The Analysis of Bmw

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LB5201

Master of Business Administration

LB5201: Business: A Global Perspective

The Analysis of BMW

Ji Hailong

CONTENT

COVER PAGE ………………………………………………………………………… 1 CONTENT………………………………………………………………………………2 INTRODUCTION………………………………………………………………………3 THE BMW GROUP……………………………………………………………………4 Company Background……
Product Line………………………………………… Brands and Objectives ……………
ANALYSIS ……………………………………………………………………………..7 Resources Analysis ………………………………………………………….7 PEST Analysis…………………………………………………………………8 SWOT Analysis……………………………………………………………….9 Porter’s 5 Forces Analysis ……………………………………………………11 GLOBAL STRATEGY ………………………………………………………………..13 Strategic Orientation ……………………………………………………………13 Corporate Strategy ……………………………………………………………..14 Operation Management ………………………………………………………..15 Production Management ………………………………………………………16 Supply Chain Management ……………………………………………………19 Marketing Strategy …………………………………………………………….20 Human Resources Strategy …………………………………………………..22 CONCLUSION …………………………………………………………………………24 REFERENCE …………………………………………………………………………..25

INTRODUCTION

As we all know, that BMW is a major player in the car manufacturing market. Therefore we have chosen this company to base our research upon, and look into further details of how BMW manages all of its operations globally. Globalization is used as an expansion strategy; it creates countless opportunities for companies to search for profitability and effectiveness. BMW started becoming popular in the international market in the early 1990’s, as it captured the American market. Presently, BMW’s vehicles are driven on roads in over 160 countries. This report highlights BMW’s background, which include company’s brief history, product line and its objectives; followed by the external factors of the business, which includes the analysis of resources, PEST, SWOT, Porter’s 5 Forces Model, and the 4 m’s; next it underlines BMW’s global strategy, which includes strategic orientation, corporate strategy, operation management, production management, supply chain, management, marketing strategy, human resources strategy. Moving on, this report gives better understanding of company’s opportunities and threats better this gives better perception of BMW’s internal factor. Furthermore, this report gives greater insight of BMW and its competitors in the industry, and their business. Finally, how BMW entered the international market and what strategies they have employed to reach this position.

THE BMW GROUP

I.Company Background
Originally the BMW was started in 1913; a well-known enginner Bavarian- Karl Friedrich Rapp formed Rapp Motoren Werke in a suburb of Munich. Even though he specialized the company with airplane engines, after facing some difficulties, finally in 1916, he founded the BMW company which we all know. It has reached the highest point of success with immense accompliment. BMW stands for Bayerische Motoren Werke or Bavarian Motor Works and it is a German automobile, motorcycle and engine manufacturing company based in Munich, Germany. It is also the parent firm of MINI and Rolls-Royce car brands. The main aspect of the company BMW is the prosperous attitude of the logo which is the blue and white and undoubtedly it is known for its luxury vehicles. The recent logo was basically designed on an aircraft propeller and it was introduced in 1920. Even though the logo has been slightly changed through the years, it still keeps to yield a strong brand image. Around in 1917, it was the first European comany to set up a plant in Japan. In 1923, the first BMW motocycle, the R 32, went into production at the newly built Eisenach plant besides the Munich airport. In terms of the BMW care, it was the 1928 which made the history. It was in 1936 which introduced the BMW 328, the most popular and the most famous pre-war sports car. It was primarily built for motor sport and it successfully proved itself by winning the Mille Miglia in Italy. At the same time,...
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