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

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 Electronic information technology Comfort & Convenience Fuel-efficiency Such as BMW’s MINI Series 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 BMW’s brand Affect the local manufacture

Established in nd largest Automotive Corporation Total Revenue Billion (2007)

Largest Automotive Corporation Japan Based Corporation Started in 1936 by Kiichiro Toyoda Total Revenue’s billion (2007)

5 th largest automotive corporation Japan Based Total Revenues billion (2007)

Daimler Benz AG, Daimler Chrysler AG Merged with Chrysler 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

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 everyone’s mind The best drumbeating The company culture will be step up a new era NIKE Park

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