BMW Essay -- essays research papers

BMWStrengthsBMW is a well-known company with a high status branding that has a very high recognition factor. The company has been strengths in both interrogation and development and design as well as in marketplaceplaceing. For ensample 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 these, there is a regard for more substance than just marketing, new(prenominal)wise 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 promise many of the strengths of BMW, we can consider these by starting with the market horizon of the company. BMW as well as Mercedes and a few other companies guard managed too successfully attain a market dapple where they rescue a focus on a narrow range of goop cars. These can be depictn as aimed at the market place that is non also sensitive to price, and as such we must argue that the market positioning may be seen as a strength as there will not be such a chemical reaction if the economic conditions change. The customers that are in the commit group are expert to pay a premium price for what they perceive as a premium product (Thompson). This may not be so trustworthy of the subsidiary companies that have had different problems, such as the ill-fated rover group. However, the core product has remained strong (Thompson). This may be seen as diversification, and whatever of the diversification may also be seen as a strength, for subject the purchase of Rolls Royce where there is a similar strategy, however the range and target market are even more focussed and exclusive. The strategy of BMW is intentional to be defensive against other car manufactures, and as we will see when it comes to the section on threats this is a defensive strategy that BMW have select after learning the need for defens ive as well as aggressive marketing and strategies. These strategies can be seen as follows&61623 Customers may discern any color that the wish from the entire range, this is only matched by Rolls Royce and Aston Martin, other companies offer a choice of color but only wi... .... The position of BMW is relatively strong they have made mistakes, but appear to be learning form them. Their relatively small size can be seen as justified in such a competitive market by their own market position. Therefore as long as the company retains it focus and is not tempted into too great a level of diversification then it should have a bright future. Work CitedEuropean Car, (no author cited), (2001, May), Hydrogen-powered BMW 750hL, European Car, v32 i5 p14 The Economist (UK), (no author cited), (2000, April 1), Milbergs mission. (Strategy of BMW, The Economist (UK), p70 (2) Lorenz Andrew, (2000, Dec 20), bird of passage and out. (BMWs sale of Rover, automobiles) Autocar, v226 i12 p62 (4)Mintzb erg H Quinn J B, Ghoshal S (1998), The Strategy Process, London. Prentice Hall. Thompson J (1998) Strategic focusing Awareness and Change, London, Thomson Business PressWells Melanie, (2001, April 16), heavy(a) an Old Brand New Mystique. Forbes, p198s02Foundry Management & Technology, (no author cited), (2000, July), BMW, cross Motor Sign Definitive Agreement for Land Rover, Foundry Management & Technology, v128 i7 p8