某汽車公司案例英文版

BMW

——SheerDrivingPleasure

Outline

Introduction

EnvironmentStrategy

Evaluations

SheerDrivingPleasureIntroductionBackgroundBMWwasfoundedin1916andheadquarteredinMunich,Germany.BMWhasmorethan100000workers,theproductionofcarabout1.4millionandmotorcycleabout100000ineveryyear.Atpresent,BMWhasthe22subsidiariesandfactoriesintheworld.

SheerDrivingPleasureMissionandBusinessideasBMW'smissionistobecomeatopbrandofcarmakersBMWhaslongwith"movementofTheCompany"(TheMobilityCompany)ashisownidea.FordecadestheBMWhasbeenseekingthefunofsportsastheirobjective.。BMW'ssloganis"SheerDrivingPleasure"

（SheerDrivingPleasure）

SheerDrivingPleasureGoalsTheoverallobjectiveofBMWgroupisthatasthemostsuccessfulhigh-gradecarandmotorcyclemanufacturersbasedontheinternationalmarket.Forthenearterm,BMWobjectiveisbecomingAsia'sabsoluteleaderinthemarketofluxurycar

SheerDrivingPleasureEnvironmentanalyzeABMWInternalanalysis

PositionCorecompetitivenessBrandspirit

SheerDrivingPleasurePosition1)Position:Focusonhigh-endsegmentsofthemarket

2)Expandvalue-addedservicesofcars

SheerDrivingPleasureCorecompetitivenessDesign

SheerDrivingPleasurepowertechnologyBrandspiritBMWbrandspirit,comesfromBMWBavariandescent,theancestryisimportantforthecultureandrecognizedbrandofBMW.Oneofthekeythingstheyhaveindependentanduniquewayofthinking.SecondisthekeyBavarianattractivefaceintheheartofthesametendency.SheerDrivingPleasureB:BMWexternalanalysisTOWSMatrixStakeholderanalysisMaincompetitoranalysisSheerDrivingPleasureBMWZ4TOWSMatrixSTSOWOWTTechnologyadvantageLocationadvantageSharingofachievementsinresearchconceptMarketingstrategyDistributionadvantagePricingnotstrictlyconformtotheglobalstandardsofpricesystemAuditoenterthemarketearlierToyota'slowcostStakeholderanalysisThedistributorandagentsunitySuppliersConsumerscareMaincompetitoranalysisMercedesBMW'smainrival.IneachoftheseriesBMWmodelsMercedeshavecorrespondingbasicmodels.。AudiInChina,theAudientreearly,giveapersonan"officialcar"image,enhancethegradeofAudi,launcheastrongchallengetoMercedesandBMWateverylevels.。OtherbrandOtherhigh-gradebrandsuchasPorsche,Volvo,Lincoln,CadillacalsocauseBMWgreatcompetitivepressure.SheerDrivingPleasureStrategyanalyzeGrowthstrategyAcceleratetheconstructionofmarketingnetworkFastlocalizationofproductionAccelerateresearchofnewmodelsPerfectAfter-saleserviceStrengthensupplychainmanagementSheerDrivingPleasureDifferentiationstrategy———““坐奔奔馳馳，，開開寶寶馬馬”Brandpositioning------““SheerDrivingPleasureTheproductswithhighperformanceMarketingandEngineeringTechnologyUniquedesignConsistencySportsmarketingMoviemarketingNetworkmarketingSheerDrivingPleasureDifferentiationstrategy———““體體驗(yàn)驗(yàn)決決定定一一切切””SheerDrivingPleasureBrandstrategy———JOYisBMWSheerDrivingPleasureEvaluationsandsuggestionsEvaluationsSheerDrivingPleasureBMWdevelopeduniquepositioninginpastyears,persistentspiritofthebrandandcomprehensivedifferentiationstrategytoentertheChinesemarket,andimplementstrategicgrowth,withitsfirst-classtechnologyandavant-gardedesign,plusaseriesofmanyexperiencedmarketingmeans,succeedtooccupythehigh-gradecarmarketofChina.But,becauseofalltheproblemsofthelocalizationprocess,BMWhasalsoappearedinmanyfailedstrategy,butthesefailuresnotseriouslyinfluenceitssalesperformance.Inthefuture,BMWwillmeetmoreunprecedentedchallengesinChina.WithChina’’seconomyhasbeendeveloped,thecompetitionofhigh-grademarketwillbemoreintense。FutureSheerDrivingPleasureBMWmayrapidlydevelopoverthenextfewyears,butwiththegradualsaturationofpremium-carmarketinChina,BMWmaydevelopnewmarketsegments,orstrategicshiftinfocustothelow-endmarket.Adozenyearsinthefuture,BMWHydrogendiesellocomotivemaybedeveloped,andgraduallyreplacedthegasolinefueledcarsasdominantonthepremium-carmarketinthefuture.And,relativetoothercompaniesofthehydrogenfuelcellvehicles,BMW'shydrogenint