Case Study Bmw

Topics: BMW, Automobile, Automotive industry Pages: 4 (1006 words) Published: January 1, 2007

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. 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 an strong brand image.

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.
BMW ranked in the top 20 most
recognized global brands.

Today, the BMW Group consists of three primary business segments. The BMW Automobiles Segment develops, manufactures, assembles, and sells automobiles. It includes off-road vehicles, spare parts, and accessories.

The BMW Motorcycle Segment develops, manufactures, assembles, and sells motorcycles, and also includes spare parts and accessories.

The Financial Services Segment focuses on leasing automobiles and financing credit for customers and dealers.

The BMW Automobiles Segment sells several lines of automobiles. The 3-series, 5-series, and 7-series span the low-to-high ends of the luxury automobile market, respectively. Within the last five to ten years, the newer additions to the product line included the popular Z3 roadster and coupe, the M roadster and coupe, and the X5 Sports Activity Vehicle, all of which are exclusively manufactured in Spartanburg, South Carolina.

BMW of North America, LLC has been present in the United States since 1975.. The BMW Group in the United States has grown to include marketing, sales, and financial service organizations for the BMW brand, the MINI brand, and the Rolls-Royce brand of motor vehicles; Designworks/USA, an industrial design firm in California; a technology office in Silicon Valley and various other...
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