The Business Strategy Of Bmw Brand

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1. INTRODUCTION 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. The company aims to generate profitable growth and above-average returns by focusing on the premium segments of the international automobile markets. With this in mind, a wide-ranging product and market offensive was initiated in 2001, which has resulted in the BMW Group expanding its product range considerably and strengthening its worldwide market position. The company’s brand is extremely strong and is associated with high performance, engineering excellence and innovation. Indeed, the BMW brand is often cited as one of the ‘best’ in the world, and the company continues to launch a stream of innovative products as part of its battle with German peer Mercedes to be the world’s largest luxury car maker. 2. QUALITY CONCEPT The logistics concerns the purchase, the inventory management, the handling, the storage, the launch, the sequencing, the methods of administration of sales and lots of other... The logistics is the activity which has for object to manage the physical flows of an organization, with the aim of giving the resources corresponding to needs. While respecting the planned economic conditions, the degree of quality

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