SUMMER INTERNSHIP PROJECT REPORT

ON

TITLE OF THE REPORT

SUBMITTED IN PARTIAL FULFILMENT OF THE REQUIREMENTS OF

MBA/BBA/BCOM PROGRAM OF SCHOOL OF MANAGEMENT, GD GOENKA
UNIVERSITY, GURGAON

ACADEMIC SESSION
2019-2020

UNDER THE GUIDANCE OF:

MR. NAVEEN KUMAR (WITH SALUTATION)
DESIGNATION OF GUIDE

SUBMITTED BY:
AKSHAY SACHDEV
ENROLMENT NO: 180010301004

GD GOENKA UNIVERSITY
SOHNA ROAD, GURUGRAM – 122103, HARYANA, INDIA
 PREFACE

Summer Training constitutes as an important part and good practice oriented management
course. According to the syllabus of MBA, every student has to undergo 6-8 weeks of
summer internship program for getting the industrial / corporate exposure. So for the partial
fulfilment of this requirement, I underwent my training at BMW BIRD AUTOMOTIVE

Training is necessary to understand that how theoretical concepts are applicable practically.
During my short stay in the organisation, I was introduced to entire company. I visited many
sub departments in Marketing And Sales
 ACKNOWLEDGEMENT

Expression of sincere gratitude is just a partical acknowledgement. The accomplishment of

this project would have not been possible individually without the encouragement, assistance
& valuable support from various sources. My vocablary falls short of words to express my
sincere to Dr. Vandana Mehrotra [Faculty Mentor ,School of Management, GD Goenka
University, Haryana] who gave us the opportunity to go for summer internship and gain the
industrial experience .

I am very thankful to Mr. Manteshwar (Depty Sales Manager) & Mr. Naveen Kumar.
(Corporate & Business Development Head) who were my Reporting officers at the
organisation.

I am also thankfull to Mr. Naveen Kumar (Corporate & Business Development Head ) who
helped me throughout the project with her keen supervision nd guidance.

I am thankfull to Marketing and Sales staff and to all the employees of BMW Bird
Automotive who cooperated with me during my training period.

I owe a deep sense of gratitude to all the respondents who gave mme valuable information for
the project.

Akshay Sachdev
MBA
School Of Management
GD Goenka University
 TABLE OF CONTENT

Chapter 1- Introduction
1.1. Overview of Industry as a whole
1.2. Profile of the Organization
1.3. Problems of the Organization
1.4. Competition Information
1.5. BMW Bird Automotive
1.6. Products
1.7. BMW MARKET PENETRATION

Chapter 2 -
2.1. PESTEL Analysis for BMW
2.2. Take aways from Internship
2.3. Recommendations and conclusion
Chapter 1- Introduction

1.1. Overview of Industry as a Whole

There is an incredible car culture to be found all across the globe, and the billion-dollar
automotive industry caters to the needs of this culture in a brilliant fashion. The industry is
not only about the selling of cars and other motor vehicles, but also involves the designing,
manufacturing, and repair of them as well. The umbrella of the automotive industry also
includes such services as the selling of various accessories and auto parts that are significant
in maintaining efficient functioning within an automobile's systems. From this, we define the
automotive industry as encompassing all companies and activities involved with automobiles
as stated above.
Currently, the automotive industry is not limited to any specific geographical region, and in
fact spans the entirety of the planet. However, in terms of automotive manufacturing prowess,
the US automotive industry enjoys the top position, and has one of the largest automotive
industries in the entire world. Globally, in respect to a fast increasing consumer
base, India and China are the most notable ones for experiencing the fastest growth in profit
margins. The Japanese and South Korean automobile industries are also worth mentioning
here, as South-East Asia as a whole has recently emerged as the fastest growing market for
automotive products.
The actual methods behind car production often vary between companies, vehicle types, and
car models. Aside from these many variations there are some basic commonalities which
define how cars are built.
Cars are built in large factories wherein human activities and machine automation are
combined in order to assemble the vehicle as quickly as possible. Each part of the vehicle is
usually built separately, with everything assembled together into a main chassis as it moves
down the production line. The aim of these factories is usually efficiency of production,
though again the specifics regarding what pieces are put together, what balance of human and
machine labour is employed, and exactly how efficient the overall process is will depend on
the company and vehicle.

