'BMW vs Mercedes Essay\r'

'Bayerische travelen Werke AG\r\nBayerische motoren Werke AG ( English: Bavarian Motor Works), comm wholly known asBMW or BMW AG, is a German simple machine, rack and locomotive locomotive manufacturing phoner founded in 1916. BMW is headquartered in Munich, Bavaria, Ger umpteen. It also owns and produces Mini automobiles, and is the p bent company ofRolls-Royce Motor Cars. BMW produces cycles under BMW Motorrad. In 2012, the BMW conclave produced 1,845,186 automobiles and 117,109 motorcycles crosswise all of its stigmas. BMW is part of the â€Å"German spacious 3” high cable gondolariage automakers, along with Audi and Mercedes-Benz, which are the leash dress hat- swaping luxury automakers in the humankind.\r\nHistory\r\nBMW was complete as a flockiness entity follo take ong a residueructuring of the Rapp Motorenwerke aircraft manufacturing firm in 1917. After the end of World War I in 1918, BMW was forced to cease aircraft-engine outturn by the terms of theVersailles Armistice Treaty.[5] The company consequently shifted to motorcycle production in 1923, formerly the restrictions of the treaty started to be lifted,[6] followed by automobiles in 1928â€29.[7][8][9] The motility approximately car which BMW undefeatedly produced and the car which launched BMW on the road to automobile production was the Dixi, it was ground on the Austin 7 and authorise from the Austin Motor Company in Birmingham, England. BMW’s first signifi flush toilett aircraft engine was the BMW IIIa inline-six naiant-cooled engine of 1918, practically preferred for its high-altitude per anatomyance.[10] With German rearmament in the 1930s, the company again began producing aircraft engines for theLuftwaffe. Among its boffo World War II engine designs were the BMW 132 and BMW 801 air-cooled radial engines, and the pi aceering BMW 003 axial-flow turbojet, which powered the tiny, 1944â€1945â€era jet-powered â€Å" compulsion fighter†, theHeinkel He 162 Spatz. The BMW 003 jet engine was tried and true in the A-1b version of the world’s first jet fighter, theMesserschmitt Me 262, precisely BMW engines failed on takeoff, a major setback for the Emergency Fighter Program until undefeated testing with Junkers engines.[11][12] Towards the end of the Third Reich BMW developed around military aircraft projects for the Luftwaffe, the BMW Strahlbomber, the BMW Schnellbomber and the BMW Strahljäger, still none of them were built.[13][14] By the course of instruction 1959, the self-propelled division of BMW was in financial difficulties and a shareholders brush was held to decide whether to go into liquidation or find a way of stock uping on. It was decided to carry on and to try to cash in on the current economy car boom enjoyed so successfully by nearly of Germany’s ex-aircraft manufacturers such as Messerschmitt andHeinkel. The rights to manufacture the Italian Iso Isetta were bought; the tiny cars themselves were to be powered by a modified form of BMW’s own motorcycle engine. This was moderately successful and helped the company get back on its feet. The absolute majority shareholder of the BMW Aktiengesellschaft since 1959 is the Quandt family, which owns about 46% of the stock. The rest is in humankind float.\r\nMercedes-Benz\r\nMercedes-Benz (German pronunciation: [mɛʁˈtÍ¡seːdÉ™s ˈbÉ›ntÍ¡s]) is a German automobile manufacturer, a multinational division of the German manufacturer Daimler AG. The notice is roled for luxury automobiles, autobuses, coaches, and motortrucks. Mercedes-Benz is headquartered in Stuttgart, Baden-Württemberg, Germany. The name first appeared in 1926 under Daimler-Benz but traces its origins to Daimler-Motoren-Gesellschaft’s 1901Mercedes and to Karl Benz’s 1886 Benz Patent Motorwagen, which is widely regarded as the first automobile. Mercedes-Benz’s slogan is â€Å"Das Beste od er nichts” (English: â€Å"The scoop out or no topic”). Mercedes-Benz is part of the â€Å"German Big 3” luxury automakers, along with Audi and BMW, which are the shell interchange luxury automakers in the world.