Strategic Analysis of Bmw Group

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Strategic analysis of the BMW Group

ABSTRACT
The BMW Group is a leading manufacturer within the premium segment of motor vehicles. This report analyzes the strategy of the company and evaluates it with regards to long-term valuecreation as well as sustainability. The strategy is broken down into a strategy map of four different perspectives; Financial, Customer, Internal and Learning and Growth perspective. Within these perspectives, the strategic objectives are defined and analyzed. From the strategy map, two strategically themes are defined and evaluated. The conclusion peruses the different aspects of the evaluations and we discuss whether the strategic vision of the BMW Group can be achieved.

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Contents
Abstract ................................................................................................................................................... 1 Introduction............................................................................................................................................. 3 Company’s mission, vision, values and strategy ..................................................................................... 3 Strategy map ........................................................................................................................................... 5 Financial perspective ........................................................................................................................... 6 Customer Perspective ......................................................................................................................... 6 Internal perspective ............................................................................................................................ 6 Learning and Growth perspective ....................................................................................................... 7 Balanced scorecard ................................................................................................................................. 8 Education and Diversity....................................................................................................................... 8 Customer perspective ..................................................................................................................... 9 Internal perspective ........................................................................................................................ 9 Learning and Growth perspective ................................................................................................... 9 Environmental Awareness................................................................................................................. 10 Customer Perspective ................................................................................................................... 11 Internal Perspective....................................................................................................................... 11 Learning and Growth Perspective ................................................................................................. 11 Conclusion and discussion ..................................................................................................................... 12 References ..................................................................................................................................... 13

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INTRODUCTION
Every enterprise has, to some extent, a strategy which they apply in order to achieve their goals and ultimately fulfil their visions. These strategies can involve e.g. targeting a specific audience, region or whether the product/service should focus on quality or price efficiency etc. Together, these strategies aim to help achieving the organizations vision. However, the strategies of the organizations can be difficult to perceive from an external point of view. Therefore, the purpose of...
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