Bmw Swot Analysis

Introduction

Early History

Bayerische Motoren Werke AG, also known as Bavarian Motor Works or the famous acronym, “BMW” is a German based company best known for its manufacture of luxury cars and SUVS. These long time automakers are respected for their craft of designing cars that offer ultra-premium levels of comfort and driving pleasure.

The company’s roots can be traced back to the 19102 in Munich where they began as aircraft manufacturers. In fact the company’s logo was designed to represent white propeller blades against a blue sky backdrop. The blue white colour scheme is also reflective of Bavaria’s blue and white checkered flag (Appendix 1).

In 1928, BMW began work on its first automobile, called the Dixi (Appendix 2). This popular

“We offer our customers emotional products, which through the strength of the brand and the substance of the product fulfil the customer’s wish for individualisation and differentiations”.

BMW’s mission statement is clearly defined as “To be the most successful premium manufacturer in the industry”, (Reference- www.bmw.co.uk). This philosophy, which runs through every BMW car, has been communicated through a number of TV and print ads. The brand image has been built up by press advertisements, and more recently through different television commercials. Throughout this campaign, BMW has remained consistent to its beliefs of focusing on the substance of the cars themselves.

BMW still remains the world’s most successful premium car brand with 11, 85,088 units sold in 2006 which beat the record of 2005 by 5.2% level increase in the sales (Appendix 5). Major Key markets for BMW group have approx. 68% sales in Italy, USA and Germany these three countries as in comparison to other countries (Appendix 6). Furthermore, below in figures it shows to break down of sales figure for different segment in BMW cars (Appendix

BMW has always maintained its core values since the company’s inception. In addition to these values, we can see it in advertising campaigns on television, press, magazine, trade fairs, motor shows, etc. We can also find company explicitly expresses one or more of these values in all BMW advertisements. However, we can also point out that BMW also bank’s on the sensitively to the environment, which we can see with the current advertising strategies of the company. BMW has always used a differentiated strategy, this means that they aim on specific automobile markets. These markets suit different people within the specific segmentation. For the purpose of this particular advertisement, the focus is on the BMW 3