Chap. 5 - Global Vision

        Bmw is a premium brand, they are looking to aim there new electric battery car, the i3 to middle class people in the biggest cities around the world. The car was actually first named as the Megacity vehicle (MCV). Bmw has never gone after third world markets, and if electric cars get popular in big cities, they will most likely be at the top of the market. Ulrich Kranz and his team working on the i3, have been studying for 4 years on the needs for people in "megacities". They've looked at cities like Shanghai, London, Tokyo and Los Angeles, studying the way people drive in those places. 

    The Bmw i3 is going into production in 2013, they are investing around $550 million dollars in production, and they will also create 800 more jobs. The i3 will be a four door car that can target urban middle class people. At low cost because of the lightness and small battery packs, people will be able to afford it. If the car ends up costing more than $30,000, it probably will not succeed. 

         Bmw is also putting a new branch in New York called Bmw I Ventures. They will be investing up to $100 million for new ways and ideas to clean up traffic and congestion in the streets. There first project is a mobile app that will show urban parking and public transportation, that will be called "My City Way". 

Electric cars will have many advantages to urban cities, but in some cities people lack private garages where people will be able to charge there i3.

Chap. 4-Marketing Envirement

Bmw has had a target audience of mostly middle to high class older people. But, they have started to put there focus on new younger entrepreneurs rather than baby boomers. They are focussing on young people who are starting in business, and economically conservative. These are people who work and save there money in many ways. In this generation at factor to people in there 20's, 5 to 1 people say they want to own a business rather than be a top executive in another business. The consumers are growing rapidly because of telecommunications and net based transactions. People are increasingly having more access to information online like pricing, services, delivery time, and costumer satisfaction. Bmw is also changing there brand on there ads, because the one they have had has been there for 33 years. They are thinking the using the line "Performance Driving" is getting old. There new ads will be stated "The Ultimate Driving Machine", which will bring in more and younger consumers.

Chap. 3 - Ethics and Social Responsibility

Bmw is recently increasing much production in 4 of there plants. Besides for that, they have been working in the past 5 years to reduce the energy consumed by the car. Reports have been issued to the many achievements the company has made in environmental product development. They are committed to help people and nature by preserving the environment. Bmw is reducing the energy used to make the vehicles as well as when the car is on the road. They have made a set of guidelines that show what they are doing to save energy. There are set groups and teams who meet often to come up with more ideas to help there goals in saving energy.

Strategic planning For Bmw

Bmw is a well known car manufacturing company. They have been manufacturing and selling premium class cars for years. They are the owners of Mini and Rolls Royce, which are also high class cars. They have sold 1.3 million cars in 2010. They produce there cars in 8 plants, in Germany, United Kingdom, United States, and South Africa.

Bmw has many plans for the future. They come up with new plans every 12 years, which are divided into yearly periods. They are planning on making the cars values better for long term, so the cars can last people a long time. Retail in cars is getting very big, Bmw is planning on raising there motorcycle sales by 50%. More of there targets are to reduce prices, capital expenditure and capital employed by vehicle in development, production, sales, and administration. By doing all of this they are rising there productivity by 5% each year.