Sun He/ Sean

1. Sun He/Sean Blake Hunter Huang Xiaolu/Heloise Chen Haoyue/Cindy

2. History • BMW (BayerischeMotorenWerke AG) was started in 1916 • World War I • Gustav Otto, Karl Rapp, Franz Josef Popp, CamilloCastiglioni

3. History • 1923 First Motorcycle (R32) • 1927 first automobile invented by Max Friz GotthilfDurrwachter (BMW 3/15)

4. History • World War II • 1959 expanded factory • 1973 expansion to Rosslyn, South Africa • 1980 first motorcycle with anti-lock brakes

5. History • 1999-2007 New Factories are built in Russia, China, Austria, Egypt, and India • 2000 Purchased Rover Group

6. Industry Analysis Three Pillars of the world Japanese Automotive European Automotive America Automotive

7. Japanese Automotive Industry: high-performance fuel-efficient cars the leader in the current market sales increasing every year

8. European Automotive Industry: Charming and Attractive Outstanding quality Leading technological strength Real sense of security

9. American Automotive Industry: Need a lot of fuel The natural and unrestrained style Scientific and technological

10. Future Trend Paris Motor Show: Started at Dec.11, 1894 Intuitive way shows the future trend High-Tech Satellite position systems Electronic information technology Comfort & Convenience Fuel-efficiency Such as BMW’s MINI Series MINI Series

11. Global Issue High oil price Energy-saving Product mix adjustment

12. Global Production

13. Expansion • “Consumer-hungry” policy • High-quality • Production capacity

14. Risk • Overseas Subsidiary: • Cannot make sure the high-quality image of BMW’s brand • Affect the local manufacture

15. Competitor AnalysisGeneral Motors • Established in 1908 • 2nd largest Automotive Corporation • Total Revenue- 181.122 Billion (2007)

16. Toyota • Largest Automotive Corporation • Japan Based Corporation Started in 1936 by Kiichiro Toyoda • Total Revenue’s 202.86 billion (2007)

17. Honda • 5th largest automotive corporation • Japan Based • Total Revenues 119.801 billion (2007)

18. Mercedes Benz • Daimler Benz AG, Daimler Chrysler AG • Merged with Chrysler • 99.399 billion euro • Largest German Competitor

19. Company AnalysisStrength • Long history & brand image • High-end products • Abundant capital and technology • Clear and positive direction

20. Weakness • Weakness in localization strategy • High price • Markets in developing countries • Brand appearance

21. Opportunity • Developing countries’ markets • Non-oil-use products • Online services

22. Treats Fake BMW • Threats from competitors • Lack of oil • Increasing number of traffic accidents • Fake BMW

23. Short-term • Rebuilding Brand Image in the one or two country • Join more public benefit activities • Attention more Charities   • Hold a training for drivers • Old men/women • Somebody want to conversance BMW • Potential consumer

24. Long-term • Build a art of park in the big city of world • Let people real know what is • BMW • Build a brand image in • everyone’s mind • The best drumbeating • The company culture will be • step up a new era NIKE Park

25. Long-term • Produce different style cars • Sports style cars • Business style cars • Family style cars • Reduce unnecessary digital • equipment. • Decrease accident • Retro drive

26. Conclusion • Focus on local market segments • Build more factories of component • Emphasis on government and media relations • Employ the best marketing manager • Find a good broker • Doing good job of market research before new product entry different markets

27. Thanks!