This Presentation will little bit speak about the Ansoff Matrix, Comparing 2 giant automobile industries i.e. Toyota and BMW.

1. Ansoff Matrix
TOYOTA BMW
Group Member:- Vikram Gangal-46 Surendra Maurya-24 Nikhil Parui-85

2. Market Penetration
TOYOTA
Focuses on refreshing brand by redesigning
interior completely.(e.g. Corolla 11th
generation from 1966 till now)
Investing brand development rather than
throwing more money at discounts and
incentives because strong brand identity
increases leverage, margins and ultimately
sales.
Generating immediate and significant growth
in market share by acquiring an existing
vehicle manufacturer (e.g. Proton in Malaysia)
BMW
Opening of sales subsidiary in Malaysia “BMW
Malaysia Sdn Bhd”, JV with Sime Derby
BMW’s target was to further intensify their
presence in the market so that it can fully
exploit the growth in the market.
Also signed contract for joint production and
sales venture in China, i.e. for BMW 3 series
(Sedan, ActiveHybrid 3, Touring, Gran
Tourismo)

3. Market Development
TOYOTA
Replicating and extending the successful
Toyota way across Asia –especially South East
Asia which is a growth market for smaller
vehicles in particular.
Developing relationship or JV’s like Kirloskar
group in India.
Need to conduct market research to
understand the specific future requirements in
Asian markets.
Market specific low price vehicles (like Nano in
India)
BMW
As Western Europe, USA, Japan and other
pacific region have been main market for
BMW but new market need to be exploited as
well.
BMW Z4 reached in Europe and Asia with
BMW X3 series.
While demand of high-end models like Series 7
and 5 was also growing in china.
In India, BMW soon launch M3 sedan, M4
coupe with i8.

4. Product Development
TOYOTA
Build upon the success on Prius and RAVEV
technology including electric and lithium
battery models.
Research the global markets that are most
receptive to adopt these fuel efficient, smaller
vehicles.
BMW
Approach towards this strategy was to launch
new model every 3 months from 2003 to 2005
named it as “Product and Market offensive”.
In 2003,launched Mini One D which was
followed by delivery of new BMW 5 limousine
to the dealer and customer.
Also launched premium car status to family
class car with X1 series.
Maintained its eminent reputation for
producing dynamic and attractive mix style,
performance, modern technologies.

5. Diversification
TOYOTA
Toyota already has a pilot project in Aichi,
Japan with the aim of bringing the carbon
footprint of a smart house down 70% from a
conventional house that uses a gasoline car.
Less competition
Portfolio Diversification
Toyota financial services
BMW
BMW diversified itself by producing smaller 1
series cars.
One thing is clear that BMW was already
producing MINI series but it never had small
cars with their brand name BMW.
BMW entered in the new market segment i.e.
Car Racing with the launch of X3 sports activity
vehicle and large 6 series Coupé.