Our Members Sophie Logan Nicole Amelia Introduction SWOT Golabal Expansion Challenges Competitors Industry Analysis Recommendations

Recommendations Industry Analysis Competitors Global Market Expansion & Challenges Introduction of BMW

Past Future Current Introduction of BMW Founded in 1916, German An aircraft engine manufacturing plant Four stroke internal combustion engine Fun Fact! Current Royce-Rolls, BMW, MINI High-end vehicles, aircraft engines, motocycles, SUVs Future Battery-driven cars “Project i ”

Fun Fact

Strengths Weakness Opportunities Threats SWOT Analysis Long history, abundant technical strength and strong finance Own BMW, MINI, and Rolls-Royce synchronously Numerous R&D funds Weakness Pure high-grade route More oil consumption relatively High price of repairing and after service Recalled 350,800 cars all over the world due to quality problems. Opportunities Mature developed country market and emerging developing country market Income increasing Global environment issues Threats Intense competition Increasing price of raw materials and larbor force Oil price

Global Market Expansion

Global Market Expansion Different Attitudes To Purchase Cars Europeans Reliability, security, quality, advanced technology Asians Brand, quality, economic, security Americans The function of the car decides the car’s amount

Four phases of Asian markets The market strategy of Asia Establishment of a complete factory. First Second Thrid Fourth Four phases of Asian markets Set up completely knocked down (CDK) factory Established sales company in oversea As an import merchant Quantifies the potential of the Asia market Divided Asian markets into four phases

The market strategy of America The concept of the American to the car: the function of the car decides the car’s amount Depend on the excellent advertising activity to develop the new market. Promotes the brand position.

The wrong brand strategy Challenges The wrong brand strategy Problems in China The BMW become the low quality upstart’s car During the global market expansion, the brand strategy captain and integrate the whole enterprise value

Competitors – domestic Electronic Fuel Injection Porsche – Panamera Luxury style Emphasis on comfort Stable BMW - 7 Series, 750i Lower price Low emission 12

Competitors – domestic Audi- R8 BMW- M6 In U.S saled 100,000 last year Success in China Success in U.S. saled 336,000 last year 200,000 goal in Asia, 2012

Competitors – International Mitsubishi (Japanese) – Evolution Powerful Professional BMW – 335i xDrive Lower emissions Lower fuel consumption

B A C D E Industry Analysis Stage 1 Stage 2 Stage 3 Automobile Important role in economic development . Automobile Industry B E C D A Fun Fact In fact, 85% of scrape cars have been recycled in German Stage 1 Stage 2 Stage 3 The industry was originated in Germany, in 1886 The automobile industry was devided into three stages. “Loan Capital Globalization” “Commercial Capital Globalization” “Industry Capital Globalization” Future trends - new energy sources Difficult time of Global automobile industry

Short-term Recommendations 1 Make the quality assurance and keep its brand image 2 Two groups may drive BMW more successful in China. One is rich strong background cool guys. Another is modern fashion women. 3 Keep positioning its car level in high-end cars, and instant promoting its strength– “The Ultimate Driving Machine” Fun Fact

Long-term Recommendations 1 To be more efficient and environmental, to face the challenges of global warming, rising emissions, and dependence on oil import. 2 Development of new energy vechicles, while balancing the contradiction between the cost advantages and competitive advantages. 3 Use of their competitive advantages, exploit new markets, and tap potential customers.

Thank you!