\r\nKarl Benz in Mannheim, Germany make the 1886 Benz Patent Motorwagen, which is widely regarded as the first automobile Mercedes-Benz traces its origins to Karl Benz’s creation of the first throttle-powered car, the Benz Patent Motorwagen, financed byBertha Benz[3] and procure in January 1886,[4] and Gottlieb Daimler and engineer Wilhelm Maybach’s conversion of a actcoach by the addition of a petrol engine later that year. The Mercedes automobile was first marketed in 1901 by Daimler-Motoren-Gesellschaft. The first Mercedes-Benz brand name vehicles were produced in 1926, chase the merger of Karl Benz’s and Gottlieb Daimler’s companies into the Daimler-Benz company.[1][4] passim the 1930s, Mercedes-Benz produced the 7 70 model, a car that was popular during Germany’s Nazi period. Adolf Hitler was known to have drivingn these cars during his time in power, with bulletproofwindshields. Most of the surviving models have been exchange at auctions to private buyers. One of them is currently on vaunting at the War Museum in Ottawa, Ontario. Mercedes-Benz has introduced many technical and safety foundings that later became common in separate vehicles.[5] Mercedes-Benz is one of the best known and established automotive brands in the world, and is also one of the world’s oldest automotive brand still in existence today in 2014, having produced the first petrol-powered car.[6] For information relating to the celebrated three-pointed star, see under the title Daimler-Motoren-Gesellschaft including the merger into Daimler-Benz.\r\n output MIX OF BMW\r\nBMW is one of the preeminent luxury car manufacturers in Europe, North America, and the world today. BMW produces several lines of car s, including the 3 series, the 5 series, the 7 series, the Z line (driven by Pierce Brosnan as James get in Goldeneye), and the clean X line, BMW’s â€Å"sport activeness” vehicle line. In addition, BMW is now selling Rovers, a British car line anchored by the internationally popular Land Rover sport public-service corporation vehicle, and go away begin selling Rolls Royce vehicles in 2003. gross sales of all the BMW, Rover, and Land Rover vehicles have been on the rise globally. High-profile image c angstromaigns (such as the James Bond progress) and the award-winning BMW website (where users can design their own car) come on to enlarge the popularity of BMW’s products. PRODUCT LIFE bike BMW cars typically have a product life cycle of seven historic period.\r\nMotorcycles\r\nBMW began production of motorcycle engines and hence(prenominal) motorcycles after World War I.[23] Its motorcycle brand is now known as BMW Motorrad. Their first successful mo torcycle, after the failed Helios and Flink, was the â€Å"R32” in 1923. This had a â€Å"boxer” tally engine, in which a cylinder projects into the air-flow from apiece array of the machine. Apart from their single-cylinder models ( staple fiberally to the same pattern), all their motorcycles apply this typical layout until the early 1980s. Many BMWs are still produced in this layout, which is designated the R serial publication. During the Second World War, BMW produced the BMW R75 motorcycle with a sidecar attached. Having a unique design copied from the Zündapp KS750, its sidecar wheel was also motor-driven. Combined with a lockable differential, this made the vehicle very capable off-road, an equivalent in many ways to the Jeep. In 1982, came the K Series, shaft drive but water-cooled and with either three or four cylinders mounted in a consecutive line from front to back. Shortly after, BMW also started fashioning the chain-driven F and G series with si ngle and pair twin Rotaxengines. In the early 1990s, BMW updated the airhead Boxer engine which became known as the oilhead. In 2002, the oilhead engine had both spark plugs per cylinder. In 2004 it added a built-in poise shaft, an increased capacity to 1,170 cc and enhanced action to 100 hp (75 kW) for the R1200GS, compared to 85 hp (63 kW) of the preliminary R1150GS. More powerful variants of the oilhead engines are operable in the R1100S and R1200S, producing 98 hp (73 kW) and 122 hp (91 kW), respectively. BMW introduced anti-lock brakes on production motorcycles get-go in the late 1980s. The contemporaries of anti-lock brakes available on the 2006 and later BMW motorcycles pave the way for the introduction of electronic stability control, or anti-skid technology later in the 2007 model year.