Essay on BMW

significant improvements in the product line. BMW wanted to position itself as the "best" rather

It is important to realize the basic facts that are associated with cars and with BMW in particular, and that different demographic are attracted towards different types of car, to later understand that even though the product in the ad may be amazing but the ad itself is not. Did you know that in 2010 the number of cars in the world reached a billion (Noël)? Today’s culture is highly surrounded and based on the use of cars. They are such a prominent part of our culture today that if an alien were to visit our planet right now they might just consider cars to be the dominant form of life (The Hitchhiker 's Guide to the Galaxy). There are so many different types, and makes of cars that they can suit any personality in the world.

Founded in 1917, the BMW Group is now one of the ten largest car manufacturers in the world and, with its BMW, MINI and Rolls-Royce brands, possesses three of the strongest premium brands in the car industry. The group also has a strong market position in the motorcycle sector and operates a successful financial services business.

BMW Group has its excellent technical system which offers a competitive advantage over its rivals. Training courses are also delivered to all the employees in order to develop new skills and highest quality standards.

They are well-positioned in some key markets. They’ve established a foothold in North America. They have a big presence and are a player in markets all over the world (except Asia). The cars are more reliable than ever before, yet still manage to be engaging and more fun than some of the competition and most owners are satisfied. Their new engines are renowned and studied and copied by other makers as they really do point a way into an ever more frugal future.

The purpose of this essay is to provide a complete analysis of BMW Group. First, some background information about the company will be provided for a better comprehension of this study. Next, BMW will be assessed from a microeconomic point of view: its demand curve, organisational structure, customers, suppliers, strengths, weaknesses and its operating environment. Then, this firm will be reviewed in context of its sector from a macroeconomic perspective and more specifically its market environment, followed by a PEST analysis of other external factors such as GDP, interest rate, cost of raw materials. This study will be further quantified by a ratio analysis in order to evaluate BMW’s financial health. In the end you

As mentioned above the MINI business context is inevitably related to that of the overall BMW Group,

Furthermore the U.S. market is now the target for most of the globe’s auto makers since the economy is steadily improving and consumers are much more inclined to replace or buy a new vehicle with the latest estimates for auto sales in 2014 expected to reach the 16 million vehicle range. However, finished goods inventories management is still a big problem and many automotive OEM’s such as GM are now considering even more investments in added capacity.

We would recommend that BMW use the actual parts instead of substitute parts; for example, using sheet metal instead of fiberglass when developing new series models. This will help BMW detect problems earlier in the production process and make quality improvement a much easier task to achieve. Since they are using suppliers that will manufacture parts using specialized tooling, BMW should also reduce the amount of prototype batches from five to three. The first prototype batch should be done using its current process of hand design, the second prototype will use pre-production process and the third will incorporate the use of specialized tools. Using this process will significantly decrease prototyping cost and lead time.

Bayerische Moteren Werke AG (Bavarian Motor Works), or BMW, is a German luxury vehicle, motorcycle, and engine manufacturing company founded in 1916. The company has its headquarter in Germany, but also has an American facility in Spartanburg, South Carolina. In addition, BMW is celebrating its 100-year anniversary this year. Being in the automotive industry, one would be surprised at how a company values sustainability, especially when it focuses on the interrelationship between the triple bottom line. However, the BMW Group has been named the world’s most sustainable automotive company again by the Dow Jones Sustainability Indexes (DJSI). The head of Sustainability and Environmental Protection, Ursula Mathar, stated, “For us, sustainability is an important part of our identity and our strategy. We have accomplished a great deal in recent years and continue to set ourselves concrete goals for the future … This shows that our activities continue to have an impact and we are on the right track” (The BMW Group). This company defines its sustainable operations by taking social and environmental responsibility for everything they do. The BMW Group has extensive initiatives that affect the planet by reducing its carbon footprint, their profits by effectively utilizing renewable resources, and their people by providing diverse opportunities and protecting self-wellbeing.

Specific Purpose: To inform my audience of the excellence achieved by BMW over the coarse of the past 85 years.

As a result of the increased demand of cars, the competition among car companies is becoming intense. Although the market of car is the biggest growing market in the world, there are still some companies who make cars failing year after year. However, there are some outstanding car companies such as The BMW Group performing distinctly.

BMW face though competition in US market after try to improve the situation by introduce number of new model to the core series, adjust pricing so it can compete, reorganize the dealer network and introduce new series of car to the market. Now we have a chance to focus on brand campaign call “BMW films” which is very successful campaign base on number of people who visit the web site and number of people who want more information about BMW.

The main business problem that BMW is facing is reducing its long product development time. BMW's current design process began

However, due to its unique targeting strategy, it has not win compatible brand recognition among the public. Although Audi enter much earlier than BMW and Benz in the luxury car market, its marketing strategy limited increase of public brand recognition even Audi has over 100 years’ history. Besides, although its styles are highly accepted by the targeting customers, there are a growing number of people who can afford luxury cars for family use in China. Lack of vitality is limit of its further market expansion. On the contrary, its major competitor in China, BMW, has launched a series of marketing strategies to promote its high-performance, manoeuvrability, as well as stylish design to attract young people (BMW, 2009) in order to expand its market share. Therefore, although Audi has achieved success in the targeting market, it may consider further development through diversification in product line and advertising campaign.