Uhh ohh, not only is it a fact that the localisation level of BMW is still only 10% (they expect it to reach 30% soon), the fact also is that not
one of the luxury car makers (take any name, whether it’s Mercedes with its own assembling plant, or even Honda & Toyota) after so many years of operations, and despite whatever sales, is into profits. And not one reveals profitability figures, of course due to fear of analytical retribution.
Peter respectfully provides the dismissive, yet sweet defence, “We are not competing in the mass market as we are a premium brand. These cars are very advanced and employ technology, which is very expensive. BMW has a streaming strategy and not a penetrating one. We have already set benchmarks and we communicate to the consumer what we do.” So what do Indian consumers expect from the BMW? Peter’s responses are just short of tub thumping, “From a car of this class, a consumer expects high technology. As far as our branding is concerned, a consumer can expect the same experience as a consumer in any other BMW market... We have already sold 424 units of the 3 series and 7 series till now; and we will start selling the 5 series July 2007 onwards. BMW will sell 1,000-1,200 units in nine months, between March and end of this year. Th is comes to a 60% increase if the full year is considered.”
one of the luxury car makers (take any name, whether it’s Mercedes with its own assembling plant, or even Honda & Toyota) after so many years of operations, and despite whatever sales, is into profits. And not one reveals profitability figures, of course due to fear of analytical retribution.Peter respectfully provides the dismissive, yet sweet defence, “We are not competing in the mass market as we are a premium brand. These cars are very advanced and employ technology, which is very expensive. BMW has a streaming strategy and not a penetrating one. We have already set benchmarks and we communicate to the consumer what we do.” So what do Indian consumers expect from the BMW? Peter’s responses are just short of tub thumping, “From a car of this class, a consumer expects high technology. As far as our branding is concerned, a consumer can expect the same experience as a consumer in any other BMW market... We have already sold 424 units of the 3 series and 7 series till now; and we will start selling the 5 series July 2007 onwards. BMW will sell 1,000-1,200 units in nine months, between March and end of this year. Th is comes to a 60% increase if the full year is considered.”
For Complete IIPM Article, Click on IIPM Article
Source: IIPM Editorial, 2006
An IIPM and Management Guru Prof. Arindam Chaudhuri's Initiative
Source: IIPM Editorial, 2006
An IIPM and Management Guru Prof. Arindam Chaudhuri's Initiative
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Strategic Alliance / Consulting / Intellectual Tic-up Partners Arindam chaudhuri GIDF Planman Consulting Business & Economy 4Ps Business & Marketing The Sunday Indian The Daily Indian Kkoooljobs.com
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