MALINI KISHOR SANGHVI COLLEGE OF COMMERCE AND
ECONOMICS
RESEARCH METHODS IN BUSINESS
Topic : BAVARIAN MOTOR WORKS(BMW)
SYBMS B, 2015-2016
Group-9
GROUP MEMBERS
1014 NIRALI SHAH
1002 YASH PAWAR
0183 VARUN JAIN
0177 PRIYANK DODIA
0199 AMI PAREKH
0188 ZAHEN KHAN
ACKNOWLEDGEMENT
We would like to express our special thanks of gratitude to our
teacher Prof. Jasleen Kaur for giving us the golden opportunity
to work on an interesting project on BMW. The project has helped
us in doing a lot of research on the subject and in the process we
learnt a lot of new things.
We would also like to thank our Parents and Friends who helped us
in finalizing the project within the defined timelines.
INTRODUCTION
Bavarian motor works usually its abbreviation
BMW is a German luxury automobile,
motorcycle and engine manufacturing
company founded in 1916.
It is headquartered in Munich, Bavaria,
Germany, it also owns and produces mini cars
and serves as the parent company of Rolls
Royce motor cars.
It was founded by Franz Josef Popp in 1916.
With an employee count of 105,876, BMW is
one of most admired and trusted automobile
manufacturer besides Audi and MercedesBenz.
BMW currently manufactures and
produces cars and motorcycles, with
latter being shipped under BMW
Motorrad.
The company forms the trio of the
luxury automobile manufacturers
popularly called as "German Big 3",
with Audi and Mercedes-Benz being
the other two.
It also has its popular tag line sheer
driving pleasure.
In India it sells its products under
through Navnit Motors and Infinity
Cars.
VARIETY OF PRODUCTS
Variety of products include Cars, Motorcycles
and accessories.
These cars are sedan named with the help of
series. It starts from 1 series and goes up to
7 series.
It also includes the x series of cars which
have SUVs in their category, including a Z4
which adds to the collection.
And finally the BMW M and BMW I which
defines the product technology and
performance.
Most of the above are manufactured in India.
Heading to its next section of cars,
known as MINI.
It includes MINI 5 DOOR, MINI 3 DOOR,
MINI CONVERTIBLE and MINI
COUNTRYMAN.
And finally one of the most luxurious and
royal car that is ROLLS ROYCE which
have the varieties PHANTOM and GHOST.
It has a variety of Motorcycles also.
SOURCES OF DATA- SECONDARY DATA
BMW MANUFACTURING JUST THE FACTS
Headquarters : Munich,
Germany
Plant : South Carolina
Plant size : 4.73 million square
feet
Site size : 1150 acres
Plant employment : 4500
employees
Capacity : 2000 units per
week
BMW INDIA
Headquarters : Gurgaon,
Haryana
Plant : Chennai
Dealer network : 50
Products : luxury vehicles,
commercial vehicles,
motorcycles
Number of employees :
1200+
BMW WORLD WIDE SALES
MARKETING STRATEGIES
Key Product features in the marketing strategies of BMW
Luxury segment
High Quality products
Excellent brand pull
Good service
Market segmentation
Targeting
Positioning Strategies
Value Based Pricing
PLACE
The company use huge market
dealership and imports from non
dealership networked countries.
They have got 4 manufacturing
plants in UK.
The company is operating in
almost 100 countries worldwide
with approximately 4000 dealers
who are authorized to sell new and
used cars.
PRICE
The strategy adopted by BMW is the Value based
pricing. The customers are fond of buying BMW cars
based on the brand name and quality of their
products.
BMW also uses Segment pricing strategy by offering
the best pricing options to the graduate students.
The price range of BMW begins from 25Lakhs.
Factors that affect the prices are engine size, motor
sport version etc.
The BMW group also has many discount offers for its
valuable customers.
PROMOTION
BMW ads focus as much on the looks of the car
as on the engine and the technology of the car.
BMW also focuses on customer delight and a
purchase of a car is almost always accompanied
by gifting a few memorable moments to the
customer for the purchase of the car.
BMW has used several advertising means for
promoting their products. This includes
television for branding campaigns, new car
launches, publications and magazines, outdoor
campaigns, brochures, internet etc.
On a general scale, the car is associated in the
mind of the public as being connected to
success, someone who has extra to pay for
luxury and craftsmanship rather than buy a run
of the mill car. Iconic cricketer Sachin Tendulkar
who himself is an avid fan of BMW is its brand
ambassadors.
SWOT ANALYSIS OF BMW
Strengths
Strong brand reputation all across the globe. Well known for quality and environmental
friendly vehicles. The workforce is highly skilled. BMW has maintained the role of CSR
(Corporate Social Responsibility) successfully. The company has a strong presence in China.
