REGIONAL COLLEGE OF PROFESSIONAL STUDIES & RESEARCH Affiliated to MJP Rohilkhand University, Bareilly Pilibhit Bypass, BAREILLY (UP
PRO!ECT ON
"AR#ETING STRATEGY OF B"$
2015 – 16
SUBM!!"# B$ % A"IT #U"AR B%CO" ( HONS ' YEAR
REGIONAL COLLEGE OF PROFESSIONAL STUDIES & RESEARCH Affiliated to MJP RohilkhandUniversity , Bareilly PilibhitBypass , BAREILLY (UP
CERTIFICATE !&S S !' ("R!)$ !&A! !&" MAR*"! S$R+A$ R"P'R! !!"#
"AR#ETING STRATEGY OF B"$ &AS B""- PR"PAR"# B$
AYUSH GUPTA AS P"R R".UR"M"-! ') (URR(UUM ') B/('M &'-'URS2 -d !&S 3'R* S AS P"R 4U#"-"S A# 'U! )'R !&" SAM" A-# S 3'R!&$ ') APPR'+A APP R'+A/ /
Dat)*
20)e2016
Si+'at-) Si+'at -) ./ Pa')l ./ T)a0h)-s #r/ An7ali (ha8dhary #r/ Priya Priy a +er9a +er9a Miss S8rya ata
REGIONAL COLLEGE OF PROFESSIONAL STUDIES & RESEARCH Affiliated Affiliated to MJP RohilkhandUniversity RohilkhandUniversity , Bareilly PilibhitBypass , BAREILLY (UP
AC#NO$LEDGE"ENT AM ":!R"M"$ ":!R"M "$ !&A-*)U !' A !&'S" 3&' &A+" &AP"# M" M " - ('MP"!A!'('MP"!A!'- ') M$ M$ PR'J"(!
"AR#ETING STRATEGY OF B"$ M$ PR'J"(! 3'U# -'! &A+" ('MP"!"# 3!&'U! !&" "-('URA4"M"-! , 4U#A-(" A-# M'!+A!'- PR'+#"# !' M" B$
#r/ An7ali An7ali (ha8dhary (h a8dhary #r/ Priya +er9a +er9a Miss S8rya ata AS!$, 3'U# !&A-* AM4&!$ 4'# )'R 4+-4 M" ('URA4", 3 A-#-!"4"-(" !' ('MP"!" !&S 3'R*/
Dat)*
20)e2016
Si+'at-) ./ St)'t
A9it *89ar B/(o9/ &ono8rs 2nd $ear
CONTENTS 1 2 < ? 5 6
(o9;any Profile Reason for "ntry into ndian 9arkets Strate=i> '7e>tive +isions Mission Marketin= strate=y
@ #ealershi; -etork Strate=y Prod8>t ine Modifi>ations C Market Share and Perfor9an>e 10 BM3 ndia Market (o9;etition 11
!he )ive )or>es Model 12
S3'! Analysis
1< 1? 15 16 1@
';erations at BM3 !he Asse9lin= Pro>ess *ey nferen>es ao8t the ';erations Pro>ess .8ality at BM3 !he P8r>hasin= ;ro>ess at BM3 BM3 &89an Reso8r>es Poli>y
1
Brand B8ildin= and S8stenan>e
1C 20 21 22 2< 2?
(or;orate So>ial Res;onsiility Mana=e9ent at BM3 ndia 'r=aniDation >hart of BM3 ndia *ey inferen>es fro9 the 'r=aniDation (hart Basi> ;rin>i;les folloed y BM3 )8t8re "E;ansion Plans
E1)0ti2) S33a-y n this re;ort a 9arketin= ;lan is for9ed for BM3 A8to9oiles in 4UR4A'-, the re;ort starts off ith a short introd8>tion to 9arketin= and the >o9;any/ BM3 is a leader in the ;re9i89 l8E8ry >ar 9arket in the 4UR4A'-F the >o9;any has shon in>reasin= sales in the last to years and has al9ost 10G of the 4UR4A'- >ar 9arket share/ !he reason for this s8>>ess is the diverse ran=e of >ars that BM3 has to offer/ t >onsists of the BM3 rand, Mini and the Rolls Roy>e/ &oever all three of the9 are s8>>essf8l ;rod8>ts of BM3 A8to9oiles and are dis>8ssed in this re;ortF 9ore fo>8s is =iven to the BM3 rand/ !he reason so far for the s8>>ess of the >o9;any is their a>>o9;lish9ent in the >o9;anyHs >ore strate=y, ;rod8>t develo;9ent/ BM3 over the years have >reated >ars and s8>>essf8lly la8n>hed the9 into 9arkets, 8t ti9es are >han=in= no as >o9;etitors like Mer>edes are =ettin= into ne 9arkets and tryin= to in ne >ons89ers/ BM3 has to >o8nter s8>h 9oves y sti>kin= to its >ore strate=y yet enterin= ne 9arkets/ !his is the ay the >o9;any is =oin= to a>hieve its 9ission of e>o9in= the the orld leadin= ;rovider of ;re9i89 ;rod8>ts and ;re9i89 servi>es for individ8al 9oility y 2020/ I't-.0ti.' t. "a-4)ti'+
Marketin= is so9ethin= that affe>ts every one of 8s every akin= 9o9ent of o8r livesF it is the 9ana=e9ent ;ro>ess for identifyin=, anti>i;atin= and satisfyin= >8sto9er reI8ire9ents ;rofitaly (hartered nstit8te of Marketin= I't-.0ti.' t. th) C.3pa'y
BM3 Bavarian 9otor orks is a 4er9an a8to9oile, 9otor >y>le and en=ine 9an8fa>t8rin= >o9;any hi>h as fo8nded in 1C1@/ !he 9a7ority of the stake ithin the >o9;any is oned y strate=i> investors fro9 all over the orld/ BM3 is 9ainly seen as a ;re9i89 l8E8ry >ars 9an8fa>t8rer tar=etin= the ri>h and 8;;er >lass so>iety/
C.-p.-at) Ob5)0ti2)s*
(or;orate '7e>tives are si9;ly hat the 8siness ants to a>hieve, they are those that -)lat) t. th) bsi')ss as a 6h.l) / !hey are 8s8ally set y the to; 9ana=e9ent of the
8siness and they ;rovide the fo>8s for settin= 9ore detailed o7e>tives for the 9ain f8n>tional a>tivities of the 8siness/ BM3Hs >or;orate o7e>tives are also si9;le and >lear, they ant to a>hieve a earnin= efore interest and taE 9ar=in of G in 2012, hi>h is si9ilar to the one they a>hieved in 2011/ Moreover the >o9;any ants to a>hieve a ret8rn on eI8ity ratio of 1G in the finan>ial year 2012 so8r>e BM3 lo=/ !he other lon= ter9 ai9s of the >o9;any are to have effi>ient dyna9i>s in all >ars y 2020 and to e the orld leadin= ;rovider of ;re9i89 ;rod8>ts and ;re9i89 servi>es for individ8al 9oility y 2020, the latter is also the 9ission state9ent of the >o9;any/ BM3 Ann8al Re;ort "a-4)ti'+ Ait "a0-. E'2i-.'3)'t (PESTEL
!he 9a>ro environ9ental fa>tors of an or=aniDation are the eEternal and the non >ontrollale as;e>ts of an or=aniDation, hi>h >an e est, 8nderstood y 8sin= the P"S! analysis/ BM3 is a vast or=aniDation and th8s a vast 9a7ority of eEternal fa>tors affe>t the r8nnin= of the >o9;any hi>h are dis>8ssed elo P.liti0al*
n the re>ent ;ast the 4UR4A'- and "U las have re>o=niDed the fa>t that the >ar ind8stry is a 9a7or >ontri8tor to the e9ission of (o2 in the environ9ent, re>ent st8dies have shon that 22G of the overall (o2 e9issions have een >a8sed y road trans;ort of hi>h C2G are fro9 >ars/ !his has had an i99ediate i9;a>t on BM3Hs a8to9oile ind8stry/ !he ;ress8re of =overn9ents for =reener te>hnolo=ies and environ9ental friendly >ars has led BM3 to invest in s8>h te>hnolo=ies, altho8=h this has raised the 9an8fa>t8rin= >osts for BM3, it has also >reated a ;ositive i9a=e in the 9inds of its >8sto9ers y red8>in= the >aron foot ;rints hi>h is >reated on the environ9ent/ !his has led to BM3 la8n>hin= its first >ar r8nnin= on hydro=en in 200@, hi>h ;rod8>ed very less (o2 e9issions/ !his =reener i9a=e is also ein= 9ade ;ro9inent y the ne en=ine te>hnolo=y >alled the "ffi>ient #yna9i>s, hi>h BM3 la8n>hed re>ently/ BM3 B'4
E0.'.3i0al*
!he re>ent finan>ial >risis has had a h8=e i9;a>t on all 8sinesses thro8=ho8t the 4UR4A'-, >ons89er ;8r>hasin= ;oer has fallen si=nifi>antly this is the reason hy in 200 BM3 had a ;rofit efore taE of <51 9illion "8ros hereas in 2011 the ;rofits have in>reased to @/< Billion "8ros/ Ann8al Re;ort 2012 &oever n the 4UR4A'- the re>ession is still =roin= stron=er, as the >o8ntry is fa>in= is fa>in= its first do8le di; re>ession sin>e 1C@5 so it is likely that these risin= ;rofits ill >o9e to a fall/ #aily 9ail !he se>ond 9a7or fa>tor re=ardin= BM3 e>ono9i>al >li9ate is that of risin= oil ;ri>es, last 9onth a arrel of >r8de oil had soared 8; to 122/ !his has raised the >ost of sales for the >o9;any as it has risen y C/5G hen >o9;arin= the 2010 and 2011 finan>ial state9ents/ &oever it is orth 9entionin= that ;rofits for BM3 a8to9oiles has in>reased y @5G in >o9;arison ith 2010/ Ann8al re;ort 2012/ oer interest rates in the 4UR4A'- are si=nifi>antly affe>tin= the >ons89erHs savin=s hi>h is =oin= to have an i9;a>t on BM3 as the less the >ons89ers ill have to s;end the lesser the sales for BM3, this is the reason hy 9any e>ono9ist and finan>ial analysis ;redi>t a fall in sales for l8E8ry ite9s in 2012/ !he 3orld in 2012 S.0ial
