BMW AG - IT Sales Opportunities - 2008 by InfinitiResearch

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Bayerische Motoren Werke (BMW) AG is a multi-brand automobile manufacturer that focuses on the premium segments of the worldwide automobile and motorcycle markets. It has three brands: BMW, MINI and Rolls-Royce. The company's BMW automobile range includes the 1 Series, a sports hatchback; the 3 Series, including sedan, touring, coupe and convertible models; the 5 Series, available in sedan and touring models; the 6 Series, available as a coupe or convertible; the 7 Series large sedan; the Z4 roadster and coupe; the sports utility vehicles, X3, X5 and X6 and M models, such as M3, M5 and M6. A number of motorcycle models are also available under the BMW brand. The company offers ten models of MINI. The Rolls-Royce brand offers three luxury cars, Phantom, Drophead Coupe and Coupe.
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Industry trends and drivers have a direct or indirect affect on IT spending of all companies operating within an industry. For example – increase in sourcing from low cost countries might influence BMW to relook at their supply chains, resulting in selling opportunities for SCM solutions, collaboration tools etc. Thus, we can conclude that industry spending on any particular IT product or service is an important indicator of the criticality of that product or service for the industry. Based on the IT spend information available in ‘TechNavio’, we have computed a ‘criticality score’ for various IT products and services, for BMW.

Various company level developments and events are important indicators of selling opportunities and drive the sales of IT products and services. For example – an acquisition by BMW might result in opportunities for IT migration and integration services. By tracking these sales drivers (using ‘TechNavio’), we have arrived at a demand score for each product and service.

Through an in-depth analysis of industry trends and drivers and company level developments and events, we have made the ‘IT Selling Opportunities Map’ for hardware, software and IT services

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									     BMW AG
IT Sales Opportunities - 2008
                                                                                   BMW AG - 2 0 0 8




                                   Table of Contents
1. Company Overvi ew ........................................................................ 4
  1.1 Bu sin ess Overview .................................................................... 4
  1.2 K ey Figu res ............................................................................. 4
  1.3 Corp orat e Headqu art ers ............................................................. 4
2. IT Sp ending and Depl oymen ts ......................................................... 5
3. IT Sal es Op p ortuni ties ................................................................... 6
  3.2 IT Sales Opp ortuni ti es - Hardware ................................................ 9
  3.3 IT Sales Opp ortuni ti es - Services ................................................ 11
4. Sal es Dri vers .............................................................................. 13
  4.1 Being Envi ron men tal F riendly ..................................................... 13
  4.2 Cap aci ty Exp an sion .................................................................. 13
  4.3 Cost Cu tting & Op eration al Effici en cy ........................................... 14
  4.4 Cu rren cy & F orex Man ag emen t ................................................... 14
  4.5 Empl oyee Prod uctivit y & Compen sation Management ....................... 15
  4.6 Globall y In t eg rat ed Su pply Ch ain ................................................ 15
  4.7 Imp rovi ng Cu st om er S ervice ...................................................... 15
  4.8 In trod uci ng New Produ ct s .......................................................... 16
  4.9 Maintai ni ng Qu ali t y St andards .................................................... 16
  4.10 Merg ers & Acqui si tion s ............................................................ 17
  4.11 Onli n e Sal es & Marketing ......................................................... 17
  4.12 Sal es Force Exp an si on ............................................................. 17
5. Con clu sion ................................................................................. 19
App endix A: K ey IT Deci si on Makers .................................................... 20
  German y ..................................................................................... 20
  United Stat es ............................................................................... 21
App endix B: Defi nition s .................................................................... 22
  B.1 Soft ware ............................................................................... 22
  B.2 Hard ware ............................................................................... 24
  B.3 Servi ces ................................................................................ 25
App endix C: Meth odol ogy .................................................................. 27
  C.1 Eval u ati ng Cri tical ity Score ........................................................ 27
  C.2 Eval u ati ng Demand Score .......................................................... 30
Oth er Rep ort s in This S eri es .............................................................. 31




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                                                                                               BMW AG - 2 0 0 8




                                           List of Exhibits
Exhibit 2.1: IT Deployment Details ...............................................................................5
Exhibit 3.1: Software Sales Opportunities Map ...............................................................7
Exhibit 3.2: Opportunities and Related Sales Drivers for Software ....................................8
Exhibit 3.3: Hardware Sales Opportunities Map ..............................................................9
Exhibit 3.4: Opportunities and Related Sales Drivers for Hardware ................................. 10
Exhibit 3.5: IT Services Sales Opportunities Map.......................................................... 11
Exhibit 3.6: Opportunities and Related Sales Drivers for IT Services ............................... 12
Exhibit 4.1: Key Capacity Expansion Plans................................................................... 13
Exhibit C1: Calculations for Estimating Criticality Score ................................................. 27
Exhibit C2: Criticality Scores for Software ................................................................... 28
Exhibit C3: Criticality Scores for Hardware .................................................................. 28
Exhibit C4: Criticality Scores for IT Services ................................................................ 29
Exhibit C5: Calculations for Estimating Demand Score .................................................. 30




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                                                                             BMW AG - 2 0 0 8




1. Company Overview

1.1 Business Overview
Bayerische Motoren Werke (BMW) AG is a multi-brand automobile manufacturer that
focuses on the premium segments of the worldwide automobile and motorcycle markets. It
has three brands: BMW, MINI and Rolls-Royce. The company's BMW automobile range
includes the 1 Series, a sports hatchback; the 3 Series, including sedan, touring, coupe and
convertible models; the 5 Series, available in sedan and touring models; the 6 Series,
available as a coupe or convertible; the 7 Series large sedan; the Z4 roadster and coupe;
the sports utility vehicles, X3, X5 and X6 and M models, such as M3, M5 and M6. A number
of motorcycle models are also available under the BMW brand. The company offers ten
models of MINI. The Rolls-Royce brand offers three luxury cars, Phantom, Drophead Coupe
and Coupe.

BMW is based in Munich, Germany and has manufacturing, assembly, service a
								
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