1.2. Profile of the Organisation

BMW India Private limited was established in the year 2006. The company is a 100%
subsidiary of BMW Group and has its headquarters in Gurgaon. The company has a
manufacturing plant in Chennai, a parts warehouse in Mumbai and a training centre in
Gurgaon. The company also has a network of dealerships across the country. The products
that are offered in the country are BMW, MINI, and BMW Motorrad. The Chennai plant
started their operations in the year 2007. The plant locally produces the BMW 3 series, the
BMW 3 series Gran Turismo , the BMW 5 series, the BMW 7 series, the BMW X1, the
BMW X3 and the BMW X5. The plant will start the local production of the BMW 6 Series
Gran Turismo in the year 2018. As one of the leading brands worldwide in the premium car
segment, the company has recently announced its business operations in India. The company
plans to commit to a strong, long-term partnership. They are looking forward to set another
milestone in the automotive industry. Their dynamic range provides discerning drivers a new
world of premium quality and sheer driving pleasure. The company provides automobiles.
They distribute new and used passenger cars, trucks and various other motor vehicles. The
company offers exciting challenges to their customers who have determination, vision and
ambition. The company also sells and manufactures car accessories. The company provides
sedans, coupes, roadsters, utility vehicles and used vehicles. The company sells their products
through a large network of dealers. BMW India is a subsidiary of the BMW Group . It is
based in India and its headquarters are located in Gurgaon. Its facilities include a
manufacturing plant in Chennai which was built in 2007a parts warehouse in Mumbai , a
training center in Gurgaon, NCR, and a network of dealerships. BMW India
manufacturers BMW, MINI. As the leading brand worldwide in the premium car segment,
BMW is proud to announce its business operations in India. Committing to a strong, long-
term partnership, BMW looks forward to setting another milestone in the automotive history.
The dynamic BMW range offers discerning drivers a world of unrivalled innovations,
premium quality and sheer driving pleasure.

1.2.1. About the organisation

BMW became an automobile manufacturer in 1928 when it purchased Fahrzeugfabrik
Eisenach, which, at the time, built Austin Sevens under licence under the Dixi marque.[3] The
first car sold as a BMW was a rebadged Dixi called the BMW 3/15, following BMW's
acquisition of the car manufacturer Automobilwerk Eisenach. Throughout the 1930s, BMW
expanded its range into sports cars and larger luxury cars. Aircraft engines, motorcycles, and
automobiles would be BMW's main products until World War II. During the war, against the
wishes of its director Franz Josef Popp, BMW concentrated on aircraft engine production,
with motorcycles as a side line and automobile manufacture stopped altogether. BMW's
factories were heavily bombed during the war and its remaining West German facilities were
banned from producing motor vehicles or aircraft after the war. Again, the company survived
by making pots, pans, and bicycles. In 1948, BMW restarted motorcycle production. The
1962 introduction of the BMW New Class compact sedans was the beginning of BMW's
reputation as a leading manufacturer of sport-oriented cars. Throughout the 1960s, BMW
expanded its range by adding coupe and luxury sedan models. The BMW 5 Series mid-size
sedan range was introduced in 1972, followed by the BMW 3 Series compact sedans in 1975,
the BMW 6 Series luxury coupes in 1976 and the BMW 7 Series large luxury sedans in 1978.
The BMW M division released its first road car, a mid-engine supercar, in 1978. This was
followed by the BMW M5 in 1984 and the BMW M3 in 1986. Also in 1986, BMW
introduced its first V12 engine in the 750i luxury sedan.
The company purchased the Rover Group in 1994, however the takeover was not successful
and was causing BMW large financial losses. In 2000, BMW sold off most of the Rover
brands, retaining only Mini and Rolls Royce.
The 1995 BMW Z3 expanded the line-up to include a mass-production two-seat roadster and
the 1999 BMW X5was the company's entry into the SUV market.
The first mass-produced turbocharged petrol engine was introduced in 2006, with most
engines switching over to turbocharging over the following decade. The first hybrid BMW
was the 2010 BMW ActiveHybrid 7, and BMW's first electric car was the BMW i3 city car,
which was released in 2013. After many years of establishing a reputation for sporting rear-
wheel drive cars, BMW's first front-wheel drive car was the 2014 BMW 2 Series Active
Tourer multi-purpose vehicle (MPV).
The circular blue and white BMW logo or roundel evolved from the circular Rapp
Motorenwerke company logo, from which the BMW company grew, combined with the blue
and white colors of the flag of Bavaria. The origin of the logo is often thought to be a
portrayal of the movement of an aircraft propeller with the white blades cutting through a
blue sky.
BMW has a long history of motorsport activities, including:

