BMW presentation

1. Strategic Marketing Plan:
BMW P-SERIES
Group Members:
Edward-Jo Bovy
Gustavo Bezerra
Ivan Malenica
Cornelia Bottke

2. Business overview
Name: BMW Group: - BMW
- Mini
- Rolls-Royce Motor Cars Limited
Operational Facts: > 140 countries
- over 110,00 employees
Position: International premium automobile market
Customer Value: - High quality product and services
- Unique design
- Recognition of achievement
- High standards of dynamics and technology

3. Vision/Mission/Objectives
Vision:
Mission: until 2020 world’s leading provider of premium products and
premium services for individual mobility.
Objectives:
the development, manufacture and sale of engines and cars
Striving for ecological and social sustainability
 taking full responsibility for products
 giving an unequivocal commitment to preserving resources

4. Target Market – SIGMA Milieus

5. „Marketing Egg“ of BMW

6. Strengths
- Brand reputation
- High quality product
- Skilful workforce
- RD -> Technology & Innovation
- Strong Corporate Social Responsibility
“Green” vehicles
Weaknesses
High production cost
High cost structure
Weak brand and car portfolio
First Pick-Up
Opportunities
- Positive attitude towards “green” car
- Increase the brand portfolio
- Changes in consumer need
Threats
- Strong competition
- Rising of raw materials prices
- The euro exchange rate is growing
SWOT

7. Array of Products
Product Description Starting price Anticipated demand
worldwide
Series P1
Small Pick-Up
(Size comparable to X1)
$36,959.00 5130 units
Series P 3
Medium Pick-Up
(Size comparable to X3)
$46,046.00 2700 units
Series P 5
Big Pick-Up
(Size comparable to X5)
$63,628.00 4400 units
Series P 6
Big Coupe Pick-Up
(Size comparable to X6)
$71,279.00 1200 units
Growth potential: 253% Growth over the 5 coming years

8. The market situation
• Unique selling position
– Representation of status and achivement
– Effective design and features
– Competitive post-sales service
• Loyal customers

9. The market situation
• Competitors:
– Audi (well known brand, status symbol)
– Mercedes-Benz (leader in innovation, safety patents)
– Lexus (reliability and durability)
– Acura (quickly built reputation, impresive
performance)

10. Marketing strategy
• Search engine marketing
– Promote brand, ads that link to the BMW website appear on
top when specific keywords are typed
• Online public relations
– Press release, third party media coverage, extension to social
networks
• Online TV
– Promotion of core brand values, technology, performance,
quality, interaction among viewers
• Online games
– Appeal to the players, enhance awareness, influence players

11. Advertising and promotional strategy
• BMW website
– Easily reach customers worldwide with rich information
• E-mail and mobile messaging
– Growing popularity of devices connected to the internet. Promotion,
customer retention, obtaining further data that helps learning customer
behavior
• Online magazines and newsletters
– Engaging reading experience through interactive features with more
information, pictures, and videos. Easier than printing and physical delivery
• Social networks
– Potential of reaching a great number of people at a relatively low cost.
Multimedia and interactive communication with a large number of
consumers

12. Sales and distribution channels
• Car dealers 80%
– Cars are easily available. Salespersons provide
personal customer contact
 expand car sales without investing capital.
– competitive rates for car dealers
• Online purchase 20%
– Using the Internet - no need of physical presence
– customization of the car via the virtual showroom
and later pay and obtain the car

13. The Investment
Initial Investment ($Million)
Marketing $2,953
R&D $5,232
Cost of Material $62,238.46
Personnel Costs $16,015.20
Structure cost $10,676.80
Total $86,439.15
Total Investment 100% $86,439.15
BMW Automotive Finance Co., Ltd
45% $38,897.62
BMW Bank GmbH 35% $30,253.70
Own Capital 20% $17,287.83

14. Price
P-Series Models Store Price Invoice Price FOB Price
P1 $36,959.00 $28,430.00 $11,372.00
P3 $46,046.00 $35,420.00 $14,168.00
P5 $63,628.50 $48,945.00 $19,578.00
P6 $71,279.00 $54,830.00 $21,932.00
P1 P3 P5 P6
FOB $11,372.00 $14,168.00 $19,578.00 $21,932.00 100%
Production Cost $3,411.60 $4,250.40 $5,873.40 $6,579.60 30%
Marketing $1,705.80 $2,125.20 $2,936.70 $3,289.80 15%
Taxes $2,274.40 $2,833.60 $3,915.60 $4,386.40 20%
Investment $1,705.80 $2,125.20 $2,936.70 $3,289.80 15%
Profit $2,274.40 $2,833.60 $3,915.60 $4,386.40 20%

15. Sales Expectations
2015-2019
Expected Sales
($Million)
Expected Sales
(units)
Expected
production Cost
($Million)
Expected
Production
(Units)
Expected Profit
($Million)
Germany $179,208.00 22401 $147,641.46 24890 $31,566.54
UK $66,024.00 8253 $54,394.22 9170 $11,629.78
Rest of Europe $188,640.00 23580 $155,412.06 26200 $33,227.94
North America $207,504.00 25938 $170,953.26 28820 $36,550.74
Asia $245,232.00 30654 $202,035.68 34060 $43,196.32
Other Markets $56,592.00 7074 $46,623.62 7860 $9,968.38
Total $943,200.00 117900 $777,060.29 131000 $166,139.71