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, BMW's hydrogen internal combustion engine cars will have greater power
• Second is the key Bavarian attractive face in the heart of the same tendency.
宝马公司案例分析
B:
BMW external analysis
• Sheer
•Driving
Pleasure
• TOWS Matrix
• Stakeholder analysis
宝马公司案例分析
Mission
and
Business
ideas• Sheer •Driving
Pleasure
• BMW's 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. 。
• Main competitor analysis
•BMW Z4
宝马公司案例分析
•TOWS Matrix
•Technology advantage •Location advantage
•SO
•Sharing of achievements in research
•concept
•Marketing strategy
• 2)Expand value-added services of cars
宝马公司案例分析
Core competitiveness
• Design
• Sheer
•Driving Pleasure
• power
technology
宝马公司案例分析
Brand spirit
• Sheer
•Driving Pleasure
•Driving Pleasure
Brand positioning ------“Sheer Driving Pleasure
• The products with high performance • Marketing and Engineering Technology • Unique design • Consistency • Sports marketing • Movie marketing • Network marketing
宝马公司案例• 分析
Stakeholder analysis
1. The distributor and agents unity
2. Suppliers
3. Consumers care
宝马公司案例分析
Main competitor analysis
• Sheer
•Driving
Pleasure
• For the near term ,BMW objective is becoming Asia's absolute leader in the market of luxury car
宝马公司案例分析
Environment analyze
宝马公司案例分析
A
BMW Internal analysis
• BMW's slogan is "Sheer Driving Pleasure "
（Sheer Driving Pleasure）
宝马公司案例分析
Goals
• Sheer
•Driving Pleasure
• The overall objective of BMW group is that as the most successful high-grade car and motorcycle manufacturers based on the international market.
宝马公司案例分析
Strategy analyze
宝马公司案例分析
Growth strategy
• Sheer
•Driving Pleasure
1.
Accelerate the construction of marketing
network
2.
Fast localization of production
• 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.
宝马公司案例分析
2020/11/17
宝马公司案例分析
Outline
• Sheer
•Driving Pleasure
➢
Introduction
➢
ห้องสมุดไป่ตู้
Environment
➢
Strategy
➢
Evaluations
宝马公司案例分析
Introduction
宝马公司案例分析
Background
• Sheer
•WO
•Distribution advantage
•Pricing not strictly conform to the global standards of price system
•ST •WT
•Audi to enter the market earlier •Toyota's low cost
宝马公司案例分析
宝马公司案例分析
宝马公司案例分析
Evaluations and suggestions
宝马公司案例分析
Evaluations
• Sheer
•Driving Pleasure
a)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 highgrade car market of China.
• Sheer
•Driving
Pleasure
• Position
• Core competitiveness
• Brand spirit
宝马公司案例分析
Position
• Sheer
•Driving Pleasure
• 1)Position: Focus on high-end segments of the market
advantage, and occupy more market
宝马公司案例分析
key points of Improvement
• Sales network • After-sale service
• Position
• Pricing
• Sheer
•Driving Pleasure
宝马公司案例分析
•Driving Pleasure
• 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.
3.
Accelerate research of new models
4. Perfect After-sale service
5.
Strengthen supply chain management
宝马公司案例分析
Differentiation strategy • Sheer
—— “坐奔驰，开宝马”
b)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 China’s economy has been developed, the competition of high-