&ofstede 1C0 defines >8lt8re as the >olle>tive ;ro=ra99in= of the 9ind hi>h distin=8ishes the 9e9ers of one h89an =ro8; fro9 another/ !he 4UR4A'- ;o;8lation is eE;e>ted to e in>rease y 9illion y the year 202C hen in >o9;arison to 2012/ !he reakdon of this in>rease shos that the ;o;8lation is shiftin= toards 9ore life eE;e>tan>y and th8s to an older =eneration/ !his shift ill >a8se BM3 to ;onder 8;on its =reen te>hnolo=ies as the >ons89er ill likely ;refer a =reener environ9ent/ Market 'ra>le
T)0h'.l.+i0al
!e>hnolo=y has driven 9any as;e>ts of so>ietal develo;9ent, 8siness and 9arketin= over the >ent8ries, hoever the te>hnolo=i>al revol8tions of the last 100 years have also led to the de9ise of vario8s ind8stries/ )or e/=/ the ty;eriter has >eased to eEist/ BM3 has to >onstantly look after these >han=in= environ9ents, the BM3 effi>ient dyna9i>s is doin= ell in the 9arkets 8t the or=aniDation sho8ld alays e ready for >han=e and one ste; ahead of its >o9;etitors/ Re>ently Mer>edes BenD la8n>hed an advert of its invisile >ar, hi>h e9its Dero e9ission and Mer>edes eI8i;;ed one side of the >ar ith sheets of "#s that sho strea9in= i9a=es >a;t8red y a (anon 5# Mark >a9era atta>hed to the other side of the >ar/ !he >ar lends into the a>k=ro8nd, 9akin= it nearly invisile/ Altho8=h the >ar ill not =o in ;rod8>tion 8ntil 201? 8t his ;ro9otional >a9;ai=n has >a8=ht attention of >ons89ers thro8=ho8t the orld/ BM3 sho8ld >riti>ally analyDe this sit8ation and i9;rove its effi>ient dyna9i>s and hydro=en f8elled >ars to res;ond to this te>hnolo=i>al advan>e9ent/ -es/ #is>overy 2012/ I't)-'al "a-4)ti'+ Ait
!he 9i>ro environ9ent >an e est des>ried as the environ9ent that is 9ost >losely linked to the or=aniDation 4ro>8tt 200? !he internal environ9ent of an or=aniDation >an e est 8nderstood y 8sin= the P.-t)/i2) /.-0)s 3.)l%
Th-)at ./ N)6 E't-a'ts7 L.6
!he A8to9oile ind8stry reI8ires hi=h a9o8nt of >a;ital eE;endit8re for a ne or=aniDation to enter the 9arket/ BM3 has a stron= foothold in the 9arket and is 8nlikely that it o8ld e orried ao8t ne entrants to the 9arket as BM3 holds oth ta>it and eE;li>it knoled=e of the 9arket hi>h no ne or=aniDation o8ld =ain early/ !hreat of S8stit8te Prod8>ts Medi89 BM3 >8sto9ers are loyal to the rand, the ones ho are 8sin= the BM3 >ars shall not e illin= to sit>h to >o9;etitors as they are 8sed to the drive and >o9fort of BM3, &oever ;eo;le no have e>o9e health >ons>io8s and so9e >ons89ers 9ay in fa>t find alkin= 9ore enefi>ial for their health and 78st takin= ;8li> trans;ort to =et to ork/ Bar=ainin= Poer of (8sto9ers Medi89 ndivid8al >8sto9ers >an =ather a lot of infor9ation ao8t the ;rod8>tion ;ri>e of a BM3 and >an th8s ne=otiate ;ri>es/ 'n avera=e a BM3 >ar >ost 50G of its 9arket retail ;ri>e/ 48ardian 200C Bar=ainin= ;oer of s8;;liers &i=h !he reason that s8;;lier ;oer is hi=h e>a8se BM3 relies on I8ality ;rod8>ts fro9 its s8;;liers 9akin= BM3 so val8ale, 9oreover s8;;lier sit>hin= >ost is hi=h/ Se>ondly BM3 follos J8st in ti9e ;rod8>tion so =ood relations ith s8;;liers are very i9;ortant for the >o9;any/ (o9;etitive Rivalry 3ithin the ind8stry &i=h !he a8to9oile ind8stry is one of the 9ost >o9;etitive ind8stries, the reason ein= that the ind8stry has lo 9arket =roth rate/ 'ne of the fier>est rivals for BM3 in the 4UR4A'is Mer>edes and the +olksa=en 4ro8;/ Moreover the eEit >ost for >ar 9an8fa>t8rers are also very hi=h hi>h 9aintains the >o9;etition ithin the ind8stry/
C.3pa'y P-./il)
&eadI8artered in Ch)''ai B"$ I'ia P-i2at) Li3it) is a 100G s8sidiary of the BM3 nitial invest9ent in ndia is 1/1 illion ndian R8;ees "9;loyed aro8nd 200 ;eo;le
".)ls Ass)3bl)8"a'/a0t-) L.0ally
BM3 < Series <<0i, <20i, <20d (or;orate "dition and <20d &i=hline
BM3 5 Series 52
BM3 :1 !o e la8n>hed soon
I3p.-t)
BM3 5 Series 5<5i (BU
BM3 5 Series 4ran !8ris9o i9ited "dition
BM3 6 Series 650i (o8;K and 650i (onvertile
BM3 @ Series @?0i, @50i, @60i and @<0d
BM3 :< :< E#rive25i, :< E#rive20d
BM3 :5 :5 E#rive50i and :5 E#rive<0d
BM3 :6 :6 E#rive50i and :6 E#rive<0d
BM3 :6 M
BM3 M< (o8;K and (onvertile
BM3 M5
BM3 M6 (o8;K and (onvertile
BM3 L? s#rive<5i Roadster/
R)as.'s /.- )'t-y i't. I'ia' "a-4)t
!he l8E8ry se=9ent is ;8ny in ndia, a>>o8ntin= for no 9ore than 0/0ar9akers see it as >r8>ial to 8ild a ;resen>e here d8e to the 9arkets anti>i;ated =roth/
n 2000, only five in every 1,000 ndians oned a >arF y 2010, the n89er is eE;e>ted to have risen to 11 ;er 1,000/ By 2010 there >o8ld e 1< 9illion >ars on ndias already >roded roads, 8; fro9 78st 5 9illion in 2000/
N3e ant to enefit fro9 this =roth ;otential, 8t e also ant to 9ake an a>tive >ontri8tion to this =roth,N said -orert Reithofer, >hair9an of BM3s oard of 9ana=e9ent/
N(hennai has a develo;ed infrastr8>t8re and it enefits fro9 havin= ;arts s8;;liers neary,N added )rankPeter Arndt, BM3 oard 9e9er in >har=e of ;rod8>tion/
1< ;otential ;rod8>tion lo>ations ere analyDed for settin= 8; the ;rod8>tion ;lant in ndia/ (hennai as >hosen as the 9ost feasile o;tion e>a8se of the folloin= reasons%
A8to9oile 9an8fa>t8rers A8to9otive s8;;liers .8alified laor (ost alan>e for ;rod8>tion lo>ation nfrastr8>t8re – nternational Air;ort, Sea Port, Road -etork
St-at)+i0 .b5)0ti2)
O!he BM3 4ro8; is the leadin= ;rovider of ;re9i89 ;rod8>ts and ;re9i89 servi>es for individ8al 9oility/ 9isi.'
OUniI8eness thro8=h diversity, eadershi;, takin= Risk, >o8rteo8s
"issi.'
N!o e>o9e 9ost s8>>essf8l ;re9i89 9an8fa>t8rer in the >ar ind8stryN "a-4)ti'+ St-at)+y
BM3 ndia st8died the ndian 9arkets and fo8nd it to ;ortray i99ense dyna9is9 and this is ho BM3 for98lated its 9arketin= strate=y/
BM3 ndia de>ided to stand their =ro8nd in a fier>ely >o9;etitive environ9ent ith ne ideas and the stren=th to ;ro9ote o8r ne ;rod8>ts/ n asol8te ter9s, ndia >annot >o9;ete ith other hi=hvol89e sin=le 9arkets yet/ B8t, the f8t8re elon=s to ndia/ f yo8 ant to enefit fro9 the dyna9i>s of the ndian 9arket later, yo8 need to a>t today/ !his is hat they did/ !hey ere ;re;ared to 9eet the >hallen=es headon to ens8re their >o9;anys s8>>ess/ !hese I8alities enaled the9 to eather stor9y >onditions and >ontin8e to invest in o8r f8t8re/ !hey ere ale to anti>i;ate trends and that =ave the9 an ed=e/ !heir strate=y has een to e9ark on an a==ressive ;rod8>t offensive ith ra;id 9arket eE;ansion thro8=h =reater >8sto9er inti9a>y/ !hey have addressed these thro8=h >o9;eten>yenhan>e9ent a>ross all levels seekin= ne 8siness o;;ort8nities/ As ;ioneers in rin=in= l8E8rio8s dealershi;s to ndia, they set a de>isive >o8rse y settin= 8; BM3 dealershi;s of international standards a>ross all 9etros/ !hey have set very hi=h standards
in servi>e I8ality and >8sto9er >are in ndia, hi>h 9eet the eE;e>tations of their >8sto9ers/ And this is eEa>tly ho they ;osition the9selves to redefine l8E8ry, fo>8sin= on individ8als, re>o=niDin= f8t8re >hallen=es, ;ro9otin= >reativity, and ein= the leadin= s8;;lier of l8E8ry ;rod8>ts and servi>es for individ8al 9oility/ !hey alays >on>entrate on their stren=ths and th8s on the 9;le9entation of the l8E8ry >lai9 hi>h they >onvey ith ea>h of their vehi>les/ !hey do not 9ake >o9;ro9ises/ !his has een their strate=y in ndia, here they >8rrently have 16 BM3 dealer fa>ilities/ As e e9ark on the neEt ;hase of o8r dealer netork strate=y, BM3 ndia ill f8rther eE;and o;erations y estalishin= its ;resen>e in 10 9ore >ities/
C.33'i0ati.', P-i0i'+ a' Dist-ibti.'
