Report on Bmw 3 Series Popularity and Maintenance of Product's Market Share

SEGi COLLEGE MALAYSIA, KOTA DAMANSARA

REPORT ON BMW 3 SERIES POPULARITY AND MAINTENANCE OF PRODUCT’S MARKET SHARE

BMW MALAYSIA SDN. BHD.

Contents Page

1. Introduction 1

2. Methodology 1

3. Findings 1-6

4. Conclusions 6

5. Recommendations 7

6. References 8

Ð'¬Ð'¬Ð'¬Ð'¬Ð'¬Ð'¬Ð'¬Ð'¬Ð'¬Ð'¬Ð'¬Ð'¬Ð'¬Ð'¬Ð'¬Ð'¬Ð'¬Ð'¬Ð'¬

List of Figures

1. Pie Chart on Market Share for Sales of Premium Car 6

REPORT ON BMW 3 SERIES POPULARITY AND MAINTENANCE OF PRODUCT’S MARKET SHARE

1. INTRODUCTION

Background

This report has been written because of the recent popularity of the BMW 3 Series and services offered to the market as was requested by our Managing Director, Mr. Peter Jackson on 07/July/2007.

Objectives

The objectives of this report are to find the basis of the recent surge in sales and continuance in the market share.

2. METHODOLOGY

• Several meetings held between different Heads of Department of Sales, Service, Marketing and Product Development.

• Recent surveys done on prospective and loyal customers were analysed.

• Pie chart of market share on Malaysia’s vehicle sales was evaluated.

3. FINDINGS

Meeting with Head of Sales Department

• Product’s Popularity

The most sales recorded for a model from our range of vehicle offered was the BMW 3 Series sedan. The sales recorded were the highest for the vehicle in the same class. It also helps that the 3 series sedan was given the highest accolade of Car of The Year by magazines and brand recognition agencies throughout the world.

Clients have the abundance of choices of engine specifications, trim level and choices colour to choose from. Technical innovations such as double-Vanos and Valvetronic make the 3 series owner feel the adrenaline rush and maximum fuel efficiency, a preference today for the rising fuel prices. Luxuries upholstery and ergonomic, spacious and comfortable design of the interior gave the client the highest sense of opulence in a vehicle in its class. Safety aspect such as rigid body shell, air bags, DSC, ABS, Active Steering and Run Flat tires leave us a class above our competitors.

It also helps that the 3 Series comes with the voice activated GPS system. GPS or Global Positioning System guides and direct driver to their inputted destination. All functions can be shown on the anti-dazzle 16:9 monitor that also comes equipped with a split-screen function that allows two functions to be displayed concurrently - for example information from the navigation route and the on-board computer. The vehicle current location is established automatically by the navigator with the help of the GPS global positioning system and the rear ABS sensors, down to an accuracy of 10 metres, thereby picking out the ideal route for the journey from the Traffic Message Channel (TMC).The voice computer can also convert data into audio information. In addition, BMW Assist can provide specific information on sights worth seeing, theatres or museums. The 3 Series has been a heritage for BMW. Its latest generation continues to set benchmark and gaining even a bigger customer base.

• Quality Control

The locally-assembled 3 series still remains the quality and precision engineering of a respected German vehicle manufacturer like BMW thus making a top choice in market. A team of dedicated quality control inspectors brought in directly from BMW HQ from Germany oversees every vehicle that leaves the plant before it reaches the showroom and customers. Every attention to detail is not left out; even to the exact thud heard when the door is shut.

Whereas the imported vehicles such as the 1, 5, 6, 7, X3, X5, Z4 and the M series are also pre-examined by the same strict quality control inspectors that scrutinize the locally-assembled 3 series. This step is taken to make sure no fault will be made by the potential customers although the vehicle has passed its strict inspection in the Germany plant.

The Malaysian plant also has the identical machinery and equipment found in BMW Germany manufacturing plant. Our employee all receives the latest training offered on the newest technology used by BMW. All these are done to generate an error-free background to enhance the brand name and quality of products offered.

Meeting with Head of Service Department

• Service Package

Our service department offer several service packages to our clients. Right at the beginning of the vehicle purchase, the BMW Service + Repair Inclusive is complimentary with any new BMW vehicle and is designed so that customers concentrate on the driving pleasure without having to worry about the services and maintenances of the vehicle for the next 3 years or 60,000km* whichever comes first. This programme is only available exclusively at BMW Authorised Dealers & BMW Authorised Service Workshops, so that customer is assured that their vehicle is in excellent hands. It is an assurance that your BMW will always be serviced with precision and that only Original BMW Parts will be used. Of course, the trademark BMW reliability, safety and quality go without saying. The BMW Service + Repair Inclusive is automatically transferred to subsequent owners for the remaining term of validity. This provides customers with decisive advantage when selling their car. Because nothing compares to the feeling of owning a professionally-serviced