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Table of Contents:
1.0Introduction… 4
2.0 Methodology 5
Differential advantages and weaknessesof BMW 6
SWOTAnalysis 6
PESTLEAnalysis 7
Porter’sFiveForces 8
Unique SellingPoint(USP)… 11
SituationalAnalysis 12
BCGMatrix… 12
Porter’sGenericStrategies 14
Organizational Chartof BMW 15
Porter’s ValueChainAnalysis 15
CompetitorsAnalysis 17
Segmentation Targetingand Positioning… 18
SegmentationTargeting… 18
Positioning… 19
Perceptionmap… 20
6.0 Recommended short-term goalsandobjectives 21
Recommended marketing strategy and programs (4 P’s)… 21
Product 21
Place 22
Price 23
Promotion… 23
8.0Conclusion… 24
9.0References 25
BMW AG (an abbreviation of Bayerische Motoren Werke AG, in English translation - Bavarian Motor Works) is German car manufacturer. BMW Group is the company that owns a controlling stake in the manufacturer of car brands Mini and Rolls-Royce.
BMW was founded by Karl Friedrich Rapp in October 1913, initially as an aircraft engine manufacturer - Bayerische Flugzeug-Werke. District of Munich - Milbertshofen was chosen because it was located close to the factory Flugmaschinen of Gustav Otto - German aircraft manufacturer. White and blue circular BMW logo is still in use, it's a stylized image of spinning propeller aircraft, and is dated since that period in the history of the company. The design also points to a blue and white checkered flag of Bavaria.
The history of the BMW as a car manufacturer is associated with year 1928, when Germany had 25 vehicles manufacturing companies. Only seven of them managed to survive until today and they are the most successful and experienced, those who managed to survive two world wars and the post-war crises. Towards the turn of the millennium, BMW had to produce almost everything from kitchen supplies to aircraft engines, which is associated with one of the crises of the famous vehicles manufacturer. Survival in many difficult situations was very tough, but, nevertheless, today BMW along with Porsche and Daimler-Benz symbolizes the high quality products of the German automotiveindustry.
The BMW cars are the symbol of a good vehicle for a secured nation, designed and produced for the reliability, comfort and excellent service for the benefit of the owner.
The mission statement of BMW up to the year 2020 is clearly defined:
“The BMW Group is the world’s leading provider of premium products and premiumservices for individual mobility”.
Nowadays BMW AG is a German manufacturer of automobiles, motorcycles, engines, and bicycles. Chairman of the company is Norbert Reithofer and chief designer is Karim Habib. The slogans of the company are «The Ultimate Driving Machine» and «Sheer Driving Pleasure».
Dated on July 25, 2011 Stefan Quandt holds 17.4% market share of automaker, his sister Susanne Klatten - 12.6%, and their mother Johanna Quandt - 16.7%. The market traded 53.3 percent stake of the company.
The BMW in 2008, produced 1,203,482 cars (the drop was 7.6% compared to the same period of 2007).
The main competitor of the BMW in the car market is Mercedes-Benz. Also competing companies are Audi and Lexus.
BMW is a member of the Association of European Automobile Manufacturers.
The main production facilities are located in Germany (Dingolfing, Regensburg, Leipzig, Munich). Also, production facilities are situated in Thailand, Malaysia, India, Egypt, South Africa, Vietnam, Russia and the United States (Spartanberg). Also in China, the company cooperates with Huachen Auto Holding (Huacheng Auto Holding), which produces cars under the brandBrilliance.
In 1994, BMW bought the British industrial group Rover, which owns the brands Rover, Land Rover and MG. This purchase allows the company to increase its market share of SUVs and compact cars. Four years later, the Germans go to the British premium brand Rolls Royce.
The number of produced cars is constantly growing. Today, BMW is a prestigious brand, so the German company cars often used by employees of embassies, consulates, travel and insurance companies.
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