\r\nAutomobiles\r\nThe immature fall apart (German: Neue Klasse) was a line of compact pubs and coupes starting with the 1962 1500 and continuing done the last 2002s in 1977. ply by BMW’s celebrated four-cylinder M10 engine, the New home models had a fully independent suspension, MacPherson struts in front, and front disc brakes. Initially a family of four-door gin mills and two-door coupes, the New disunite line was broadened to two-door sports sedans with the addition of the 02 Series1600 and 2002 in 1966. Sharing atomic in common with the rest of the line beyond power train, the sporty siblings caught auto enthusiasts’ attention and established BMW as an international brand. Precursors to the famed BMW 3 Series, the two-doors’ success cemented the firm’s future as an velocity tier performance car maker. New Class four-doors with numbers ending in â€Å"0” were replaced by the larger BMW 5 Series in 1972. The upmarket 2000C and 2000CS coupes were replaced by the six-cylinder BMW E9, introduced in 1969 with the 2800CS. The 1600 two-door was discontinued in 1975, and the 2002 was replaced by the 320i in 1975. The 1 S eries, originally launched in 2004, is BMW’s smallest car. Currently available are the second generation hatchback (F20) and first generation coupe/convertible (E82/E88). The 3 Series, a compact executive car make since model year 1975, is currently in its ordinal generation (F30); models involve the sport sedan (F30), and quaternate generation displace wagon (F30), and convertible (E93), and the naan Turismo. In 2014, the 4 Series will be released and replace the 3 Series Coupe and Convertible. The 5 Series is a mid-size executive car, available in sedan (F10) and station wagon (F11) forms. The 5 Series gran Turismo (F07), which debuted in 2010, created a segment between station wagons and crossover SUV.[24] BMW’s full-size flagship executive sedan is the 7 Series. Typically, BMW introduces many of their innovations first in the 7 Series, such as the iDrive system. The 7 Series Hydrogen, having one of the world’s first hydrogen furnish internal combusti on engines, is give the axeed by liquid hydrogen and emits only clean water vapor. The modish generation (F01) debuted in 2009. Based on the 5 Series’ platform, the 6 Series is BMW’s sniffy touring luxury sport coupe/convertible (F12/F13). A 2-seater roadsterand coupe which succeeded the Z3, the Z4 has been sold since 2002.\r\nMotorsport\r\nBMW has been restraind in motorsport activities since the dawn of the first BMW motorcycle in 1923. BMW has a history of success in Formula One. BMW powered cars have won 20 races. In 2006 BMW took over the Sauberteam and became Formula One constructors. In 2007 and 2008 the team enjoyed some success. The most recent win is a lone constructor team’s victory by BMW Sauber F1 Team, on 8 June 2008, at the Canadian Grand Prix with Robert Kubicadriving. BMW was an engine supplier to Williams, Benetton, Brabham, and Arrows. guiding light drivers who have started their Formula One careers with BMW include Jenson Button, Juan Pa blo Montoya, Robert Kubica and Sebastian Vettel. In July 2009, BMW announced that it would withdraw from Formula One at the end of the 2009 date.[27] The team was sold back to the preceding owner, Peter Sauber, who kept the BMW part of the name for the 2010 season due to issues with theConcorde Agreement. The team has since dropped BMW from their name starting in 2011.\r\nPublic Relations\r\nEffective public transaction need to play an integral part in BMW selling strategy. It is important for BMW to bear regular stir with all organisational stakeholders with the use of various marketing colloquy carry. Specifically, communication channels used in public relations include, but not limited to online press releases, annual reports, speeches, and seminars. As part of their corporate loving responsibility initiatives BMW management is also recommended to increase the train of its association with local charities in the UK such as Oxfam, NSPCC, or Cancer Research UK. Moreover , BMW management can initiate the development of identity magazine of the BMW concourse which can cover the latest curls and stark nakeds in local and global automobile industry and at the same time serve as an trenchant channel to communicate the marketing message to the intention customer segment.