BMW Group Analysis

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  • Topic: BMW, 2000s automobiles, 2010s automobiles
  • Pages : 3 (922 words )
  • Download(s) : 265
  • Published : March 7, 2012
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Founded in 1917, the BMW Group is now one of the ten largest car manufacturers in the world and, with its BMW, MINI and Rolls-Royce brands, possesses three of the strongest premium brands in the car industry. The group also has a strong market position in the motorcycle sector and operates a successful financial services business. The company aims to generate profitable growth and above-average returns by focusing on the premium segments of the international automobile markets. With this in mind, a wide-ranging product and market offensive was initiated in 2001, which has resulted in the BMW Group expanding its product range considerably and strengthening its worldwide market position. The company’s brand is extremely strong and is associated with high performance, engineering excellence and innovation. Indeed, the BMW brand is often cited as one of the ‘best’ in the world, and the company continues to launch a stream of innovative products as part of its battle with German peer Mercedes. BMW group is focused on fabricating a variety of tangible products, and also the group has many intangible financial services. BMW is supported by 11 different model series which are: BMW C1, BMW 1 series, BMW 3 series, BMW 5 series, BMW 6 series, and BMW 7 series, BMW X 3, BMW X 5, BMW X 6 and the BMW Z4, BMW M5, BMW M6, and BMW Z4 M. The statement is being provided by BMW group states that the BMW offers emotional product to the customers this could be seen or felt with their current marketing strategies also with their SWOT analysis, PLC and as well as Research and Development. BMW’s mission statement is clearly defined as “To be the most successful premium manufacturer in the industry” ( The main reason of BMW’s success is recognized by the development of a steady marketing policy.

BMW has taken an innovative strategy of always keeping its product-line and the brand stake in the first two phases of brand life cycle and never go to the...
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