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

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