BMW Overview This paper explores the strategies and environmental influences (both Internal and External) of a German car giant BMW‚ Bayerische Motoren Werke‚ which has established itself in the niche luxury car market. It has Headquarter in Munich‚ Germany‚ with presence all over the world. The luxury car includes both traditional luxury cars and functional luxury cars. BMW is one of the most successful car companies in Europe and worldwide. Despite experiencing the overall sales slump particularly
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1. Cover sheet 2. Executive summary 3. Table of Contents 4. Introduction 5. Strategic analysis 6. Strategic directions 7. Key strategies 8. Strategic implementation 9. Key strategic implementation issues 10. Evaluation of strategy 11. Conclusion 12. References 13. Appendix 1. Introduction The automotive industry is one of the most competitive industries in the market. Companies that get into the automotive industry are faced with
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The BMW Group has been very successful in achieving international status. There are three brands within the entire BMW group: BMW‚ MINI‚ and Rolls-Royce Motor Cars. The entire group is committed to providing high quality with all of its products as well as its services. There have been many defining moments in the History of the BMW group. The group was founded in 1916‚ and was originally called Bayerische Flugzeug-Werke (BFW)‚ standing for Bavarian Aircraft Works. In 1917 the company was renamed
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Therefore‚ it was necessary for BMW to find a useful marketing mix. A survey and two interviews were conducted and the Internet was used to search for some data as methods to gain the result. The findings will show the marketing mix of its major competitor and talk about two marketing mixes and a SWOT analysis for BMW. The strengths of two marketing mixes and the errors of research would be discussed. In the conclusion‚ there would be a judgment about the preferred marketing mix. 1.0 Introduction
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cons to BMW’s selective target marketing? What has the firm done well over the years and where could it improve? When I see someone riding in a BMW‚ I know that they must be making good money. The stereotype for people who drive BMW’s is that they are rich‚ and these are the people that the people over at BMW target. The pros to targeting the higher income population is that they will be targeting people who are more likely to purchase their product. Since BMW is known as a luxury car‚ people
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Marketing in MBA Marketing Analysis for BMW 1. Market Segment BMW focuses on the luxury/performance segment of global automobile business. BMW’s main markets are in Germany‚ Great Britain‚ Japan‚ Italy and France‚ while the United States is its critical market. 2. Customer value proposition BMW is neither a boutique‚ offering one or two specialty models‚ or the producer of several million automobiles a year with some sold through a luxury car division. Nor is it a vast conglomerate with
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SITUATION ANALYSIS: CURRENT MARKET POSITION: • • • • • • BMW has achieved market leader position in the luxury car segment for 2 nd consecutive year. 43% of market share in luxury car segment. 73% growth over 2009. Sales of 6426 units in 2010. Archrival Mercedes Benz sold 5819 units. Presently employs 400 people. Present in 20 locations across India. Launch Date: 23rd December 2010 Models: X1 sDrive 1.8i X1 sDrive 2.0d X1 sDrive 2.0d Exclusive Price: 22 Lakhs-32.5 Lakhs JOY IS WHAT YOU
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History: The origins of BMW trace back to 1913 when Karl Friedrich Rapp‚ who was a Bavarian(well-known engineer in a German aircraft company in Munich. The company specialized in airplane engines. But it was a problematic area. He had a financial difficulties and decided to form new company owners Franz-Jozef Popp and financier Camillo Castiglioni and relaunched Motoren Werke and because Rapp was Bavarian there was a new name Bayerische Flugzeug-Werke (BFW) was formed after a short time the name
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BMW BMW Group‚ headquartered in Munich‚ Germany‚ is one of the most successful multi brand premium automobile manufacturers in the world. The company manufactures‚ distributes and sells passenger cars (including Sedans‚ Coupes‚ and Convertibles) and Motorcycles. BMW operates three business segments that include Automobiles‚ Motorcycles and Financial Services. BMW is the parent company of the Mini and Rolls-Royce car brands1. The company’s slogans in the U.S are "The Ultimate Driving Machine" and
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u NAME OF STUDENT Nguyễn Vĩnh Trà REGISTRATION NO. 1013105035 UNIT TITLE Unit 7: Business Strategy ASSIGNMENT TITLE Strategy Formation and Planning ASSIGNMENT NO 1 of 2 NAME OF ASSESSOR Ha Son Tung SUBMISSION DEADLINE 16:00‚ 22 November 2010 I‚ __________________________ hereby confirm that this assignment is my own work and not copied or plagiarized from any source. I have referenced the sources from which information is obtained by me for this assignment. ________________________________
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