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There were many factors that influenced BMW decline of unit sales from 96000 in 1986 to 53000 in 1991 in the US market The entrance of Japanese manufactures in the US luxury car scenario in 1989 selling reliability with price competitiveness an old fashioned positioning relating BMWs brand only to luxuryperformance business and some economical and political events contributed to a loss of market share and image Environmental Analysis Sales in US declined from 1986 peak of 96000 units to 53000 in 1991 By 1991 it had declined by 24 due to the Tax Reform about 10 and the Stock Market Crash of October 1987 both an economic and emotional blow to the luxury car market In general there was a change in social values and consumer behavior The conspicuous consumption of the early 1980s gave away to a more value-oriented purchasing Despite this new consumer mentality government actions and the resulting declining overall market and luxuryperformance segment new competitors entered this segment reshaping it In 1989 the DMdollar relationship reflected in a 24 increase on price Market Analysis In 1991 BMWs global participation in the market resulted in 60 of its automobiles being sold outside Germany and 33 outside Europe Major county presence was Germany USA Great Britain Japan Italy and France With 56 market share in Germany and 07 in US BMW total production in 1991 was 533000 representing 17 of worlds output In 1985 114 million of automobiles were sold in US in 1991 it dropped to 84 million After August 1989 BMW developed its market plan focusing to basic issues the composition of product line on the low end and the position of the price ladder overall establishing a new strategy with focus in brand and product franchise and organization and people Customer Analysis The Japanese manufactures established a new concept of the luxury car a car that is
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