Most of the BM3 >o998ni>ation takes ;la>e thro8=h ;rint 9edia in 9a=aDines and nes;a;ers/ !his is s8;;orted y >o998ni>ation thro8=h !+ advertise9ents and ;oint of sales ;ro9otion/ -o days a =ood >o9;any has a state of the art e ;ortal/ BM3 esites are hi=hly infor9ative, intera>tive and a ;leas8re to at>h/ 'ne >an =et any a9o8nt of detailed infor9ation re=ardin= the ;ri>es, feat8res, retailers, s8;;ort servi>es, et>/ !here are >o9;any s;e>ified retailers and distri8tors thro8=ho8t the >o8ntry ho are in >onstant to8>h ith the ;arent and >o9;ly i9;li>itly/ #ealers also have ro8nd the >lo>k servi>in= and re;air/ BM3 also has a 8sed >ar ;ortal here one >an >hoose and 8y hisher a;;ro;riate 9odel/
D)al)-ship N)t6.-4 St-at)+y
BM3 ndia is the ;ioneer in rin=in= l8E8rio8s dealershi;s to ndia/ BM3 ndia has set a de>isive >o8rse in ndia y settin= 8; BM3 dealershi;s of international standards a>ross all 9etro;olitan >enters of the >o8ntry/ BM3 ndia has set very hi=h standards in servi>e I8ality and >8sto9er >are in ndia/ !he ;resent dealer netork >overs C5G of the sales ;otential of the ;re9i89 >ar se=9ent in ndia/ BM3 ndiaHs dealershi; -etork Strate=y >o9;rises of to ;hases as 9entioned elo/
Phas) I Phase of the #ealer -etork Strate=y in>l8ded estalish9ent of 12 dealers >overin= 9a7or 9etro;olitan >enters of the >o8ntry y the end of 200C/ An a==ressive ;lan as >halked o8t and i9;le9ented for >o9;letion of Phase of the dealer netork, 98>h ahead of s>hed8le Phase as >o9;leted y end 200/ 'in= to an eE8erant =roth ;otential, BM3 ndia has f8rther >halked o8t Phase of its dealer develo;9ent strate=y to s8;;ort its ;lans
Phas) II n Phase , BM3 ndia ill f8rther eE;and o;erations in 10 additional >ities in ndia/
Presently, BM3 ndia is ;resent at 1@ lo>ations in the ndian 9arketF BM3 St8dio -e #elhi, #e8ts>hen Motoren -e #elhi, #e8ts>hen Motoren 3est #elhi, Bird A8to9otive 48r=aon, -(R, -avnit Motors M89ai, nfinity (ars So8th M89ai, *rishna A8to9oiles (handi=arh, -avnit Motors &os8r Road, Ban=alore, -avnit Motors Millers Road, Ban=alore, *U"E>l8sive &yderaad, *8n "E>l8sive (hennai, Bavaria Motors P8ne, 'S Presti=e *olkata, Parsoli Motors Ah9edaad, Platino (lassi> *o>hi, *8n "E>l8sive (oi9atore and San=hi (lassi> Jai;8r/ BM3 dealershi;s ;resently dis;lay the BM3 < Series and BM3 5 Series that are ;rod8>ed at the BM3 Plant (hennai/ BM3 dealershi;s also dis;lay the BM3 6 Series, BM3 @ Series, BM3 :<, the BM3 :5, the BM3 :6, BM3 L?, and the BM3 4ran !8ris9o hi>h are availale in the >o8ntry as (BUHs (o9;letely B8iltU; Units/ !he BM3 M< (o8;K, BM3 M< (onvertile, BM3 M5, BM3 M6 (o8;K, BM3 M6 (onvertile, BM3 :6 M, BM3 6 Series ndivid8al and BM3 @ Series ndivid8al >an also e ordered at BM3 ndia dealershi;s/
P-.0t Li') ".i/i0ati.'s BM3 entered the ndian >ar 9arket in the year 2006 ith the la8n>h of its first BM3 9odel/ !he >o9;any estalished a sales s8sidiary in 48r=aon in 2006 to develo; its dealer netork/ n 200@, BM3 set 8; its first state of the art 9an8fa>t8rin= 8nit in (hennai/ A>>ordin= to the So>iety of ndian A8to9oile Man8fa>t8rers Sia9, BM3 ndia re=istered =roth of 12/@6G at 1,016 8nits fro9 A;rilJ8ly 200C/ &oever they have eEtensive eE;ansion ;lans and ho;e to a= a sales fi=8re of <,000 8nits in 2010/ !his as ;lanned to do y 9odifyin= the ;rod8>t line a>>ordin= to the ndian 9arkets/ BM3 nitially la8n>hed the < >on>e;t >ars in ndia < Series, 5 Series and @ Series hi>h ere ;ri>ed as follos% <Series – Rs/ <6< 5Series – Rs/ ?550 @Series – Startin= Rs/ 1/0 (r/ !he >o9;any f8rther st8died the ndian 9arket in de;th and realiDed that the 9odels la8n>hed do no s8it the ndian roads as ell as the ndian 9entality/ !herefore, the >o9;any ;lanned to 9odify 9odels as ;er ndian 9arkets/ !he ne 9odels of BM3 ere altered ith so9e feat8res s8>h as the drive f8n>tionF the @Series as no 9ore a
>8sto9iDed 9odelF standardiDed interiors and 9any s8>h 9odifi>ations/ !h8s, the >o9;any as ale to >8t don ;ri>es/ !he ne 9odels ere ;ri>ed as follos% <Series – Rs/ 2@<< 5Series – Startin= Rs/ ar 9aker BM3 ndia a>hieved 100 ;er >ent =roth in its >ar sales this year/BM3 ndia have already sold 2,@0< >ars till -ove9er and ai9s to sell 2,00 y the end of this year a=ainst 1,<@ last year, >o9;anyHs ;resident Peter *rons>hnai told re;orters/
"AR#ET SHARE AND PERFOR"ANCE BM3 ndia Ranks as the -89er 'ne in the 8E8ry (ar Se=9ent in ndia BM3 ndia A>hieves eadershi; Position y n>reasin= its Market Share in the 8E8ry Se=9ent of the ndian A8to9otive Market to over ?0G BM3 ndia is the n89er one in the l8E8ry >ar se=9ent in ndia and ;ortrays a sy9ol for dyna9i> and forard strivin= ;eo;le/
BM3 ndia in>reased its 9arket share in the l8E8ry se=9ent of the ndian a8to9otive 9arket to over ?0G in 200C fro9 CG at the end of 2006/ 3ith <61C >ars delivered to >8sto9ers in the >alendar year 200C, BM3 ndia has a>hieved the Ohi=hest sales y a 9an8fa>t8rer in the l8E8ry >ar se=9ent in a year till date/ n 200C BM3 ndia sold BM3 < Series – 1155 8nits BM3 5 Series – 15C0 8nits BM3 6 Series – 2 8nits BM3 @ Series – <50 8nits BM3 :< – 101 8nits BM3 :5 – 2@ 8nits BM3 :6 – < 8nits
BM3 L? – 25 8nits
200@, 200 and 200C ere de9andin= years for BM3 ndia and, at the sa9e ti9e, the 9ost s8>>essf8l 9arket entry for BM3 in any >o8ntry re>ently/ +ario8s a>tivities initiated d8rin= this ;eriod have ;rovided BM3 ndia ith a solid asis to develo; a stron= fo8ndation/
B"$ I'ia "a-4)t C.3p)titi.' !alkin= of >o9;etition ;revailin= in the ndian 9arket for BM3 ndia, e talk of >o9;anies like Mer>edes, A8di, +olksa=en, )errari, Aston Martin and Pors>he/ )errari, Aston Martin and Pors>he ein= >ar 9an8fa>t8rers are not >onsidered to8=h >o9;etitors to BM3 ndia e>a8se these rands have 98>h hi=her ;rofile in vario8s other 9arkets of the orld and ill take ti9e to estalish the9selves in the ndian 9arket/ Moreover, )errari str8>k the ndian 9arkets in 2010 and, Aston Martin and Pors>he ;lan to do that neEt year/ !h8s, e >an say, 9a7or >o9;etitors to BM3 ndia are A8di and Mer>edes/ BM3 has een =ivin= eI8al fi=ht to oth the >ar 9an8fa>t8rers sin>e its la8n>h in the ndian 9arket/
St.-y till :;<
4er9an l8E8ry >ar 9aker BM3 had left ehind its >losest >o9;etitor, Mer>edesBenD, y sellin= a lar=er n89er of >ars in the l8E8ry se=9ent in 200C/ Mer>edesBenD has so far een the 8ndis;8ted leader in the l8E8ry >ar se=9ent in ndia/ !he >o9;any had started lo>al asse9ly o;erations al9ost a de>ade a=o, th8s 9akin= it diffi>8lt for >o9;etitors to eat its ;ri>es/ Re>ently, hoever, oth BM3 and A8di have started lo>al o;erations in the >o8ntry/ n Jan8ary 200C, BM3 9ana=ed to sell 2@0 >ars, as a=ainst the @C 8nits sold y Mer>edes, and 2?? 8nits as a=ainst Mer>edesH 226/ A8di is also fast >at>hin= 8;, havin= sold 10C 8nits/ Mer>edesBenD ("' 3ilfried A8l8r told 9edia ;ersons that BM3Hs in>reased sales in re>ent 9onths as attri8tale to the heavy dis>o8nts it as offerin=/ After the la8n>h of the ne <Series, inventories of the older 9odel ere >leared ith the hel; of dis>o8nts/ !akin= a dire>t shot at BM3, A8l8r said that Mer>edes as a=ainst Ost8ffin= dealers ith h8=e inventories to in>rease n89ers and that ideally 9an8fa>t8rers and dealers sho8ld oth =et a =ood deal in the 8siness/ &e also said that Mer>edesBenD as >onfident of 9aintainin= its ed=e y la8n>hin= latest 9odels and stren=thenin= sales and servi>e netork/
C--)'t s0)'a-i.
!he attle eteen the 4er9ans is =ettin= serio8s in ndia/ BM3 >a8=ht Mer>edes BenD na;;in= and ent ;ast the three ;ointed star last year/ &oever, ith the la8n>h of the ne ">lass, (>lass "Ee>8tive and the s8;er>ar SS AM4, Mer>edes BenD has taken the lead over BM3 and A8di in the first seven 9onths of 2010/ Mer>edesH sales 789;ed y a 9assive @C/<1G hile BM3 and A8di itnessed <5/<5G and 56/5G res;e>tively in the ;eriod JanJ8l 2010 >o9;ared to the sa9e ;eriod last year/ Mer>edes BenD shifted 2,C21 8nits >o9;ared to 2,@1 for BM3 and 1,5<5 for A8di so far in 2010/
Ft-) A'ti0ipati.'