 Touring cars, such as DTM, WTCC, ETCC and BTCC

 Formula One
 Endurance racing, such as 24 Hours Nürburgring, 24 Hours of Le Mans, 24 Hours of
Daytona and Spa 24 Hours
 Isle of Man TT
 Dakar Rally
 American Le Mans Series
 Formula BMW – a junior racing Formula category.
 Formula Two

1.2.2. Objectives

The fundamental purpose of this assignment is to illustrate the corporate strategies of the
BMW along with highlighting their objectives and business practices in the business
environment.

The assignment aims at highlighting the mission, vision and objectives of the organization
along with evaluating its corporate and social behavior in the short as well as in the long run.

The overall discussion will be highlighted under different topics in an informative manner
discussing all the relevant points related to the automobile giant, BMW.

BMW is a German automobile and engine manufacturing organization founded in 1916.

BMW is a public traded company. It has several subsidiaries, most notably Rolls Royce
Motor cars. BMW builds it brand on the legacy of performance, quality, brand innovation,
designing and building German engineered cars, primarily targeting the high-end luxury
category.
1.2.3. Mission
BIRD AUTOMOTIVE is dedicated to the automotive enthusiast that is passionate about their
automobile.
Feathered creature AUTOMOTIVE is committed to the car enthuthiast that is energetic about
their vehicle.
The BMW Group is the world's leading provider of premium products and premium services
for individual mobility

1.2.4. Vision
The BMW brand epitomises Sheer Driving Pleasure – past, present and into the next 100
years. BMW aims to make this fascinating driving experience even more intense in the
future. The driver is in constant communication with the vehicle in an intuitive and natural
way. At the same time, the vehicle expands the driver’s range of perception and transforms
him or her into the “Ultimate Driver” – the best driver they can possibly be. The Companion
responds to the driver’s personal needs in order to create emotionally-intense experiences.

1.3. Problems of the organisation

In a global company like BMW there are many risk of the regarding the information systems
and the information technologies.

New technologies:-
In big complex organisations such as BMW the imports of new technologies might disrupt
the current infrastructure and that because new computer software may vanquish the need of
a customer support canter because everything can be atomically through internet.

Security/Threats:-

In the automotive industry it’s important to be able to keep vital documents of the company
or prototypes of designs safe from industrial espionage or malicious hackers. The way for this
to be done is through with Communications (networks) controls, firewalls or encryption
programs.

Ethic/Social Issues:-
Since BMW has a fun club in the internet it is obliged by the law and for ethical issues to
have the information of the members strictly confidential and not be exploited for
commercial reasons.

E-commerce:-

The issue here is the Data security & ethics. BMW uses e-commerce in order to have
information on the customer’s like’s dislike’s and be able to be more attractive to customers.
All information gathered is a part of the legal authority on the company’s web site.

1.4. Competition information

BMW Brand—"The BMW brand stands for one thing: sheer driving pleasure. Sporting and
dynamic performance combined with superb design and exclusive quality."

MINI Brand—"The MINI brand wins hearts and turns heads. MINI is refreshingly different:
extroverted, spontaneous and in every respect something out of the ordinary."

Rolls-Royce Brand—"For over 100 years, motor cars of the Rolls-Royce brand have stood
for truly outstanding engineering, quality, and reliability."

1.4.1. Steps taken by BMW to remain in Competition :-

1) Looking ahead: Identifying trends

First, it is a matter of understanding the future vehicle and the context in which it will be
driven. Designers have to understand far in advance what will be regarded as modern and
cutting-edge in tomorrow’s world – and how BMW customers’ needs may have changed by
then.

