Report on Bmw

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  • Topic: Automotive industry, BMW, Porsche
  • Pages : 18 (6139 words )
  • Download(s) : 116
  • Published : December 20, 2012
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REPORT ON
BRAND ANALYSIS
OF
B M W

Contents

1. Introduction
2. Company Description
3. Methodology
4. SWOT Analysis
5. Branch and Competitive Analysis
6. Suggestion and Conclusion
Annexure

CHAPTER - 1
INTRODUCTION
* Background
* Purpose
* Hypotheses

CHAPTER - 2
METHODOLOGY
* Choice of Study
* Data Collection
* Primary Data
* Secondary Data
* Criticism of the Sources

CHAPTER – 3
COMPANY DESCRIPTION
* The History of BMW
* BMW Today
* Corporate Strategy
* Collaborations
CHAPTER – 4
SWOT ANALYSIS

CHAPTER - 5
BRANCH AND COMPETITIVE ANALYSIS
* The Automotive Industry
* The Main Competitors
* Audi
* Porsche
* Mercedes Benz

CHAPTER - 6
SUGGESTION AND CONCLUSION

ANNEXURE

1. INTRODUCTION

Background
The automotive industry is distinguished by a highly competitive market. Thus, the actors on the market struggle with increasing cost of production, development and mature markets. The mature markets are constituted by the western countries such as the North American and European markets. Hence, the producers face challenges in decision-making to manage continuous business operation and profitability. Among the market leading companies can recognize different strategies to maintain competitive positions. Toyota has concentrated on comparatively low price cars, high quality and efficient production also known as Kaizen: continuous improvement of production. Toyota has in many ways been pointed out as a bench maker in the automotive industry and there are many other companies who try to imitate Toyota’s way of working. A development that also can be seen is investments in the Asian markets as well as the east European markets. These markets are not considered as mature and many analysts predict that these markets will be in highly expansive states and significantly grand new segments are to be conquered. The development in these markets is also signified by new production allocation of the market leading companies in try to find low price labour and manufacture costs. BMW, Bayerische Motoren Werke AG, is one of the leading manufacturers of premium cars in the automotive industry. The company is well known for its distinctive design, high quality and luxurious approach. Despite threats of low price substitutes and other threats from competitors, BMW has yearly shown strong financial results and has retained its market shares. This becomes of interest to study more profoundly, in order to find the factors behind a successful company and a strong brand.

Purpose
The purpose of this study is to analyse the development of BMW during the past five years. The intention is to find the factors adding value to the company, in terms of products and business advantages. This study is to sort out the key factors behind a successful company and a highly valued brand in the automotive industry.

Hypotheses
* BMW is a successful company that has kept its market shares due to high quality, distinctive design and a luxurious approach. * BMW has not adjusted their car models after different markets and has therefore obtained a legitimate and solid brand well recognized by the customers irrespective of nationality. * BMW will continue its success due to unremitting innovation and segment differentiation concentrating on customers with higher purchasing power. * BMW will at intervals face difficulties due to higher volatile raw material market contributing to high costs of production. * BMW will face a higher competition in the automotive industry due to increased environment awareness among the customers requiring cars with low emissions.

2. METHEDOLOGY

Choice of Study
A company analysis could be formed as a case study which implies that the investigation is carried out for instance on a smaller group, on an individual or on a company. In a case study one examines...
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