Weaknesses
The prices of BMW products are usually high. Strategic partnerships and acquisitions are
small in number. The brand portfolio can be further diversified. The high cost structure
can weaken the companys brand name in various market segments.
Opportunities
Living up to the needs and standards of the consumers. Market expansion. Diversifying
the brand portfolio. Increasing the fuel prices can be beneficial.
Threats
Fierce competition with rivals like Mercedes Benz, Audi, Honda etc. Decrease in fuel
prices. The rise in raw material prices. The rise in euro exchange rate.
QUESTIONNAIRE
What's your age?
What's your gender?
What's your profession?
Whats your opinion about the price
of the bmw cars?
Which is the best bmw car?
Would you prefer any other brand
other than bmw?
How was your overall experience
with bmw?
SAMPLE SIZE (SURVEY)
AGE WISE
Particulars
No. of
CLASSIFICATION
Percentage
Respondents
20-30 years
16
32%
30-45 years
27
54%
45 years & above
14%
Total
50
100%
Age wise Respondents
Source: Primary Data
The Above Data reveals that 32%
of respondents belong to 20-30
years, 54% belongs to 30-45 years,
and 14% are above 45 years.
20-30
30-45
45 & Above
GENDER WISE CLASSIFICATION
Particulars
No. of
Respondents
Percentage
Male
48
96%
Female
4%
Total
50
100%
Source: Primary Data
Gender Wise Respondents
The Above Data reveals
that 96% respondents were
male and only 4%
respondents were female.
Male
Female
PROFESSION WISE
CLASSIFICATION
Profession Wise Respondents
Particulars
No. of
respondents
Percentage
Entrepreneurs
14
28%
Businessman
17
34%
Doctors
16%
Engineers
18%
Lawyers
4%
Total
50
100%
Entrepreneurs
Engineers
Businessman
Lawyers
Doctors
WHAT'S YOUR OPINION ABOUT THE PRICING
OF BMW CARS?
Ans: The prices of BMW Group are based on a
differentiated strategy. This means that they charge
extra for premium quality. BMW Group focuses on being
labeled as a "luxury car" and "a foreign or international
car", so BMW Group does not look to target one ethnicity
or citizenship. BMW Group has a strategy of targeting
their customers by using segmentation.BMW targets the
areas that industrialised or are fast growing such as
India.
WHICH IS THE BEST BMW CAR?
Particulars
No. of
respondents
Percentage
7 series
16
32%
5 series
14%
X3
11
22%
X5
16
32%
Total
50
100%
Car Variants
Source: Primary Data
The Above Data reveals that 32%
respondents prefer 7 series and another
32% respondents prefer X5, 22%
respondents prefer X3 and rest 14% prefer 5
series.
7 series
5 series
X3
X5
WOULD YOU PREFER ANY
OTHER CAR THAN BMW?
IF YES THE WHICH
BRAND WOULD YOU
PREFER?
Particula No. of
rs
responden
ts
Percenta
ge
Particula
rs
No. of
responden
ts
Percentag
e
Yes
16%
Mercedes
75%
No
42
84%
Audi
25%
Total
50
100%
Total
100%
Yes
No
Mercedes
Audi
HOW WAS YOUR OVERALL
EXPERIENCE WITH BMW?
Ans: It was a great overall
experience with BMW. The cars a
value for money. There is hassle
free service. After sale service is
quite responsive and helpful.
Though the maintenance is high
and average is low the car never
disappoints you. Once youre a
BMW customer you would not
prefer leaving it. Its indeed
SHEER DRIVING PLEASURE.
FINDINGS
BMW Group is the leading premium car manufacturer and seller in the
world. The sales of BMW Group are rising day by day.
But one great threat for BMW Group is the increasing competition in the
automobile market. BMW Group has got fiercing competitors like Audi,
Mercedes-Benz being the two nearest to BMW Group in competition in
the premium car industry.
In the end it may be said that the BMW Group distinguishes from its
customers by its great advertising and marketing campaigns and mostly
by their great brand image.
The innovation of the company, diversification in new markets,
technological advancement and customer satisfaction are the key to
BMW success in the luxury car market.
The latest TV-Ad of BMW Group is a great description of BMW Group as
an automobile leader in which they say, "we just don't make cars, we
make joy".
CONCLUSION
BMW is a well known and highly valued brand and has high diversity
in the product portfolio.
BMW possesses high internal competence and the company
develops a large part of the car themselves.
The emerging markets in South East Asia, Russia, Eastern Europe
and South America have shown evident growth developments.
Eminent production, transportation and raw material costs have
bought dampened margins and affected the buying power of
consumers likewise as high oil prices.