2) Hand-drawn sketches
The BMW designers do not have a completely free hand. They must rather comply with
requirements for the defined character of the future vehicle as well as technical conditions
such as the wheelbase, trunk volume or safety requirements. All the available technological
innovations need to be included in such a way that future users perceive them as functional,
sensible and visually fascinating at the same time.

3) Precision: Tape drawings:-In tape drawing, not only the character, but above all the real
volume can be recognized with a few striking lines.
4) Virtual experts: Digital models At this stage state-of-the-art digital technologies come to
play in the design process. From two-dimensional sketches, CAS (computer-aided styling)
designers create a virtual three-dimensional vehicle. Among other things, they use Virtual
Reality.

1.5. BMW Bird Automotive

BMW Bird Automotive is a part of the Bird Group which is amongst the largest industrial
conglomerates in India. Bird Group's core businesses include Retail, Travel Technology,
Aviation Services, Hospitality and Education .
Bird Automotive we believe in highest level of customer satisfaction, which actually shows
in our Customer Satisfaction Index measured by BMW
BMW Bird Automotive have an extremely high focus on customer loyalty, where customers
who buy with us continue buying and referring friends and family to us. There business is
based on long lasting customer relationships.
At Bird Automotive, we influence Bird Group's qualities and give our BMW clients a chance
to encounter the Group's exceptional accommodation administrations, for example, sanction
administrations, lodgings and flight through dependability programs. Here our BMW clients
can benefit alluring limits and profit our accommodation administrations which are solely
accessible with Bird Automotive.
Bird Automotive is also the only BMW Dealer to have tied up with DLF Golf Club, one of
the most premium Golf club communities in the country.
Bird Automotive has redefined retail with innovative strategies. We understand the growing
affluent Indian consumer market by all its dimensions.
At Bird Automotive, we Imagine, Innovate and Inspire:

 Envision – We envision, yet we don't give limits and ideal models a chance to
restrain our reasoning. Creative mind prompts new thoughts and new thoughts lead to
advancement
 Develop – Not for advancement, yet we have a genuine effect to the item and
administration we offer and the way with which we convey.
 Move – We rouse ourselves as well as other people. Through development and
application we set new norms to gauge ourselves.
Since our customers are of prime importance, Bird Automotive also has expansion plans in
Gurgaon in the near future to cater to our customer base and provide better experience,
services and consequently strengthen our relationships with our customers.
1.6. PRODUCTS

BMW X1

The BMW X1 is the perfect vehicle for those who want to interpret driving pleasure in line
with their own needs and wants. Its SAV proportions demonstrate impressive aplomb, its
interior enormous flexibility. Through the BMW x Line and the BMW Sport Line it offers
two design worlds that allow you to set particular accents in the exterior and interior. Thanks
to a combination of BMW Efficient Dynamics measures and efficient BMW Twin Power
Turbo engines, the BMW X1 boasts impressively low consumption and emission values in all
engine versions.

BMW X3

The all-new BMW X3 is a statement of unlimited opportunities and an expression of sheer

presence and freedom. From the very first glance, it impresses with its athletic appearance
and fascinates with an exciting driving experience. Thanks to the intelligent all-wheel drive
system BMW xDrive, it offers supreme ride comfort both on and off the road. It therefore
redefines the benchmarks in its class and makes one thing unmistakably clear: there is a great
difference in how you reach your destinations

BMW x4

No matter what challenges may lie in your way, the all-new BMW X4 eagerly anticipates
them. Its progressive design and the coupé-like contours instantly reveal its thirst for action.
And thanks to the first-class driving dynamics, the innovative lightweight construction with a
low centre of gravity as well as the even higher performance level – only one thing stands
between you and your destinations: sheer driving pleasure.
BMW X5

The all-new BMW X5 is designed to let you boss every road with unmatched comfort and in
extreme ease. Whether you are seeking the uncharted or looking to raise your driving
pleasure many notches higher. On the outside, a sculpted exterior with imposing dimensions
will make your presence felt in the city, on the highway and beyond. Equipped with new
technologies for more safety and maximum driving dynamics on every surface, the all-new
BMW X5 knows where it’s going. And how to get there first.
BMW x6

