宝马公司案例分析

Pleasure
• Position
• Core competitiveness
• Brand spirit
Position
• Sheer
•Driving Pleasure
• 1)Position: Focus on high-end segments of the market
• 2)Expand value-added services of cars
•SO
•Sharing of achievements in research
•concept
•Marketing strategy
•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
•
Stakeholder analysis
1. The distributor and agents unity 2. Suppliers 3. Consumers care
Main competitor analysis
• 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.
Core competitiveness
• Design
• Sheer
•Driving Pleasure
• power
technology
Brand spirit
• Sheer
•Driving Pleasure
• BMW brand spirit, comes from BMW
Bavarian descent, the ancestry is important for the culture and recognized brand of BMW .
• Sheer
•Driving
Pleasure
• 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
B:
BMW external a来自百度文库alysis
• Sheer
•Driving
Pleasure
• TOWS Matrix
• Stakeholder analysis
• Main competitor analysis
•BMW Z4
•TOWS Matrix
•Technology advantage •Location advantage
• One of the key things they have independent and unique way of thinking.
• Second is the key Bavarian attractive face in the heart of the same tendency.
• For the near term ,BMW objective is becoming Asia's absolute leader in the market of luxury car
Environment analyze
A
BMW Internal analysis
• Sheer
•Driving
宝马公司案例分析
2020年7月9日星期四
Outline
• Sheer
•Driving Pleasure
➢
Introduction
➢
Environment
➢
Strategy
➢
Evaluations
Introduction
Background
• Sheer
•Driving Pleasure
• BMW was founded in 1916 and headquartered in Munich, Germany.
• BMW's slogan is "Sheer Driving Pleasure "
（Sheer Driving Pleasure）
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.
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. 。
"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.