A BMW 4S Shop Competition Strategy Research

With the increase of luxury car products and intensified competition in luxury car market, the luxury car business is undergoing tremendous changes. Today’s luxury car customers are more international, they hold more information, are more demanding and proficient in the network, the enterprise differs through the products, technology, design is more and more difficult. At the same time, the role of luxury car dealers are also undergoing some changes, such like their business model face many challenges, dealers are undergoing a continuous integration, also the BMW product innovation brings challenges to car 4S retail industry. A BMW 4S dealer is in an urgent need to develop business development strategy to guide the future of retail business through the analysis of the company’s development strategy.This article is based on the basic theory and analysis model of strategic management. Firstly, the PEST model is used to analyze the political and legal environment, economic development environment, consumer habits, and technology development environment of A BMW 4S dealer, and concluded the existed opportunity of A BMW 4S dealer. At the same time, the porter’s five forces model is used to make in-depth analysis in five aspects such as the current suppliers bargaining ability, the buyer’s bargaining ability, threat from entrants, threats from alternative and threat from competitors, and also concluded the threats that A BMW dealer has to face. Secondly, from the resources perspective of the A BMW 4S dealer, a comprehensive analysis was made according to the internal environment of the A BMW 4S dealer, and concluded the advantages of A BMW 4S dealer, meanwhile, analyzed the disadvantages of A BMW 4S dealer. Finally, through the comprehensive SWOT analysis combined with the dealer development goals and vision, a general development strategy and business development strategy had been formulated.Through the analysis of this article, clearly pointed that the A BMW 4S dealer need to implement the five major strategies in the future several years including customer oriented future retail strategy, product portfolio strategy, technology and service innovation strategy, CRM market penetration strategy, and value driven strategy to achieve sustainable profitability. At the same time, through the Associates development plan, CRM department KPI adjustment, internal process optimization, value driven in the key areas, product portfolio and service innovation, and some other ways to enhance its competitiveness, to provide security for the stable and sustainable development of enterprises.