宝马公司案例分析(.ppt

BMW —— Sheer Driving Pleasure Outline Introduction Environment Strategy Evaluations Introduction Background BMW was founded in 1916 and headquartered in Munich, Germany. BMW has more than 100000 workers, the production of car about 1.4 million and motorcycle about 100000 in every year . At present, BMW has the 22 subsidiaries and factories in the world. Mission and Business ideas BMWs mission is to become a top brand of car makers BMW has long with movement of The Company (The Mobility Company) as his own idea. For decades the BMW has been seeking the fun of sports as their objective. 。 BMWs slogan is Sheer Driving Pleasure （Sheer Driving Pleasure） Goals The overall objective of BMW group is that as the most successful high-grade car and motorcycle manufacturers based on the international market. For the near term ,BMW objective is becoming Asias absolute leader in the market of luxury car Environment analyze A BMW Internal analysis Position Core competitiveness Brand spirit Position 1)Position: Focus on high-end segments of the market 2)Expand value-added services of cars Core competitiveness Design Brand spirit BMW brand spirit, comes from BMW Bavarian descent, the ancestry is important for the culture and recognized brand of BMW . One of the key things they have independent and unique way of thinking. Second is the key Bavarian attractive face in the heart of the same tendency. B: BMW external analysis TOWS Matrix Stakeholder analysis Main competitor analysis Stakeholder analysis The distributor and agents unity Suppliers Consumers care Main competitor analysis Mercedes BMWs main rival. In each of the series BMW models Mercedes have corresponding basic models. 。 Audi In China, the Audi entre early, give a person an official car image,