분야
hwpAround the early 1990s, imported automobiles were difficult to spot in Korea parked around the bustling streets of big cities. These were the automobiles one could only dream of riding in, which gave a unique look and flavour one would only desire to taste. Now, after ten years, these automobiles can be seen quite frequently, and out of the imported automobiles the one that had stolen our attention was BMW.
Cuently, BMW distinctively makes up approximately 40% of the domestic automobile market. The importing automobile industry had started around the early 1980s with American auto-manufacturer GM and Ford. GM and Fords mission was to establish themselves as the leading automobile in the domestic market. However, it was due to lack of sales that could not lead them to their goals as the first foreign entrant in the market. What they could not attain, BMW had taken over direct marketing around 1995 to establish a local corporation BMW Korea.
The question regarding strategies taken to enter the Korean market, and how the foreign import automobile has come thus far as the leading automobile in the domestic market was the trigger that had stimulated our brief research. The completion of our research topic and our main research question is based on BMWs domestic market entry strategy and its effectiveness. Though it was quite difficult analysing the strategies and finding related information, through hours of debate and team organisation we had come to our conclusion.
2. BMW, What it is...
(1) The Pride of Germany
BMW is the abbreviation for Bayerische Motoren Werke, translated to English as Bavarian Motor Works. The exact date of foundation is not clear to this point, however it was shown BMW had started manufacturing motorcycles around 1917 before their luxurious automobile line. It was around 1930 BMW had started to produce the first line of automobiles, which has brought about the popular 3 series of today. During World War 2, BMW had manufactured military automobiles and designed and manufactured jet engines. It is with these experiences and knowledge that has been the stepping stones for BMW to be where they are today.
BMW had discontinued their manufacturing for a brief period, and had continued around 1952. It was at this time BMW had almost went into bankruptcy due to their automobile designs being unsuitable for the era. Around 1962, BMW had designed the 1500 Sportster, which had led to extraordinary success. It is with this design that the 3 series of today is based on.
(2) Models
BMW consistently manufactures the 3, 5, and 7 series models. Today, they manufacture the Sports Coup M model, the Z, and the SUV X line models. The 3 series, which its design having a history of over forty years, gives a sporty look, which consists of the 4 cylinder 1.6 litre engine to the 6 cylinder 2.8 litre engine 316, 318, 320, 323, and the 328 line.
The 5 series, equivalent and rival to the Mercedes E class, is the upper class of the 3 models. Equal in all areas of its 3 series, the 5 series comes with a more spacious compartment. The 5 series starts from a 6-cylinder 2.8 litre engine to a V8 4.0 litre engine consisting models 520, 523, 525, 528, 530, and the 540. The 5 series gives a more grandeur look prefeed most by age groups between 30s to 40s.
