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2014 2016
Submitted by
(internal guide)
guided by
Certificate of Originality
This is to certify that the project report entitled STUDY
ON BMW PREMIUM SELECTION submitted to
bharati vidyapeeth
deemed university . Pune in partial fulfilment of the
requirement for the reward of the degree of MBA
MARKETING AND FINANCE is an original work
carried out by MR. work carried out by MR. GAURAV
BAJAJ UNDER THE GUIDANCE OF MR. GAUTAM
GANDHI . The matter embodied in this project is a
genuine work done by Gaurav Bajaj to the best of my
knowledge and belief and has not been submitted before
neither to this university nor to any any other university
for the fulfilment of the requirement of any course of
study
Signature of student
designation
CERTIFICATE
This is to certify that the project titled STUDY ON BMW
PREMIUM SELECTION is done by GAURAV BAJAJ
submitted in partial fulfilment of the requirement for the
award of degree of MBA MARKETING AND FINANCE
from bharati vidyapeeth deemed university , pune. It has
been completed under the guidance of from bharati
vidyapeeth deemed university , pune. It has been
completed under the guidance of MR.YOGESH GURAV
AND MR/MS. ________________ (CORPORATE
MENTOR) .WE are thankful to BMW for having allowed
our student to undergo project work training . the
authenticity of the project work will be examined by the
viva examiner which include data verification , checking
duplicity of information etc . and it may be rejected due to
non fulfilment of quality standards set by the institute
ACKNOWLEDGEMENT
GAURAV BAJAJ
ROLL NO .23
PREFACE
As a part of the MBA curriculum and in order to
gain practical knowledge in the field of
management , we require to make a report on
study on bmw premium selection . The basic
objective behind this project report is to gain
knowledge about bmw premium selection cars
TABLE
OF
CONTENTS
TITLE OF PROJECT.............................................................................................................. i
CERTIFICATE OF ORIGINALITY....................................................................................iii
CERTIFICATE....................................................................................................................... iv
ACKNOWLEDGEMENT.......................................................................................................v
TABLE OF CONTENTS........................................................................................................vi
LIST OF TABLES...................................................................................................................ix
LIST OF FIGURES.................................................................................................................x
LIST OF ACRONYMS...........................................................................................................xi
ABSTRACT...........................................................................................................................xii
CHAPTER 1.............................................................................................................................1
1.0 Introduction........................................................................................................................1
1.0.1 PRODUCTION AND TECHNOLOGY..........................................................................
1.0.2 COOPERATION NETWORK .....................................................................................
1.1 Background of the study......................................................................................................
1.2 Statement of the problem.....................................................................................................3
1.3 Purpose of the Study............................................................................................................4
1.4 Objectives of the study.........................................................................................................4
1.5 Research questions...............................................................................................................4
1.6 Scope of the study................................................................................................................5
1.6.1 Geographical scope...........................................................................................................5
1.6.2 Time scope........................................................................................................................5
1.7 Significance of the study......................................................................................................5
OVERVIEW OF A INDUSTRY AS A
WHOLE
A traditional company with a long history.
Initially, BMW Company was dedicated to the
development and production of airplane
engines. BMWs blue and white logo still
represents a whirling propeller which records
the companys history. In 1923, the first BMW
motor car was released. Five years later in
1928, BMW acquired Eisenach car factory
and started producing cars. Since then, BMW
has been putting into market many excellent
works of car manufacturing history. These
products continuously inspired peoples strong
feelings and aspirations, and built out BMW
Companys outstanding fame as a car
manufacturer.
Cooperation network
Apart from developing and optimizing
resources inside the group, BMW
Group has also made good use of
resources outside the group in a
cooperative way. BMW Group pays
high attention to its network to be more
flexible and agile. In accordance with
the success code of individual effort
accumulates while teamwork doubles
the outcome, BMW Group has
consistently pursued the long term
cooperation with partners. That
involves traditional parts suppliers, as
well as small yet strong hi-tech
companies, scientific labs and
colleagues in relevant technology field.
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BMW Motorsport
Since a long time ago BMW Group has
been proving its strength in sports
events and set up many records. In
1937, a BMW motor car broke motor
cars MPH record with a speed of
279.5km per hour, which remained as
a world record for 14 years. In 1940, in
the famous Italian Mille Miglia event,
legendary BMW 328 won the
champion for all-class games. From
1973 to 1979, BMW won the
champions of European Touring Car
Championship six times. In 1983,
BMW won the champion of Formula 1
games. BMWs sports success
continued to today.