The BMW X6 combines the solid stance of an X model with the sportiness of a coupé. The
commanding front contains striking air inlets that provide an indication of the power lurking
behind them. The large, sporty-shaped double kidney grille underlines this athletic presence,
with an added air of supremacy provided by the double headlights and the fog lights, which
are positioned wide on the vehicle’s exterior. When viewed from the side, the sporty, coupé-
like silhouette comes to prominence, optically framed by the premium chrome surrounds of
the windows. From this perspective, the active design language of the BMW X6 is
recognisable in an instant: The first part of the unmistakable crease line extends from the
powerfully shaped front wheel housings to the rear door handles. The second part begins at
the rear wheel housing and tapers off elegantly at the rear of the vehicle. The dynamic nature
of the BMW X6 is even more prominent at the impressively wide rear, where horizontal lines
characterise the solid stance. The BMW X6 is ready to leave all limits behind.
BMW 5 series

Its mission statement: setting new standards. The all-new BMW 5 Series is the embodiment
of the modern business sedan. Thanks to its dynamic and simultaneously elegant appearance,
it convincingly meets the expectations that are placed today on a vehicle of its class: aesthetic
athleticism and driving pleasure with state-of-the-art technology

BMW GT

Soft suspension plays spoilsport at times, Priced too close to the bigger, more advanced 5
SeriesThe BMW GT has always had two key qualities linked to it – that it’s fast, and that it’s
luxurious. Now, BMW has updated the GT range by adding the delicious M Sport trim to the
mix. It’s still fast, and luxurious but we are here to find out if it’s any more tempting than the
bog-standard GT we drove last year. This new version can be had in either Alpine white or
Estoril blue and if you ask us, it ought to be the latter shade if you really want your GT to
stand out. The classic BMW colour (seen in the E46 M3, F10 M5 and more recently, the M2)
looks brilliant in a sea of silver, black and grey coloured luxury cars. As for the design bits
exclusive to the M Sport trim, you get sharper looking 18-inch alloys, kidney grille slats
finished in gloss black, M badging on the front fenders and M design door sills. Otherwise,
the 330i GT looks the same and retains the frameless windows, the coupe-like stance and the
sloping roofline. The rear spoiler, which extends and slides back into the bodywork
depending on the speed, could be seen as a bit of a gimmick, but it doesn’t look out of place
over the bright shade of blue.

BMW 7series

Featuring new exquisite design details, the finest materials and powerful innovations, the new
BMW 7 Series Saloon, delivers a new echelon of driving pleasure. Imagined, designed and
crafted for individuals who value every moment, discover an experience inspired by those
who drive the world.

1.7. BMW MARKET PENETRATION IN RESPECT TO THE OTHER

LUXURY CAR MAKERS IN DELHI / NCR

The Indian extravagance vehicle advertise is foreseen to enlist a CAGR of 23% during the
conjecture time frame (2019 – 2024).
India is an immense market for vehicles and has high potential for extravagance autos.
Though, the extravagance vehicle advertise entrance level in the nation is low however
driving extravagance vehicle makers are wagering available's potential.
At present, the entrance rate of extravagance vehicles in the nation is roughly 1.2%.
Extravagance vehicles deals in the nation have expanded at a fast pace since 2012, with
around 17% ascent in deals in 2017, with Mercedes-Benz overwhelming the market
contemplated. Mercedes sold 15,300 units in 2017 at a development rate of 15.63%. Though,
the BMW sold 9,800 units at a development rate of 24.66% and Audi sold 7,876 units in
2017.

