Global Strategy

Brent AguilarVinayak DesaiKashmira KaleMeera Sarathy

Agenda

The BMW Brand

Challenges

Competitors

Future of the Industry

Recommendations

BMW’s Product Line

- BMW

- BMW i

- Rolls Royce

- MINI Cooper

- Motorrad

- DriveNow

BMW by the numbers

- 2014 revenue of €80.4 billion

- Sold 2,118,000 automobiles and 123,495 motorcycles

- 16.8% share of the luxury market

- Over 116,000 employees worldwide

- Dealerships in over 150 countries

The BMW ConsumerThe “Successful and Show”

Description- Late 20’s-late 40’s- Affluent and educated- Full nesters

Why BMW- Brand status- Comfort- Previous experience

The BMW ConsumerThe “Go-Getters and Big Dreamers”

Description- Mid 20’s-mid 40’s- Starting their career- Young families

Why BMW- Brand status- Transition- Personality

Rising to the ChallengesAreas to Accelerate

Global Markets- Increase market share through expansion into untapped markets

Ahead of the Curve- Meet demanding emissions and fuel economy standards

Keeping Pace- Maintain high quality products- Compete with hi-tech automakers

CompetitorsA Race to the Finish

Luxury Brands- Mercedes: In-house development- Audi: Hybrids and new build

Technology- Apple: All electric car by 2019- Google: Operationally autonomous cars in 2017

Electric Car Brands- Tesla: Monopoly- Faraday: Upper management from Tesla and BMW

A Bend in the RoadThe Future of the Industry

- The “internet of cars”

- Fewer parts, plenty of customization

- Lighter, stronger cars

- Emergence of Asia Pacific

- Self-driving cars

Arriving at the DestinationRecommendations

Invest in “Priming” New Markets

Expansion into Innovative Markets

Expand Partnerships, Collaborations, and R&D

Company Culture- Flexibility- Quick decision-making- Collaboration

Questions and Feedback?