宝马公司案例分析

• BMW brand spirit, comes from BMW
Bavarian descent, the ancestry is important for the culture and recognized brand of BMW .
• One of the key things they have independent and unique way of thinking.
• BMW's slogan is "Sheer Driving Pleasure "
（Sheer Driving Pleasure）
宝马公司案例分析
Goals
• Sheer
•Driving Pleasure
• The overall objective of BMW group is that as the most successful high-grade car and motorcycle manufacturers based on the international market.
A dozen years in the future, BMW Hydrogen diesel locomotive may be developed, and gradually replaced the gasoline fueled cars as dominant on the premium-car market in the future. And, relative to other companies of the hydrogen fuel cell vehicles, BMW's hydrogen internal combustion engine cars will have greater power
宝马公司案例分析
2020/11/17
宝马公司案例分析
Outline
• Sheer
•Driving Pleasure
➢
Introduction
➢
Environment
➢
Strategy
➢
Evaluations
宝马公司案例分析
Introduction
宝马公司案例分析
Background
• Sheer
grade market will be more intense 。
宝马公司案例分析
Future
• Sheer
•Driving Pleasure
BMW may rapidly develop over the next few years, but with the gradual saturation of premium-car market in China, BMW may develop new market segments, or strategic shift in focus to the low-end market.
宝马公司案例分析
Mission
and
Business
ideas• Sheer •Driving
Pleasure
• BMW's mission is to become a top brand of car makers
• BMW has long with "movement of The Company" (The Mobility Company) as his own idea. For decades the BMW has been seeking the fun of sports as their objective. 。
• Main competitor analysis
•BMW Z4
宝马公司案例分析
•TOWS Matrix
•Technology advantage •Location advantage
•SO
•Sharing of achievements in research
•concept
•Marketing strategy
•Driving Pleasure
• BMW was founded in 1916 and headquartered in Munich, Germany.
• BMW has more than 100000 workers, the production of car about 1.4 million and motorcycle about 100000 in every year . At present, BMW has the 22 subsidiaries and factories in the world.
• For the near term ,BMW objective is becoming Asia's absolute leader in the market of luxury car
宝马公司案例分析
Environment analyze
宝马公司案例分析
A
BMW Internal analysis
宝马公司案例• 分析
Stakeholder analysis
1. The distributor and agents unity
2. Suppliers
3. Consumers care
宝马公司案例分析
Main competitor analysis
• Sheer
•Driving
Pleasure
• Sheer
•Driving
Pleasure
• Position
• Core competitiveness
• Brand spirit
宝马公司案例分析
Position
• Sheer
•Driving Pleasure
• 1)Position: Focus on high-end segments of the market
• Mercedes
BMW's main rival. In each of the series BMW models Mercedes have corresponding basic models. 。
• Audi
In China, the Audi entre early, give a person an
"official car" image, enhance the grade of Audi, launche a strong challenge to Mercedes and BMW at every levels. 。
• Other brand
Other high-grade brand such as Porsche, Volvo, Lincoln, Cadillac also cause BMW great competitive pressure.
•Driving Pleasure
Brand positioning ------“Sheer Driving Pleasure
• The products with high performance • Marketing and Engineering Technology • Unique design • Consistency • Sports marketing • Movie marketing • Network marketing
宝马公司案例分析
Strategy analyze
宝马公司案例分析
Growth strategy
• Sheer
•Driving Pleasure
1.
Accelerate the construction of marketing
network
2.
Fast localization of production
宝马公司案例分析
宝马公司案例分析
宝马公司案例分析
Evaluations and suggestions
宝马公司案例分析
Evaluations
• Sheer
•Driving Pleasure
a)BMW developed unique positioning in past years, persistent spirit of the brand and comprehensive differentiation strategy to enter the Chinese market, and implement strategic growth, with its first-class technology and avant-garde design, plus a series of many experienced marketing means, succeed to occupy the highgrade car market of China.
•WO
•Distribution advantage
•Pricing not strictly conform to the global standards of price system
•ST •WT
•Audi to enter the market earlier •Toyota's low cost
宝马公司案例分析
Differentiation strategy • Sheer
—— “体验决定一切”
•Driving Pleasure
宝马公司案例分析
Brand strategy ——JOY is BMW
• Sheer
•Driving Pleasure
宝马公司案例分析
宝马公司案例分析
宝马公司案例分析
3.
Accelerate research of new models
4. Perfect After-sale service
5.
Strengthen supply chain management
宝马公司案例分析
Differentiation strategy • Sheer
—— “坐奔驰，开宝马”
advantage, and occupy more market
宝马公司案例分析
key points of Improvement
• Sales network • After-sale service
• Position
• Pricing
• Sheer
•Driving Pleasure
宝马公司案例分析
•Any question?
宝马公司案例分析
3rew
演讲完毕，谢谢听讲!
再见，see you again
2020/11/17
宝马公司案例分析
百度文库
b)But, because of all the problems of the localization process, BMW has also appeared in many failed strategy, but these failures not seriously influence its sales performance. In the future, BMW will meet more unprecedented challenges in China. With China’s economy has been developed, the competition of high-
• 2)Expand value-added services of cars
宝马公司案例分析
Core competitiveness
• Design
• Sheer
•Driving Pleasure
• power
technology
宝马公司案例分析
Brand spirit
• Sheer
•Driving Pleasure
• Second is the key Bavarian attractive face in the heart of the same tendency.
宝马公司案例分析
B:
BMW external analysis
• Sheer
•Driving
Pleasure
• TOWS Matrix
• Stakeholder analysis