Hrm of Bmw
1. Introduction
The amazing success of the BMW group for decades inspired me to write this brief report on this group. Initially, the report will provide an overview of the group. Secondly, by using PEST and Porter’s 5 forces analysis, it will describe the current and future environment that the group is operating in. Next part will be an analysis of strengths as well as weaknesses of the group via the market and its competitors. Then the report will present the strategy NUMBER ONE that is used by the group to position itself as the most successful premium automaker in the automotive industry. Besides, I will also provide a recommend about where and how the group should focus on next 3-5 years in order to succeed. The final section is some conclusions and references of the report.
2. Overview of BMW
1. Company background
The BMW group, founded in 1916, is a German automobile, motorcycle, bicycle and engine manufacturing company. It also owns 2 automotive brands: Roll Royce and Mini. It produced about 1.5 million automobiles and more than 110,000 motorcycles across all its brands in 2010. The group is the only automobiles and motorcycles manufacturer worldwide which focuses entirely on premium segment that requires products with high standards and outstanding quality.
2. Vision
The BMW group believes that its strategy NUMBER ONE, which stands for "New Opportunities" and "New Efficiency", will guide it to the year 2020. By 2012, the group will increase sales to 1.8 million automobiles and 150,000 bikes per year. Its strategic objective is to ensure that: “The BMW group becomes the most successful premium manufacturer in the car industry”. (BMW group)
It means that the group will continue to do business in the premium segment in terms of not only its cars and motorcycles but also its other services. The group are building on its strengths and concentrating on its core competence in a specific segment.
3. Mission
The
The amazing success of the BMW group for decades inspired me to write this brief report on this group. Initially, the report will provide an overview of the group. Secondly, by using PEST and Porter’s 5 forces analysis, it will describe the current and future environment that the group is operating in. Next part will be an analysis of strengths as well as weaknesses of the group via the market and its competitors. Then the report will present the strategy NUMBER ONE that is used by the group to position itself as the most successful premium automaker in the automotive industry. Besides, I will also provide a recommend about where and how the group should focus on next 3-5 years in order to succeed. The final section is some conclusions and references of the report.
2. Overview of BMW
1. Company background
The BMW group, founded in 1916, is a German automobile, motorcycle, bicycle and engine manufacturing company. It also owns 2 automotive brands: Roll Royce and Mini. It produced about 1.5 million automobiles and more than 110,000 motorcycles across all its brands in 2010. The group is the only automobiles and motorcycles manufacturer worldwide which focuses entirely on premium segment that requires products with high standards and outstanding quality.
2. Vision
The BMW group believes that its strategy NUMBER ONE, which stands for "New Opportunities" and "New Efficiency", will guide it to the year 2020. By 2012, the group will increase sales to 1.8 million automobiles and 150,000 bikes per year. Its strategic objective is to ensure that: “The BMW group becomes the most successful premium manufacturer in the car industry”. (BMW group)
It means that the group will continue to do business in the premium segment in terms of not only its cars and motorcycles but also its other services. The group are building on its strengths and concentrating on its core competence in a specific segment.
3. Mission
The
References: ▪ Zacks Equity Research (2010) Auto Industry Outlook and Review. Zacks Investment Research [Internet], 03 November. Available from: ▪ BMW Group (2008) Company portrait. BMW Group [Internet], 13 June. Available from: < http://www.bmwgroup.com> ▪ Park Young-Ryeol (2011) Global marketing strategy of BMW. The Korea Times [Internet], 16 October. Available from: ▪ Ananya Mukherjee (2010) The people who steer the ultimate driving machine. HRM Asia [Internet], 20 October. Available from: ----------------------- [pic] Assignment Strategic Human Resource Management