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Sujin Rye, Junyoung Eum , Daniel Bae , Rosa Hernandez. Current CEO: Norbert Reithofer (2006~) 28 plants through 13 countries 2012 Revenue : €60,477 millions 2013 Revenue : €68,812 millions Employees : 109,871 . Executive Summary. BMW (Bavarian Motor Works), founded in 1916 - PowerPoint PPT Presentation
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Sujin Rye, Junyoung Eum, Daniel Bae, Rosa Hernan-dez
Current CEO: Norbert Reithofer (2006~)
28 plants through 13 countries
2012 Revenue : €60,477 millions2013 Revenue : €68,812 millions
Employees : 109,871
Executive Sum-mary
Background & Her-itage
BMW (Bavarian Motor Works), founded in 1916
Originally 3 aircraft engine manufactures
Product first vehicle in 1929
By the 1980s, established itself in the luxury/ perfor-mance segment of the global automotive market
Subordinated companies (Mini, Rolls Royce)
Fun fact
https://www.youtube.com/watch?v=plxNfU-PA2c
https://www.youtube.com/watch?v=VmyuA_Zp0CU
Stimulating Market Performance for BMW ad
Comparative Method
Brand based comparative method:it is a method tries to examine consumer’s response to identical marketing response to different brand in the same product cate-gory
Comparative Method
Marketing based comparative method : tries to understand consumer response underdifferent marketing promotions
Warranty changed• California emission control warranty • 7yrs 70,000 miles to 15yrs 150,000miles
Conjoint Anal-ysis
Survey-based multivariate technique that enablesmarketers to profile the consumer decision processwith respect to products and brands
The case held in 1999 regarding 3series
Case Study - Ob-jective
In 1999, the 3rd generation 3-series designed ascompact car; offered minimal passenger comfort Received complained regarding 3-series cramped
rearseat and other interior for purchasing $40,000
forcompact (plastic interior heavily criticized)
Faced new competition from other luxurious brand
Case Study - Solu-tionsUsing the conjoint analysis and figuring out mostimportant factors in purchasing behavior for a new vehi-
cle
Two most important factor for producing the safest and best
driving machine• Product components and product qualities
Benchmarking competitors’ product • Analyzing their noise control and comforts
A goal for new 3 series is to be one of the quietest, safest,
comforts in its class
6. Interbrand’s Brand Valuation
Interbrand is an Ameri-can global branding consul-tancy, specializing in vast brand services including brand strategy, brand analyt-ics, brand valuation.
Segmentation
Demographic :men and women aged 30-50 years oldBehavioral :These people have successful image
Geographic :Main markets are Europe and North America
Financial Anal-ysis
BMW’s economic profit : net value added minus government/public sector
Economic profit :2012 : €15,678 million2013 : €16,121 million
Demand Analy-sis
Role of brand :measures the part of the pur-chase decision that is attribut-able to the brand.
Role of Brand Index : quantifies this as a percentage
Overall Brand Perception
Brand Score
Mercedes-
Benz
77
BMW 66
Porsche 21
Jaguar 15
Land Rover 11
Competitive Analysis
Brand reputation
Quality products
Environment-friendly ve-hicles
BMW Brand Value
BMW Brand Value
Topped US luxury auto sales in 2012
Increased car sales 40 percent in the Chinese mar-ket
Sustainability and urban mobility• i3 and i8 models• Chargepoint mobile app
BMW Brand Value
Largest markets for electric vehicle sales• US, China & Europe
London showroom for i series of elec-tric and hybrid vehicles
Recommenda-tion
What would be the next step?• targeting lower class automotive manu-
factures?
• targeting high class automotive manu-factures?
Resources
"Mission Statement of BMW." BMW Mission Statement 2013. N.p., n.d. Web. 06 Apr. 2014.
"Measuring Outcomes of Brand Equity." Measuring Outcomes of Brand Equity. N.p., n.d. Web. 06 Apr. 2014.
Service and Warranty Information 2013. WOODCLIFF LAKE: BMW North America, LLC, June 20012. PDF.
Service and Warranty Information 2010. WOODCLIFF LAKE: BMW North America, LLC, Aug. 2009. PDF.
“2013 Car Brand Perception Survey.” ConsumerReports.org Official Site. ConsumerReports, Feb. 2013. Web. 1 Apr. 2014
“Best Global Brands 2013.” Interbrand Official Site. Inter-brand. n.d. Web. 1 Apr. 2014
Thank You!
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