Abstract
Company background- Founded in 1917 Munich airplane motor maker. Hit series: BMW 303, 328. Total annual output: 950K. Diesel cars cover more miles than petrol engine. People are more concerned with the price of running a car than the price of buying it. In the eyes of the consumer Mercedes is the main competitor. Between 1994 and 1995, customer brand loyalty is decreasing for the two main competing cars. BMW exists in 30 countries throughout the world and has a very strong and prestigious image. Provide excellent after sales service for customers. Have a strong relationship with dealers.
