Environmental Analysis Bmw Group
Introduction to Marketing II
Assignment 1: Environmental Analysis
BMW
August 2012
Submitted by Susannah Hardy a1608392
Executive Summary
Chosen Industry:
The aim of this report is provide an overview of the macro and micro-environment of the operations of the BMW Group, specifically their operations in large-scale manufacturing of automobiles.
Scope/Limitations:
BMW Group is comprised of many segments, from bicycles, motorbikes and automobiles, as well as intangible products such as financial services; but for the purposes of this assignment it will be limited to a scope of the core BMW business: the manufacturing and selling of high performance luxury cars, and their operations primarily in Australia as opposed to their worldwide operations and organization.
Analysis Methodology:
The report begins with a macro PESTEL (political, economic, social, technological and legal) analysis of the relevant environmental trends of BMW Group. This is followed by a competitive analysis, focusing on the direct and indirect competitors of the company using Porter’s 5 Forces Model that affect businesses as a framework to provide a greater understanding of the nature of the operations of luxury car manufacturers. Their competitive strategies in the market will also be analyzed.
This will be followed by an analysis of the company, which outlines the purpose of the company, and their future objectives, and the resources they have at their disposal. This section will cover the subject of their customer base, competitors and their market share.
This will be followed up by a SWOT Analysis (Strengths, weaknesses, opportunities and threats), detailing the most important issues that BMW Group faces. This analysis is designed to identify the organization’s international strengths and weakness, and external opportunities and threats.
Environmental Analysis:
BMW Group
INTRODUCTION
The aim of this report is provide an environmental analysis of the macro and
Assignment 1: Environmental Analysis
BMW
August 2012
Submitted by Susannah Hardy a1608392
Executive Summary
Chosen Industry:
The aim of this report is provide an overview of the macro and micro-environment of the operations of the BMW Group, specifically their operations in large-scale manufacturing of automobiles.
Scope/Limitations:
BMW Group is comprised of many segments, from bicycles, motorbikes and automobiles, as well as intangible products such as financial services; but for the purposes of this assignment it will be limited to a scope of the core BMW business: the manufacturing and selling of high performance luxury cars, and their operations primarily in Australia as opposed to their worldwide operations and organization.
Analysis Methodology:
The report begins with a macro PESTEL (political, economic, social, technological and legal) analysis of the relevant environmental trends of BMW Group. This is followed by a competitive analysis, focusing on the direct and indirect competitors of the company using Porter’s 5 Forces Model that affect businesses as a framework to provide a greater understanding of the nature of the operations of luxury car manufacturers. Their competitive strategies in the market will also be analyzed.
This will be followed by an analysis of the company, which outlines the purpose of the company, and their future objectives, and the resources they have at their disposal. This section will cover the subject of their customer base, competitors and their market share.
This will be followed up by a SWOT Analysis (Strengths, weaknesses, opportunities and threats), detailing the most important issues that BMW Group faces. This analysis is designed to identify the organization’s international strengths and weakness, and external opportunities and threats.
Environmental Analysis:
BMW Group
INTRODUCTION
The aim of this report is provide an environmental analysis of the macro and