BMW Motorrad

STRATEGY The BMW brand and its subsidiaries attempt to create value for the costumer by differentiating themselves from the rest of their competitors. All of them: BMW, Mini and Rolls Royce want to project an image of luxury and exclusiveness, thus creating enough customer value that they are capable of increasing the prices over the real market price; in other words their selling point is high quality in exchange of high prices. The only one that differs from the rest is the BMW Motorrad, their motorcycle

Introduction In the following report a description and analysis of the international marketing strategy of BMW will be given. First a description of the company will be given, shortly explaining the history and elaborating on it’s current situation. Secondly an overview of the company’s activities will be provided including: products, brand portfolio, markets and other relevant information. This will lead into a discussion regarding the company’s recent performance. Furthermore a detailed description

sound pronunciation (help·info); English: Bavarian Motor Works), commonly known as BMW or BMW AG, is a German automobile, motorcycle and engine manufacturing company founded in 1916. BMW is headquartered in Munich, Bavaria, Germany. It also owns and produces Mini cars, and is the parent company of Rolls-Royce Motor Cars. BMW produces motorcycles under BMW Motorrad, and plug-in electric cars under the BMW i sub-brand. BMW is one of the best-selling luxury automakers in the world.[3] Contents [hide]

|Page No. | |1. |History of BMW |3 | |2. |Showroom History |4 | |3. |Production of BMW |5

pronounce the word “BMW”, people tend to think of one thing, a “branded” car manufacturer. It is indeed, one of the top-selling luxury automakers in the world today but what does the word “BMW” actually stands for ? It’s known as Bayerische Motoren Werk, or also known as Bavarian Motor Works. BMW is founded on 1916, in Munich which is the capital of Bavaria, Germany. BMW is not only just a German automobile company, but they also manufacture motorcycles under BMW Motorrad, which already established

BRAND INVENTORY According to Interbrand, BMW is the 11th best global brand of 2015, with a brand value estimated at $37,212 million. Its success can be credit to the high-quality of products and service, innovative engineering technology, and a well-constructed marketing strategy that built a brand image of luxury and performance. Brand Elements BMW, abbreviation of Bayerische Motoren Werke AG (Bavarian Motor Works, in English), is a simple but distinctive brand name. The company’s name is meaningful

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.” Source: http://en.wikipedia.org/wiki/BMW Go to the website of BMW Group: http://www.bmwgroup.com/bmwgroup_prod/e/nav/index.html?http://www.bmwgroup.com/bmwgroup_ prod/e/0_0_www_bmwgroup_com/home/home

Auto German Automotive Industry Overview Makers – BMW, Audi, VW Markets – EU and non-EU – overview Stats The largest shareholder of Audi AG is Volkswagen AG, which holds over 99 percent of the share capital. Volkswagen AG includes the consolidated accounts of Audi AG in its own consolidated financial statements. In recent years, the possibility of Audi being spun off or otherwise divested by Volkswagen has been mooted Daimler AG , geramn car corp Daimler AG is a German manufacturer of automobiles

particular, the luxury car company BMW. BMW is one of the most successful automobile companies and is the parent of other companies such as Rolls Royce and MINI. It is headquartered in Munich, Bavaria, Germany and was established in 1910. BMW IS PART OF THE "GERMAN BIG 3"

TB0301 Dmitry Alenuskin Andreas Schotter BMW of North America: Dream It. Build It. Drive It. Any customer can have a car painted any color that he wants so long as it is black. Henry Ford Introduction In early January 2012, Joseph Wierda, BMW’s X3 Product Manager, reviewed the latest sales numbers of the popular X3 Series compact SUV. He was, in particular, interested in the effects of BMW’s customization program called “Dream It. Build It. Drive It.” on both unit sales and overall profitability