HISTORY

Bayerische Motoren Werke AG pronunciation (BMW) (English: Bavarian Motor Works) is a German automobile, motorcycle and engine manufacturing company founded in 1917. It also owns and produces the Mini marque, and is the parent company of Rolls-Royce Motor Cars. BMW produces motorcycles under BMW Motorrad and Husqvarna brands. In 2010, the BMW group produced 1,481,253 automobiles and 112,271 motorcycles across all its brands.

BMW entered existence as a business entity following a restructuring of the Rapp Motorenwerke aircraft engine manufacturing firm in 1917. After the end ofWorld War I in 1918, BMW was forced to cease aircraft engine production by the terms of the Versailles Armistice Treaty.The company consequently shifted to motorcycle production in 1923 once the restrictions of the treaty started to be lifted, followed by automobiles in 192829. The first car which BMW successfully produced and the car which launched BMW on the road to automobile production was the Dixi.

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1929

1933

1948

1980

200 0

2011

PLANTS OF BMW

Why Logo Is Important?

Logo is basically the branding of product at international market Logo provides you a feeling of class For eg. There are two cars parked side by side and both are replicates of each other with just a difference of a logo Say one is of TATA and other one is BMW. Obviously due to our psychological thinking we will like bmw car and will criticise the other one. So its important to have a look at logos history.

BMW LOGO
The name-change to Bayerische Motoren Werke compelled management to devise a new logo for the company, therefore the famous BMW trademark is designed and patented at this time. However, they remained true to the imagery of the previous Rapp Motorenwerke emblem . Thus, both the old and the new logo were built up in the same way. By analogy with this, the blue and white panels of the Bavarian national flag were placed at the center of the BMW logo. The final logo was derived from the propellor.

PRESENT LOGO

BMW MODELS
BMW COMPACT BMW 1 SERIES BMW 3 SERIES BMW 5 SERIES BMW 6 SERIES BMW 7 SERIES BMW 8 SERIES BMW Z SERIES BMW SPORTS ACTIVITY SERIES

As you can see there are lot of similarities among the cars of BMW. BMW has its own unique style in designing a car. An ordinary educated man can easily identify the car just by looking it from outside without noting its logo. And thats a plus point to car which differentiates it from others.

Lets have a look at a car of BMW.

BMW INDIA
Headquartered in Gurgaon (National Capital Region) BMW India is a 100% subsidiary of the BMW Group. The initial investment in India is 1.1 billion Indian Rupees. The wide range of BMW activities in India include the establishment of a production plant in Chennai (Tamil Nadu) and development of a dealer organisation across major metropolitan centres of the country. In medium term, BMW India has employed around 200 people; up to 600 additional jobs have been created in the dealer and service network.

On 29 March 2007, BMW India officially opened its production plant in Chennai. The BMW Plant Chennai produces the BMW 3 Series and BMW 5 Series Sedans in petrol and diesel variants and has a capacity to produce 3000 units per year on a single shift basis.

The present dealer network covers 95% of the sales potential of the premium car segment in India. Phase I of the Dealer Network Strategy included establishment of 12 dealers covering major metropolitan centres of the country by the end of 2009.

BMW GROWTH POLICY

The production of BMW Group is developed to satisfy different customers needs, providing a variety of models for luxury, middle and low segments of market. Company constantly works out new technological decisions and improvements and nowadays sets new standards in production. BMW Company continues to develop the concept of hydrogen engine automobile which according specialists estimations will dominate in the future automotive market because of the limited natural resources. First experimental cars with hydrogen engines already exist. The fundamental objective of the BMW Group is to continue the process of profitable growth by concentrating on high-profit market segments.

POLICIES IN INDIA
International Purchase Office: BMW India has also established an International Purchasing Office (IPO) at its headquarters in Gurgaon. The IPO will focus on the development of exports from India to the BMW Group International Production Network and work towards increasing the sourcing share from India over the coming years. The activities include the identification and assessment of potential suppliers taking into account BMWs requirements for quality, technology and logistics. The IPO will explore procurement of production material (components) as well as IT and Engineering Services.

BMW Financial Services India

BMW Group introduced BMW Financial Services India as a new business entity in India in the mid of 2010 at headquartered in Gurgaon (NCR). BMW Financial Services India is seeking a license to operate as a Non-Banking Finance Company (NBFC) in India to offer solutions for Retail automobile financing for BMW customers and multi make customers. Financing for Fleet Owners and Commercial Financing for BMW dealerships and multi make dealerships.

BMW CUSTOMER

Average BMW Customer Profile: Approx. 46 years old Median income = $150K Well-educated Married and no children 2/3 were male Technology is important Very loyal to the BMW brand Driving is a form of personal expression Work hard and play hard!

KEY PLACES

BMW is meant for highly rich people. It is a upper segment car company. In India Audi is giving a tough competition to BMW as Audi has more value for the same cost.

Key Success Factors

branding brand loyality brand awareness global positioning positioning in established markets positioning in growing markets innovation rate differentiation hybrid

MARKET SHARES

no clear market Leader more than 50 competitors Worldwide many local car manufacturers

Direct Competitors

Cars sold (2009)

STRENGTH Strong brand image Strong R&D capabilities (DM) Strong product innovation High employee productivity Motocycle as niche product US military service High quality suppliers Steady decrease in Co2 emissions Strongest product: 3 Series

The BMW 3 Series is a compact executive car manufactured by the German automaker BMW since May 1975. Successor to the BMW New Class, it has been produced in five different generations and in no less than five different body styles. It is BMW's best-selling model, accounting for around 30% of the BMW brand's annual total sales

WEAKNESSES

Poor performance of BMW in asian markets Lack of scale compared to Competitors High wages

OPPORTUNITIES:

Car industry on road to Recovery Poised to benefit from increasing demand for hybrid electric vehicles Growth in Asia Moderate growth in global cars market Rising green awareness

THREATS

Competition in the global automotive market Currency risk Environmental protection regulations Recession in US and Europe

CONCLUSION
The BMW Group is one of the most successful manufacturers of automobiles and motorcycles in the world with its BMW, MINI and Rolls-Royce brands. As a global company, the BMW Group operates 24 production facilities in 13 countries and has a global sales network in more than 140 countries. The BMW Group achieved a global sales volume of approximately 1.29 million automobiles and over 87,000 motorcycles for the 2009 financial year. The success of the BMW Group has always been built on longterm thinking and responsible action.

The company has therefore established ecological and social sustainability throughout the value chain, comprehensive product responsibility and a clear commitment to conserving resources as an integral part of its strategy. As a result of its efforts, the BMW Group has been ranked industry leader in the Dow Jones Sustainability Indexes for the last five years

A Presentation By: RAKSHIT SINGHAL 2010UME213