis

*BMW has its own dealership and outlets, where the customers can

buy the cars.

*BMW has is great brand value, on which customers have their

faith.

*BMW has its own identity of making car’s engines, BMW’s engines

are widely used and successful engines in the world.

*Many sports car manufacturer use the engines of BMW.

Suppliers

*The main supplier of BMW accessories is in itself GERMANY and

one more is “US Auto Parts”, it is the company of California.

*Few more companies are there from BMW get their raw parts and

accessories.

*We have a pie diagram of suppliers and their region.

50%

17%

15%

13%

3% 1%

GermanyRest of Western EuropeCentral & Eastern EuropeNorth AmericaAsia/ AustraliaAfrica

Suppliers

Channel of Distribution

*Currently, the BMW Group uses assembly plants to manufacture

automobiles in six locations i.e. Thailand, Malaysia, Russia, Egypt,

Indonesia and India.

Assembly PlantsWarehouses

DealersOutlets

Customers

Competitors

*There are numerous companies are in the field of luxury and

sports cars.

*Few top competitors are:-

*Audi

*Mercedes

*Opel

*Porsche

*Volkswagon

Competitors

Ford

Volksw

agen

Audi

BMW

Vaux

hall

Land

Rov

er

Nissa

n

Mer

cede

s-Be

nz

Toyo

ta

Honda

Renau

ltMIN

I

Citero

en

Peug

eot

Volvo

Skod

aKI

AFiat

Mists

ubishi

Maz

da0

2

4

6

8

10

1211.129.87

9.168.29

6.84

4.594.083.893.783.763.213.093.042.862.772.68 2.5 2.431.651.56

Market Share (%)

Interest Groups

*BMW is known for its class.

*Corporate sector or business tycoons loves BMW’s cars

*These cars are also known for racing

*Car’s look and design plays very important role for interest for

customers

*Innovations like electric car also cause of interest in this brand

*BMW’s punch line is enough to get attention i.e. “The Ultimate

Driving Machine”

Bibliography

*www.bmwgroup.com

*BMW’s annual report 2012

*www.driveinside.com › Car Research

*http://www.usautoparts.net/bmw/parts/

*http://www.bmwgroup.com/e/0_0_www_bmwgroup_com/produktion/

produktionsnetzwerk/produktionsstandorte/montagewerke.html

*http://www.digitalstrategyconsulting.com/intelligence/2011/05/

top_20_car_brand_searches_ford.php

That’s All

Thank You