Sun He/Sean

Blake Hunter
Huang Xiaolu/Heloise
Chen Haoyue/Cindy
 BMW (Bayerische Motoren Werke AG) was
started in 1916

World War I

Gustav Otto, Karl Rapp, Franz Josef Popp,

Camillo Castiglioni
 1923 First
Motorcycle (R32)

1927 first automobile

invented by Max Friz
Gotthilf Durrwachter
(BMW 3/15)
 World War II

1959 expanded factory

1973 expansion to Rosslyn, South Africa

1980 first motorcycle with anti-lock brakes

 1999-2007 New Factories are built in
Russia, China, Austria, Egypt, and India

2000 Purchased Rover Group

Three Pillars of the world

Japanese Automotive
European Automotive
America Automotive
Japanese Automotive Industry:

high-performance fuel-efficient cars

the leader in the current market

sales increasing every year

European Automotive Industry:

Charming and Attractive

Outstanding quality

Leading technological strength

Real sense of security

American Automotive Industry:

Need a lot of fuel

The natural and unrestrained style

Scientific and technological

 Paris Motor Show:
Started at Dec.11, 1894
Intuitive way shows the future trend

High-Tech
Satellite position systems
MINI Series
Electronic information technology

Comfort & Convenience

Fuel-efficiency
Such as BMWs MINI Series
 High oil price

Energy-saving

Product mix adjustment

 Consumer-hungry policy

High-quality

Production capacity
 Overseas Subsidiary:

Cannot make sure the high-quality

image of BMWs brand

Affect the local manufacture

 Established in 1908

2nd largest Automotive Corporation

Total Revenue- 181.122 Billion (2007)

 Largest Automotive Corporation

Japan Based Corporation Started in 1936 by

Kiichiro Toyoda

Total Revenues 202.86 billion (2007)

 5th largest automotive corporation

Japan Based

Total Revenues 119.801 billion (2007)

 Daimler Benz AG, Daimler Chrysler AG

Merged with Chrysler

99.399 billion euro

Largest German Competitor

 Long history & brand image

High-end products

Abundant capital and technology

Clear and positive direction

 Weakness in localization strategy

High price

Markets in developing countries

Brand appearance
 Developing countries markets

Non-oil-use products

Online services
 Fake BMW

Threats from competitors

Lack of oil

Increasing number of traffic accidents

Fake BMW
 Rebuilding Brand Image in the one or two
country
Join more public benefit activities
Attention more Charities

Hold a training for drivers

Old men/women
Somebody want to conversance BMW
Potential consumer
 Build a art of park in the big city of world

Let people real know what is

BMW

Build a brand image in

NIKE Park
everyones mind

The best drumbeating

The company culture will be

step up a new era
 Produce different style cars
Sports style cars
Business style cars
Family style cars

Reduce unnecessary digital

equipment.
Decrease accident

Retro drive
 Focus on local market segments

Build more factories of component

Emphasis on government and media relations

Employ the best marketing manager

Find a good broker

Doing good job of market research before new

product entry different markets