3 RecommendationsIndustry AnalysisCompetitorsGlobal Market Expansion & ChallengesIntroduction of BMW
4 Past Future Current Introduction of BMW Founded in 1916, German An aircraft engine manufacturing plantFour stroke internal combustion engineFun Fact!CurrentRoyce-Rolls, BMW, MINIHigh-end vehicles, aircraft engines, motocycles, SUVsFutureBattery-driven cars“Project i ”
6 Strengths Weakness Opportunities Threats SWOT Analysis Long history, abundant technical strength and strong financeOwn BMW, MINI, and Rolls-Royce synchronouslyNumerous R&D fundsWeaknessPure high-grade routeMore oil consumption relativelyHigh price of repairing and after serviceRecalled 350,800 cars all over the world due to quality problems.OpportunitiesMature developed country market and emerging developing country marketIncome increasingGlobal environment issuesThreatsIntense competitionIncreasing price of raw materials and larbor forceOil price
8 Global Market Expansion Different Attitudes To Purchase CarsEuropeansReliability, security, quality, advanced technologyAsiansBrand, quality, economic, securityAmericansThe function of the car decides the car’s amount
9 Four phases of Asian markets The market strategy of AsiaEstablishment of acomplete factory.FirstSecondThridFourthFour phases of Asian marketsSet up completely knockeddown (CDK) factoryEstablished sales companyin overseaAs an import merchantQuantifies the potential of the Asia marketDivided 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 amountDepend on the excellent advertising activity to develop the new market.Promotes the brand position.
11 The wrong brand strategy ChallengesThe wrong brand strategyProblems inChinaThe BMW become the lowquality upstart’s carDuring the global market expansion, the brand strategy captain and integrate the whole enterprise value
15 B A C D E Industry Analysis Stage 1 Stage 2 Stage 3 Automobile Important role in economic development.AutomobileIndustryBECDAFun FactIn fact, 85% of scrape cars have been recycled in GermanStage 1Stage 2Stage 3The industry was originated in Germany, in 1886The automobile industry wasdevided into three stages.“Loan Capital Globalization”“Commercial Capital Globalization”“Industry Capital Globalization”Future trends - new energy sourcesDifficult time of Global automobile industry
16 Short-term Recommendations 1Make the quality assurance and keep its brand image2Two groups may drive BMW more successful in China.One is rich strong background cool guys. Another is modern fashion women.3Keep positioning its car level in high-end cars, and instant promoting its strength– “The Ultimate Driving Machine”Fun Fact
17 Long-term Recommendations 1To be more efficient and environmental, to face the challenges of global warming, rising emissions, and dependence on oil import.2Development of newenergy vechicles, while balancing the contradiction between the cost advantages and competitive advantages.3Use of their competitive advantages, exploit new markets, and tap potential customers.