某汽车公司案例分析(英文版).pptx

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1、BMW Sheer Driving Pleasure Outline Introduction Environment Strategy Evaluations SheerDriving PleasureIntroductionBackgroundBMW 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.A

2、t present,BMW has the 22 subsidiaries and factories in the world.SheerDriving PleasureMission and Business ideasBMWs 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

3、 their objective.。BMWs slogan is Sheer Driving Pleasure （Sheer Driving Pleasure）SheerDriving PleasureGoalsThe overall objective of BMW group is that as the most successful high-grade car and motorcycle manufacturers based on the international market.For the near term,BMW objective is becoming Asias

4、absolute leader in the market of luxury car SheerDriving PleasureEnvironment analyzeA BMW Internal analysis PositionCore competitivenessBrand spirit SheerDriving PleasurePosition1)Position:Focus on high-end segments of the market 2)Expand value-added services of cars SheerDriving PleasureCore compet

5、itivenessDesign SheerDriving Pleasurepower technology Brand spirit 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.Second is the key Bavarian attractive face

6、in the heart of the same tendency.SheerDriving PleasureB:BMW external analysis TOWS MatrixStakeholder analysisMain competitor analysis SheerDriving PleasureBMW Z4 TOWS MatrixSTSTSO SO WOWOWTWTTechnology advantage Location advantage Sharing of achievements in research concept Marketing strategy Distr

7、ibution advantage Pricing not strictly conform to the global standards of price system Audi to enter the market earlier Toyotas low cost Stakeholder analysis 1.The distributor and agents unity 2.Suppliers 3.Consumers care Main competitor analysis Mercedes BMWs main rival.In each of the series BMW mo

8、dels 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 gre

9、at competitive pressure.SheerDriving PleasureStrategy analyzeGrowth strategy1.Accelerate the construction of marketing network2.Fast localization of production3.Accelerate research of new models4.4.Perfect After-sale service5.Strengthen supply chain management SheerDriving PleasureDifferentiation st

10、rategy “坐奔驰，开宝马坐奔驰，开宝马”Brand positioning-“Sheer Driving PleasureThe products with high performanceMarketing and Engineering TechnologyUnique designConsistencySports marketingMovie marketingNetwork marketing SheerDriving PleasureDifferentiation strategy “体验决定一切体验决定一切”SheerDriving PleasureBrand strate

11、gy JOY is BMW SheerDriving PleasureEvaluations and suggestionsEvaluations SheerDriving Pleasurea)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 te

12、chnology and avant-garde design,plus a series of many experienced marketing means,succeed to occupy the high-grade car market of China.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 perf

13、ormance.In the future,BMW will meet more unprecedented challenges in China.With Chinas economy has been developed,the competition of high-grade market will be more intense。Future SheerDriving Pleasure BMW may rapidly develop over the next few years,but with the gradual saturation of premium-car mark

14、et in China,BMW may develop new market segments,or strategic shift in focus to the low-end 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,BMWs hydrogen internal combustion engine cars will have greater power advantage,and occupy more market key points of ImprovementSales networkAfter-sale servicePositionPricing SheerDriving Pleasure SheerDriving Pleasure