BMW DriveNow: Expanding into New Markets by Understanding Current Markets
Member:
Nicholas Tan, Kornrarat Ngamchueachit
Shenhai Chen, Yuqing Zhou
Jie Yang, Tianyi Yu
BMW DriveNow is a car sharing service that offers premium BMW cars for the population to rent and enjoy at an affordable rate. DriveNow is the result of a joint venture between BMW and Sixt SE. The reason that DriveNow is created is to answer to new consumer demands for cheaper and more flexible mobility. Furthermore, it is to address new consumer preferences regarding mobility such as the value, status and environmental aspects of the mobility provided. Therefore, our team of 6 members aims to obtain the opinions of the general population about the idea of car sharing services through a survey and use the information provided to relate it to DriveNow and create conclusions of consumer preferences on car sharing in general.
Our survey will be distributed to two areas: Europe and China. The intention of the survey is to obtain customer’s opinions on car sharing along with DriveNow by testing consumer consciousness regarding value, status and environmental aspects of car sharing in the current markets (Europe) and new markets (China). We plan to have 100 to 150 replies each from both areas in order to gather the general opinion of the populace on DriveNow. After doing so, we will construct our conclusion on customer preferences after analyzing the data and identifying trends in customer preferences. Then, we will give our ideas on improvements and suggestions for DriveNow to consider for the objective of expanding in both the current market and assist DriveNow in expanding into new markets.
