Topics: BMW, Automobile, Automotive industry Pages: 9 (2655 words) Published: February 27, 2015

Executive Summary

The analysis the marketing strategy of BMW and represent the strategies which makes BMW able to compete with the on- going challenges. The BMW Group has a defined goal to be the leader of the leading automobile companies and rule the industry by winning hearts of its users. It aims at providing premium products and services for individual mobility. BMW is presently compelled to make one of kind items for a specific locale at a point in time, and this is to adapt to tastes and whimsical needs of buyers. To battle this BMW alongside other engine organizations have attempted to utilize a portion of the rising advances to profit, easier expenses and eventually help in diminishing contamination (Madlani & Ulvestad, 2012). BMW have joined this mindset in assembling of three lines of their autos, the new BMW 7series and the extraordinarily anticipated z4 are all anticipated to grasp these natural inviting characteristics, in future enhancement of electric autos and elective fuel sources are, no doubt recognized. BMW can tackle this issue through precisely figured mergers and acquisitions, this permit the organization to increase piece of the pie and entrance and additionally get to officially existing innovation and all other brands.

Table of Content

Executive Summary1
A Brief Historical Review3
Brand image of BMW5
Ecommerce strategies at BMW6
Strategic Plan7
Challenges Faced by BMW8
Substitute Products10
Global Warming10
Measures Taken For Overcoming these Issues11
Ecological Challenges12

BMW is a very reputed company in the automobile companies. All the automobile companies struggle for cost management, production and higher revenues. Volkswagen, GM and Ford use similar components for designing their cars whereas in contrast, it is only BMW that has successfully managed to bring up maximum revenues as compared to its competitors (Madlani & Ulvestad, 2012). BMW Motored plans to continue operating Husqvarna Motorcycles as a separate enterprise. All development, sales and production activities, as well as the current workforce, have remained in place at its present location at Varese. (Smith, 2012) The BMW Group is operating with 29 production and assembly plants, 43 sales subsidiaries and a research and development network (BMW Group, 2012). Below is a brief historical review of the company that is necessary to understand before commenting on its performance.

BMW was established as a business entity following a restructuring of the Rapp Motorenwerke Aircraft manufacturing firm in 1917. BMW became an automobile manufacturer in 1929 when it purchased Fahrzeug fabric Eisenach, which, at the time, built Austin Seven sunder License under the Dixi marque. BMW's team of engineers progressively developed their cars from small Seven-based cars into six-cylinder luxury cars and, in 1936, began production of the BMW 328 sports car. Aircraft engines, motorcycles, and automobiles would be BMW's main products until World War 2. During the war, against the wishes of its director Franz Joseph Popp BMW concentrated on aircraft engine production, with motorcycles as a side line and automobile manufacture stopped altogether. (Tony, 2002)

Initially the company was producing aircraft engines only. But after World War I, when the allies banned Germany from producing aircraft and aircraft engines, BMW shifted its vocation from aircraft engines to manufacturing of railway brakes (BMW Group, 2012). Today, the group offers its customers three premium passenger car brands, Rolls-Royce, MINI and BMW. Moreover, the group provides financial services as well through its finance segment (Jurevicius, 2013). Later the company has managed to secure a global market share with its services being offered internationally (Innovation Leaders, 2013). Brand Image of BMW....

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Madlani, J., & Ulvestad, J. C. (2012, October 22). A Fundamental Valuation of BMW Group. Retrieved from Student Theses Sequence:1:
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