This project deals with the fact that automotive and motorcycle producer BMW is improving its position in an industry that finds itself in a recession. The question that is intended to answer is “Why is the BMW AG so successful?”
A short description of the Group and activities will be given including a short overview over its history and its current position.
The strength of BMW will be identified involving its products, brand characteristics and its overall management. The arguments will be supported by literature, a small primary research using questionnaires with BMW consumers and an interview with a BMW employee.
To conclude a short summary will be given and the most important factors for BMW’s current success will be identified and weighted.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Aims and Objectives
- Description of the Company BMW and its Segments
- History
- Current Situation including Sales and Strategy
- Strengths of BMW
- Products and Product Development of BMW
- Performance and Handling
- Design
- Quality/Safety
- Portfolio/ 3 Series
- Brand Characteristics of BMW
- Image
- Made in
- Loyalty
- Marketing and Management of BMW
- Customer wants/ Customer Satisfaction
- Model Policy/ Niches
- Marketing
- Management/HR
- Products and Product Development of BMW
- Summary and Conclusion
- Weight factors that affect BMW's success
- References
- Appendix
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This project aims to identify the factors responsible for the current performance of BMW AG. It will analyze the company's history, current situation, sales figures, and corporate strategy. The project will then identify BMW's strengths through existing literature, primary research, and common sense. Finally, it will weigh the factors that have contributed to BMW's success.
- BMW's success in a challenging automotive market
- The company's history, current situation, and corporate strategy
- BMW's strengths in product development, brand characteristics, and management
- The importance of customer satisfaction and brand loyalty
- The impact of marketing and management strategies on BMW's success
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: This chapter introduces the project's aims and objectives, highlighting the importance of understanding BMW's success in the current automotive market. It mentions the company's positive performance despite a recession and the need to identify the key factors driving its success.
- Description of the Company BMW and its Segments: This chapter will provide a detailed description of BMW, including its history and current situation. It will analyze sales figures and the company's overall corporate strategy.
- Strengths of BMW: This chapter will delve into the factors that contribute to BMW's success, focusing on its products, brand characteristics, and management practices. It will analyze aspects like performance and handling, design, quality and safety, brand image, customer satisfaction, and marketing strategies.
Schlüsselwörter (Keywords)
The key topics and concepts of this project include the automotive industry, BMW AG, corporate success, product development, brand management, customer satisfaction, market analysis, and strategic planning.
- Citation du texte
- Philipp Ackel (Auteur), 2005, Why is the Automotive Producer BMW AG so successful? A Casestudy, Munich, GRIN Verlag, https://www.grin.com/document/77598
