Sun He/Sean Blake Hunter Huang Xiaolu/Heloise Chen Haoyue/Cindy

BMW (Bayerische Motoren Werke AG) was started in 1916 World War I Gustav Otto, Karl Rapp, Franz Josef Popp, Camillo Castiglioni

1923 First Motorcycle (R32)

1927 first automobile invented by Max Friz Gotthilf Durrwachter (BMW 3/15)

World War II 1959 expanded factory 1973 expansion to Rosslyn, South Africa 1980 first motorcycle with anti-lock brakes

1999-2007 New Factories are built in Russia, China, Austria, Egypt, and India

2000 Purchased Rover Group

Three Pillars of the world

Japanese Automotive European Automotive America Automotive

Japanese Automotive Industry:

high-performance

fuel-efficient cars

the

leader in the current market

increasing every year

sales

European Automotive Industry:

Charming and Attractive

Outstanding quality
Leading technological strength Real sense of security

American Automotive Industry:

Need a lot of fuel

The natural and unrestrained style

Scientific and technological

Paris Motor Show:

Started at Dec.11, 1894 Intuitive way shows the future trend

High-Tech

Satellite position systems Electronic information technology

MINI Series

Comfort & Convenience

Fuel-efficiency

Such as BMWs MINI Series

High oil price Energy-saving

Product mix adjustment

Consumer-hungry policy High-quality

Production capacity

Overseas Subsidiary:
Cannot make sure the high-quality

image of BMWs brand

Affect the local manufacture

Established in 1908 2nd largest Automotive Corporation Total Revenue- 181.122 Billion (2007)

Largest Automotive Corporation

Japan Based Corporation Started in 1936 by Kiichiro Toyoda Total Revenues 202.86 billion (2007)

5th largest automotive corporation

Japan Based Total Revenues 119.801 billion (2007)

Daimler Benz AG, Daimler Chrysler AG

Merged with Chrysler 99.399 billion euro

Largest German Competitor

Long history & brand image High-end products Abundant capital and technology Clear and positive direction

Weakness in localization strategy High price Markets in developing countries Brand appearance

Developing countries markets Non-oil-use products Online services

Fake BMW

Threats from competitors

Lack of oil Increasing number of traffic accidents Fake BMW

Rebuilding Brand Image in the one or two country Join more public benefit activities Attention more Charities

Hold a training for drivers

Old men/women Somebody want to conversance BMW Potential consumer

Build a art of park in the big city of world

Let people real know what is BMW

NIKE Park

Build a brand image in everyones mind

The best drumbeating The company culture will be step up a new era

Produce different style cars

Sports style cars Business style cars Family style cars

Reduce unnecessary digital equipment.

Decrease accident Retro drive

Focus on local market segments Build more factories of component Emphasis on government and media relations Employ the best marketing manager Find a good broker Doing good job of market research before new product entry different markets