\r\nAdvertising\r\nAdvertising can be defined as â€Å"the activity or avocation of producing information for promoting the sale of commercial-grade products or go” (Business Dictionary, 2013, online). BMW is recommended to be communicating its marketing message to soft touch customer segment on the basis of development a set of advertising channels. Specifically, engagement in print and broadcast advertisement th pebbly channels popular amongst BMW head customer segment require to be adopted as one of the cores of the marketing strategy. Advertising banners need to be displayed in locations in London frequently attended by BMW target customer segment such as canary y ellow Wharf and City. Moreover, BMW marketing team is recommended to be change the superior of point-of-sales advertising through supplying audio, word-painting and image materials that motivate salon visitors to commit to the purchase.\r\ngross revenue Promotion\r\nSales promotion involves offering short-run incentives for potential customers to commit to the purchase of products and services. BMW company is recommended to use sales promotion in the UK market in an occasional manner in order to increase the levels of revenues for short-term perspectives. For example, 100th anniversary of BMW on border 7, 2013 can be specified as an trance occasion to announce 10% sales promotion for all BMW models. However, it is important to note that BMW needs to engage in sales promotions in the UK market only in an occasional manner, no more than once a year, because using sales promotion more frequently may cause depreciation of BMW allowance brand harbor.\r\nPRICING STRATEGY\r\nThe prices of BMW root are based on a differentiated strategy. This mean that they charge extra for agio quality. This difference in prices is due to each cars different engine size, gear mechanism levels, fuel consumption, sports version.\r\nThe determine strategy that the BMW Group adopts is based on several key trends. One most important trend of BMW is labeled as â€Å"premium-tization”. Premium-tization trend of BMW causes polarization of markets. This trend triggers the consumers to demand and pay a great deal higher prices for the perceived quality.\r\n arise ANALYSIS OF BMW sort\r\nA SWOT analysis will be used to see the various Strengths, Weaknesses, Opportunities and Threats of the BMW Group. Strengths:\r\nStrong marketing strategy.\r\nCustomers recognize the strong brand name of BMW Group Company. Strong brand image i.e. BMW, miniskirt make and Rolls Royce.\r\nEvery 2 to 3 years BMW introduces its late version of cars i.e. constant innovation and technology. Weaknesses:\r\nThere is an increase number of duplicate spare parts of BMW and MINI Cooper. The manufacturing costs of BMW cars are very high as compared to its competitors. This is also a reason for high pricing of BMW cars. Not a mass market company like Toyota and their volumes are small.\r\nOpportunities\r\nThere is an opportunity for BMW Group to increase further innovation and technology in their cars due to increasing ambition in car industry. BMW Group should also look to make new collaboration with other car manufacturers i.e. introducing new brands. BMW Group should also look to produce cheaper cars by new innovation and technology. Expansion of the BMW Group in Asia Pacific, Asia, Africa and Australia.\r\nThreats\r\n nook which has affected businesses in every part of the world. To maintain the same level of innovation and performance. The growing competition in the automobile industry i.e. competitors of BMW Group include Mercedes, Audi, Jaguar, Ford, Lexus. The earning s of the BMW Group are Dollar dominated, so the increasing strength of Euro is another threat for the company.\r\n dispersion CHANNEL\r\nBMW lash focuses on strengthening the dialog with customers and visitors by showing a wide throw away of BMW cars and motorcycles, and providing vehicle distribution, particularly the creation of a supernumerary experience with regards to customer collection of an ordered vehicle. BMW Welt also offers shops with BMW auxiliary products, as well as a fully serviced gastronomic restaurant. In the meeting forum, BMW Welt offers conference rooms and the opportunity to stage media events. The building often houses exhibitions related to new BMW models and, since 2012, other BMW Group brands such as Mini and Rolls-Royce BMW plans a new distribution system for the 5-series sedan that will keep some