商务英语双学位宝马演变.ppt

,1 polity,2 economic,3 social,BMW PEST,4 technologe,1.tax 2.limition,1.demand booming 2.urbanization,1.japan declining,1.innovation 2.considerable,Rivalry of Firms,Suppliers Power,Threat from New Entrants,Buyers Power,Sales outlets,Mercedes-Benz TOYOTA AUDI,Threat from Substitutes,Michael Porters Five Forces Model,Lexus,SWOT ANALYSIS,Strengths,Weakness,Opportunities,Threats,-New technology of energy conservation -Opportunities in Asian market,Excellent technology Strong brand image,-High maket positioning,-Competition in the global automotive market -Environmental protection regulations,STP ANALYSIS,Market targeting Actors Rich kids Energy, passion, and young successful personage,Market segmentation Coastal developed cities and inland developing cities Most customers are good-educated high-status and wealthy,Market positioning “The honor The youthful, The dynamic “,Driving fun and Casual way of life,Brand Strategy,Brand positioning,Dynamic Challenging Cultured,Brand value,effective, high power,environmental friendly,comfortable interior,savety, stable,Everything is under control,BMW Features,Advertising Planning,CONSTANT and INNOVATION,Constant:,Comfortable,Safe,Digity,Innovation:,Power,Green,Design,Ads Task,ads information,Aesthetic requirement,Guide consumption,Sound Dynamic effect,Aesthetic feeling Ads infect Aesthetic sentiment,Understand product Add sale,A brand image,Innovation Safety driving,3“I” Standards,www.nordridesig