3e still have three 9onths left in 2010 and the 8lti9ate inner ill de;end on ho ell the 9arket re>eives the ne )10 5series and the 8;>o9in= BM3 :1/ "ven the all ne :< and 6series >o8ld >o9e efore the end of the year tiltin= favo8r toards BM3/ n >o9;arison, Mer>edes BenD does not have any i= la8n>hes >o9in= 8; this year/ BM3 has 78st =ot a ne ndia head and everyone is ea=erly lookin= at hi9 hat ne strate=y it >o9es 8; ith/ A8di has la8n>hed their all ne A this year as ell/ !heir >o9;etitor to the :1, the .< is 8nder >onsideration for ndia as ell/ So ho ill event8ally in in 2010Q 3e ;redi>t that BM3 ill take over sales as they have a sle of la8n>hes in the se>ond half of this year/ !he ne 5series has also =ot off to a =ood start eatin= the ">lass in its first 9onth/ A8di are =ettin= to the to; and they 9ay =ive Mer>edes and BM3 serio8s threat neEt year/
Ai as a 0.3p)tit.-
!he A8di .< ill =o into serial ;rod8>tion in 2011 in S;ain and on>e that ha;;ens, the >ross >o8;e >rossover fro9 A8di to take on 4er9an rival BM3 9i=ht 78st 9ake 78st 9ake it to ndian shores too/ -o, ;lenty of st8ff ha;;enin= at A8di ndia see9s to s8==est 78st this/ )irst thin=s first, A8di ndia is nohere near Mer>edes BenD ndia and BM3 ndia hen it >o9es to >ar sales/ !his, des;ite of A8di havin= an eE>ellent ;ortfolio of orld
>lass ;re9i89 >ars in its arsenal/ A8di ndiaHs eak links have een its ;ri>in= and its rand aareness a9on=st the ndian ;re9i89 >ar 8yin= ;o;8la>e hi>h is ay lesser than Mer>edes BenD and BM3/ Also, A8di ndia ein= the latest of the entrant a9on=st the 4er9an >ar 9akers is >learly not as a==ressive a BM3 ndia, hi>h really has t8rned the heat on Mer>edes BenD ith a sle of >hea;er and in 9any >ases etter ;rod8>ts/ A8di ndia hoever has een >ontent ;layin= a distant n89er three and so far hasnHt done anythin= really, for it to 9ove 8; and o8t of this ;osition/ 'n the other hand, rivals like BM3 and Mer>edes BenD are >halkin= o8t very a==ressive ;lans to =et into the -R 2025 lakh se=9ent ith their offerin=s/ BM3 ndia till no did not eE;erien>e 98>h >o9;etition fro9 A8di, 8t the >o9in= year and eyond 9i=ht not e the sa9e/ A8di, as read aove has a etter =roth rate in ter9s of sales/ !his >o8ld e the t8rnin= ;oint for the l8E8ry >ar se=9ent in the ndian 9arkets and for A8di as ell/
Th) Fi2) F.-0)s ".)l
!hreats fro9 Potential entrants
S8;;liers
(o9;etitive
Bar=ainin= ;oer Rivalry
B8yers Bar=ainin= ;oer
!hreats fro9 S8stit8tes
Porter eE;lains that there are five for>es inherent in a 9arket, hi>h ill 7ointly deter9ine the intensity of >o9;etition and ;rofitaility of BM3 and the a8to9oile ind8stry/ !he first is the threat ;osed y ne entrants, the hi=h >a;ital eE;endit8re and >onfiden>e of >8sto9ers re;resent si=nifi>ant arriers to entry and the 9arket is also sensitive to re;8tation/ &oever, the e9er=ent of lo >ost 9an8fa>t8res do ;ose a si=nifi>ant threat/ !here is an o;;ort8nity in the lo ;ri>e lo e>ono9y fast se>tor/ !he se>ond is the threats fro9 s8stit8tes, as there are 9any 9ake and 9odel of other ;re9i89 randed >ars, hen>e, Mer>edes BenD, A8di et>/ !he third for>e is the threats fro9 the ar=ainin= ;oer of 8yers, is this stron= for oth BM3 and the entire a8to9oile ind8stry ith a lar=e n89er
of alternative s8;;liers, hen>e, the a==ressive ;ri>in= strate=y/ !his res8lts in a very stron= >o9;etitive rivalry in the ind8stry/ !his is intensified as a res8lt of little or no differentiation in the asi> ;rod8>t offered/ )inally the threats fro9 the s8;;liers ar=ainin= ;oer, this is fairly lo in the a8to9oile ind8stry, d8e to d8al so8r>in= strate=ies, 8sin= arran=e of alternative so8r>es of s8;;ly for ;arts/ !he five for>es analysis =ives an i9;roved 8nderstandin= of the de=ree of >o9;etition ithin the 8siness environ9ent/ !he analysis shos that the a8to9otive ind8stry is hi=hly >o9;etitive, ith 8yers ;ossessin= and eEertin= a very ;oerf8l infl8en>e to the lar=e n89er of s8stit8te rands availale to the9/
S$OT A'alysis An nternal and >or;orate analysis in ter9s of stren=th, eaknesses, o;;ort8nities and threats S3'! ill assist in =ainin= an 8nderstandin= of here BM3 is >8rrently in ter9s of stren=ths and here i9;rove9ent is reI8ired ithin the 8siness and hat o8tside environ9ental threats it 9ay fa>e as ell as hat ne o;;ort8nities are availale to the >o9;any in the short and 9edi89 ter9/
S!R"-4!&S
#iverse ran=es of
'PP'R!U-!"S -e
Prod8>ts
Stron= (ash )lo
>o9fortale and relevantly >hea; >ars #iversifi>ation -e !e>hnolo=ies in A8to9oiles
Position
n>rease t8rnover and tradin= ;rofits
Stron= Balan>e Sheet
Prod8>ts nnovation Allian>es (8sto9ers de9and >han=e to 9ore
3orlds leadin=
Pre9i89 .8ality A8to9oile Man8fa>t8rer
Brand Aareness
&89an reso8r>es
(a;ailities to t8rn reso8r>es into advanta=es
3"A*-"SS"S
Per>e;tion of &i=h
Pri>es (8sto9er disinterest "nviron9ental
iss8es% Poll8tions B8yer so;histi>ation
and knoled=e S8stit8te ;rod8>ts or te>hnolo=ies
!&R"A!S -e
eEistin= >o9;etition +olatility in Pri>e of )8el -e le=islations (onseI8en>es of the oil >risis ">ono9i> re>ession Market shift to =loaliDation !akeover ids )ar"ast Ja;an, *orea, et>/ A8to9oile
>o9;anies eE;ansion "Etre9ely hi=h >o9;etition for >8sto9ers and reso8r>es
Op)-ati.'s at B"$ 7 Th) Ass)3bli'+ P-.0)ss
Step1234
#)y I'/)-)'0)s ab.t th) Op)-ati.'s P-.0)ss ;% D)si+' ./ p-.0)ss)s
1/1 it essentially 9eans the vario8s >hoi>es >hoi>es that e 9ake ith res;e>t to the flo of ;arts in a 9an8fa>t8rin= 9an8fa>t8rin= syste9 1/2 the < i9;ortant as;e>ts that infl8en>e infl8en>e ;ro>ess are vol89e, variety variety and flo 1/< vol89e vol89e indi>ates indi>ates the avera=e avera=e I8antity of ;rod8>ts ;rod8>ts ;rod8>ed ;rod8>ed in a 9an8fa>t8 9an8fa>t8rin= rin= syste9 1/? variety refers to the n89er of alternative alternative ;rod8>ts and variants variants of ea>h ;rod8>t that are ;rod8>ed in a 9an8fa>t8rin= syste9 1/5 flo flo ;rovid ;rovides es an 8nd 8nders erstan tandin din= = of ho the >o9;on >o9;onent entss and 9ater 9aterial ial in an o;erations syste9 =et transfor9ed fro9 the ra 9aterial sta=e to finished =oods sta=e 1/6 BM3 follos a (ontin8o8s (ontin8o8s )lo Syste9/ !he !he reasons for the sa9e are% 1/6/ 1/6/1 1 !h !hee Asse9 sse9l lin in= = Pro> Pro>es ess, s, as eE;l eE;lai aine ned d aov aove, e, is >har >hara> a>te teri riDe Ded d y strea9lined flo of ;ro>esses in the o;eratin= syste9 1/6/ 1/6/2 2 !h !hee ;rod ;rod8> 8>ti tion on ;ro> ;ro>es esss is seI8 seI8en enti tial al and and the the reI8 reI8ir ired ed reso reso8r 8r>e >ess are are or=aniDed in sta=es 1/@ n the >ate=ory >ate=ory of (ontin8o (ontin8o8s 8s )lo Syste9, Syste9, BM3 follos a Mass Prod8>tion Prod8>tion 9an8fa>t8rin= syste9/ !he reasons for the sa9e are% 1/@/1 1/@/1 the vol8 vol89e 9e of of ;rod8 ;rod8>ts >ts is is hi=h hi=h 1/@/2 the n89er n89er of varia variations tions in in the final final ;rod8 ;rod8>t >t is lo 1/@/< ea>h ;rod8>t ;rod8>t flos flos into ea>h ea>h de;art9en de;art9entt in a strea9lined strea9lined fashion fashion 1/@/ 1/@/? ? ith ithin in ea>h ea>h de;a de;art rt9e 9ent nt,, ther theree is an orde orderl rly y flo flo of ra ra 9ate 9ateri rial al and and >o9;onent 1/@/ 1/@/5 5 in the the >ont >onteE eEtt of ;lan ;lanni nin= n= and and s>he s>hed8 d8li lin= n= of a>ti a>tivi viti ties es , this this ty;e ty;e of str8>t8re is >alled as Oflo sho;
% Lay.t 2/1 it deals ith ;hys ;hysi>al i>al arran=e9en arran=e9entt of vario8s vario8s reso8r>es reso8r>es that are availale availale in the syste9 ith an o7e>tive to i9;rove ;erfor9an>e of the o;eratin= syste9 therey ;rovidin= etter etter >8sto9er servi>e servi>e 2/2 BM3 ado;ts a Prod8>t ayo8t/ ayo8t/ !he reasons for the sa9e are% 2/2/1 the reso8r>es reso8r>es are are ;la>ed to follo follo the seI8en>e seI8en>e di>tated di>tated y the ;rod8>t ;rod8>t 2/2/2 2/2/2 the ;ro> ;ro>ess ess is stan standar dardiD diDed ed 2/2/< si9;ler si9;ler o;erati o;erational onal >ontrol >ontrol is ;ossile ;ossile 2/2/? 2/2/? hi=h hi=h vol89 vol89ee is a>hiev a>hieved ed
=% Cy0l) Cy0l) ti3) ti3) y>le ti9e for 9akin= a BM3 is 1? &o8rs 2 orkin= days ess is eE;lained eE;lained aove >ality at B"$
4arvin had ;ro;osed I8ality di9ensions and BM3 see9s to follo all of the9/ !he di9ensions folloed y BM3 are% 1/ 2/
Perf Perfor or9a 9an> n>ee )eat8 eat8rres Reli Relia ail ilit ity y (onf (onfor or9 9an>e an>e #8ra #8rai ili lity ty Serv Servi> i>ea eai ili lity ty Aesth esthet etii>s Safety
!hee ;rod !h ;rod8> 8>ts ts off offered ered y BM3 BM3 8n 8ndo do8 8te tedl dly y ;erf ;erfor or9 9 o8 o8ts tsta tand ndin in=l =ly y on ea>h ea>h of the the di9ensions 9entioned aove/ !he .8ality Prin>i;les folloed y the >o9;any are%
