宝马公司案例分析(英文版)

BMW——SheerDrivingPleasureOutlineIntroductionEnvironmentStrategyEvaluationsSheerDrivingPleasureIntroductionBackground•BMWwasfoundedin1916andheadquarteredinMunich,Germany.•BMWhasmorethan100000workers,theproductionofcarabout1.4millionandmotorcycleabout100000ineveryyear.Atpresent,BMWhasthe22subsidiariesandfactoriesintheworld.SheerDrivingPleasureMissionandBusinessideas•BMW'smissionistobecomeatopbrandofcarmakers•BMWhaslongwithmovementofTheCompany(TheMobilityCompany)ashisownidea.FordecadestheBMWhasbeenseekingthefunofsportsastheirobjective.。•BMW'ssloganisSheerDrivingPleasure（SheerDrivingPleasure）SheerDrivingPleasureGoals•TheoverallobjectiveofBMWgroupisthatasthemostsuccessfulhigh-gradecarandmotorcyclemanufacturersbasedontheinternationalmarket.•Forthenearterm,BMWobjectiveisbecomingAsia'sabsoluteleaderinthemarketofluxurycarSheerDrivingPleasureEnvironmentanalyzeABMWInternalanalysis•Position•Corecompetitiveness•BrandspiritSheerDrivingPleasurePosition•1)Position:Focusonhigh-endsegmentsofthemarket•2)Expandvalue-addedservicesofcarsSheerDrivingPleasureCorecompetitiveness•DesignSheerDrivingPleasure•power•technologyBrandspirit•BMWbrandspirit,comesfromBMWBavariandescent,theancestryisimportantforthecultureandrecognizedbrandofBMW.•Oneofthekeythingstheyhaveindependentanduniquewayofthinking.•SecondisthekeyBavarianattractivefaceintheheartofthesametendency.SheerDrivingPleasureB:BMWexternalanalysis•TOWSMatrix•Stakeholderanalysis•MaincompetitoranalysisSheerDrivingPleasureBMWZ4TOWSMatrixSTSOWOWTTechnologyadvantageLocationadvantageSharingofachievementsinresearchconceptMarketingstrategyDistributionadvantagePricingnotstrictlyconformtotheglobalstandardsofpricesystemAuditoenterthemarketearlierToyota'slowcostStakeholderanalysis1.Thedistributorandagentsunity2.Suppliers3.ConsumerscareMaincompetitoranalysis•MercedesBMW'smainrival.IneachoftheseriesBMWmodelsMercedeshavecorrespondingbasicmodels.。•AudiInChina,theAudientreearly,giveapersonanofficialcarimage,enhancethegradeofAudi,launcheastrongchallengetoMercedesandBMWateverylevels.。•OtherbrandOtherhigh-gradebrandsuchasPorsche,Volvo,Lincoln,CadillacalsocauseBMWgreatcompetitivepressure.SheerDrivingPleasureStrategyanalyzeGrowthstrategy1.Acceleratetheconstructionofmarketingnetwork2.Fastlocalizationofproduction3.Accelerateresearchofnewmodels4.PerfectAfter-saleservice5.StrengthensupplychainmanagementSheerDrivingPleasureDifferentiationstrategy——“坐奔驰，开宝马”Brandpositioning------“SheerDrivingPleasure•Theproductswithhighperformance•MarketingandEngineeringTechnology•Uniquedesign•Consistency•Sportsmarketing•Moviemarketing•NetworkmarketingSheerDrivingPleasureDifferentiationstrategy——“体验决定一切”SheerDrivingPleasureBrandstrategy——JOYisBMWSheerDrivingPleasureEvaluationsandsuggestionsEvaluationsSheerDrivingPleasurea)BMWdevelopeduniquepositioninginpastyears,persistentspiritofthebrandandcomprehensivedifferentiationstrategytoentertheChinesemarket,andimplementstrategicgrowth,withitsfirst-classtechnologyandavant-gardedesign,plusaseriesofmanyexperiencedmarketingmeans,succeedtooccupythehigh-gradecarmarketofChina.b)But,becauseofalltheproblemsofthelocalizationprocess,BMWhasalsoappearedinmanyfailedstrategy,butthesefailuresnotseriouslyinfluenceitssalesperformance.Inthefuture,BMWwillmeetmoreunprecedentedchallengesinChina.WithChina’seconomyhasbeendeveloped,thecompetitionofhigh-grademarketwillbemoreintense。FutureSheerDrivingPleasureBMWmayrapidlydevelopoverthenextfewyears,butwiththegradualsaturationofpremium-carmarketinChina,BMWmaydevelopnewmarketsegments,orstrategicshiftinfocustothelow-endmarket.Adozenyearsinthefuture,BMWHydrogendiesellocomotivemaybedeveloped,andgraduallyreplacedthegasolinefueledcarsasdominantonthepremium-carmarketinthefuture.And,relativetoothercompaniesofthehydrogenfuelcellvehicles,BMW'shydrogeninternalcombustionenginecarswillhavegreaterpoweradvantage,andoccupymoremarketkeypointsofImprovement•Salesnetwork•After-saleservice•Position•PricingSheerDrivingPleasureSheerDrivingPleasure