As extravagance vehicle makers are propelling numerous models with different value ranges,
alongside easy to understand financing plans, the interest for extravagance autos is required
to ascend in the nation. Also, the interest for extravagance SUVs has been developing quickly
in the nation and is required to keep during the figure time frame, as they offer additional
room and solace. Significant extravagance vehicle producers, as Audi, BMW, and Mercedes
are intending to dispatch new extravagance models in the nation at a focused costs.
Extravagance SUVs are Witnessing Rapid Growth in the Country
In 2018, the market concentrated enrolled a moderate development rate, because of numerous
impediments, for example, developing liquidity weight, and change in GST rates likewise
affected the offers of extravagance vehicles in the nation. In any case, in spite of the moderate
development rate, the offers of extravagance SUVs have expanded. For example;
BMW's privately collected SUV range contributed over half to its general deals, with solid
interest for the X3. It likewise affirmed that the new X4 and X7 might be privately collected
at its Chennai plant.
Mercedes additionally saw a huge interest and deals for its GLC-class SUV.
Volvo had the greatest development among the extravagance vehicle makers. The
organization's new line-up of SUVs is as a rule increasingly fruitful.
JLR SUVs likewise seen huge development in deals and represented over half of the absolute
deals in the nation.
Under the vehicle portion, Mercedes and BMW have commanded the extravagance car
section of the Indian Market. BMW Group enlisted 25% development in deals in the nation,
by selling 9,379 units in 2017. In 2017, 5-arrangement vehicles stayed to be the most sold
model under the car classification. End-clients' inclination of picking the extravagance brands
is bit by bit improving, attributable to the ascent in discretionary cash flow and an expansion
in high total assets people. Nonetheless, deals were somewhat influenced by the usage and
change in GST guideline in 2018.
 The Indian extravagance vehicle market is commanded by extravagance autos producers, as
Mercedes-Benz, BMW, Volvo, Audi, and Jaguar. The main five extravagance vehicle makers
mutually sold 40,340 units in 2018, contrasted with 38,989 units sold in 2017, a development
of 3.4%. In 2018, the extravagance vehicle makers confronted a hard time, because of the
money related market improvement, changing client estimation, and changes in assessment
arrangements. Be that as it may, Mercedes-Benz India kept up its authority position in the
residential extravagance vehicle advertise and sold a record 15,538 units in 2018, expanded by
1.4%, when contrasted with 2017 (15,330 units). Goodbye Motors-claimed Jaguar Land Rover
saw a development of 16% and sold 4,596 units in 2018. Volvo's deals expanded by 30% in
2018, when contrasted with 2017.

Major Players
1. Daimler AG (Mercedes-Benz)
2. Bayerische Motoren Werke AG (BMW)
3. Volvo Group
4. Volkswagen Group
5. Tata Motor Limited
 1.8. SWOT Analysis of the Organisation

BMW SWOT Analysis

One of the most classy cars across the world, known for its quality and design is BMW
The brand is known to be adaptable and has cars which are in the ultra premium segment as
well as cars which are pretty much affordable as far as luxury cars go. Here is
the SWOT analysis of BMW.

Strengths
1. One of the most valuable automotive brands in the world
2. Geographically diversified revenue streams
3. Perfect engineering and excellent driving experience
4. Competence in hybrid
5. Clear strategy to meet the future challenges and trends

Weaknesses
1. Poor automotive brand portfolio with little product differentiation
2. Increasing debt levels

Opportunities
1. BMW Change to Hybrid And Fully Electric cars by 2020
2. Demand for autonomous vehicles
3. Timing and frequency of new model releases

Threats
1. Increasing competition in the worldwide automotive market
2. Increasing government regulations may raise the costs
Chapter 2 - Objective and Methodology

RESEARCH METHODOLOGY

It is really crucial for you to understand what is segmentation , targeting and positioning before
we get into the BMW market segmentation. As a marketer, you might not be working towards
just one need of a customer, but different needs of different customers.
And when you group the customers based on some homogeneity in their needs or based on
some criteria involving their attributes and characteristics, you have perfectly
performed segmentation on your audience.
Now you would know the different clusters of need that you have to cater to.
So to get this correct, segmentation is where you would begin to create value for your customers
that the customers need. Because now you would know which kind of customers need what.
Gone are the days of mass marketing. If the need of my customer A is different from the need
of the customer B, you would want to tell about the same product to both the customers
differently.
Further, a particular product of yours can only be for one or few segments. And therefore, you
need to choose which segments(s) you plan to target. This is Targeting.

