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As part of the Marketing module, we were given an individual written assessment where I would develop a deeper understanding of marketing theory and practise by critically evaluating and appraising the market strategy of a company. The company I have chosen to analyse is BMW. BMW was founded in 1916 as a result of two men Karl Rapp and Gustav Otto merging their two companies (Flugmaschinenfabrik Gustav Otto company and Rapp Motorenwerke company) (“Milestones,” n.d., para. 41) Since 1916 BMW has expanded and grown hugely and is now considered one of the best premium level automotive makers in the world today. BMW are not only manufacturers of BMW, they have acquired Rolls Royce in 1998 (“Milestones,” n.d., para. 12) and Mini in 1994 (“Milestones,” n.d., para. 13).
BMW headquarters is located in Munich, a city landmark ‘The four-cylinder’ Tower the main building of its activity (Company Portraits Location,” n.d., para 1). The BMW group are very committed to expanding and entering into key markets worldwide. BMW now has a strong presence in the following countries: Argentina, Australia, Austria, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Great Britain, Greece, Hungary, Indonesia, Ireland, Italy, Japan, Luxembourg, Malaysia, Mexico, Netherlands, New Zealand, Norway, Singapore,
References: BMW X1 X1 sDrive18d M Sport 2.0d (2012). (n.d.). Colm Quinn Website. Retrieved from http://www.colmquinnbmw.ie/used-cars/BMW/X1/X1-sDrive18d/31813501050776320/ Company Portrait Locations., (n.d) Libby, T. ( 2012, March 21). Audi versus BMW, Mercedes-Benz. Retrieved April 2, 2013 from http://blog.polk.com/blog/blog-posts-by-tom-libby/audi-versus-bmw-mercedes-benz McAleer, M Mcleman, N. (2012) "I can beat anyone in the world": New world number one McIlroy ready to take on all comers. Retrieved April 2, 2013 from http://www.mirror.co.uk/sport/golf/bmw-pga-championship-new-world-845205 M Sport package for the BMW X5