BMW in China

            
  
Case Studies | Case Study in Business, Management, Operations, Strategies, Business Case Study

ICMR HOME | Case Studies Collection

Case Details:

Case Code : MKTG312
Case Length :21 pages
Period :-
Pub Date : 2013
Teaching Note :Not Available
Organization :BMW group, BMW Brilliance Automotive Ltd. (BBA)
Industry :Automotive Industry
Countries :China, Germany

To download BMW in China case study (Case Code: MKTG312) click on the button below and select the case from the list of available cases:

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

OR

Pay through PayPal

Amount to be paid:



Prefer to pay in another currency ?
Select Currency for Payment


Exchange Rates: Click Here
Delivery Details: Click Here

Price:
For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500+ Shipping & Handling Charges extra

» Marketing Case Studies
» Marketing Management Short Case Studies
» View Detailed Pricing Info
» How To Order This Case
» Business Case Studies
» Case Studies by Area
» Case Studies by Industry
» Case Studies by Company

Custom Search

Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



Chat with us

Strategic Management Formulation, Implementation, & Control, 12e

Please leave your feedback

Leave Your Feedback

ICMR India ICMR India ICMR India ICMR India RSS Feed

<< Previous

Introduction

In July 2013, the world’s largest premium automaker, Germany-based Bayerische Motoren Werke AG (BMW), announced that China was likely to surpass the US to become its largest market in 2013. The company announced that in the first six months of 2013, BMW’s sales in China were at 182,800 units as against the 172,787 units it had sold in the US. The company attributed the growth to demand from smaller cities in the country. According to Karsten Engel (Engel), Chief Executive of BMW Group China, “There are 100 cities with more than a million inhabitants in China with no premium car dealers at all, so this shows the huge potential we’re having in this country.”

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

BMW entered China in 1994 by establishing a representative office. It entered into a joint venture with Shenyang, China-based Brilliance China Automotive Holdings Ltd (Brilliance) in 2003 after which it operated as BMW Brilliance Automotive Ltd. (BMW Brilliance). The operations included production, sales, and after-sales service of vehicles. The company grew rapidly in the growing Chinese economy. From selling 800 cars in the year 1994, it had sold more than 900 cars a day as of 2013. The company followed several strategies that helped it become one of the top luxury automobile companies in the country.

About BMW - Next Page >>

Custom Search
 

Case Studies Links:- Case Studies, Short Case Studies, Simplified Case Studies.

Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.

Business Reports Link:- Business Reports.

Books:- Textbooks, Workbooks, Case Study Volumes.