Strategic Analysis of Bmw Group

4146 Words Apr 2nd, 2013 17 Pages
Strategic analysis of the BMW Group

ABSTRACT
The BMW Group is a leading manufacturer within the premium segment of motor vehicles. This report analyzes the strategy of the company and evaluates it with regards to long-term valuecreation as well as sustainability. The strategy is broken down into a strategy map of four different perspectives; Financial, Customer, Internal and Learning and Growth perspective. Within these perspectives, the strategic objectives are defined and analyzed. From the strategy map, two strategically themes are defined and evaluated. The conclusion peruses the different aspects of the evaluations and we discuss whether the strategic vision of the BMW Group can be achieved.

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Contents
Abstract
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BMW is a motor vehicle manufacturer and was founded in 1916 by Franz Josef Popp [1]. They are based in Munich, Germany but serve the majority of the world with their products. The aim of the analysis of BMW is to evaluate their mission, values, visions and strategy in order to assess the corporations’ long-term value creation and sustainability.

COMPANY’S MISSION, VISION, VALUES AND STRATEGY
A mission statement is necessary for every large company in order for the people involved to see a clear goal and which path they are supposed to follow in order to succeed [8]. When the time comes to make important decisions, the people involved are able to use the mission statement as a reference and guideline in order to follow the path of the company [8]. This means that a mission statement is formed in every large company sooner or later to enable the employees to work in the same direction. BMW AG adopted a new strategy in 2007 called the Number ONE strategy. This lead to a redefinition of their worldwide mission statement to the one quoted below [2]. The quote states the vision of BMW at the same time; “The mission statement up to the year 2020 is clearly defined: the BMW Group is the world’s leading provider of premium products and premium services for individual mobility.” While mission and vision statements can vary from organization to organization, there are a couple of guidelines in [8] for what a mission

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