宝马公司案例分析(英文版).ppt.ppt

BMW,Sheer Driving Pleasure,Outline,Introduction Environment Strategy Evaluations,Sheer,Driving Pleasure,Introduction,Background,BMW was founded in 1916 and headquartered in Munich,Germany.BMW has more than 100000 workers,the production of car about 1.4 million and motorcycle about 100000 in every year.At present,BMW has the 22 subsidiaries and factories in the world.,Sheer,Driving Pleasure,Mission and Business ideas,BMWs mission is to become a top brand of car makers BMW has long with movement of The Company(The Mobility Company)as his own idea.For decades the BMW has been seeking the fun of sports as their objective.。BMWs slogan is Sheer Driving Pleasure（Sheer Driving Pleasure）,Sheer,Driving Pleasure,Goals,The overall objective of BMW group is that as the most successful high-grade car and motorcycle manufacturers based on the international market.For the near term,BMW objective is becoming Asias absolute leader in the market of luxury car,Sheer,Driving Pleasure,Environment analyze,A BMW Internal analysis,PositionCore competitivenessBrand spirit,Sheer,Driving Pleasure,Position,1)Position:Focus on high-end segments of the market 2)Expand value-added services of cars,Sheer,Driving Pleasure,Core competitiveness,Design,Sheer,Driving Pleasure,power,technology,Brand spirit,BMW brand spirit,comes from BMW Bavarian descent,the ancestry is important for the culture and recognized brand of BMW.One of the key things they have independent and unique way of thinking.Second is the key Bavarian attractive face in the heart of the same tendency.,Sheer,Driving Pleasure,B:BMW external analysis,TOWS MatrixStakeholder analysisMain competitor analysis,Sheer,Driving Pleasure,BMW Z4,TOWS Matrix,ST,SO,WO,WT,Technology advantage Location advantage,Sharing of achievements in research concept Marketing strategy,Distribution advantage Pricing not strictly conform to the global standards of price system,Audi to enter the market earlier Toyotas low cost,Stakeholder analysis,The distributor and agents unity Suppliers Consumers care,Main competitor analysis,Mercedes BMWs main rival.In each of the series BMW models Mercedes have corresponding basic models.。Audi In China,the Audi entre early,give a person an official car image,enhance the grade of Audi,launche a strong challenge to Mercedes and BMW at every levels.。Other brand Other high-grade brand such as Porsche,Volvo,Lincoln,Cadillac also cause BMW great competitive pressure.,Sheer,Driving Pleasure,Strategy analyze,Growth strategy,Accelerate the construction of marketing network Fast localization of productionAccelerate research of new models Perfect After-sale service Strengthen supply chain management,Sheer,Driving Pleasure,Differentiation strategy“坐奔驰，开宝马”,Brand positioning-“Sheer Driving PleasureThe products with high performanceMarketing and Engineering TechnologyUnique designConsistencySports marketingMovie marketingNetwork marketing,Sheer,Driving Pleasure,Differentiation strategy“体验决定一切”,Sheer,Driving Pleasure,Brand strategy JOY is BMW,Sheer,Driving Pleasure,Evaluations and suggestions,Evaluations,Sheer,Driving Pleasure,BMW developed unique positioning in past years,persistent spirit of the brand and comprehensive differentiation strategy to enter the Chinese market,and implement strategic growth,with its first-class technology and avant-garde design,plus a series of many experienced marketing means,succeed to occupy the high-grade car market of China.But,because of all the problems of the localization process,BMW has also appeared in many failed strategy,but these failures not seriously influence its sales performance.In the future,BMW will meet more unprecedented challenges in China.With Chinas economy has been developed,the competition of high-grade market will be more intense。,Future,Sheer,Driving Pleasure,BMW may rapidly develop over the next few years,but with the gradual saturation of premium-car market in China,BMW may develop new market segments,or strategic shift in focus to the low-end market.A dozen years in the future,BMW Hydrogen diesel locomotive may be developed,and gradually replaced the gasoline fueled cars as dominant on the premium-car market in the future.And,relative to other companies of the hydrogen fuel cell vehicles,BMWs hydrogen internal combustion engine cars will have greater power advantage,and occupy more market,key points of Improvement,Sales networkAfter-sale servicePositionPricing,Sheer,Driving Pleasure,Any question?,Sheer,Driving Pleasure,Thank you!,