Its a presentation on strategies followed by BMW in different phase es and departments in the organisation. Data collected from secondary sources (like websites,thesis,and reports) for this PPT

1. STUDY ON STRATEGIES AND EPRG
FRMAEWORK ON
ALEKH NIRANJAN SAHU

3. Bayerische Motoren
Werke AG commonly
known as BMW
(founded in 1916.)
MISSION
“The BMW Group is the
world’s leading provider
of premium products
and premium services
for individual mobility”.

4. BUSINESS STRATEGY
VALUE FOR
MONEY.
CUSTOMER
SERVICE
BRAND
PROMOTION
STANDARDISED
PROCESSES
DIGITAL
MARKETING
EXCLUSIVE
SHOWROOMS

5. Marketing strategy
SEARCH ENGINE
MARKETING
ONLINE PUBLIC
RELATION
ONLINE TV ONLINE
GAMES
Promote brand ,ads
that link to the BMW
website appear on top
when specific
keywords are typed
Press release , third
party media
coverage,extension
to social network
Promotion of core
brand value ,
technology ,
performance,quality,
interaction among
viewers
Appeal to the
players ,enhance
awareness,influenc
e players

6. PRODUCTS

7. BMW RR,MINI, GINA

8. PLACE
MANUFACTURING PLANT
BMW produces complete
automobile at its factories in
• Germany (Munich, Dingolfing,
Regensburg & LeLeLeipzig
• US (Greer)
• South Africa (Rossalyn)
• China (Shenyong)
ASSEMBLE PLANT
• Thailand
• Russia
• Egypt
• Indonesia
• Malaysia
• India (Chennai) for 3,5,7
series & X3

9. PLANT LOCATION OF BMW
US (GREER)
THAILAND
UUUUU
INDIA(CHENNAI)
SOUTH AFRICA23 PRODUCTION AND
ASSEMBLY PLANT IN 13
COUNTRIES
GERMANY
RUSSIA
EGYPT
MALAYSIA

10. MARKETING STRATEGY
*BMW uses single segment marketing strategy
*They make high end cars for high class customer
*People who are looking for a decent ,strong car.
*People who think luxury is very important.
*For people who love horsepower.
*High performance sports car
*Has not been repositioned still has some position since it was first
produced in the early 1990’s

11. BMW-i Series

12. BMW’S PROMOTIONAL STRATEGY
Dynamic-Distinctive in their car design and
advertisement
Innovative- Always pushing the boundaries in terms of
technology
Exclusivity-Offering customer value in terms of
uniqueness
Focus on differentiation strategy based on being :

13. PROMOTION STRATEGY

14. FINANCIAL STRATEGY
Plan to launch I-Next
in 2021
Increase in production of
profitable SUV to cover
losses rapidly
Aims to sell morethan
2Lkhs. BMW bikes and
scooter.
Recapturing the luxury
crown
More investment in i-
Series
Company with its strong
portfolio will continue
to grow profitably and
successfully.
More investment in
R&D.
Unveil of 40 new vehicle
including X2 compact SUV &
X7 crossover
Low key Approach

15. HR STRATEGY OF BMW
• The main goal of HRM in BMW is to make people more
productive & creative for long term standing with them
Employee
relation
Training &
development
Checking
reference
TestingInterviewingScreening
Recruitment
& selection

16. HR STRATEGY
Training
academy ,30
work shop,20
training rooms
Planning to
increase 2k
dealers
Trainee
Promotion
Programe
(TPP)
Employee
loyalty
programe

17. OPERATION STRATEGY
• As its mission to be a leading premium product provider for
individual’s mobility
• Operating strategy of BMW has four important pillars .
• BMW has focus on all operation management area like Supply
chain mgt.,production,distribution
Etc….
Growth
Shapingthe
future
Profitability
Accessto
technology&
customers

18. Distribution strategy in the Marketing
strategy of BMW
Exclusive stores &
flagship stores
expanding the
number of
authorized dealers.
BMW is currently
operating its
business through its
6000+ dealerships
around the world.
The logistics partners
of the respective
country help in
making the product
available to the
customer @POS
(point of sale).

19. EPRG FRAMEWORK

20. POLYCENTRIC APPROACH
DRIVING SIDE
CHANGE TO RGHT
FROM LEFT.
CHANGE IN
SHOCK-ABSORBER
(HARD TO
SMOOTH)
GROUND
CLEARANCE
CHANGE IN COST
AS PER THE
COUNTR’S
CUSTOM DUTY
AND LEVY .

21. GEOCENTRIC APPROACH
BMW with offices in multiple nations that operate to achieve global
objectives as well local objectives.
The subsidiaries contribute unique competencies as part of a whole
rather a set of separate business unit.
BMW had complete its 10 years of assembly at Chennai in India,over
57,000 unit assembled as per the news article of “India Times”(Mar
29,2017) .

22. OUTCOME
After all of the above
successful
implementation BMW
manage to achieve
good market growth
and high market
share.
Result to BMW known
for its premium
luxurious brand with
production of
25,12,635 vehicles
comes with €94.163
Billion of revenue as
per the financial
report of 2016.
Net profit was €6.910
Bn. In 2016.
1,24,729 employees
were working as per
2016 report . It proves
that best HR policy &
career growth applied
Well in BMW

23. Recommendations
As we know that BMW is having competition in the market so they should not make the
prices of their products so high.
As we know that there is economic recession, increase in the price of fuel, more
automobiles companies are expanding in this period so it will be problem for the BMW if
they increase their prices and customer will look for the other competitive alternative in the
market which will slow down the business sales and performance of the employees.
HR team should develop some strategies to make sure that customer should not loose any
interest in buying their products.

25. • https://www.ukessays.com/essays/marketing/marketing-
strategy-and-pricing-strategy-of-bmw-marketing-essay.php
• https://www.ukessays.com/essays/business/examining-roles-
and-responsibilities-human-resources-in-bmw-business-
essay.php
• https://www.ukessays.com/essays/marketing/the-corporate-
strategies-and-objectives-of-bmw-marketing-essay.php
• http://brandchannel.com/2017/03/21/bmw-40-vehicles-
032117/

26. Competitive advantage in the
Marketing strategy of BMW
• Continuous process improvement & technological
advancement in its R&D is the core of the competitive
advantage of BMW.
• BMW known for its quality, reliability & superior customer
service support.
• BMW has adopted policy of customer service growth driver
as an underlying principle to grow its market.
• It is Present in 150+ countries around the world, Europe &
North America is the market from where 65% of its sales
come from but with the advent of growing developing nations
like Asian markets, company started focusing on these
markets aggressively to drive the future sales.
• It has a Strong product portfolio from BMW M –Convertible,
BMW – 3 & 5 series – sedan, touring to BMW X3 /X5 –SUV
and have strong presence in every segment.

27. CORPORATE STRATEGY
• Corporate level strategy
Stability Strategies Expansion Strategy Retrenchment Strategies Combination
Strategies
 No change
strategies
 Pause/proceed
with caution
strategy
 Profit Strategy
 Concentration
 Integration
 Diversification
 Internationalization
 Digitalization
 Turnaround
 Divestment
 Liquidation
 Simultaneous
 Sequential
 Combination of
Both