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Environment within BMW

BMW Group PEST Analysis

  • 4th for most attractive work environment
  • 7th for Americas best employers
  • Employees receive life insurance, 401K retirement savings plan, wellness perks
  • Unions

Company Overview

  • Founded in 1913
  • Became an automobile manufacturer in 1929
  • Headquarter is Munich, Germany

Industry Analysis

  • 2008 financial crisis
  • Volkswagen emission recall
  • Future=Electric cars

BMW i3

#1 best gas mileage

Goals and Objectives

  • Focus on premium segments
  • Emission-free mobility
  • Innovation and technology
  • 100,000 EV sales by 2020

Producing electric cars for over 40 years

"Our vision is targeted towards creating value and securing future success. We are driven by our goal to maintain profitability."

Positioning Map of BMW

High Performance

Rolls-Royce Products

High Luxury

3 Luxury cars

Phantom

Coupe

Ghost

The Organization

Industry Analysis

BMW Marketing Plan

Global Analysis

Main markets

  • American, European, Asian
  • 70% is exported
  • Target Market

BMW MINI

BMW SWOT Analysis

Bavarian Motor Works

More safety features

More soft-touch material

Launched in 2001

7 MINI models

  • BMW North American Headquarters est. 1975
  • 30 manufacturing facilities in 14 countries
  • Over 116,000 employees
  • Ability to produce 950 cars off the assembly line each workday

By: McKenzie Mac

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Logistics

Spartanburg Plant

BMW M4 2016

BMW Marketing Strategy

Product

Place

*BMW strives to make products appear attractive and achievable to their target market*

  • Industrial and high income areas
  • 4,000 dealers
  • Website
  • Luxury segment
  • Attractive design
  • Powerful engine
  • Safety=crash testing
  • High technologies
  • High mileage

Distribution Channel

  • 1st BMW plant to use an automated small parts in warehouse
  • Reduces touch frequency from 6 to 2 times
  • Handle 700 boxes/ hr.

Twin turbo charged engine

*Has increased its efficiency through advanced technology.*

Manufacturer->Dealer->Consumer

BMW 2-series Convertible

Manufacturer->Online->Consumer

Manufacturing Facilities

Target Market

  • Needs of customers
  • Men and women ages between 30-50
  • Upper class regions

Germany, UK, US, Austria

Conclusion

Online Distribution

http://www.bmw.com/com/en/general/carconfigurator/content.html

Price

Promotion

  • TV commercials
  • Print and online advertisements
  • Seasonal offers
  • Sponsorships (BMW golf)
  • Product placement
  • Premium pricing
  • Maintain brand feel
  • Low rate loans

BMW 2-series

$32,850

*GOAL*

Showcase effective design and advanced features of BMW products

BMW i8

$140,500

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