A group project, where we described the brand Drive Now by BMW, where our mission was to set up a Market Intelligence process management and analyze which methodology and tools we will use to defined our market

1. Business Case – Marketing Intelligence
Camus Marie-Sophie /Daou Stephanie/ Gonzalez Eder/ Schäfer Simone / Uzan
Julia /Vasiliadis Christina

2. Company & Product
Concept
One-Way Car Sharing
Based on the free-floating principle
Luxury Service
Market Situation (Drive Now)
• Premium car sharing company
• Biggest customer base in Germany in less
than 5 years.
• Innovative Technology & Services
Launched
May, 2011
Munich, Germany
Company Structure
BMW Group & SIXT
(50-50)

3.  Registration fee: 50€
 Lots of cars, largest one
(numbers of cars)
 You have to bring the car
back to the station
 Smart-bigger car, good
for relocation
 Process steps: 29
 Registration fee: 9€
 Parking: 0,19€/min
 Smart Fortwo: 0,24€/min
 Mercedes : 0,31€ - 0,34€/min
 Free-floating
 Process steps: 30 to register
>1,000,000 Users
 Registration fee: 29€
 BMW cars: 0,31€-0,34€/min
 Parking: Monday to Friday :
Free of Charge -
Cologne/Dusseldorf: Sun. - Fri.
22:00 - 7:00 or else : 0,15€/min
> 690,000 Users
FORCE # 1: COMPETITON
>250,000 Users

4. Force # 2: Preference of mode of transportation of
Germans
55%
18%
14%
12%
2%
CAR PUBLIC TRANSPORTATION BIKE BY FEED OTHERS
High potential
for car service
Source: Statista 2016 for Germany
Variation in cities:
Berlin 324 cars per
1000 inhabitant in
cities Variation in cities:
Berlin 40% daily
usage

5. PESTELANALYSIS
Political
• Sustainable Orientation
• Governmental Changes
• Power shift
Economic
• Inflation (0.4%)
• Bad parking circumstances
• Urbanization
Social
• Highest users by age (17-29 years)
• Statista Germany 2016:
• Availability problem (28%)
• Not adapted to Lifestyle (24%)
• Expensive (19%)
• Car sharing interest 50%- 50% male/
female
Legal
• Data Protection
• Law Regulations:
• Emission standards,
• Insurances
• Parking restrictions)
• Competition regulations
(Taxi)
Environmental
• Sustainability seeking (less cars,
less pollution)
• Preference of electric cars
Technological
• Technological trends and
developments:
• Sharing Economy Competition
• Digitalization

6. Sales & Marketing team
Surveys, Documentary Research
Press Interviews with specialists, clients,
and employees
New Premium Arrivals
How will the market change for Drive Now
when Car2go will now offer Premium cars
as well?
Loyalty
How does the loyalty strategy of DriveNow
looks like in order to be the market
leader?
Ethnographic Data
How can we find major numbers of the
ethnographic data of urban citizens in
Germany?
WEB
TOOLBOX

7. SOURCES
 http://www.fahrrad.de/info/fahrradnutzung-studie/
 http://www.faz.net/aktuell/gesellschaft/nahverkehrs-statistik-30-millionen-menschen-nutzen-taeglich-bus-und-bahn-13423020.html
 https://be.drive-now.com/en/
 https://utopia.de/ratgeber/carsharing-deutschland/
 https://de.drive-now.com/
 https://www.car2go.com/DE/de/
 http://de.statista.com/
 https://www.bmwgroup.com/content/dam/bmw-group-websites/bmwgroup_com/ir/downloads/en/2016/Annual_Report_2015.pdf
 https://www.bmwgroup.com/content/dam/bmw-group-websites/bmwgroup_com/responsibility/downloads/en/2015/BMW_SVR_2015_RZ_EN.pdf
https://prod.drive-now-
content.com/stage/fileadmin/user_upload_de/12_Presse/Pressemitteilungen_PDF/Englisch/2016/2016.01.14_DriveNow_Annual_review_2015.pdf
 https://prod.drive-now-content.com/stage/fileadmin/user_upload_de/17_AGB/160826_DriveNow_GTC_from_12_September_2016.pdf
https://www.bmwgroup.com/content/dam/bmw-group-websites/bmwgroup_com/responsibility/downloads/en/2015/BMW_SVR_2015_RZ_EN.pdf