a/ Preven Preventio tion n inste instead ad of Rea>ti Rea>tion on )or>ef8l redire>tion of the I8ality a>tivities fro9 Oafter the fa>t fa8lt >orre>tion to Oanti>i;atory fa8lt ;revention / (onserve est ;ra>ti>e, ;ra>ti>e, safe=8ard ne te>hniI8es te>hniI8es Ass8rin= est ;ra>ti>e y ;rod8>t and ;ro>ess desi=n kits, safe=8ardin= innovation and >han=es >/ Mat8re Mat8re >on> >on>e;t e;tss – littl littlee >han=e >han=ess nfl8en>e the desi=n of ;ro>esses and indi>ators to e ale to eval8ate the ;rod8>t and ;ro>ess 9at8rity at any ti9e d/ .8al .8alit ity y add addss val val8e 8e nitiation of ;ro7e>ts and initiatives to a>hieve the I8ality tar=ets hile >onsiderin= >ost and ret8rn ;rin>i;les e/ '8r >on>e; >on>e;ts ts lead to to to; level level >8sto9 >8sto9er er satisfa>t satisfa>tion ion !ransfer !ransfer of >8sto9er feeda>k to >on>rete ;rod8>t and ;ro>ess 9eas8res f/ .8al .8alit ity y is a lea leade ders rshi hi; ; task task As BM3 >reates val8e for 9oney for its >8sto9ers, it ;rovides the9 ith the est ;ossile servi>es at the ti9e of sale as ell as after sale/ Before any >ar is ready to e dis;at>hed for the shoroo9 in different ;arts of the >o8ntry, the >ar is taken thro8=h vario8s tests at the ;lant/ A BM3 9odel 9odel 8nder=oes the folloin=s tests% R.lli'+ a' ABS T)st T)st
!he ;erfor9an>e of the vehi>le is >he>ked y rotatin= its heels at a s;eed of 120150 k9hr/ the en=ine ;erfor9an>e and =ear oE ;erfor9an>e is eval8ated/ i=hts are >he>ked/ !he vehi>le is ;8t into drive 9ode as ell as 9an8al 9ode to >he>k ;erfor9an>e
ABS ABS 9eans eans Anti nti lo>k lo>k rak rakin in= = syst syste9 e9// !h !hee ;erf ;erfor or9 9an>e an>e of all all the the ? rak rakee line liness >orres;ondin= to ? heels is >he>ked hile r8nnin= the en=ine/ !he ;89;s and the ;ress8re levels are also >he>ked/ R.a T)st
Before the road test e=ins, the seat >overs are re9oved, the vi;er and en=ine >o9;art9ent are >he>ked/ !he vehi>le is 9ade to r8n for the first ti9e to >he>k the ;arts settin=/ !he vehi>le is driven to vario8s test tra>ks to test its ;erfor9an>e/ Si's.ial t-a04
!he tra>k is in sin8soidal aves/ !he vehi>le is driven at a s;eed of 20 k9hr to >he>k hether the ;arts are elded ;ro;erly or if any >ra>k is there/ C.bbl) St.') T-a04
!he vehi>le is 9ade to r8n on a tra>k havin= stones to >he>k if there are any loose ;arts/ f so, then it ill 9ake noise and the defe>t >an e fo8nd o8t/ ABS T-a04
!he vehi>le is 9ade to r8n on a tra>k on hi>h ater has een s;rayed/ !his tra>k hel;s to >he>k the staility and >ontrol of a vehi>le in sli;;ery >onditions/ S7T)st
!he vehi>le is 9ade to r8n in SSha;e to >he>k the fit9ent of ;arts R)2)-s) T) T)st st
!he vehi>le is driven in reverse dire>tion to >he>k for 9issin= ;arts and if any anor9al noise is ein= ;rod8>ed d8rin= drivin=/ $at)- T)st
!he vehi>le is ;la>ed in a ater station for 9in8tes/ !he ater is s;rayed fro9 all dire>tions on the vehi>le/ !his test hel;s to find o8t any leaka=e in the vehi>le/
After the ater test, the vehi>le is sent to the >ar ash area here it is >o9;letely ashed and dried/ After finishin= all these tests, the vehi>le is sent to the >overed ;arkin= area and is >onsidered to e ready for 8se/
Th) P-0hasi'+ p-.0)ss at B"$
BM3 en=a=es into 2 different kinds of ;8r>hase a% Di-)0t "at)-ial P-0has) !his in>l8des the o>al (ons89ales P8r>hase, !e>hni>al (o9;onents P8r>hase/ o>al (ons89ales P8r>hase in>l8des Adhesive !a;e, Asse9ly 8ri>ant,
!rans9ission 'il, and Sealin= (o9;o8nd !e>hni>al (o9;onents P8r>hase in>l8des Seat, #oor !ri9/ b% I'i-)0t "at)-ial P-0has) !his in>l8des all the 9aterial that assists in the 9akin= of the a8to9oile 8t is not a ;art of the a8to9oile/ !here are 2 kinds of ;8r>hase orders for indire>t 9aterial ;8r>hase/ !hey are% ;% Sta'a- P-0has) O-)-s !hese ;8r>hase orders are 8sed for all those 9aterial hi>h do not fall 8nder the >ate=ory of freI8ent ;8r>hases/ )or "Ea9;le% 4enerators, Printer, !rolley, et> % F-a3) A+-))3)'ts !hese ;8r>hase orders are 8sed for all those 9aterials hi>h are freI8ently ;8r>hased/ !he )ra9e A=ree9ent does not >han=e for a 9ini989 ;eriod of 6 9onths Th) G)')-al P-0hasi'+ P-.0)ss St)ps
Step
Step Step Step Step Step 2Step 3Step 4Step 5Step 10 6Step 78 11 9
ReI8est for .8otation R). sho8ld >ontain the folloin= s;e>ifi>ation a/ !he s8;;lier 98st a>>e;t all BM3 Pay9ent ter9s and >onditions / !he delivery terns 98st e stated on the I8otation >/ !he I8otation 98st e dated and sta9;ed hen re>eived P8r>hase ReI8isition PR 98st >ontain the folloin= s;e>ifi>ations a/ / >/ d/
S8;;lier -a9e (o99odity reI8ired (ost >enter +al8e as ;er I8ote
nvoi>in= 98st >ontain the folloin= s;e>ifi>ations a/ !otal ;ri>e in>l8din= ase ;ri>e, sales taE, servi>e taE and eE>ise d8ty / t 98st also in>l8de the >8rren>y of transa>tion
As read aove, BM3 ndia is knon for its I8ality and >reatin= val8e for 9oney for the >8sto9ers, this is refle>ted thro8=h their ;8r>hasin= strate=y/ Sele>tion of s8;;liers for
BM3 is done thro8=h a very for9al ;ro>ed8re to avoid any sort of I8ality iss8es/ S8;;lier sele>tion is ased on the res8lt of eval8ation ased on S8;;lier Perfor9an>e S>ore>ard
Th) asp)0ts 0.2)-) i' th) Sppli)- P)-/.-3a'0) S0.-)0a- a-) as /.ll.6s*
Asp)0ts
"a1i33 P.i'ts
.8ality
<5
(ost
25
o=isti>s
20
Mana=e9ent
20
!otal
100
C.'si)-ati.'s /.- th) >ality Asp)0t
a/ / >/ d/ e/ f/ =/
-o/ of iss8es vol89e of >ar set s8;;lied (o8nt of PS .8antity S8;;lied -o/ of re;eat I8ality iss8es -o/ of .8ality iss8es -o/ of +- affe>ted -o/ of >ars ;rod8>ed (o8nt of M(#RH s -o/ of >ars ;rod8>ed -o/ of +- reorked -o/ of >ars ;rod8>ed -o/ of .8ality ;oints at s8;;lier end -o/ of I8ality iss8es at BM3
C.'si)-ati.'s /.- th) C.st Asp)0t
a/ / >/ d/ e/ f/ =/
!i9eliness in I8ote s89ission Res;onse to o8r I8eries (ost –reak don and details of the offers (ost es>alation >ontrol ;lan Prod8>tivity realiDation "E>han=e rate – revie dentify ;arts for f8rther lo>aliDation ne ;rod8>t initiative
C.'si)-ati.'s /.- th) L.+isti0s Asp)0t
a/ Pa>ka=in= iss8es / S>hed8le adheren>e – !i9eliness C.'si)-ati.'s /.- th) "a'a+)3)'t Asp)0t
a/ !( Plannin= and s9ooth i9;le9entation itho8t dist8rin= ;rod8>tion / nvoi>in= and do>89entation iss8es
B"$ H3a' R)s.-0)s P.li0y
n res;onse to a >han=in= 8siness environ9ent BM3 is ein= 9ore 8siness and servi>e fo>8s/ n the ;ast de>ade the or=aniDation has e>o9e 98>h 9ore ;roa>tive, dealin= ith ne >on>e;ts to e>o9e 9ore servi>e and >8sto9er fo>8s oriented/ !he str8>t8re of the or=aniDation has een redefined to deal ith the ne ays of o;eratin=/ 'r=aniDational str8>t8re defines i9;ortant relationshi; ithin the 8siness for a>hievin= 8siness o7e>tives/ At the sa9e ti9e it hel;s to define the ne 8siness >8lt8re ithin BM3/ (8lt8re eEists ith the 9inds and hearts of BM3s e9;loyees and >ontri8tes to 8siness strate=ies of the or=aniDation/ !herefore, BM3s h89an reso8r>es ;oli>ies are >riti>al in the or=aniDations str8>t8re, >ond8>t and ;erfor9an>e/
(o9;etitive ;ress8res on BM3 and national e>ono9ies have in>reased 9arkedly in re>ent de>ades/ -e >o9;etitions are e9er=in= and for>in= older >o9;anies to ado;t or refor9 to s8rvive/ #ifferent str8>t8res affe>t the ay in hi>h h89an reso8r>es are 9ana=ed/ BM3 like all other 8sinesses reI8ire the sa9e asi> h89an reso8r>es a>tivities like re>r8it9ent, develo;9ent and trainin=, a;;raisal and reard syste9s, and >ontrol and feeda>k 9e>hanis9s/ 'r=aniDational str8>t8res are infl8en>ed y >8lt8re/ "9;loyees have stron= feelin=s toards the or=aniDations they ork for/ BM3 ndia has inherently a flat, less ri=id str8>t8re/ !he M>*insey @ S 9odel is often 8sed to identify all the areas that 9ake 8; an or=aniDation/ Str8>t8re, Style, Staff are three s8>h areas/ BM3 has an eI8al o;;ort8nities none seE8al dis>ri9inatin= >8lt8re ithin its or=aniDation/ BM3 a>tively s8;;orts yo8n= fe9ale eEe>8tives and =ives fe9ales insi=ht into the field of te>hnolo=y/ BM3 also offers eEtensive trainin= for all level of staffsF BM3s !rainee Pro9otion Pro=ra99e !PP ;rovides the ;erfe>t >o9ination of theoreti>al st8dies and ;ra>ti>al ork/ BM3 trainees re>eive 9any enefits in addition to their ;ay, other so>ial ;ay9ents s8>h as holiday and (hrist9as on8ses, 9eal and travellin= eE;enses s8sidies, health ;ro=ra99e and P( trainin=/ BM3 >lai9s that it does not see its staff as a >ost fa>tor 8t as an essential ;erfor9an>e fa>tor/ Also the e9;loyees are referred to as asso>iates rather that orks/ BM3 in its
h89an reso8r>es ;oli>y states that any ;oli>y that is not oriented toards its asso>iates ill lead to ne=ative >ost effe>ts in the lon=r8n/ As a f8t8reoriented >o9;any, e seek to ;8rs8e an eEe9;lary, >reative and asso>iate oriented h89an reso8r>es ;oli>y, 9akin= si=nifi>ant >ontri8tions to 8siness s8>>ess thro8=h o8r h89an reso8r>es a>tivities/ !he h89an reso8r>es ;oli>y of BM3 is an inte=ral feat8re of o8r overall >or;orate ;oli>y in oth strate=i> and o;erative de>isions/ (or;orate a;;raisal or S3'! analysis >onsists of the internal a;;raisal of the or=aniDationHs stren=th and eaknesses and an eEternal a;;raisal of the o;;ort8nities and threats o;en to or=aniDations in >o9;etition ithin ind8stry/
R)0-it3)'t at B"$ I'ia P-.0)ss St)p I'pt
"a'at.-y
D.03)'ts ';erational A;;roved
St)p ;
./ reI8ire9ent
R)?)st sta//
"a'at.-y
/.- ased
Otpt
T..ls
(o9;leted for9s,
or=aniDation
on >hart,
Jo
Jo
app-.2)
8siness
#es>ri;tion
5.b 0a-
;lan
do>89ent,
sheet
des>ri;tion of
the
reI8ired ;osition
Man;oer ReI8isition
St)p
Jo
)or9 Portfolio res8lts of So8r>e
Ca'iat)
des>ri;tio
e9;loyees
s)a-0h%
n
P-)/)-)'0)
sheet
+i2)'
data
of (olle>tion
re>r8it9entF
of
a;;li>ations
nes;a;er advertise9ents, re>r8it9ent
t.
