Bmw lime case study

8FJIMß AüI0M0ßIIE ßMW º º
ßMW Iod|a
Iovostmoot
ßMW Iod|a Froduct FortIo||o:
headquartered iu 6urgaou (latioua| Capita| Regiou), 8MW ludia is a 1OOº subsidiary of the 8MW 6roup. 8MW ludia has
beeu the |eadiug |uxury car mauufacturer for the secoud cousecutive year siuce 2OO9. 8MW ludia achieved a marlet share
of over 4Oº iu 2O1O (from9º at the eud of 2OO6). With 6246 cars de|ivered to customers iu the ca|eudar year 2O1O (13º
iucrease iu twe|ve mouths). 8MW ludia has achieved the "highest sa|es by a mauufacturer iu the |uxury car segmeut iu a
year". 8MW ludia is coufideut of further iucreasiug its sa|es owiug to the growth poteutia| iu the ludiau marlet.
8MW P|aut Cheuuai has preseut|y iucreased its productiou capacity to 1OOOO uuits per year ou a siug|e shift basis. 8MW
P|aut Cheuuai wi|| be structura||y expauded to iucrease the productiou capacity further. Additioua| |aud has beeu procured
fromMahiudra Wor|d City for this expausiou (18.3 acres). A uewVehic|e 0ispatch Ceutre wi|| a|so be coustructed iuside the
8MW P|aut Cheuuai by 2O12.
The 8MW 6roup's has iuvested a tota| of 1.1 bi||iou ludiau Rupees iu its ludiau operatious aud is expected to iuvest arouud
1.8 bi||iou ludiau Rupees (approximate|y 6 3O mi||iou) by the eud of 2O12.
Modo|s var|aots
8MW 3 Series 8MW 32Oi, 8MW 32Od, 8MW 32Od 0yuamic , 8MW 32Od Exc|usive
8MW 5 Series 8MW 523i, 8MW 52Od, 8MW 525d, 8MW 53Od
8MW X1 8MW X1 s0rive18i, 8MW X1 s0rive2Od, 8MW X1 s0rive2Od Exc|usive
8MW X3 8MW X3 x0rive 2Od, 8MW X3 x0rive 3Od
6kß FortIo||o (6omp|oto koockod ßowo}
6ßü FortIo||o (6omp|oto ßu||t-up üo|t}
Modo|s var|aots
8MW 5 Series 8MW 535i
8MW 6 Series 8MW 65Oi
8MW 1 Series 8MW 13OLd, 8MW 14OLi, 8MW 15OLi, 8MW 16OLi
8MW 6raud Turismo 8MW 6T 3.OL 0iese|
8MW Z4 Roadster 8MW Z4 s0rive35i
8MW X5 8MW X0rive3Od, 8MW X0rive5Oi
8MW X6 8MW X0rive3Od, 8MW X0rive5Oi
8MW X6 M 8MW X6 M
8MW M3 Coupe 8MW M3
8MW M3 Couvertib|e 8MW M3
8MW ludia is the pioueer iu briugiug |uxurious dea|erships to ludia. 8MW ludia has set a decisive course iu ludia by settiug
up 8MW dea|erships of iuteruatioua| staudards across a|| metropo|itau ceutres of the couutry. 8MW ludia has set very
high staudards iu service qua|ity aud customer care iu ludia.
8y eud of 2O12, 8MW ludia wi|| aggressive|y expaud its dea|er uetworl by iucreasiug the uumber of out|ets to 4O across
major metropo|itau ceutres aud emergiug marlets iu ludia (fromthe preseut 24 out|ets).
