Bmw Swot Analysis

Topics: BMW, Luxury vehicle, Automotive industry Pages: 11 (3274 words) Published: November 12, 2008

Logo-BMW’s white-and-blue logo is recognizable worldwide, and recalls the company’s start as an aircraft engine manufacturer. It symbolizes a pilot’s view through a propeller as alternating white and blue segments.

Most successful multi-brand premium car manufacturer-BMW has three brands, BMW, MINI, and Rolls-Royce. They delivered 141,952 BMW, MINI and Rolls-Royce automobiles in 2007 and sales increased by 7.4% from the previous year.

Super luxury Rolls Royce car-The Rolls-Royce phantom holds the number one position in the super-luxury car segment. The Phantom was launched in 1993, and the final assembly, as well as all-wood and leatherwork are custom made for each customer's individual specifications. The plant where they are produced, the Goodwood plant in England, contains only two robots to paint the space frame body; all other work is done by hand, in keeping with the Rolls-Royce tradition.

Spends one of the highest revenues on R&D-BMW Group employs about 8,000 people worldwide within the research & development (R&D) network and has invested millions of dollars over the years. They employ engineers, designers, model builders, computer experts, and scientists of various disciplines FIZ co-ordinates and optimize research activities across the group to create the BMW cars of the future.

Brand-BMW ranked in the top 20 most recognized global brands. BMW is now the only multi-brand automaker that utilizes a pure, premium brand strategy. The objective behind this strategy is to generate higher income per vehicle on the basis of products with a high intrinsic value and a strong brand image. Their brand ranked number 15 in 2006.

Longevity-Bavarian Motor Works (BMW) was formed in 1916 after two small aircraft engine manufacturers merged. In 1923, BMW began to build motorcycles, then its first car in 1928.

Driving School-Many manufacturers have associations with driving schools; BMW runs its own. The BMW Performance Center, adjacent to the BMW Manufacturing facility in Spartanburg, attracts owners and prospects from around the country for an ultimate brand experience.

Sales-BMW is one among the leading players in the premium cars segment. It achieved a record sales volume of 1,373,970 units in 2006. BMW is ranked among the ten largest car producers globally.

Awards/Recognition-Reflecting BMW's commitment to developing quality and innovative products, the company has been honored with several awards in the past. For example, BMW was presented with the 'Design Award of the Federal Republic of Germany' in February 2006 for the BMW 6 Series Coupé and Convertible models. Presented by the German Design Council, the award was the highest official German design award. Following this, the MINI model of the company won the Golden Steering Wheel 2006 award in seven out of 15 categories, ten days ahead of its official market launch in November 2006.

Formula 1-BMW won its first Formula 1 championship in 1983 using a four cylinder, 1.5-liter production based engine. Of course it was turbocharged and could develop well over 1,000 horsepower, some say over 1,500 for short periods of time. BMW continues to field a Formula 1 team because it provides the ultimate in competition and thus the ultimate in learning for BMW.

Excellence through quality & innovation-BMW Group’s success is its strategic focus on developing customer-friendly innovations, coupled with an approach to innovations management that is unique within the motor industry

Customize your own car-BMW has the option of seeing a sample of the car you’d like by selecting different options such as the color of interior design and exterior design, the wheels, the model etc.

Intelligent processes-the COSP(Customer oriented sales and production process) bases production on the customer’s customized version and not by company standards. They employ 70,000 workers in 23 different locations to build the customized...
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