宝马公司案例分析(英文版)

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1、BMW——SheerDrivingPleasureOutlineIntroductionEnvironmentStrategyEvaluationsSheerDrivingPleasureIntroductionBackgroundBMWwasfoundedin1916andheadquarteredinMunich,Germany.BMWhasmorethan100000workers,theproductionofcarabout1.4millionandmotorcycleabout100000ineveryyear.Atpresent,

2、BMWhasthe22subsidiariesandfactoriesintheworld.SheerDrivingPleasureMissionandBusinessideasBMW'smissionistobecomeatopbrandofcarmakersBMWhaslongwith"movementofTheCompany"(TheMobilityCompany)ashisownidea.FordecadestheBMWhasbeenseekingthefunofsportsastheirobjective.。BMW'ssloganis

3、"SheerDrivingPleasure"（SheerDrivingPleasure）SheerDrivingPleasureGoalsTheoverallobjectiveofBMWgroupisthatasthemostsuccessfulhigh-gradecarandmotorcyclemanufacturersbasedontheinternationalmarket.Forthenearterm,BMWobjectiveisbecomingAsia'sabsoluteleaderinthemarketofluxurycarShee

4、rDrivingPleasureEnvironmentanalyzeABMWInternalanalysisPositionCorecompetitivenessBrandspiritSheerDrivingPleasurePosition1)Position:Focusonhigh-endsegmentsofthemarket2)Expandvalue-addedservicesofcarsSheerDrivingPleasureCorecompetitivenessDesignSheerDrivingPleasurepowertechnol

5、ogyBrandspiritBMWbrandspirit,comesfromBMWBavariandescent,theancestryisimportantforthecultureandrecognizedbrandofBMW.Oneofthekeythingstheyhaveindependentanduniquewayofthinking.SecondisthekeyBavarianattractivefaceintheheartofthesametendency.SheerDrivingPleasureB:BMWexternalana

6、lysisTOWSMatrixStakeholderanalysisMaincompetitoranalysisSheerDrivingPleasureBMWZ4TOWSMatrixSTSOWOWTTechnologyadvantageLocationadvantageSharingofachievementsinresearchconceptMarketingstrategyDistributionadvantagePricingnotstrictlyconformtotheglobalstandardsofpricesystemAudito

7、enterthemarketearlierToyota'slowcostStakeholderanalysisThedistributorandagentsunitySuppliersConsumerscareMaincompetitoranalysisMercedesBMW'smainrival.IneachoftheseriesBMWmodelsMercedeshavecorrespondingbasicmodels.。AudiInChina,theAudientreearly,giveapersonan"officialcar"image

8、,enhancethegradeofAudi,launcheastrongchallengetoMercedesandBMWateverylevels