Bmw Swot

1960 WordsApr 17, 20018 Pages
Strengths BMW is a well-known company with a high status branding that has a very high recognition factor. The company has been strengths in both research and development and design as well as in marketing. For example when it comes to marketing it was a BMW advertisement that was the first e-advertisement that made it to Campaigns 'Pick of the Week ' (Doman). However, in a long-term purchase such as this there is a need for moire substance than just marketing, otherwise the life of the company would be relatively short due to the nature of the purchase. It is in these longer-term systems and strategies that we can see many of the strengths of BMW, we can consider these by starting with the market position of the company. BMW as well…show more content…
This has not always been undertaken with the full knowledge or abilities to make the changes needed. This was demonstrated in the acquisition of Rover. This was not successful and then in 2000 the company was sold, as there was simply too much work and expense involved in turning the company around. There were severe doubts by anyone that the company could be turned around, and in the end there was only one bid for the company, a bid from a venture capital company Alchemy, which also turned out to fail in favor of a bid from the employees of the company in a consortium bid. We can see here that the synergy that BMW had successful maximized and benefited from with Hyundai was not a feature here. Therefore there was a loss of funds as well as bad publicity, which surrounded the news of the sale and the failure of BMW to turn around the company. In the end the company was sold to the employee consortium by the name of phoenix for a mere £10 (Lorenz). In a separate, but related sale Land Rover were sold to Ford illustrating the depth of this weakness (Foundry Management & Technology). However there are also other weakness that can be identified separately from this. We can also argue the strength we have seen in the narrow ranges may also be seen as a restriction and limitation in terms of the market. For example there has been a conscious decision not to look to the sports car and hatchback. Despite this there have been some exceptions to the rule, the

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