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

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

4. 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 ”

5. Fun Fact

6. 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

7. Global Market Expansion

8. 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

9. 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

10. 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.

11. 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

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

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

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

15. 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

16. Short-term Recommendations1
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

17. Long-term Recommendations1
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.

18. Thank you!