i't)-'al
a=en>y,
0a'iat)s
internet advertise9ents
St)p =
ist
of Jo
Sh.-t listi'+ a;;li>ants
#es>ri;tion
#o>89ent
Short a;;li>ants
listed for
./
ith their
intervie
appli0ati.'s
a;;li>atio
finaliDation
St)p <
ns (andidate
Pre
intervie s>hed8le Sele>ted
I't)-2i)6
and
for9>8rri>8l89
>andidates
a'
intervie
vitae,
a=reed tar=et start
S)l)0ti.' St)p @
s>hed8le eval8ation for9 A >o;y of "9;loy9ent
date (o9;letion
E'-.ll3)'t
reI8ired
7oinin= for9alities
e9;loy9ent
>ontra>t,
intervie
reI8ired
and of
ith
of
do>89ents relevant do>89ents
St)p
'rientatio
fro9 >andidate 'rientation
O-i)'tati.'
n
eval8ation for9
S>hed8le
)eeda>k orientation
on
otained, trainin= 9aterial ;rovided, si=ned
J#
St)p
(o9;letio (o998ni>ation
>olle>ted U;dated
Upat)
n
or=aniDation >hart
)pa-t3)'t
>o9;ensat
of >harts
.-+a'iati.' ion 0ha-t
do>89ents
St)p
Jo
Proation
Res8lt
P-.bati.'
#es>ri;tio
eval8ation for9
eval8ation
E2alati.'
n do>89ent, tar=et a=ree9ent
of
A 2isi.' ./ thi'+s t. 0.3)
BM3 is ai9in= to fortify its n89er one ;osition in the ndian l8E8ry >ar 9arket, ith 2010 >ar sales of 9ore than <,000/ BM3 ndia, therefore, also ai9s to eE;and its o;erations y the year 20102011/ )or this ;8r;ose, the >o9;any is >onstantly en=a=ed in re>r8it9ents/ !he ;resent e9;loyee stren=th of BM3 Plant (hennai is 120/ !he >o9;any ai9s to re>r8it aro8nd 50 9ore ;eo;le and in>rease its stren=th to 160200 y the year 20102011/ !he so8r>es of re>r8it9ent 8sed y the >o9;any for this ;8r;ose are as follos%
"Eternal So8r>es 9ainly (a9;8s re>r8it9ents, Re>r8it9ent a=en>ies
Ca3ps -)0-it3)'ts
!he sele>tion ;ro>ess for >andidates 8nder=oin= >a9;8s re>r8it9ents is as follos% a/ !e>hni>al ro8nd A;tit8de !est (o9;eten>y tested% (o998ni>ation Skills
/ 4ro8; #is>8ssion (o9;eten>y tested% (o998ni>ation skills
>/ Personal ntervie
C.3p)t)'0y t)st)* C.33'i0ati.' S4ills
All >andidates are reI8ired to a;;ear for the a;tit8de test and =ro8; dis>8ssion/ !he short listed >andidates are reI8ired to a;;ear for ;ersonal intervies/
I't)-'al S.-0)s 3ai'ly t-a's/)-s a' p-.3.ti.'s
a/ &oriDontal Shifts !ransfers / +erti>al Shifts Pro9otions
B-a' Bili'+ a' Sst)'a'0)
Sin>e its in>e;tion, the BM3 rand has stood for one thin=% sheer drivin= ;leas8re/ S;ortin= and dyna9i> ;erfor9an>e >o9ine ith ;eerless desi=n and eE>l8sive I8ality, res8ltin= in the 8niI8e a;;eal of BM3 a8to9oiles/ BM3 has s8>>essf8lly levera=ed its history and tradition of eE>ellen>e alon= ith innovation to e>o9e the 9ost fa9o8s and re>o=niDed >ar9aker in the orld/ !y;i>al >ons89er rand asso>iations for BM3 9i=ht e Oherita=e, Ostylish, Ol8E8rio8s, O;oerf8l, Oele=ant, O;erfor9an>e and Of8el effi>ient to an eEtent/ Also, ith o8r enhan>ed ;rod8>t ;ortfolio e have en=a=ed ith o8r >8sto9ers and ;ros;e>ts in innovative dialo=8es to ens8re that the rand affinity transfor9s into ;rod8>t
onershi;/ !here have een initiatives s8>h as the BM3 4olf (8; nternational a>ross 10 >ities and the BM3 Art (ars eEhiition, held at the Jahan=ir Art 4allery in M89ai/ (on>e;t8aliDin= the BM3 St8dio at Jan;ath, #elhi as a ven8e here o8r >8sto9ers >an ind8l=e ith the rand in an eE>l8sive environ9ent is another/ !here are also for9al dinin= and inetastin= events at leadin= BM3 dealershi;s a>ross ndia/ !o reiterate the fo>8s of the rand, e have ado;ted >o998ni>ation of the ri>h herita=e of BM3 "ras thro8=h asso>iation ith leadin= fashion desi=ners and events s8>h as the ndia (o8t8re 3eek/ )or 8s, if a>tions s89it to the val8es re>o=niDed as ein= onrand, it ill >898latively 8ild the or=aniDationHs desired lon=ter9 re;8tation/ f not, e a;;re>iate that it risks fra=9entin= hat o8r rand stands for, and e ont =o ith the idea, hoever >o9;ellin= it is/ !his doesnt 9ean the rand is ri=id, nor does it deny BM3 o;;ort8nities/ Rather, it serves as a fra9eork for de>ision9akin=, enalin= the 8siness to feel >onfident that all its o;erational de>isions are 8ildin= the rand toards its lon=ter9 a9itions/
C.-p.-at) S.0ial R)sp.'sibility
BM3 has 8ndertaken to ;rovide the asi> elfare a9enities to < villa=es/ !he details of the ;ro;osal for these < villa=es are as follos%
"a'a+)3)'t at B"$ I'ia
F-a'47P)t)- A-'t,
President of BM3 ndia Pvt/ td/ Peter as orn in +illin=en, 4er9any, in J8ne 1C66/ &e =rad8ated ith a di;lo9a in nternational B8siness Mana=e9ent fro9 the PforDhei9 University of A;;lied S>ien>es, and 7oined BM3 A4 in 1CC5 8nder the nternational !rainee Pro=ra99e in Sales Marketin=/ n 1CC6 he rose to the ;osition of Mana=er for the Afri>a (ariean Re=ion res;onsile for ;rod8>t and ;ri>e/ n 1CC he as ;ro9oted as J8nior Area Mana=er for the Re=ion, and held the ;ost of Area Mana=er d8rin= 1CCC2002 n 2002 he as elevated as 4M Market #evelo;9ent, Asia, Pa>ifi>, Afri>a and "astern "8ro;e Re=ion a ;ost he held till 2005 end hen he as a;;ointed as President of BM3 ndia Pvt/ td/
A'-)as S0haa/,
Mana=in= #ire>tor, BM3 ndia Pvt/ td/ Andreas S>haaf as orn in Berlin, in Mar>h 1C6?/ After =rad8atin= as #i;lo9an=enie8r s;e>ialised in the st8dy of Prod8>tion !e>hnolo=y at !e>hnis>he Universitat Berlin, )ro91CC1 C5 he orked A"4 A4 Berlin as a Prod8>tion "n=ineer, and >a9e to BM3 A4 in 1CC5 orkin= in the )L M8ni>h Plant of BM A4 in the Pro>ess Plannin= and
!e>hnolo=y Asse9ly #e;art9ent/ &e as ;ro9oted to Mana=er Prod8>tion, at the door asse9ly ;lant M8ni>h in 1CC till 2001 hen he as elevated as head of Asse9ly Pro>ess Str8>t8re Plannin=, Rosslyn Plant, BM3 So8th Afri>a a ;osition he held till end 200h as &ead of Pro7e>ts Asse9ly Prod8>ts ine2/ )ro9 20052006 he as &ead of Pro7e>ts +PS +al8e Added Prod8>tion Syste9 at te>hnolo=y Asse9ly, )L M8ni>h efore ein= a;;ointed as Mana=in= #ire>tor, BM3 Plant (hennai/
O-+a'iati.' 0ha-t ./ B"$ I'ia
e
r
-
T n
d
#)y i'/)-)'0)s /-.3 th) O-+a'iati.' Cha-t
o
i
g
c
i
;% H.-i.'tal Di//)-)'tiati.' t refers to #e;art9entaliDation BM3 ado;ts f8n>tional de;art9entaliDation/
r
% 9)-ti0al Di//)-)'tiati.' 2/1 t refers to hierar>hi>al levels in an or=aniDation 2/2 &ierar>hy in BM3 is that Mana=in= #ire>tor 4eneral Mana=ers
#e;8ty Mana=erS;e>ialists !ea9 eaderAsso>iate =% Spa' ./ C.'t-.l an effi>iently and
effe>tively s8;ervise ontrol ran=es fro9 <@ s8ordinates
<% C)'t-aliati.' it refers to the eEtent to hi>h the de>ision 9akin= a8thority is
>on>entrated at the to; 9ana=e9ent n BM3, the final de>ision lies in the hands of Mana=in=
#ire>tor @% F.-3aliati.' t refers to the eEtent to hi>h the r8les, ;ro>ed8res, >o998ni>ation, and
instr8>tions are ritten don and folloed y or=aniDational 9e9ers/ n BM3, for9aliDation is hi=h )a>tors >a8sin= hi=h for9aliDation are -at8re of task is ro8tine, nat8re of ;rod8>t is Mass, Predi>taility of o8t>o9e is hi=h, (a8se and "ffe>t
relationshi; is hi=h, Presen>e of f8n>tional de;art9ents, lo variety, hi=h vol89e % Sp)0ialiati.' 6/1 t refers to the ork s;e>ialiDation hi>h is the res8lt of division of
laor 6/2 n BM3, there is hi=h s;e>ialiDation 6/< Reasons for the sa9e are that every f8n>tional head is an eE;ert in his or her area/
Basi0 p-i'0ipl)s /.ll.6) by B"$
Res;onsiility (8sto9er orientation Peak ;erfor9an>e "ffe>tiveness Ada;taility #issent Res;e>t, tr8st, fairness eadin= y eEa9;le S8stainaility So>iety nde;enden>e Asso>iates
R)s)a-0h ")th..l.+y !he ;8r;ose of 9ethodolo=y is to des>rie the ;ro>ess involved in resear>h ork/ !his in>l8des the overall resear>h desi=n, data >olle>tion 9ethod, the field s8rvey and the analysis of data/
Ob5)0ti2)s O/ th) Sty Ob5)0ti2) ./ th) Sty*