of the vehicles allocated to dealerships in one of three locations around the country. The distribution system would give dealers pools of cars in three loc ations, said Miles. Rather than ship each dealership’s total monthly parcelling to the store, some of the cars will be kept at BMW processing facilities on both coasts and in the South. â€Å"The basic principle is to make more of the inventory that exists available to sell and to reduce the dealers’ floorplan cost,”\r\nMERCEDES PRODUCT RANGE VANS\r\nMercedes-Benz Vans sets standards through perfection and meticulous attention to detail. Ground-breaking innovations and excellent value retention are decisive for the brand’s success. With its broad spectrum of offers the brand can really tally points with the customer.The Mercedes-Benz Vans product spectrum includes vans, MPVs and camper vans for private and commercial use. Mercedes-Benz Vans stands for sustainable technologies. In particular the new Mercedes-Benz Sprinter, introduced in the skip over of 2013, was equipped with technologies that make it even more economical and environmentally compatibl e. Whether for a private or commercial customer †Mercedes-Benz Vans is focused on customisation according to the customer’s needs. Although each customer is different, one thing applies to all in the same measure: Mercedes-Benz Vans delivers the best possible solution.\r\nTRUCKS\r\nAs part of the Daimler Trucks division, Mercedes-Benz Trucks has been a certification of premium quality for over 100 years now. It stands not only for reliability and economic efficiency, but also for first-class product and service quality and large expertise in the area of customer-oriented commit solutions. The high standard of quality applies equally to our Actros, Arocs, Axor, Antos and Atego truck series and to special-purpose vehicles from Mercedes-Benz Trucks. The latter include the Mercedes-Benz Econic and the legendary Unimog, for example. Our comprehensive range is rounded off by the Mercedes-Benz Zetros, which has been knowing as an off-road truck for deployment in extremely r ough terrain.\r\nBUSES\r\nThe world’s first motorised bus was built in Germany by Karl Benz in 1895, some years before Gottlieb Daimler also started to build and sell buses in Germany as well. By 1898 both Karl Benz and Gottlieb Daimler, then rivals, were exporting their buses to Wales and England. Soon Daimler products were sold in the British Empire in a partnership with the British company Milnes. Milnes-Daimler developed a double-decker in 1902 and provided a bus for the first motorised bus service in the United Kingdom the following year. Though the company met success in selling buses throughout the British Empire, the partnership between Daimler and Milnes had to be undone due to the First World War.\r\nCARS\r\nMercedes-Benz carries a full range of passenger, light commercial and ponderous commercial equipment. Vehicles are manufactured in tenfold countries worldwide. The Smart marque of city cars and Maybach luxury cars are also produced by Daimler AG. Between 2003 and 2009, Mercedes-Benz produced a limited-production sports car with McLaren Cars. The resulting Mercedes-Benz SLR McLaren was an extension of the collaboration by which Mercedes engines are used by the Team McLaren-Mercedes Formula One step on it team, which was then part owned by Mercedes.\r\nSWOT ANALYSIS OF MERCEDES\r\nStrength:\r\n1. Mercedes Benz has a strong brand value and global leader in premium cars 2.\r\nLack of capital constraints\r\n3. Leader in innovation i.e. 1st to introduce diesel engines, fuel guesswork and anti locking brakes\r\n4. More than $12bn allocated for R&D\r\n5. Strong presence in motor sport under McLaren Mercedes\r\n6. Manufactured and assembled in over 20 countries across the world\r\n7. Mercedes holds patents on the majority of safety features Weakness\r\n8. High care cost of Mercedes Benz cars\r\nOpportunity:\r\n1. Developing hybrid cars and fuel efficient cars for the future\r\n2. Tapping emerging markets across the world and building a glo bal brand\r\n3. firm growing luxury automobile market & increased income\r\nThreats:\r\n1. Government policies for the automobile sector across the world\r\n2. Ever increasing fuel prices\r\n3. consuming competition from global automobile brands\r\n'