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Our Members
Sophie Logan Nicole Amelia
Introduction
SWOT
Golabal Expansion
Challenges
Competitors
Industry Analysis
Recommendations
Recommendations
Industry Analysis
Competitors
Global Market Expansion & Challenges
Introduction of BMW
PastPastFounded in 1916, GermanAn aircraft engine manufacturing plantFour stroke internal combustion engine
CurrentCurrentRoyce-Rolls, BMW, MINI High-end vehicles, aircraft engines, motocycles, SUVs
FutureFutureBattery-driven cars
“Project i ”
Introduction of BMW
Fun Fact!
Fun Fact
Strengths• Long history, abundant technical strength and strong finance
• Own BMW, MINI, and Rolls-Royce synchronously
• Numerous R&D funds
Weakness• Pure high-grade route
• More oil consumption relatively
• High price of repairing and after service
• Recalled 350,800 cars all over the world due to quality problems.
Opportunities• Mature developed country market and emerging developing country market
• Income increasing
• Global environment issues
Threats• Intense competition
• Increasing price of raw materials and larbor force
• Oil price
SWOT Analysis
Global Market Share
15%
14%
5.40%11.10%
17.40%
9.60%
15.40%
3%3.20%
5.40% BMW
FORD
Toyota
Nissan
Volkswagon
General Motor
Honda
Kia
Mazda
Chrysler
Global Market Expansion
EuropeansEuropeans
AsiansAsians
AmericansAmericans
Brand, quality, economic, security
The function of the car decides the car’s amount
Different Attitudes To Purchase Cars
Reliability, security, quality, advanced technology
Global Market Expansion
Establishment of a
complete factory.
First
Second
Thrid
FourthFour phases of Asian markets
Set up completely knocked down (CDK) factory
Established sales company in oversea
As an import merchant
The market strategy of Asia
Quantifies the potential of the Asia market
Divided Asian markets into four phases
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.
The wrong brand strategy
The BMW become the low
quality upstart’s car
During the global market expansion, the brand strategy captain and integrate the whole enterprise value
Problems inProblems inChinaChina
Challenges
Competitors – domestic
Porsche – Panamera
Luxury styleEmphasis on comfortStable
BMW - 7 Series, 750i
Lower price Low emission
Electronic FuelInjection
Audi- R8 BMW- M6BMW- M6
Competitors – domestic
Success in U.S. saled 336,000 last year200,000 goal in Asia, 2012
In U.S saled 100,000 last yearSuccess in China
Competitors – International
Mitsubishi (Japanese)
– Evolution
Powerful
Professional
BMW – 335i xDrive
Lower emissions
Lower fuel consumption
Automobile Industry
BB
EE
CC
DD
AA
Important role in economic development
.
The industry was originated in Germa
ny, in 1886
The automobile industry was devided into three stages.
Difficult time of Global automobile industry
Future trends - new energy sources
Industry Analysis
Stage 1Stage 1 Stage 2Stage 2 Stage 3Stage 3
“Commercial Capital Globalization”
“Loan Capital Globalization”
“Industry Capital Globalization”
Fun FactIn fact, 85% of scrape cars have been recycled in
German
Recommendations
1
Make the quality assurance and keep its brand image
2
Two groups may drive BMW more successful in China.One is rich strong background cool guys. Another is modern fashion women.
3
Keep positioning its car level in high-end cars, and instant promoting its strength– “The Ultimate Driving Machine”
Short-term Recommendations
Fun Fact
Long-term Recommendations
3
Use of their competitive advantages, exploit new markets, and tap potential customers.
1
To be more efficient and environmental, to face the challenges of global warming, rising emissions, and dependence on oil import.
2
Development of newenergy vechicles, while balancing the contradiction between the cost advantages and competitive advantages.