1916. Rapp Motoren Werke is founded for
manufacturing aircraft engines.
1917. Renamed as BMW.
1923. The first Bmw motorcycle leaves the Munich
1928. The first BMW automobile dixie 3/15
Is developed in Munich.
1953. Todays golden oldies the 503 and 507
1962. 1500 the first sporty and compact touring car
1977. The first 7 series car 733i is launched.
1981. BMW becomes the first European car
company to establish a subsidiary in japan.
1989. BMW becomes the first company to
produce and sell half a million car.
1994. Acquisition of Rover group.
1998. Acquisition of rolls royce.
Headquartered in Munich.
Norbert Reithofer (CEO), Joachim
Milberg (Chairman of the supervisory board)
Adrian van Hooydonk (Vice-President)
Karim Habib (Director of Design).
Automobiles, motorcycles, bicycles.
Production output :
1,861,826 Automobiles (2012)
125,284 Motorcycles (2012)
Revenue €76.84 billion (2012).
Operating income €8.30 billion (2012).
Profit €5.12 billion (2012).
Total equity €131.85 billion (2012).
Total assets €30.40 billion (2012).
Employees 105,876 (2012)
Provide vehicles that
The mission statement
till 2020 is: To Become
the world’s leading
provider of premium
products and premium
services for individual
1) BMW implemented a different marketing mix to sell cars to different
socioeconomic segments, aggressively emphasizing premium segments.
BMW initiated the goal of segmenting the premium market by optimizing the
fit between the purchasing behavior of consumers and the marketing mix to
maximize sales to that segment. Responding sensitively to unique values and
purchasing behavior enabled BMW to transcend intended performance.
2) The firm’s global marketing strategy represents leadership through
innovation. Originally an aircraft engine manufacturer, BMW incessantly
sought an innovative spirit to satisfy the premium market’s demands. BMW’s
innovation initiates from the realization of such requirements for clean
energy, such as hydrogen. The innovative spirit of BMW’s testing of hydrogenfueled automobiles since 1978 and applying the technology to production
demonstrates its futuristic mindset and innovative leadership.
3) In addition to premium marketing, BMW has shifted its position as “the
ultimate driving machine” to “sheer driving pleasure” that refers to a gradual
movement from the emphasis on automobile performance to the involvement of
customers and taking emotional factors into serious consideration.
4) The company attempts to underpin the new theme of communication that
integrates superior performance of automobiles into emotionally sensual
marketing communication worldwide. The global marketing strategy underscoring
activities that form an emotional foundation spotlights consumers actually
enjoying driving premium and superior automobiles that BMW create.
5) Advertising appeal is the communicative approach relevant to the motives of
the targeted customers. Emotional appeals may evoke feelings of response that
directly affect customers purchasing behaviors. BMW perspicaciously combined
premium marketing and molded into emotional marketing to represent the
company’s global marketing strategy.
Environment friendly vehicles
Highly skilled workforce
Corporate Social Responsibility (CSR)
Heavy investments in R&D
Customer’s needs and wants
1. High cost structure
2. Weak brand portfolio
3. Perception of high prices
4. Too few acquisitions and strategic partnerships
Plenty of dealers
Second distribution networks
Presence in high-class events
Push and pull strategies