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Ansoff matrix

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This Presentation will little bit speak about the Ansoff Matrix, Comparing 2 giant automobile industries i.e. Toyota and BMW.

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Ansoff matrix

  1. 1. Ansoff Matrix TOYOTA BMW Group Member:- Vikram Gangal-46 Surendra Maurya-24 Nikhil Parui-85
  2. 2. Market Penetration TOYOTA Focuses on refreshing brand by redesigning interior completely.(e.g. Corolla 11th generation from 1966 till now) Investing brand development rather than throwing more money at discounts and incentives because strong brand identity increases leverage, margins and ultimately sales. Generating immediate and significant growth in market share by acquiring an existing vehicle manufacturer (e.g. Proton in Malaysia) BMW Opening of sales subsidiary in Malaysia “BMW Malaysia Sdn Bhd”, JV with Sime Derby BMW’s target was to further intensify their presence in the market so that it can fully exploit the growth in the market. Also signed contract for joint production and sales venture in China, i.e. for BMW 3 series (Sedan, ActiveHybrid 3, Touring, Gran Tourismo)
  3. 3. Market Development TOYOTA Replicating and extending the successful Toyota way across Asia –especially South East Asia which is a growth market for smaller vehicles in particular. Developing relationship or JV’s like Kirloskar group in India. Need to conduct market research to understand the specific future requirements in Asian markets. Market specific low price vehicles (like Nano in India) BMW As Western Europe, USA, Japan and other pacific region have been main market for BMW but new market need to be exploited as well. BMW Z4 reached in Europe and Asia with BMW X3 series. While demand of high-end models like Series 7 and 5 was also growing in china. In India, BMW soon launch M3 sedan, M4 coupe with i8.
  4. 4. Product Development TOYOTA Build upon the success on Prius and RAVEV technology including electric and lithium battery models. Research the global markets that are most receptive to adopt these fuel efficient, smaller vehicles. BMW Approach towards this strategy was to launch new model every 3 months from 2003 to 2005 named it as “Product and Market offensive”. In 2003,launched Mini One D which was followed by delivery of new BMW 5 limousine to the dealer and customer. Also launched premium car status to family class car with X1 series. Maintained its eminent reputation for producing dynamic and attractive mix style, performance, modern technologies.
  5. 5. Diversification TOYOTA Toyota already has a pilot project in Aichi, Japan with the aim of bringing the carbon footprint of a smart house down 70% from a conventional house that uses a gasoline car. Less competition Portfolio Diversification Toyota financial services BMW BMW diversified itself by producing smaller 1 series cars. One thing is clear that BMW was already producing MINI series but it never had small cars with their brand name BMW. BMW entered in the new market segment i.e. Car Racing with the launch of X3 sports activity vehicle and large 6 series Coupé.

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