宝马公司案例分析(英文版).ppt.ppt

bmw sheerdrivingpleasure outline introductionenvironmentstrategyevaluations sheer drivingpleasure introduction background bmwwasfoundedin1916andheadquarteredinmunich germany bmwhasmorethan100000workers theproductionofcarabout1 4millionandmotorcycleabout100000ineveryyear atpresent bmwhasthe22subsidiariesandfactoriesintheworld sheer drivingpleasure missionandbusinessideas bmw smissionistobecomeatopbrandofcarmakersbmwhaslongwith movementofthecompany themobilitycompany ashisownidea fordecadesthebmwhasbeenseekingthefunofsportsastheirobjective bmw ssloganis sheerdrivingpleasure sheerdrivingpleasure sheer drivingpleasure goals theoverallobjectiveofbmwgroupisthatasthemostsuccessfulhigh gradecarandmotorcyclemanufacturersbasedontheinternationalmarket forthenearterm bmwobjectiveisbecomingasia sabsoluteleaderinthemarketofluxurycar sheer drivingpleasure environmentanalyze abmwinternalanalysis positioncorecompetitivenessbrandspirit sheer drivingpleasure position 1 position focusonhigh endsegmentsofthemarket2 expandvalue addedservicesofcars sheer drivingpleasure corecompetitiveness design sheer drivingpleasure power technology brandspirit bmwbrandspirit comesfrombmwbavariandescent theancestryisimportantforthecultureandrecognizedbrandofbmw oneofthekeythingstheyhaveindependentanduniquewayofthinking secondisthekeybavarianattractivefaceintheheartofthesametendency sheer drivingpleasure b bmwexternalanalysis towsmatrixstakeholderanalysismaincompetitoranalysis sheer drivingpleasure bmwz4 towsmatrix st so wo wt technologyadvantagelocationadvantage sharingofachievementsinresearchconceptmarketingstrategy distributionadvantagepricingnotstrictlyconformtotheglobalstandardsofpricesystem auditoenterthemarketearliertoyota slowcost stakeholderanalysis thedistributorandagentsunitysuppliersconsumerscare maincompetitoranalysis mercedesbmw smainrival ineachoftheseriesbmwmodelsmercedeshavecorrespondingbasicmodels audiinchina theaudientreearly giveapersonan officialcar image enhancethegradeofaudi launcheastrongchallengetomercedesandbmwateverylevels otherbrandotherhigh gradebrandsuchasporsche volvo lincoln cadillacalsocausebmwgreatcompetitivepressure sheer drivingpleasure strategyanalyze growthstrategy acceleratetheconstructionofmarketingnetworkfastlocalizationofproductionaccelerateresearchofnewmodelsperfectafter saleservicestrengthensupplychainmanagement sheer drivingpleasure differentiationstrategy 坐奔驰 开宝马 brandpositioning sheerdrivingpleasuretheproductswithhighperformancemarketingandengineeringtechnologyuniquedesignconsistencysportsmarketingmoviemarketingnetworkmarketing sheer drivingpleasure differentiationstrategy 体验决定一切 sheer drivingpleasure brandstrategy joyisbmw sheer drivingpleasure evaluationsandsuggestions evaluations sheer drivingpleasure bmwdevelopeduniquepositioninginpastyears persistentspiritofthebrandandcomprehensivedifferentiationstrategytoenterthechinesemarket andimplementstrategicgrowth withitsfirst classtechnologyandavant gardedesign plusaseriesofmanyexperiencedmarketingmeans succeedtooccupythehigh gradecarmarketofchina but becauseofalltheproblemsofthelocalizationprocess bmwhasalsoappearedinmanyfailedstrategy butthesefailuresnotseriouslyinfluenceitssalesperformance inthefuture bmwwillmeetmoreunprecedentedchallengesinchina withchina seconomyhasbeendeveloped thecompetitionofhigh grademarketwillbemoreintense future sheer drivingpleasure bmwmayrapidlydevelopoverthenextfewyears butwiththegradualsaturationofpremium carmarketinchina bmwmaydevelopnewmarketsegments orstrategicshiftinfocustothelow endmarket adozenyearsinthefuture bmwhydrogendiesellocomotivemaybedeveloped andgraduallyreplacedthegasolinefueledcarsasdominantonthepremium carmarketinthefuture and relativetoothercompaniesofthehydrogenfuelcellvehicles bmw shydrogeninternalcomb