The BMW Company: Company Analysis Of BMW

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Company Background & Products
In 1971, Bayerische Motoren Werke AG (BMW) was established as an aircraft engine manufacturing firm. After World War I ended in 1918, BMW was forced to discontinue the production of engine by the Versailles Armistice Treaty. Subsequently, BMW shifted to motorcycle production and followed by automobiles in the 1928.
BMW logo, circular blue and white, is portrayed as the movement of an aircraft propeller and to symbolize the white blades cutting through the blue sky. The emblem was assembled with the blue and white colors of the Bavaria’s flag, reversed to piece together the emblem.
Ever since then, performance and luxury vehicles are the limelight of BMW. In 2006, the BMW group which includes MINI and Rolls-Royce manufactured 1,366,838 four wheeled vehicles in five different countries. These vehicles were sold worldwide which allows BMW to become the global leader in premium car sales.
With rapid technology advancement, BMW have released their latest product, BMW i8 (GmbH, 2014). I8 is the first sports car with the consumption and emission values of a compact car. The cleverness of the plug-in hybrid is the flawless integration of an electric motor and combustion engine that is demonstrated on the street with the highest dynamics and efficiency.
SWOT
Strength
• Strong Brand Reputation (It’s a well know brand in the car industry)
• Corporate Social Responsibility (Corporate Volunteering)
• Quality Products (Known For its performance and luxury vehicles)
Weakness
• High Cost Structure (Might Be more expensive due to the luxury brand)
• Lack of strategic partnerships compared to the competition
• Perception of high price (If consumer thinks that what BMW offer isn’t worth anything, then how can BMW ever...

... middle of paper ...

...d design. This also allows BMW to gain repeat business because consumer does not feel the need to look anywhere else to fulfill that particular need.
Beliefs and Attitudes
In our daily activities, consumer builds beliefs and attitudes that in turn influence consumer buying behavior. This attitude will persist when the situation that produce them change, if a company appear to share the values, it may actually attract business. However, if the company perceive a product as beneficial or competition as harmful, consumer will move towards one and avoid the others. Thus, BMW has strives to position their products through advertising so they would appear associated with positive traits and to counteract beliefs that interfere with the products ability to attract buyers.
Marketing Strategy, Recommendations & Conclusion
Identify
Positioning
Product
Price
Place
Promotion

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