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BMW

Jinwoo Bae / Junyoung Eum Sungwan Park / Sung Yon Lee

About BMW

BMW stands for Bayersiche (Bavarian) Motoren (Motor) Werke (Works) BMW is world’s most selling luxury vehicle company

Originated with three other manufacturing companies i n 1916

Rapp Motorenwerke Bayerische Flugzeugwerke5 Fahrzeugfabrik Eisenach

BMW became an automobile manufacturer in 1929

The first vehicle is BMW Dixi In 1939, BMW was suspended car production by Germa n Government “WWII”

BMW SWOT

STRENGTH

WEAKNESS

  • 1. Strong Market Penetration

  • 1. High Cost Structure

  • 2. Brand Reputation

  • 2. High Cost Maintenance

  • 3. Creative Automobile Design

  • 3. Weak Brand Portfolio

  • 4. Race Competition

  • 4. Perception of High Prices

OPPORTUNITY

THREAT

  • 1. Innovation

  • 1. Intense Competition

  • 2. Green Vehicle, “Hybrid”

  • 2. Rising Raw Material Price

  • 3. New Market, Asia

Strength / Weakness

Expended Target Customer

MINI (2000) BMW Rolls-Royce(2002)

Sales

2008

2009

2010

2011

2012

Volume

 

BMW

1,202,239

1,068,770

1,224,280

1,380,384

1,540,085

MINI

232,425

216,538

234,175

285,060

301,526

Rolls-

1,212

1,002

2,711

3,538

3,575

Royce

 

Total

1,435,876

1,286,310

1,461,166

1,668,982

1,845,186

Strength / Weakness

10,000 9,167 9,000 8,149 8,110 8,000 7,000 6,000 5,240 4,921 5,000 4,204 4,471 3,692 4,000 3,471
10,000
9,167
9,000
8,149
8,110
8,000
7,000
6,000
5,240
4,921
5,000
4,204 4,471
3,692
4,000
3,471
3,263
3,000
2,000
1,000
0
2008
2009
2010
2011
2012
  • Capital Expenditure (in € million)

  • Operating Cash Flow (in € million)

Opportunity / Threat

New Market

Green Vehicle Asian Market

 

Electric Vehicle (US)

2011

2012

2013 (Jan- Oct)

Number of units

284,064

487,48

501,369

sold

0

Market Share (%)

2.23%

3.38%

3.90%

 

Asian Market

2011

2012

 

Number of units sold in Asia

375,45

493,39

 

2

3

 

Number of units sold in

 

233,63

327,34

China

0

1

 

Percentage (China)

14.0%

17.7%

 

Percentage (USA)

18.4%

18.9%

Innovation

http://www.youtube.com/watch?v=2_ug4L3tA9k

Opportunity / Threat

Intense competition

Ex) Audi, Mercedes-Benz, Lexus, Volkswagen

Rising raw material prices

Ex) Steel, Rubber, Labor, etc…

Opportunity / Threat  Intense competition ▪ Ex) Audi, Mercedes-Benz, Lexus, Volkswagen  Rising raw material
Opportunity / Threat  Intense competition ▪ Ex) Audi, Mercedes-Benz, Lexus, Volkswagen  Rising raw material
Opportunity / Threat  Intense competition ▪ Ex) Audi, Mercedes-Benz, Lexus, Volkswagen  Rising raw material

Issue, BMW needs to face

Are Mercedes Benz and Audi still BMW’s competitor ?

BMW was crowned for 2 consecutive number one premi um automaker

Who should BMW compete against then?

Porsche? Ferrari? Aston Martin?

Issue, BMW needs to face  Are Mercedes Benz and Audi still BMW’s competitor ? 
Issue, BMW needs to face  Are Mercedes Benz and Audi still BMW’s competitor ? 

vs.

Issue, BMW needs to face  Are Mercedes Benz and Audi still BMW’s competitor ? 

Recommendation

Need of the even number series’ better awareness

Most of Porsche vehicles are two-door / coupe.

Difference in designs between Sedan and Coupe

To compete with higher brands, BMW needs to introduc e a new innovative design.

Recommendation  Need of the even number series’ better awareness  Most of Porsche vehicles are
Recommendation  Need of the even number series’ better awareness  Most of Porsche vehicles are

Work Cited

"SWOT Analysis of BMW." BMW SWOT Analysis 2013. N.p., n.d. Web. 18 Nov. 2013. (http://www.strategicmanagementinsight.com/swot-analyses/bmw-swot-analysis.html)

"IKN." : 30.10.11. N.p., n.d. Web. 19 Nov. 2013.

"GOOD CAR BAD CAR." Mercedes vs BMW vs Audi. N.p., n.d. Web. 19 Nov. 2013.

BMW annual report in 2012 /2011

“Promoting Electric Drive Techonologies Andinfrastructure.” Electric Drives Sales. Np., n.d. Web. 19 N