Bmw BMW Competitive Advantage

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BMW AG, one of the world's largest premium carmakers, was founded in 1916 by Karl Rapp and Gustav Otto. Today, the luxury car brand has its headquarter in Munich, Bavaria, Germany and is the parent company of BMW MINI, Rolls-Royce and Land Rover. With a total of 31 production and assembly facilities in 14 countries and a global sales network, BMW AG operates in the worldwide automobile industry with its differentiated products and technology, which is owed to its inventors, pioneers and designers. BMW’s vision to create the perception of a personal vehicle between the car and its driver through highly emotional connection leads the multinational automobile company towards its mission to become “the world’s leading provider of premium products and premium services for individual mobility” (BMW Group Company Profile,2012). To adapt to the global market developments, BMW is continuously expanding its international production network, ensuring a balanced distribution of value added along the production chain. During this report we will look at the core activities and strategies that BMW employs and try to answer the question: Is BMW on the right path to…show more content…
Increasing diversity in the workforce through the premise of a minimum percentage of women in executive levels and each board is one way to achieve this. Furthermore, the fact that BMW operates in a host of different countries throughout the world allows the company to learn from different cultures and establish worldwide learning capabilities. To be able to challenge the global leaders (i.e. Toyota), BMW was first established as a company establishing a niche in the aircraft engine industry; this allowed BMW to focus on a narrow industry at first and gain experience. As it has established a toehold in this industry it started to expand its product portfolio by including automobiles and motorcycles as well as expanding sales
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