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Business Decision Making

论文作者:www.51lunwen.org论文属性:硕士毕业论文 thesis登出时间:2015-06-02编辑:felicia点击率:10861

论文字数:3574论文编号:org201504302153448455语种:英语 English地区:英国价格:免费论文

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摘要:宝马和奔驰都是世界上顶级的汽车类型,得到很多人的喜欢和追捧,这篇文章就从宝马汽车产业的发展和策略出发,分析宝马的营销策略和发展手段。

宝马在2006年进入印度市场,当时主要的竞争对手是梅赛德斯-奔驰,都是德国豪华汽车的制造厂商,在市场都有较大的市场份额。最近奥迪已经进入他们的市场,汽车公司之间的竞争变得愈发激烈。在销售业绩方面,宝马已经超越了梅塞德斯-奔驰,并且在印度市场中位居第一。奥迪正在迅速地吞食市场份额,所以,宝马为了保住自己的地位,及时调整方针政策进行应对,以稳固自己的市场地位,提升自己的市场竞争力。本文就针对宝马汽车产业的发展和市场扩张进行分析,旨在提高宝马汽车市场发展的稳定性。


Business decision making


1. Prepare and implement a plan for the collection of primary and secondary data for assessing an area of business of your choice.


a. Develop and use a questionnaire and justify its design for a particular purpose.


1.1 Research Topic


General Area of interest: - Expansion & Diversification of Business.


Specific sub area of interest: -BMW's expansion in car segment in Mumbai, India.


More specific topic of interest: - Which type of car segment should BMW expand their business in Mumbai, India.


Research Topic - BMW's expansion in particular car market segment.


1.1.1 Background


BMW entered the Indian market in the year 2006 after their arch rival Mercedes-Benz. Both the German luxury car makers have the maximum market share in the luxury car market segment. Recently Audi has entered their market and is giving both the automobile companies a tough competition. BMW is able to overtake Mercedes-Benz in terms of sales and has been at the top of the luxury car market segment in India since the last four years. Audi is capturing the market segment rapidly with its new cars. So in order to remain at the top of the luxury car segment BMW as to react according to the change in trend and bring out new models to beat its competitors and block the entry of new competitors like Nissan, Porsche, Volkswagen, etc in their market segment.


BMW has its sales subsidiary in Gurgaon, Delhi to develop its dealer network in India. BMW has established 14 dealers all over India. Mumbai is one of the largest cities of luxury car market segment in India. The SIAM (Society of Indian Automobile Manufactures) has reported that BMW's sales have grown by 12.76% to 1,020 units in July, 2009. The report also says that BMW has increased its sales by 43% to 3,000 units in 2010. BMW has future plans on increasing their dealership in eight more cities of India. BMW's management team can understand the taste of the Indian consumers based on the research conducted in Mumbai, India. Mumbai being the economic capital of India had the largest number of buyers of luxury cars in India. BMW had opened its first assembly center in Chennai in 2007 by seeing the potential growth in Indian market. BMW is really caution about its product launch in Indian markets because they just don't want to sell cars based on their brand value, but they wish to create better brand value by serving their customers with luxury cars with top of the line features, amazing performance and competing prices. BMW had surprised all its rivals by launching Rolls Royce cars in Indian market after studying the economic growth in India. But they still haven't launched the cars of brand Mini because Indian customers are not ready for expensive small cars. BMW has always tried to make their cars on the basis of an idea of be论文英语论文网提供整理,提供论文代写英语论文代写代写论文代写英语论文代写留学生论文代写英文论文留学生论文代写相关核心关键词搜索。

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