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Methodology
In this report just secondary data will be
used; collected from BMW annual reports,
automotive related website, and market
analysis. Some marketing tool such as
PEST analysis, SWOT analysis, Bell curve
and Boston matrix model will be used to
analyze the company and some of its
products.
Findings
Competitor analysis
The German automaker experienced a
steady increase in sales in the last few
years, as it has always been able to respond
to the attacks of its competitors with an
increasing level of technology and
innovation that characterizes its products,
thanks to important investments in R&D.
The design is also a fundamental and
integrant part of the competitive advantage
of BMW, despite the critics to the ex chief
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Environment analysis
The main purpose of the environment
analysis is to identify and evaluate the
future prospective of the company and its
relations with the external environment.
PEST analysis will be used analsing
political, economical ,social, and
technological factors, which affect the
macro-environment of BMW. As far as
political factors concern, laws and
regulation are strongly affecting the
automotive sector; increasing restriction
aimed to the environment preservation and
pollution abatement are being applied
,especially in the European countries, with
a major impact on automobile
manufacturers, and BMW (Bmw group,
2010). Economic growth on certain
countries and a strong economical crises of
others are the two variables which strongly
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Growth strategy
BMW is already experiencing growth
increasing by 4.4 per cent compared
to2011 and reaching 5.1 billion euros and
11.7 per cent higher revenues to
76.8billion euros (Business Inquirer,
2013). It has also been nominated
manufacturer of the year for the year 2012
and the outlook seems positive for2013
(Business car, 2013). Despite all this, as
mentioned in the SWOT analysis the
company is still suffering form high risk of
the currency exchange rate and from high
barriers to entry in certain market such as
Brazil. Being
involved in the international markets and
generating the 51 per cent of its revenues
from markets outside the Europe, BMW is
widely exposed to the exchange rate risk
which can affect the values of the
companys equity. Another fundamental
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d. Promotion
BMW is very committed in the promotion
of its products, the company in fact invest
large amount of money in product
placement in movies such as The World
Is Not Enough and others. New
advertising techniques are largely used by
the brand to enhance the design and quality
of its products, however could probably be
profitable for the company to focus on the
environmental sustainability of its future
products. In order to create awareness in
the BRIC countries BMW should apply
principles of global marketing to its
advertisements, in order to shape them
according to the countys culture.
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A name. A philosophy.
BMW Premium Selection - preowned vehicles
Setting the standard for fast, troublefree purchase of a pre-owned BMW:
the BMW Premium Selection certificate
offers an exclusive choice of BMW
vehicles and first-class service. Every
BMW Premium Selection vehicle
meets quality-oriented product
standards, ensuring that it satisfies the
most demanding driver. In addition,
BMW Premium Selection vehicles are
covered by a comprehensive BMW
vehicle service programme and
warranties.
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BENEFITS OF BPS
1. CERTIFIED VEHICLE HISTORY
Only the best - thats what the BMW
Premium Selection delivers. Only the highestquality vehicles with proven technical
superiority make the grade and become a part
of this exclusive range of pre-owned vehicles.
Each vehicle must first undergo a range of
tests performed by factory-trained technicians
and fulfil exacting national standards
regarding the age and mileage of the vehicle.
BMW also guarantees each driver a complete
service history.
2. WARRANTY
The BMW Premium Selection
programme offers national warranties
with terms and conditions that can
compete with those of new vehicles.
Being a BMW owner means expecting
the highest levels of quality and service.
A complete warranty on all mechanical
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3. VEHICLE EXCHANGE
Quality is our promise and we are completely
confident in the quality of the BMW pre-owned
vehicles. In the unlikely event that a
demonstrable fault arises (with a defined
period) and we are unable to resolve it, you
are entitled to visit your BMW Premium
Selection partner for a full exchange*. Your
satisfaction is guaranteed: you can take our
word on that.
*The exchange policy differs from country to
country.
4. ROADSIDE ASSISTANCE
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chapter
:RESEARCH
METHODOLOGY
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OBJECTIVES
AND
SCOPE
OF
STUDY
OBJECTIVES
:
To study the bmw premium selection as whole . BMW
offers pre owned cars to customers so that they can buy
BMW
at
low
price
.
SCOPE
1.6 Scope of the study
1.6.1 Subject scope
The study BMW PREMIUM SELECTION as WHOLE
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Conclusions
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Bibliography
www.bmw.in
www.bmw-bavariamotors.in
www.bmwgroup.com/
www.bmwmotorcycles.com/
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