ßoa|or ßovo|opmoot
8MNfâ!I !I00T
Curreut|y, 8MW ludia is preseut at 24 |ocatious iu the ludiau marlet, 8MW Studio (lew0e|hi), 0eutscheu Motoreu (lew
0e|hi), 0eutscheu Motoreu (West 0e|hi), 8ird Automotive (6urgaou), 8ird Automotive (Ambieuce Ma||, 6urgaou), lavuit
Motors (Mumbai), lufiuity Cars (South Mumbai), lufiuity Cars (ludore), Krishua Automobi|es (Chaudigarh), lavuit Motors
(8auga|ore), lavuit Motors City Showroom (8auga|ore), Kuu Exc|usive (hyderabad), Kuu Exc|usive (Cheuuai), 8avaria
Motors (Puue), 0SL Prestige (Ko|lata), 0SL Prestige (8hubaueswar), Parso|i Motors (Ahmedabad), Parso|i Motors (Surat),
P|atiuo C|assic (Kochi), Kuu Exc|usive (Coimbatore), Saughi C|assic (Jaipur), Muuich Motors (Raipur), 8avaria Motors
(6oa) aud Krishua Automobi|es (Ludhiaua).
8MW ludia has doub|ed its maupower to 4OO iu 2O1O. up to 12OO jobs wi|| be created iu the dea|er aud service uetworl by
eud of 2O12.
The 8MW braud has its owu ideutity, comprisiug various attributes that give it its distiuctive character. The most
outstaudiug characteristic of the 8MW braud persoua|ity is the abi|ity to evole J0Y. J0Y is a|ways sure to out a heartfe|t
smi|e ou peop|e's faces. Joy is so powerfu| aud so euduriug because it is mu|ti-faceted, because it is coutiuua||y comiug up
with uewideas. Spreadiug Joy requires uuderstaudiug what it is, howit comes about, what va|ues it couveys, aud where it
is headed.
Joy is both the driviug force aud the u|timate goa| of everythiug the braud does. lt is the ceutra| differeutiatiug criteriou aud
has a mu|ti-faceted character that offers 0ua|ity, Service, Sustaiuabi|ity, Exc|usivity aud Safety to the customer.
lu ludia, 8MW has successfu||y imp|emeuted ley braud iuitiatives such as the 8MW Art Cars exhibitiou iu Mumbai, 8MW
6o|f Cup luteruatioua| iu ludia, associatiou with |eadiug fashiou eveuts such as the ludia Couture Weel, forma| diuiug aud
wiue tastiug eveuts at 8MW 0ea|erships aud Art Exhibitious at the 8MW Studio 0ue where customers aud prospects cau
iudu|ge with the braud iu au exc|usive euviroumeut.
8MW ludia retaiued the lumber 0ue positiou iu the |uxury car segmeut iu ludia for the secoud cousecutive year. 8MW ludia
achieved a marlet share of over 4Oº iu 2O1O (from9º at the eud of 2OO6). With 6246 cars de|ivered to customers iu the
ca|eudar year 2O1O (13º iucrease iu twe|ve mouths). 8MW ludia has achieved the "highest sa|es by a mauufacturer iu the
|uxury car segmeut iu a year". 8MW ludia is coufideut of further iucreasiug its sa|es owiug to the growth poteutia| iu the
ludiau marlet.
Maopowor
ßMW ßraod
ßMW Iod|a 8a|os
8MNfâ!I !I00T
ßMW 8a|os 2007-2010
O
1OOO
2OOO
3OOO
4OOO
5OOO
6OOO
1OOO
2OO1 2OO8 2OO9 2O1O
1381
29O8
3619
6246
8MW
ßMW Iod|a 2011 8a|os
Moo 3 8or|os 5 8or|os 6 8or|os 7 8or|os ßrao Iur|smo k1 k3 k5 k6 Z4 Iota|
Jao 164 211 1 11 1 15 2 9 9 5 500
Fob 116 264 1 38 8 11O O 1O 12 1 620
Mar 315 38O 1 6O 11 2O3 O 3O 11 1O 1027
Apr 24O 255 1 32 5 215 O 18 13 1 780
May 195 264 3 23 4 19O O 8 18 2 707
Juo 163 246 3 3O 9 4O3 2 11 14 3 890
Iota| 1253 1680 10 200 44 1136 4 92 83 22 4524
The Automotive iudustry iu ludia is oue of the |argest iu the wor|d aud oue of the fastest growiug g|oba||y. Passeuger vehic|e
sa|es duriug 2O1O were up 29 per ceut with more thau 2.5 mi||iou passeuger vehic|es so|d iu the ludiau marlet. The two
whee|er segmeut sawa growth of more thau 25 per ceut with c|ose two 12 mi||iou vehic|e sa|es.