.Coding in BMW

 Unlock hidden functions of your car, e.g. digital tacho

 Perform codings whenever and wherever you want – no PC needed
 New Codings for free on a continuous basis through updates, e.g. light customization

In this Lite Version you can check how the Full Version will work. You can see which
Codings are possible with your car, provided the hardware is built into your vehicle.
The Full Version contains an unlimited license for Codings of all models we support. Future
updates are included.
2.1. PESTEL Analysis for BMW

Political Factors

These are those governmental by-laws, legal regulations and security measures formulated by
the governments to control the automobile industry performances. These are:

a) The environmental restrictions and norms to be fulfilled by the automobile manufactures

to facilitate a pollution free environment.

b) Taxes and duties both by domestic and foreign countries affect the policies and success.

c) Schemes favoured by regulatory bodies to encourage production of high mileage cars.

Economical Factors

a) Reduction in euro exchange rates varies the European automotive market.

b) The movement of the European market towards downfall affected the industry.

c) The economical conditions of the global level affect the top brands like BMW closely as
this is spread over the world.

d) The developing countries purchasing capacity and demands attract the new
developments.

Social Factors

a) Changes in the cultural factors categorizing status symbol at a time or fuel efficiency
based development influence demand-supply factors.
b) Variation in purchasing power of the buyers due to industry trends affects the sales.

c) Awareness about the global warming, eco-friendly automotive & harmful emission
resistant cars influence the sales, new developments and turnover.

Technological Factors

a) Use of more technology owing to the rising demands of consumers.

b) Technology not just helps cut down cost, but enables more complex yet comfortable
designs.

c) This supports eco-friendly revolution.

Environmental Factors

a) The awareness about global warming, go-green concept, etc. affects sales.

d) Changes in the tastes and choice of the consumers and buyers all over the world
influences business.

e) Inclination of consumers towards eco-friendly, more comfort oriented, fuel-efficient cars,

etc. marks new developments.

f) Norms suppressing pollution emission to protect environment.

Legal Factors

a) The restricted norms on environmental measures and preventive measures to ensure

more fuel efficient and go-green vehicles.

b) Strict norms of the other countries and global level impacts the initiatives of the
automotive industry.
Models
Assembled

 BMW 3 Series (Sedan only)

 BMW 5 Series (Sedan only)
 BMW 7 Series
 BMW X1
 BMW X3 launched April 2018
 BMW X4 launched January 2019
 BMW X5 launched May 2019
 BMW X6
 BMW Z4 launched April 2019
 BMW X7 launched July 2019

Imported

 BMW M3
 BMW M4
 BMW M5
 BMW 6 Series
 BMW M6
 BMW X5 M
 BMW X6 M
 BMW i8
 2.2 Take away from The Industry

 We learned about the industry, how the ultra HNI client data is managed and
contacted on regular intervals and g,.iven reminders regarding upcoming events.
 The mentor made us familiar with the services they provide to their clients
 We were taught, how to build relationship with the clients and provide them our best
services.
 Learned about the marketing and launch of new products.
 Learned how to promote, launch and market New Product in luxury category
(automobile sector).
 Conduct the events to woo the clients so that we can maintain a long-lasting
relationship with the clients, by conducting events, giving complementary gifts,
passes, wishing on their Birthdays and Anniversaries with cakes , flowers and
bouquets.

2.3. Recommendations and Conclusion

The analysis in this paper revealed that BMW sustains its success as an
advanced innovation leader through its unique approach to innovation in three main fields.
Firstly BMW possesses crucial components of an innovative organisation that are
the base of its open innovation network to forecast and to explore and exploit innovation
opportunities internally and externall y. Secondl y BMW earl y focus on making
innovation management a core competency and the subsequent implementation of an
effective and efficient innovation model that is internally interconnected allows the
company to rapidly develop core products that are hard to imitate. Because of the SIP in
BMW history the companies strategic alignment of its innovation model is of crucial
importance. Thirdly BMW achieves to capture the benefits from innovation by
steadily building up characteristics of a learning organisation and by extensive
knowledge acquisition. Trough appropriate means the company attains and
facilitates the exchange of tacit and explicit knowledge trough inter-departmental
knowledge management.