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![[국제경영] BMW-Hellas(영문)-5](http://images.happyhaksul.com/thumb/567/566796-0005.gif)
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![[국제경영] BMW-Hellas(영문)-7](http://images.happyhaksul.com/thumb/567/566796-0007.gif)
![[국제경영] BMW-Hellas(영문)-8](http://images.happyhaksul.com/thumb/567/566796-0008.gif)
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![[국제경영] BMW-Hellas(영문)-10](http://images.happyhaksul.com/thumb/567/566796-0010.gif)
분야
doc1. Background of BMW
2. BMW’s initial strategy in the Greek mark
3. Problems in importer model
4. What is BER?
5. The competitors’ growth by launching NSC in Greece
6. Challenges in transition to NSC
7. Discussion : the ways of transition to NSC
Appendices
Appendix 1 – the brand value ranking of world motor company
Appendix 2 – the map of Greece
Appendix 3 – BMW Sales Across Markets (1998-2002)
BMW was established as a aircraft engine company in 1917. After the World WarⅠ, BMW started to focus on manufacturing motorbike and car in earnest. They made their first car, the Dixi, in 1929. In 1970, BMW’s goal was to catch up Mercedes Benz. In order to catch up Mercedes Benz, BMW made 3,5,7 series that are still famous now. BMW’s positioning was ‘the best driving machine’. Although competitors changed their positioning strategy according to the car market situation, BMW kept sending that message to the customers. Finally, BMW’s consistent strategy made BMW as the luxury global motor company. In 2010, BMW was placed at third place in the Interbrand research about the brand values ranking (refer to Appendix1).
