Page 9 - Booklet 24

TEAM B 1

BMW DriveNow: EXPANDING INTO NEW MARKETS BY UNDERSTANDING CURRENT MARKETS

Nicholas Tan Shenhai Chen

Yuqing Zhou Jie Yang

Kornrarat Ngamchueachit

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. DriveNow is created 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. The team aim to obtain the opinions of the general population about the
idea of car sharing services through a survey and use them to relate to DriveNow and create conclusions of consumer preferences on
car sharing in general. Our survey will be distributed to Europe and China. This 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). After we have gathered 100 to 150 replies from each region, we will construct our
conclusion on customer preferences and give our ideas on improvements and suggestions for DriveNow .
TEAM B 2

BMW DriveNow

Melvin Yeonata Yeo Ke Wen Samantha

Chen Wei Ching Wenlang Su

Nikhil Sukhwani Venisya Theodoros

Our project is focused primarily on BMW DriveNow Program – A car sharing program that is well-known in Europe and
currently branching over to the US market making huge amounts of profit thus saving BMW from its financial crisis back in
2009. The ultimate question is – How does BMW turn the table from a near total defeat/bankruptcy into a great success? A
question which we will explore together as we explain the key importance of Servitization and Sharing Platform contributing to
their success. As a team, we have gathered data from both primary and secondary sources. Our primary data came from an
online survey (Qualtrics) to Europe and the secondary data came from scholarly journal articles. We aim to obtain at least 200
responses from the online survey alone and using SPSS for an accurate review and representation of the collected data in both
quantitative and qualitative approach.