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BMW

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Bayerische Motoren Werke AG, commonly known as BMW or BMW AG, is a German automobile, motorcycle and engine manufacturing company founded in 1916. BMW is headquartered in Munich, Bavaria, Germany.

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BMW

  1. 1. historia 1916. Rapp Motoren Werke is founded for manufacturing aircraft engines. 1917. Renamed as BMW. 1923. The first Bmw motorcycle leaves the Munich production site. 1928. The first BMW automobile dixie 3/15 Is developed in Munich. 1953. Todays golden oldies the 503 and 507 launched. 1962. 1500 the first sporty and compact touring car is launched.
  2. 2. 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.
  3. 3. Datos corriente 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)
  4. 4. COmPAnY Stats!! 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)
  5. 5. visiyn Provide vehicles that previews tomorrow’s technology with utmost driving pleasures. misiyn The mission statement till 2020 is: To Become the world’s leading provider of premium products and premium services for individual mobility.
  6. 6. Mercado Estrategias 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.
  7. 7. 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.
  8. 8. S.W.O.T Analyse Strength 1. 2. 3. 4. 5. 6. 7. 8. Brand reputation Environment friendly vehicles Quality products Highly skilled workforce Corporate Social Responsibility (CSR) Geographic coverage Heavy investments in R&D Customer’s needs and wants
  9. 9. Weakness 1. High cost structure 2. Weak brand portfolio 3. Perception of high prices 4. Too few acquisitions and strategic partnerships
  10. 10. Opportunities 1.Increasing fuel prices 2.Positive attitude towards “green” vehicles 3.Expand brand portfolio 4.Changing customer needs
  11. 11. Threats 1. Intense competition 2. Rising raw material prices 3. Increasing fuel prices 4. Growing euro exchange rate
  12. 12. Mercado Mixage Four Ps Price.. 1. 2. 3. 4. 5. Flexible payments Low rate loans Seasonal offers Leasing facilities Brand prestiege
  13. 13. Product… 1. 2. 3. 4. 5. 6. Muscled / luxury car Attractive design Powerful engine Safety Multiple purpose automobiles New technologies
  14. 14. Place.. Plenty of dealers Second distribution networks Wealthy neighbourhood Promotion.. 1. 2. 3. 4. 5. 6. 7. Media internet Advertising Sports sponsorships Presence in high-class events Brand loyalty Push and pull strategies Owner’s club

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