Businesses amount for 20% of BMW’s clients. These are medium- and high-sized businesses with a year’s revenue of more than 2,000,000 Euros. They prefer to use the cars in a leasing form (and then lease new ones). Their cars are 5 and 7 models. Government: administration amount for 27% of the clients. All governmental staff that have cars with drivers (BMW 7-series); and governmental staff of middle level which use 5-series. Government: army amount for 1%. These are generals who have cars (7- series) with drivers. Government: police amount for 7% of the customers: Special Forces of police, who work in order to perform high-speed pursuits and catch very fast criminals. Their cars are BMW 5-series, preferably starting with 3.5-liter gasoline engines. 2.1.2. Competitors 6
BMW Group is the leading premium car manufacturer in the world. In recent years BMW Group has been closely marked by its competitors. List of few BMW Group’s series lines and brand names has to market specific competitors. 1 Series: Audi A3, Volkswagen Golf, Alfa Romeo 147, 3 Series: Audi A4, Jaguar X-Type, Mercedes C-Class, Lexus IS200, 5 Series: Audi A7, Mercedes E-Class, Saab 9-5, Jaguar XF, Volvo S80, 6 Series: Jaguar XK, Maserati 4200, Porsche 911, 7 Series: Audi A8 and S8, Jaguar XJ series, Lexus LS400, Mercedes S-Class, X3: Land Rover Freelander, X5: Range Rover, Mercedes M-Class, Volvo XC90, Porshe Cayenne, VW Touareg, Acura MDX, Lexus GX 470, Z4: Porsche Boxster, Audi TT, Chrysler Sebring Convertible, Toyota Camry Solara, M Range: M3 Coupe - Mercedes C55, Audi RS4, M5 - Mercedes E55, Audi RS6, MINI: Mercedes A Class, Peugeot 206 H/B, Volkswagen Polo, GTI, Golf, Renault Clio, Ford Focus RS, Vauxhall Corsa and Toyota Yaris, Rolls-Royce Phantom: Mercedes Maybach, Bentley Arnage. Competitors’ analysis Now let us compare BMW with its most specific competitors in the sphere of business class automobiles. For this, we have chosen the BMW 535i X Drive (The BMW 5 Series), Audi A7 and Jaguar XF. The 5-Series is available in rear-wheel drive or all-wheel drive (X drive). The BMW 535i X Drive has 300 horsepower 3.0-liter 6-cylinder engine. It gets 14 l/100 km in the city and 11 l/100 km on the highway. The price is near $86,000. Jaguar XF Strengths 1 Well Known Brand 2 Status Symbol 3 Quality 4 A lot of add on options Weaknesses 1 Import Parts 2 Repair Costs 3 Change in currency; price fluctuation 4 Ecological/gas friendly 7
Opportunities 1 Globally recognized brand 2 Established brand Threats 1 Tariffs on shipping 2 Competitive Car Industry 3 Rising fuel costs 4 Severe economic downturn 5 The BMW 535 X-drive The Jaguar XF runs about $1800 cheaper, base price. It gets 17 l/100 km in the city (3 more than BWM) and 12 l/100 km on the highway (2 more than BMW). BMW is obviously the GREEN CHOICE, which gives us an upper hand on the competition. Audi A7 Strengths 1 Well Known Brand 2 Status Symbol 3 Quality 4 A lot of add on options Weaknesses 1 Import Parts 2 Repair Costs 3 Change in currency; price fluctuation 4 Ecological/gas friendly Opportunities 1 Increased media attention on Audi through NY Yankees baseball sponsorship 2 Globally recognized brand 3 Established brand Threats 1
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- Two '17
- Bayerische Motoren Werke AG, BMW Strategies