某汽车公司案例分析.pptVIP

BMW —— Sheer Driving Pleasure 第一页，共三十二页。 Outline Introduction Environment Strategy Evaluations Sheer Driving Pleasure 第二页，共三十二页。 Introduction 第三页，共三十二页。 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. Sheer Driving Pleasure 第四页，共三十二页。 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） Sheer Driving Pleasure 第五页，共三十二页。 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 Sheer Driving Pleasure 第六页，共三十二页。 Environment analyze 第七页，共三十二页。 A BMW Internal analysis Position Core competitiveness Brand spirit Sheer Driving Pleasure 第八页，共三十二页。 Position 1)Position: Focus on high-end segments of the market 2)Expand value-added services of cars Sheer Driving Pleasure 第九页，共三十二页。 Core competitiveness Design Sheer Driving Pleasure power technology 第十页，共三十二页。 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. Sheer Driving Pleasure 第十一页，共三十二页。 B: BMW external analysis TOWS Matrix Stakeholder