BMW S3

Topics: History of BMW, Automotive industry, Daimler-Benz Pages: 12 (447 words) Published: December 11, 2014
Sun He/Sean
Blake Hunter
Huang Xiaolu/Heloise
Chen Haoyue/Cindy

History


BMW (Bayerische Motoren Werke AG)
was started in 1916



World War I



Gustav Otto, Karl Rapp, Franz Josef Popp,
Camillo Castiglioni

History


1923 First
Motorcycle (R32)



1927 first automobile
invented by Max Friz
Gotthilf Durrwachter
(BMW 3/15)

History


World War II



1959 expanded factory



1973 expansion to Rosslyn, South Africa



1980 first motorcycle with anti-lock
brakes

History


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



2000 Purchased Rover Group

Industry Analysis
Three Pillars of the
world
Japanese Automotive
European Automotive
America Automotive

Japanese Automotive Industry:
high-performance

the

fuel-efficient cars

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

Future Trend


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

Global Issue


High oil price



Energy-saving



Product mix adjustment

Global Production

Expansion



“Consumer-hungry” policy



High-quality



Production capacity

Risk


Overseas Subsidiary:
• Cannot make sure the high-

quality
image of BMW’s brand
• Affect the local manufacture

Competitor Analysis
General Motors


Established in 1908



2nd largest Automotive Corporation



Total Revenue- 181.122 Billion (2007)

Toyota


Largest Automotive Corporation



Japan Based Corporation Started in 1936
by Kiichiro Toyoda



Total Revenue’s 202.86 billion (2007)

Honda


5th largest automotive corporation



Japan Based



Total Revenues 119.801 billion (2007)

Mercedes Benz


Daimler Benz AG, Daimler Chrysler AG



Merged with Chrysler



99.399 billion euro



Largest German Competitor

Company Analysis
Strength


Long history & brand image



High-end products



Abundant capital and technology



Clear and positive direction

Weakness


Weakness in localization strategy



High price



Markets in developing countries



Brand appearance

Opportunity
 Developing

countries’

markets
 Non-oil-use

 Online

products

services

Treats
Fake BMW



Threats from competitors



Lack of oil



Increasing number of traffic accidents



Fake BMW

Short-term





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




Long-term
 Build

a art of park in the big city of world
• Let people real know what
is
BMW

NIKE Park

• Build a brand image in
everyone’s mind
• The best drumbeating
• The company culture will
be
step up a new era

Long-term


Produce different style cars



Sports style cars
Business style cars
Family style cars
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