China Target Group
SWOT Analysis New ConceptThe Chinese Car Market
Economic factors
Social factors
Political & Technological Factors
2. MINI in China
3. Target Group
4. SWOT
5. The New Car Concept
FindSlide.org - это сайт презентаций, докладов, шаблонов в формате PowerPoint.
Email: Нажмите что бы посмотреть
The Chinese Car Market
Economic factors
Social factors
Political & Technological Factors
2. MINI in China
3. Target Group
4. SWOT
5. The New Car Concept
Source: China Association of Automobile Manufacturers (CAAM)
The world largest automotive market
2nd biggest market for BMW Group in 2011
Enhanced governmental subsidies since 2009
Source: BMW Group Investor Presentation (2012)
Source: China Automotive Monthly (March 2012)
SUV
2,1 million SUV sales in 2011 (25,3% growth)
> 20% annual volume growth rate for SUVs expected by 2020
Premium
Source: BMW Group Investor Presentation (2012), www.bloomberg.com, www.smartplanet.com, McKinsey Quarterly (March 2012)
Source: www.chinadaily.com.cn, www.autopbserver.com, www.nytimes.com, uk.reuters.com
Chinese fuel prices versus U.S. crude prices
Incease of about
150 % within 9 years
Government Interventions
2011 total sales volume: 14,470,000
High import tariffs (25%)
Cost savings due to local production,
e.g. BMW X1 (10-20%)
Import price: RMB 360,000 - 550,000
Local price: RMB 282,000 - 498,000
Source: WTO Accession China Tariff Schedule, www.car.bitauto.com, Deloitte World Tax Advisor, China Automobile Trading Co. Ltd, China Association of Automobile Manufacturers
The Chinese Car Market
MINI in China
Sales Volume
Image
Differentiation of MINI Models
Competitors
3. Target Group
4. SWOT
5. The New Car Concept
MINI Sales Volume
units
15,518
Share of worldwide MINI sales volume 2011: ~ 5,5 %
Sales increase 2010/2011
21,7%
47,7%
Source: BMW Group Annual Report (2011), www.club.autohome.com.cn, www.reuters.com
Source: Simms/Trott (2007), Riklin (2010), www.prcenter.de, www.bmwgroup.com, BMW Group Investor Presentation (2012), BMW Group in China Report (2011)
Source: www.mini.de
Source: www.chinacartimes.com, www.inautonews.com
Source: www.chinacartimes.com, www.inautonews.com, www.carnewschina.com
The Chinese Car Market
MINI in China
Target Group
Customer Profile
Needs and Preferences
4. SWOT
5. The New Car Concept
Online Survey
Source: retailer information
Source: retailer information
Source: Booz&company quantitative research (2008), online survey
The Chinese Car Market
MINI in China
Target Group
4. SWOT
5. The New Car Concept
Strategies:
(SW) Expansion of target group by offering a compact SUV as family 1st car
(SW) Cost reduction through local production
Source: Doll, N. (2011), BMW Group Investor Presentation (March 2012), BMW Group in China Report (May 2011), Haley (2012), www.reuters.com, www.telegraph.co.uk
Source: Doll, N. (2011), BMW Group Investor Presentation (March 2012), BMW Group in China Report (May 2011), Haley (2012), www.reuters.com, www.telegraph.co.uk
The Chinese Car Market
MINI in China
Target Group
4. SWOT
The New Car Concept
New Target Group
New Model
Positioning
Marketing Mix
Enough room for all family members and related equipment
Common safety features & special safety features for children
Fuel efficient engine
Entertainment for children
Local production
Fuel efficient engine
Bigger Size
Length: 4,25m
Height: 1,57m Width: 1,8m
Unique MINI style
Specific target group
Relatively high price
Source: Murray (1988)
Source: www.timeshighereducations.co.uk, www.motoringfile.com, www.cbichina.org.cn, www.getrag.com, www.manager-magazin.de
R&D cooperation with universities
Expansion of existing field trial cooperation
Increased involvement in the GETRAG BOSCH hybrid cooperation
Source: www.timeshighereducations.co.uk, www.motoringfile.com, www.cbichina.org.cn, www.getrag.com, www.manager-magazin.de
Source: www.mini.de
Current BMW/ MINI Outlets
MINI represented in most of the provinces with fastest growing purchasing power
further suggestion: Gansu
Most dealers offer MINI together with BMW
keep this strategy
Online 4 S stores
Communicate with customers
Build brand perception
Complement conventional dealership
290 67
Source: www.mini.china.com, Ernst & Young (2011), BMW Group investor presentation (March 2012) , www.red-luxary.com, www.motoring.asiaone.com
Source: www.faculty.msb.edu
Message: MINI. Surprisingly Large.
Product Launch
Shanghai Auto Show 2015
Product awareness
Campaign with Yao Ming
Billboards
TV Spots
Magazines
Product liking
Movies
Cooperation with Apple
Sport events
Source: Abel (2011)
in ´000 units
Volume of imported cars 2005-2011
Source: WTO Accession China Tariff Schedule, car.bitauto.com, Deloitte World Tax Advisor, www.db.auto.sohu.com