Strategy Development for BMW Motorrad Based on Attracting New Customers

This project aims to develop a strategy for BMW Motorrad (part of the BMW Group), which produces and sells BMW motorcycles. The relevance of this work is concerned that at the moment the motorcycle market is growing slightly and stagnating in the long term. To ensure the growth of the BMW Motorrad brand, it is necessary to succeed in winning over the market and customers in these conditions. The goal is to create a brake on the development of BMW Motorrad by attracting new customers. Work structure. The first guide analyzed the company, described the main stakeholders and identified the factors influencing the brand. A competitive analysis was carried out, as well as a SWOT describing the subsequent phenomena. A solution to the problem has been identified. In the second chapter, a study of clinical experience was carried out, maps with persons were constructed (based on interviews). The result was the creation of a map service - built-in pictures for the client and the company. The third chapter describes the main implementation options, makes forecasts for implementation, and also describes the main risks.