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GLOBALIZATION
OF BMW,
ROLLS-ROYCE,
AND THE MINI
TEAM J
 TABLE OF CONTENT

1 PROBLEM STATEMENT 4 BRAND'S SOLUTION

AND EVALUATION

OTHER POSSIBLE SOLUTIONS

2 PROBLEM'S BACKGROUND 5 AND EVALUATION

3 ROOT CAUSE 6 RECOMMENDED SOLUTION

PROBLEM STATEMENT

Globalization of BMW, Rolls-Royce, and

MINI (BMW Group) and its upcoming
retail strategy using a "product
genius."
Product Genius is non-commissioned
car expert that will take the time to
thoroughly inform customers about
their car options.
BACKGROUND

The BMW Group aimed to globalize

their product by studying outside of
the automobile industry to create
the company's future retail strategy.

-> The product genius was created to

assist with the retail strategy's
implementation.
 ROOT CAUSE

THE BMW GROUP WANTED TO GLOBALIZE

THEIR PRODUCTS VIA NEW RETAIL STRATEGY

FORMER RETAIL STRATEGY IS NO LONGER EFFECTIVE SUCCESSFULL STRATEGY OF OTHER BRANDS

LEAVING PRESSURE SELLER CANNOT

NONCOMMISSIONED
ON CUSTOMERS AND DETAILLY EXPLAIN THE
AUTO SALES "KRENZEN WAY"
SELLERS IN MAKING PRODUCT
STRATEGY
DEARSHIP
MORGAN BENJAMIN TORRES CLAUDIA

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incididunt ut labore et dolore magna incididunt ut labore et dolore magna incididunt ut labore et dolore magna
aliqua. aliqua. aliqua.

BMW LEADERS STUDIED OTHER BRANDS AND DECIDED TO FOLLOW THIS

STRATEGY AND CREATE THEIR PRODUCT GENIUS TEAM.
 BRAND'S SOLUTION

ENTER THE “PRODUCT GENIUS" - A CAR EXPERT TO ENHANCE CUSTOMER SUPPORT

EVALUATION

INCREASE CUSTOMER SATISFACTION

=> EFFECTIVE IN CURRENT TIME BUT MAY NOT RELEVANT IN THE FUTURE
AS RETAIL EXPERIENCE IS INSTANTLY CHANGING AND THE LUXURY CAR
MAKER WOULD HAVE TO EVOLVE ITS DEALERSHIP EXPERIENCE TO
REMAIN RELEVANT
 POSSIBLE SOLUTION

EXPANDING MANUFACTURING TO ANOTHER COUNTRY

ADAPT TO MANY CULTURES

LAUNCHING A VARIETY OF PRODUCT LINE

HAVE R&D CENTRES IN DEVELOPING COUNTRIES

 EVALUATING SOLUTION

2 EXPANDING MANUFACTURING TO ANOTHER COUNTRY

+Advantage: Attracting new customers, Amortising costs, Increasing your market

influence, and quickly modifying products to meet the demands of customers.
7
+Disadvantages: A shortage of cash and Increased capital requirements, high
construction.
 EVALUATING SOLUTION

2 ADAPT TO MANY CULTURES

+Advantage: To have better service to satisfy the demand of customers, provide

products and services tailored to local market.
7
+Disadvantages: High construction and high fixed costs. (customer research,...)
 EVALUATING SOLUTION

3 KEEP LAUNCHING A VARIETY OF PRODUCT LINE

Advantage: Keep the global position of an innovative brand against the competitors
7
 EVALUATING SOLUTION

4 LAUNCH R&D CENTRES IN DEVELOPING COUNTRIES

7
Advantage: Can develop more models to meet the requirements of these market
 RECOMMENDED
SOLUTIONS

COMBINE ALL THE POSSIBLE SOLUTIONS

=> MEET THE CHANGING NEEDS OF THE PREMIUM MARKET

=> EXPAND MARKET SHARE FROM ANOTHER NICHE MARKET
=> KEEP THE INNOVATION TO COMPETE WITH THE COMPETITORS

8
 REFERENCE
Pomroy, K. (2017, December 27). The payoff of non-commissioned auto sales. Dealer News
Today:Automotive Industry News. httos://www.dealernewstodav.com/the-pavoff-of-non-
commissioned-auto-sales-2/
BMW Corporate Sales | BMW.nsc. (n.d.). https://www.bmw.in/en/topics/offers-and-
services/bmw-special-sales/bmw-corporate-sales.html
Bhasin, H. (2018, September 7). Marketing strategy of BMW – BMW marketing strategy.
Marketing91. https://www.marketing91.com/marketing-strategy-bmw/BrandYuva. (2017,
August 8).
History & marketing strategies of BMW brand. https://brandyuva.in/2019/08/marketing-
strategies-of-bmw.html
Edmunds. (2019, June 13). Where Does the Car Dealer Make Money? edmunds.
https://www.edmunds.com/car-buying/where-does-the-car-dealer-make-money.html
Jones, M. (2014, February 27). Saying Good-Bye to Commission-Based Car Sales. edmunds.
https://www.edmunds.com/car-buying/saying-good-bye-to-commission-based-car-sales.html
Carmine & Gallo ( 2014, April 18). Forbes. BMW Radically Rethinks the Car Buying Experience.
https://www.forbes.com/sites/carminegallo/2014/04/18/bmw-radically-rethinks-the-car-
buying-experience/?sh=3fdeda947930
THANK YOU