This document provides an overview of BMW's global strategy, including its product lines, key consumer segments, challenges, competitors, and recommendations. It discusses BMW's revenues, vehicle and motorcycle sales, market share, employees, and dealership reach. Two main consumer segments are described as "Successful and Show" and "Go-Getters and Big Dreamers." Challenges include expanding into new markets, meeting emissions standards, and competing with tech-focused automakers. Competitors discussed are Mercedes, Audi, Tesla, Google, and Faraday. The future is predicted to include connected cars, customized lighter vehicles, and the rise of Asia Pacific and self-driving technologies. Recommendations center on investing in new markets,

1. Global Strategy
Brent Aguilar
Vinayak Desai
Kashmira Kale
Meera Sarathy

2. Agenda
The BMW Brand
Challenges
Competitors
Future of the Industry
Recommendations

3. BMW’s Product Line
- BMW
- BMW i
- Rolls Royce
- MINI Cooper
- Motorrad
- DriveNow

4. BMW by the numbers
- 2014 revenue of €80.4 billion
- Sold 2,118,000 automobiles and 123,495 motorcycles
- 16.8% share of the luxury market
- Over 116,000 employees worldwide
- Dealerships in over 150 countries

5. The BMW Consumer
The “Successful and Show”
Description
- Late 20’s-late 40’s
- Affluent and educated
- Full nesters
Why BMW
- Brand status
- Comfort
- Previous experience

6. The BMW Consumer
The “Go-Getters and Big Dreamers”
Description
- Mid 20’s-mid 40’s
- Starting their career
- Young families
Why BMW
- Brand status
- Transition
- Personality

7. Rising to the Challenges
Areas to Accelerate
Global Markets
- Increase market share through expansion into untapped markets
Ahead of the Curve
- Meet demanding emissions and fuel economy standards
Keeping Pace
- Maintain high quality products
- Compete with hi-tech automakers

8. Competitors
A Race to the Finish
Luxury Brands
- Mercedes: In-house development
- Audi: Hybrids and new build
Technology
- Apple: All electric car by 2019
- Google: Operationally autonomous cars in 2017
Electric Car Brands
- Tesla: Monopoly
- Faraday: Upper management from Tesla and BMW

9. A Bend in the Road
The Future of the Industry
- The “internet of cars”
- Fewer parts, plenty of customization
- Lighter, stronger cars
- Emergence of Asia Pacific
- Self-driving cars

10. Arriving at the Destination
Recommendations
Invest in “Priming” New Markets
Expansion into Innovative Markets
Expand Partnerships, Collaborations, and R&D
Company Culture
- Flexibility
- Quick decision-making
- Collaboration

11. Questions and Feedback?