The ludiau Luxury segmeut has beiug growiug at a very cousisteut pace iu the |ast two years. Luxury car sa|es for 2O1O were
recorded 15,815 vehic|es which was a 15 per ceut jump fromthe previous year which saw8,111 vehic|es so|d.
8MW, Mercedes 8eu/ aud Audi are the 3 domiuaut p|ayers iu the |uxury car marlet which a|so iuc|udes compauies |ile
Astou Martiu, Ferrari, Porsche, Jaguar, 8eut|ey aud Ro||s Royce preseut. For the past two years, 8MW has beeu the
uumber oue p|ayer iu this segmeut by se||iug the highest uumber of cars iu the |uxury segmeut iu ludia.
ßMW Morcodos-ßooz Aud| Jaguar Iaodßovor Forscho
8MW 3 Series M8 C C|ass, CL C|ass Audi A4 Porsche Cajuu
8MW 5 Series M8 E C|ass Audi A6 Jaguar XF Porsche Caymau
8MW 6 Series M8 CLS - SL C|ass Jaguar XK Porsche Pauamera
8MW 1 Series M8 S C|ass Audi A8, R8 Jaguar XJ Porsche 911 Turbo
8MW 6raud Turismo Audi A1
8MW X1 Audi 03 Evoque
8MW X3 Audi 05 Free|auder 2
8MW X5 M8 6L - ML C|ass Audi 01 Rauge Rover Porsche Cayeuue
Sport, 0iscover 4
8MW X6 Rauge Rover Evoque Porsche Cayeuue S
8MW X6 M Porsche Cayeuue S
Turbo
8MW M3 Coupe Audi RS 5
8MW M3 Couvertib|e
8MW Z4 M8 SLK C|ass Audi TT Porsche 8oxster,
Roadster Roadster Roadster 8oxster Spyder
Iuxury 6ar 8ogmoot - Iod|ao Auto Iodustry
ßMW Iod|a aod 6ompot|t|oo Froduct Mapp|og
8MNfâ!I !I00T
ßota|| 8a|os - Iod|a
6ha||oogo
Mootor
Prepare a marlet strategy for streugtheuiug the |eadership positiou of 8MW iu ludia aud wideuiug the gap betweeu 8MW
ludia aud its competitiou based ou.
º A scieutific eva|uatiou of cousumer perceptious iu the |uxury car segmeut
º Chaugiug socia| patterus aud va|ue system of the cousumer iu the ludiau society
º 0rivers of |uxury cousumptiou iu ludia
º SW0T aua|ysis of Marletiug aud Product strategies of competitors visa-vis 8MW
0r. Audreas Schaaf ÷ Presideut, 8MW ludia 0r
Mr. Christiau Saffer ÷ 0irector, Marletiug, 8MW ludia
O
1OOO
2OOO
3OOO
4OOO
5OOO
6OOO
1OOO
8MW
1996 1991 1998 1999 2OOO 2OO1 2OO2 2OO3 2OO4 2OO5 2OO5 2OO6 2OO1 2OO8 2OO9 2O1O
1,825
670
883
618
748
1,235
1,255
1,589
1,824
1,926 1,926
2.157
2.426
3.208
5,776
43 58 70 52
75 88 91 86
122
227
227
257
1,387
2,908
3,619
3,364
6,246
105
105
300
349
1,050
1,658
M8 Audi
8MNfâ!I !I00T