T !o kno the >ons89er satisfa>tion/ T (he>k (o9;aritive Perfor9an>e level/ T !o find the satisfa>tion a9on=st the >8sto9ers ith the Brand
S.-0)s O/ Data C.ll)0ti.' P-i3a-y* )or 9y s8rvey ;ri9ary data have een 8sed as a I8estionnaire to >olle>t the data/
>)sti.''ai-)
A ?)sti.''ai-) is a resear>h instr89ent >onsistin= of a series of I8estions and other ;ro9;ts for the ;8r;ose of =atherin= infor9ation fro9 res;ondents/ Altho8=h they are
often desi=ned for statisti>al analysis of the res;onses, this is not alays the >ase/ !he I8estionnaire as invented y Sir )ran>is 4alton/ .8estionnaires have advanta=es over so9e other ty;es of s8rveys in that they are >hea;, do not reI8ire as 98>h effort fro9 the I8estioner as veral or tele;hone s8rveys, and often have standardiDed ansers that 9ake it si9;le to >o9;ile data/ &oever, s8>h standardiDed ansers 9ay fr8strate 8sers/ .8estionnaires are also shar;ly li9ited y the fa>t that res;ondents 98st e ale to read the I8estions and res;ond to the9/ !h8s, for so9e de9o=ra;hi> =ro8;s >ond8>tin= a s8rvey y I8estionnaire 9ay not e ;ra>ti>al/
SECONDARY*
!he se>ondary data has een >olle>ted fro9 the folloin= 9odes% T Ma=aDines T Books T -es;a;er T #ata thro8=h internet so8r>es
R)s)a-0h D)si+' Resear>h #esi=n is the arran=e9ent for >onditioned for data >olle>tion analysis of data in a 9anner that ai9s to >o9ined relevan>e to resear>h ;8r;ose ith e>ono9y in ;ro>ed8re/ A resear>h desi=n is a 9aster ;lan or 9odel for the >ond8>t of for9al investi=ation/ t is l8e ;rint that is folloed in >o9;letin= st8dy/ !he resear>h >ond8>ted y 9e is a des>ri;tive resear>h/ !his is des>ri;tive in nat8re e>a8se st8dy is fo>8sed on fa>t investi=ation in a ell str8>t8red fro9 and is ased on ;ri9ary data/ RESEARCH PLAN
T Typ) ./ sty* )or >o9;letin= 9y st8dy have =one for sa9;le st8dy e>a8se lookin= at the siDe of ;o;8lation the ti9e li9itation it as not >onvenient for 9e to >over entire ;o;8lation/ &en>e, have =one for sa9;le st8dy rather than >ens8s st8dy/
Sa3pli'+ Pla'
A sa9;le desi=n is a definite ;lan for otainin= a sa9;le fro9 a =iven ;o;8lation/ t refers to the te>hniI8e or the ;ro>ed8re that resear>her o8ld ado;t in sele>tin= ite9s to e in>hed in the sa9;le i/e/ the siDe of sa9;le/ Sa9;lin= ;lan is deter9ined efore data are (olle>ted
Sa3pli'+ U'it Sa9;lin= 8nits are &i=h (lass and "d8>ated ;eo;le , B8siness Men et>/ Sa9;les are >olle>ted via ;ersonal intera>tion or via ele>troni> 9edia/
D ATA
ANALYSIS
Na3)* 50 (lients of 8E8ry (ars
A-)ss*
S.th D)lhi 777 Sa4)t , "al2iya Na+a- , S.th Ca3ps A-)a
Pin (ode
G)')-*
"ale% <5 @0G
Fe9ale% 15 <0G
A+)*
1 Belo1 % 0
2 125 % 5
< 26<5 % 20
? <650 % 20
5 51 and aove % 5 Age Group
1
2
3
4
5
O00pati.'*
1 Servi>e
2 B8siness
< St8dent
? &o8seife
Occupation
1
2
3
4
>%; I' y.- Opi'i.' $hi0h 0a- is th) B)st
a B"$ ( b ")-0))s B)' ( =
1
2
>% &o lon= have yo8 een asso>iated ith BM3 or M"R("#"S – B"-L Q n years
a ess than 1 year
1 5
20
> 510
15
d More than 10
@
1
2
3
4
>%= &o o8ld yo8 rate BM3 Motors on the folloin= ;ara9eterQ
St-.'+ly isa+-))
Disa+-))
N)ith)- a+-)) N.- isa+-))
A+-))
Knowledge of Sales Pers on
1
2
3
4
St-.'+ly A+-))
*noled=eale sales ;erson A=ree % <0 G
Stron=ly A=ree % 50G #isa=ree % 10G -e8tral % 20G
ii "9;loyees s;ent eno8=h ti9e
ith yo8%
efore sales % 10G #8rin= sales % 0G After sales % 10G
1
2
3
>%< $hi0h Ca- Ha2) th) b)st A/t)-sal)s S)-2i0)
a B"$ b ")-0))s B)'
AfterSales Service
1
2
>%@ 3hat is yo8r overall o;inion ao8t BM3 over Mer>edes BenDQ
+ery Bad 0 Bad 5 -either Bad -or 4ood 20 4ood 15 +ery 4ood 10 Brand Comparison
1
2
3
4
5
>% &o likely o8ld yo8 re>o99end BM3 over M"R("#"S B"-L Q
+ery
+ery
Unlikely
ikely
1
2
<
?
5
;*:
1
2
3
4
5
* ;: = * @ < * ;@
@*:
>% $hi0h Ca- p-.2i) th) B)st 9al) /.- ".')y
a B"$ * @ b ")-0))s B)' * @
1
2
>% $hi0h Ca- p-.2i)s y. 6i) -a'+) ./ A00)ss.-i)s a' A7.'s
a B"$ * : b ")-0))s b)' * =:
Accessories
1
2
>% $hi0h ./ th) /.ll.6i'+ F)at-)s ./ B"$ y. p)/)- 3.-) .2)- ")-0))s B)'
a b 0 ) / +
S' R../ * @ At. 9islai)- * ; At. S)'s.-s $ip)s ' Pa-4 * @ C.'t-.l pa')l * < D-i2) C.'t-.ls * ;: C-is) C.'t-.ls * ;@ C.'2)-tibl) R../ * ;:
Accessories
1
2
3
4
5
6
7
>%;: $hi0h C.3pa'y p-.2i)s ".-) P.6)-/l a' $)ll T') E'+i')s
a B"$ * ;@ b ")-0))s b)' * ;: 0 B.th * @
Engine Preferrence
1
2
3
>%;; $hi0h E'+i') 3a4) y. p-)/)- th) ".st 6h)' y. By a l1-y 0a-
a b 0 )
9 * 9 * ;: 9; * ;@ 9T9T * ;: CRDi *
Engine
1
2
3
4
5
"a-4)ti'+ "i1 "/ Jero9e M>(arthy in the 1C60Hs develo;ed the 9ne9oni> O?Ps hi>h has e>o9e the 9ost end8rin= of the 9arketin= 9iE fra9eorks M>(arthy 1C65/ M>(arthy defined the ?Ps as ;rod8>t, ;ri>e, ;ro9otion and ;la>e9ent/ A;;lyin= the ?Ps at BM3 is as follos% Product
Sin>e its in>e;tion BM3 has re9ained a ;rod8>t ased or=aniDation, this is the reason hy BM3 has s8>h a ide ran=e of ;rod8>ts/ !he >o9;any has three randsF the BM3, Rolls Roy>e and the Mini/ f talkin= ao8t the BM3 rand the folloin= is the >8rrent ;ortfolio of >ars the >o9;any has to offer BM3 < series, @ series, 1 series, 5 series, 6 series, :1, :<, :5, :6 and L?, o8t of these 9odels the est in r8nnin= is the BM3 < seriesF the >ar has >olle>ted the =reatest >h8nk of reven8e for BM3 over the years/ B8t the thin= to >onsider hile kee;in= these 9odels in 9ind is the ;rod8>t life > y>le/ t shos the sales of the ;rod8>t thro8=h their 8sef8l life d8rin= different sta=es of their life>y>le/ !he sta=es in>l8de ntrod8>tion, 4roth, Mat8rity and #e>line/ f >onsiderin= the ;rod8>t life >y>le a=ainst the ;ortfolio of >ars that BM3 has to offer then it >an e said that 9ost of the BM3 >ars are on the 9at8rity sta=e, even tho8=h the BM3 :< has hi=h 9arket share 8t the 9arket hi>h it elon=s to does not sho si=ns of =roin= as ;revio8sly 9entioned in the analysis of the B(4 9atriE/ BM3 has realiDed this and has la8n>hed the ne version the BM3 :< in 2011 BM3 B'4/ BM3 has to >onsider and ;la>e its ;rod8>ts a>>ordin=ly into the 9arket, if 9ost of the ;rod8>ts of the >o9;any are =oin= to e in the 9at8rity sta=e then there ill e serio8s ;role9s for the >o9;any as all of the9 ill e =oin= into de>line to=ether/ !h8s >onstant and in>reased i9;rove9ent into resear>h and develo;9ent has to e 9ade in order for BM3 >ars enter into the =roth sta=e of the ;rod8>t life >y>le/ n 200@ BM3 la8n>hed a >li; on the internet ao8t its 4-A i=ht visionary 9odel, it is a fari> skinned sha;e shiftin= s;orts >ar >on>e;t 8ilt y BM3/ !he >ar is en>losed ith fleEile, stret>hale ater resistant transl8>ent 9an9ade fari> skin – ;oly8rethane>oated S;andeE, is resilient and d8rale/ t resists hi=h or lo te9;erat8res, does not sell or shrink and the 9ove9ent does not sla>ken or da9a=e the fari>/ #esi=nBoo9/>o9 / !ho8=h the >ar is not for sale and th8s hasnHt een introd8>ed into the 9arkets and is ke;t at the M8ni>h 98se89 it has >a8=ht the attention of the orld hen it as ;re9iered in 200@/ BM3 sho8ld la8n>h this >ar in the 9arkets no 8sin= o8tdoor >a9;ai=n and di=ital 9arketin= as s8>h 9edi89s sho8ld e 8sed for hi=h val8e i9;a>t ;rod8>ts/ !he BM3 4ina >an =ive >o9;etition to the
Mer>edes invisile >ar as oth of the9 are ne and innovative te>hnolo=ies and >ons89ers are illin= to ;ay hi=her ;ri>es for s8>h innovations/
Price
Pri>e is the 9ost i9;ortant and de>isive fa>tor for a >ons89er in 9akin= a de>ision for 8yin= a ;rod8>t, Pri>in= >an have BM3 altho8=h has hi=h ;ri>e ran=e for its >ars 8t it is >ertainly val8e for 9oney/ !he ;ri>e ran=e for BM3 >ars is 1C000 to 0000/ Most of the BM3 ;ri>in= strate=y is ased on >o9;etitor ;ri>es/ )or e/=/ the BM3 < series and the A8di A? hi>h re;resent the sa9e 9arket are loosely ;ri>ed the sa9e/
