case study bmw
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BMW
Case Study Analysis: . . W.Distribution
1917 BMW ( Bayerishe Motoren Werke ), .
To 1928 . 1933
.. 1973 .
1994 Rover Group brands Rover, Mini Land Rover. 2000 brand Mini.
To 2003 brand Rolls-Royce.
15 ( , , , )
BMW 1974 Intercar AE .
2003 BMW Hellas AE, BMW Group
BMW BMW Hellas. BMW , BMW .
BMW Hellas BMW Group.
BMW :
( brands: BMW , MINI, Rolls-Royce )
/ GMFordChryslerNissanToyotaHondaVWMercedesJaguarBMWHyundai
- .. ( .) ..1Toyota A.B.E.E.578.017.22Kosmocar A.E. (VW + Audi)450.713.03Ford Motor A.E.B.E.428.122.34Mercedes Benz A.E.E.421.630.65General Motors A.E.277.74.96 ., I., A.E. (Nissan)274.55.77BMW A.E.215.815.88Hyundai 215.02.59Citroen ....190.64.510 ....190.524.420Chrysler Jeep ....95.61.431Jaguar ...2.50.1
.1Mercedes Benz A.E.E.30.62 ....24.43Ford Motor A.E.B.E.22.34Toyota A.B.E.E.17.25BMW A.E.15.86Kosmocar A.E. (VW + Audi)13.07 ., I., A.E. (Nissan)5.78General Motors A.E.4.99Citroen ....4.510Hyundai 2.5Chrysler Jeep ....1.4Jaguar ...0.1 -2005 2006()< 1000cc10,3%7,85% 1200cc30,2%28,09%C 1400cc 28,0%31,48%D 1600cc11,1%12,05%> 1600cc0,9%1,26%F> 1600cc0,2%0,10%G> 1600cc0,0%0,01%MPV5,1%5,49%Sport3,2%3,28%4X4 (ATV-SUV)10,6%9,83%Mini 0,4%0,36%0,0%0,20%
, , .
, , ( dealers/ ) .
S.w.o.t Analysis
S.w.o.t Analysis
Brand Loyalty & Awareness Brand
S.w.o.t Analysis
after sale service
,
Target Group
Core Target Group: 35 60 -
Vals: Lifestyle: &
:
: Vals 1 & 2
: () ,
: Vals 1 & 2
: - ..: 12% - group: 40
: , , : /, /, /,
: Vals 1 & 2
: - ..: 12 % - .. : 45
: , , , , . : , manager, ,
: Vals 1 & 2
Perceptual Map
& &
Marketing Mix
.
1:
3:
6: 5: 7:
3: 5: 4: :
:
:
. .
2005, 97,3 . (, , ).
Above the line MediaBelow the line media
Media services 2.
,
BMW 2005, Media Services
BMW HELLAS
43 DEALER
13 (, )
3 (, )
1 ( )
SUZUKI
( BLOCK EXEMPTION 2001 / 4 ) DEALER
***BMW
BMW -DEALER
KATA RISK CENTRALIZATIONCONTROLL
2003 INTERCAR A.E. DEALER ( H BMW )
( , , , .)
OI DEALER A ( ) ... .. ,
60 % 70 % AFTER SALES
30 %
SERVICE - ACCESORIES
: BMW
: 15/4/2007 30/4/2007
: 25% 50% 25%
: 100
:
;
;
;
;
brand;
brand
35+
5 .
3 portfolio
( ) ( ) .
.
service .
Brand :
Image
1BMW 17,010BMW 38,781M=BMW 6 SERIES CABRIO7711BMW F 650 424123BMW HP2 MOTO4536BMW K1200S MOTO180527BMW R1150RT MOTO15649BMW R1200 MOTO457215BMW SERVICE MOBILE300993BMW X3457664BMW X56010BMW Z4 CABRIO316431BMW SERVICE142773BMW 96866W 117054BMW METAXEI4990BMW MHXANES51540BMW 11465891BMW SEIRA 31139334BMW SEIRA 547508BMW SEIRA 76804BMW/AC SCNITZER53752MINI MOBILE CARE/SERVICE31440
100000000000000000000000
&APage &P
111.38.88.48.35.65.4
2toyota lexus11.3Kosmocar8.8Volvo - Ford8.4Mercendes8.3Bmw5.6General Motors5.4
3
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