STRATEGY OF BMW

INTRODUCTION• BMW is a German automobile company founded in 1916 , whose present

parent company is Rolls-Royce Motor Cars.

• BMW was a aircraft engine manufacturer till the end of world war 1 , then sifted to motorcycle production in 1923 followed by automobile in 1928-29.

• BMW keep the product in introductory and growth stages , so they introduce the new models of each of its series to he entire series new.

• Sweden and Britain automotive product life cycle are eight years whereas Japan automotive are only four year long.

Strategic Planning of BMW’s Global

Firstly , they plans its products and sales before planning production capacities.

Firm decides on the set of future products and, for each existing or future product, the year or even the month of start-up and shutdown, and estimated sales figures during its life cycle.

Plant loading, in which planners allocate the products to the plants and determine the required production capacities.

CURRENT BUSINESS STRATEGY OF BMW GROUP

• Powerful Brand Image.

• Maintain core values as technology ,innovation , performance ,quality, reliability ,exclusively and customer satisfaction.

• Mission Statement : “to be the most successful premium manufacturer in the car industry”

S.T.P. FOR BMW GROUP Segmentation

• Target the area that are more industrialized like Europe , North America , Some part of Asia And Africa.

• More Than 70% of sales f BMW cars are recorded in Europe and North America.

Targeting

• BMW Group targets people who are aged between 25 and 40 because these people have a successful image.

• these people have a clean modern look and a feel good factor.

• BMW Group focuses on being labelled as a “luxury car” and “a foreign or international car”

• The aim of BMW Group is to target customers that have an income of 25,000 Pounds.

Positioning

• Most of the people value “a feeling of safety” while using BMW, which positions BMW Group ahead of its competitors in customer satisfaction

ADVANTAGES BMW IS DELIVERING TO ITS CUSTOMERS

After research on BMW user to know tthat why they use BMW , researcher got that they all a feel a feeling of safety and comfort while driving a BMW car.

Along with this unique brand and its performance and quality is also the reason to use BMW

MARKETS OF BMW AND FIGURES OF MARKETS DOMINATED BY BMW

SALES

New Product

• Estimated demand per product and year drives production and distribution activities and installation of capacities.

• Firm create demand for a particular new product only by deciding to launch it .

• The model must allocate the demand over the life cycle to the years.

• After creating the demand , BMW targets on discount for the suppliers of raw material to generate larger profit.

SUPPLY CHAIN MODEL

• consider the impact of the load planning on the entire supply chain from the suppliers to the customers.

• develop a quantitative optimization model with a clearly defined objective function.

• implement the model in an easy-to-use software system

FUTURE STRATEGY

• . By 2020, BMW Group intends to further strengthen the position of the company by increasing volume of sales to more than two million units per annum.

• Like some markets in the Asian countries such as Pakistan & Bangladesh where the potential for growth is great

• in addition to providing quality services to its customers, the BMW Group will engage in new and profitable areas to enhance the business.

• Focusing on securing a competitive share of the automotive market segments.

CONCLUSION

• BMW Group is now trying to target the emerging markets of the world.

• BMW Group distinguishes from its customers by its great advertising and marketing campaigns and mostly by their great brand image.

• The innovation of the company, diversification in new markets, technological advancement and customer satisfaction are the key to BMW success in the luxury car market