BMW in China

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:


Case Code : MKTG312 For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Shipping & Handling Charges extra


: International Business/ Globalization
Case Length : 21 pages
Period : -
Pub Date : 2013
Teaching Note : Not Available
Organization : BMW group, BMW Brilliance Automotive Ltd. (BBA)
Industry : Automotive Industry
Countries : China, Germany


The case looks at successful 10-year run of Germany-based automobile manufacturer BMW in China and discusses the strategy the company adopted to succeed there. BMW entered China in 2003 through a joint venture with a Chinese company Brilliance China Automotive Holdings Ltd. which was a leading automotive and automotive component manufacturer in China. It started its operations as BMW Brilliance Automotive Ltd. (BBA) and over the years, introduced several of its popular models in China. Some of these models were imported while the others were manufactured locally. The company also developed a huge and distinct distribution channel in the country, which also contributed to its success.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

The case discusses BMW’s marketing strategies in China and details the strategies which helped it outpace the competition. It concludes with the challenges that the company faced in China due to growing competition and the government, which hampered BMW’s plans to expand its production capacity.


The case will help the students:
Understand the strategies followed by companies from developed countries when they enter developing countries and emerging economies.
Understand the issues and challenges confronted by established companies in the face of changing market conditions and customer demands.
Analyze how political and bureaucratic decisions can influence the strategies of companies
Recognize how companies need to localize products to suit the needs of new markets


  Page No.
Introduction 1
About BMW 2
BMW China 3
BMW's Strategies In Chaina 4
Product Overview 5
Distribution 6
Promotion 7
Challenges 8
Future Outlook 9
Exhibits 10


Automobile Industry, BMW, BMW Brilliance, China, Premium cars, Distribution / Dealerships, 5S dealership, Localization, Challenges, Sedans, Intellectual Property Rights, Imported luxury cars, Long Wheelbase

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