Core competitiveness
Sheer Driving Pleasure
• Design
• power
technology
Brand spirit
Sheer Driving Pleasure
• BMW brand spirit, comes from BMW
Bavarian descent, the ancestry is important for the culture and recognized brand of BMW .
BMW —— Sheer Driving Pleasure
Outline
Sheer Driving Pleasure

Introduction

Environment

Strategy

Evaluations
Introduction
Background
Sheer Driving Pleasure
• BMW's slogan is "Sheer Driving Pleasure "
（Sheer Driving Pleasure）
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.
WO
WT
Audi to enter the market earlier Toyota's low cost
Stakeholder analysis
1. The distributor and agents unity 2. Suppliers 3. Consumers care
Main competitor analysis Sheer Driving Pleasure
"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.
• For the near term ,BMW objective is becoming Asia's absolute leader in the market of luxury car
Environment analyze
A
BMW Internal analysis Sheer Driving Pleasure
• 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 tenቤተ መጻሕፍቲ ባይዱency.
• Position
• Core competitiveness
• Brand spirit
Position
Sheer Driving Pleasure
• 1)Position: Focus on high-end segments of the market
• 2)Expand value-added services of cars
Mission and Business ideasSheer 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. 。
SO
Distribution
ST
advantage
Pricing not strictly conform to the global standards of price system
Sharing of achievements in research concept Marketing strategy
• Mercedes
BMW's 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
• 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.
BMW external analysis B:
Sheer Driving Pleasure
• TOWS Matrix
• Stakeholder analysis
• Main competitor analysis
BMW Z4
TOWS Matrix
Technology advantage Location advantage