BMW Cross Culture Case Study
BMW Cross Culture Case Study
BMW Cross Culture Case Study
BMW Culture
The BMW Group is one of the worlds leading car and motorcycle manufacturers company More than 1,06,000 employees in over 100 countries With brands BMW, MINI and Rolls Royce are operate very successfully the automobile and motorcycle industry.
Cont..
Employees. sustainability
Independence
Equality of opportunity Diversity
Research intention
In the late 1990s, BMW sensed the attitudes and values of luxury-car buyers were changing with more emphasis on family and leisure time. These new upscale consumers included aging baby boomers, yuppies who had started families, and liberal-minded wealthy professionals.
SIGMA - 1
SIGMA was the company charged with researching the market. Sigma: a German research firm has pioneered a method of predicting shifts in consumer tastes. SIGMA looks beyond demographics such as age and income.
SIGMA - 2
It often interviews consumers for hours and even photographs their homes and offices to build a picture of the mindset of different consumers. Sigma predictions were that there would be significant expansion of the luxury car market.
Customer preference
Based on changing customer preference, BMW plans to make changes in its existing models Introducing new models towards customer perception
Car sharing - 1
In march 2011, BMW announced starting of a carsharing venture with Sixt, the industry is getting serious about finding alternatives to traditional car-ownership models. Ian Robertson, head of BMWs sales and marketing, said in a statement there is a growing demand for flexible mobility products in urban areas. The services that will be provided by DriveNow, BMWs cooperation with Sixt, are aimed precisely at this gap in the market, he said.
Car sharing - 2
BMW has another motive, though. It hopes that car-sharing will introduce new customers to its cars, especially its upcoming electric vehicles, which it will sell under the new i brand. DriveNow will also be marketed under this brand. BMW hopes that car-sharing will introduce new customers to its cars, especially its upcoming electric vehicles, which it will sell under the new i brand. DriveNow will also be marketed under this brand.
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