Promotion
So9eti9es ;ro9otion is >onf8sed ith 9arketin=F hoever ;ro9otion is the ;art of the overall 9arketin= 9iE of a >o9;any/ So in effe>t 9arketin= 9eans to >reate interest for ;otential >8sto9ers in the >o9;an yHs ;rod8>ts and servi>es/ 'n the other hand Pro9otion ha;;ens hen a >o9;any offers a dis>o8nt, r8ns an advertisin= >a9;ai=n and links this >o998ni>ation to their val8e ;ro;osition/ Ste;hen Bla>ker/ n the 4UR4A'-, BM3 9arkets its ;rod8>t 8sin= !+, radio, ;ress and online 9arketin= BM3 "d8>ation/ BM3 also 8ses o8tdoor >a9;ai=ns for randin= and ne >ar la8n>hes/ !he BM3 5 series as heavily advertised 8sin= o8tdoor >a9;ai=ns, the >o9;any ran a threeeek di=ital and ;oster o8tdoor >a9;ai=n in ondonHs &olland Park Ro8ndao8t and sele>ted ;re9i89 sho;;in= >enters to ;ro9ote its ne BM3 5 series ran=e/ Marketin= 3eek/
Re>ently e>a8se of the oost in the n89er of internet 8sers aro8nd the orld, viral 9arketin= has e>o9e a ;o;8lar 9edi89 of advertise9ent/ t >an e delivered y ord of 9o8th or enhan>ed y the netork effe>ts of the internet/ Mer>edes one of the rivals of BM3 8ses this 9edi89 very effe>tively, the Mer>edes nvisile >ar >a9;ai=n ent viral over the internet hen its >li; as la8n>hed on ;o;8lar so>ial 9edia esites in>l8din= $o8!8e/ n one 9onth of its online >a9;ai=n it has a>hieved over C 9illion hits on $o8!8e/ BM3 sho8ld also 8se s8>h te>hniI8es as it ;roves a very effe>tive 9ethod in ;ro9otin= its ide ;ortfolio of >ars/ #i=ital Strate=y (ons8ltin= Place
Pla>e in>l8des all of the 8siness a>tivities involved in 9ak in= the ;rod8>t availale to tar=et >8sto9ers/ BM3 sells its >ars thro8=h a n89er of shoroo9s in the 4UR4A'- and as ell as fro9 an eEtensive netork of dealers ho are ;rovided ith farrea>hin= eE;ertise and knoled=e fro9 BM3/BM3 "d8>ation/ Pla>e ;lays an i9;ortant ;art in the 9arketin= 9iE as it refers to the ease for the >8sto9er in ;8r>hasin= its ;rod8>ts/ BM3 realises this 8t needs to i9;rove onto this as;e>t y ;rovidin= eE>ellent >8sto9ers servi>es and after sales servi>es to their >8sto9ers/
I3pl)3)'tati.' )or the aove ideas to e i9;le9ented y BM3, effe>tive >o998ni>ation shall e reI8ired fro9 the >o9;any ithin the or=aniDation and es;e>ially o8tside the or=aniDation to the >ons89ers/ f BM3 ants to la8n>h the 4-A i=ht +isionary Model in order to >o9;ete ith the Mer>edes nvisile >arF the >o9;any ill have to 9ake or=aniDational and str8>t8ral >han=es as the >o9;any is =oin= aay fro9 its >ore strate=y of ;rod8>t develo;9ent and =oin= toards 9arket develo;9ent y re>o=niDin= ne 9arkets/ As dis>8ssed earlier ao8t e9eddin= viral 9arketin= ithin the BM3 9arketin= strate=ies, the >o9;any ill have to 8se the servi>es of viral 9arketin= eE;erts as they advise ell on ho to 9ake internet >li;s fa9o8s ithin so>ial 9edia esites
B+)ti'+ Marketin= 8d=et is one of the inte=ral ;arts of a s8>>essf8l 9arketin= ;lan/
".'it.-i'+ a' E2alati.' 'ne of the est tools to 9onitor and eval8ate a 9arketin= ;lan is the alan>ed s>ore>ard a;;roa>h/ t is a strate=i> ;lannin= and 9ana=e9ent syste9 that is 8sed eEtensively in 8siness and ind8stry to ali=n 8siness a>tivities to the vision and strate=y of the or=aniDation, i9;rove internal and eEternal >o998ni>ations, and 9onitor or=aniDation ;erfor9an>e a=ainst strate=i> =oals/ *a;lan and -orton/ !here are fo8r ;ers;e>tives dis>8ssed in the a;;roa>h hi>h are detailed in the dia=ra9 elo/ Balan>ed S>ore>ard/or=
At BM3 all of these ;ers;e>tives have to e taken in >onsideration for a s8>>essf8l 9arketin= ;lan/ earnin= and 4roth% !his ;ers;e>tive in>l8des e9;loyee trainin= and >or;orate >8lt8ral attit8des related to oth individ8al and >or;orate selfi9;rove9ent, at BM3 advan>ed knoled=e 9ana=e9ent syste9s ill have to e ;8t in ;la>e for e9;loyees and hi=h level 9ana=ers to eE>han=e knoled=e/ As a >o9;leter tea9 shall e needed to la8n>h ne ;rod8>ts and enter ne 9arkets/ nternal B8sinesses Pro>esses% n order for the 9arketin= ;lan to s8>>eed, it is ne>essary for the shareholders of the 8siness to a=ree 8;on the ;lan as it is their 9oney hi>h is 8sed as >a;ital in the 8siness/ t is ne>essary for BM3 9ana=ers to kno ell the ;ro>esses of the >o9;any are r8nnin= and hether they are in line ith >8sto9erHs de9ands/ )or e/=/ the 4-A li=ht visionary 9odel >ar sho8ld e in line ith >8sto9ers de9and and reI8ire9ents/ (8sto9er% !his is the 9ost i9;ortant ;ers;e>tive for an or=aniDation, as >8sto9er satisfa>tion sho8ld e the to; ;riority for a >o9;any/ BM3 already eE>el in this as 9ost of BM3 >8sto9ers are loyal to the rand/ )inan>ial% BM3 )inan>ial servi>es ere estalished in 1CC2, the de;art9ent s8;;orts the 9arketin= efforts of BM3/ t is very i9;ortant for shareholders to have a>>8rate and 8;dated finan>ial infor9ation/
!he shareholders at BM3 ho are ;redo9inantly instit8tional investors, sho8ld have a>>8rate infor9ation of the f8ndin= reI8ired to i9;le9ent the 9arketin= ;lans !he Palladi89 4ro8;
C.'0lsi.' BM3 has a ide and diverse ;rod8>t ;ortfolioF this is the ;rin>i;al stren=th of the >o9;any, the >o9;any sho8ld 8ild 8; on this stren=th and enter ne 9arkets as ell/ (8rrently BM3 has re>overed fro9 the re>ession hi>h ;revailed in the 4UR4A'- as sales fro9 the ;ast to years have shon =rad8al in>rease, 8t 9arket staility in 2012 and f8rther on is 8ns8re e>a8se of the volatility in the 4UR4A'and "UF as 4#P =roth shall =o don y 0/ted y John Mi>klethait !he 3orld in 2012/ !his sho8ld >on>ern BM3 as it is seen as ;re9i89 and l8E8ry >ar 9an8fa>t8rer, to >o8nter this de>line in >8sto9erHs ;8r>hasin= ;oer, the >o9;any sho8ld >8t their >osts and ;ass on the loer >osts to >ons89er s in order to a>hieve the >or;orate o7e>tives in 2012 /
>UESTIONNARE
B)i'+ a' )st))3 0st.3)- ./ B"$ ".t.-s Lt% y. a-) -)?)st) t. ta4) .t a /)6 3i't)s a' /ill th) /.ll.6i'+ >UESTIONNAIRE* Na3)* VVVVVVVVVVVVVVVVVVVVVVV A-)ss*
Pin (ode
G)')-*
"ale Fe9ale
A+)*
Belo1
125
26<5
<650
51 and aove
O00pati.'*
Servi>e
B8siness
St8dent
&o8seife >%; I' y.- Opi'i.' $hi0h 0a- is th) B)st
0 B"$ ")-0))s B)' >% &o lon= have yo8 een asso>iated ith BM3 or M"R("#"S – B"-L Q in years
a less than 1 15 > 510 d 9ore than 10 >%= &o o8ld yo8 rate BM3 Motors on the folloin= ;ara9eterQ
St-.'+ly isa+-)) Disa+-)) N)ith)- a+-)) N.- isa+-)) a+-)) St-.'+ly a+-)) >%= Are yo8 aare of the folloin= fa>ilities ;rovided y BM3 MotorsQ FACILITIES Y)s N. i Motors ins8ran>e
ii "Etended arranty iii !r8e val8e i2 finan>e 2 'nerHs (l8 2i 4en8ine a>>essories
./? 3hi>h (ar &ave the est Aftersales Servi>e Q > BM3 d Mer>edes BenD ./5 3hat is yo8r overall o;inion ao8t BM3 over Mer>edes BenDQ +ery Bad Bad -either Bad -or 4ood 4ood +ery 4ood ./6 &o likely o8ld yo8 re>o99end BM3 over M"R("#"S B"-L Q +ery
+ery
Unlikely
ikely
1
2
<
?
5
./@ 3hi>h (ar ;rovide the Best +al8e for Money > BM3 d Mer>edes BenD ./ 3hi>h (ar ;rovides yo8 ide ran=e of A>>essories and Addons Q > BM3 d Mer>edes enD
./C 3hi>h of the folloin= )eat8res of BM3 yo8 ;efer 9ore over Mer>edes BenD Q h i 7 k l 9 n
S8n Roof A8to +is8laiDer A8to Sensors (ontrol ;anel #rive (ontrols (r8ise (ontrols (onvertile Roof
./10 3hi>h (o9;any ;rovides More Poerf8l and 3ell !oned "n=ines Q d BM3 e Mer>edes enD ./11 3hi>h "n=ine 9ake yo8 ;refer the Most hen yo8 B8 y a l8E8ry >ar Q f = h i 7
+6 + +12 +!+! (R#i
#ate%
(8sto9er Si=n/
