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SUBMITTED TO:-MR. David Holmberg

SUBMITTED BY:-Dobariya Manish (6553)

Bhanderi Bhavesh (7289)Sayed Raza (8550)Lakhvinder Singh (6949)Patel Pradeep (5821)

MBA-111 BUSINESS STRATEGY

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NAME

BMW (Bavarian Motor Works) .

FOUNDER 

It was founded by FRANZ JOSEF POPP and MAX FR IZ in1916.

HEADQUTER 

BMW group activities worldwide are co-ordinated from the

corporation head office in MUNICH, GERMANY.

K EY PEOPLE

(1) Norbert Reithofer (CEO of the company)

(2) Joachim Milberg (CHAIRMAN of the supervisory board)

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The company`s slogan in English are ³The ultimate Driving

Machine´ and ³sheer Driving Pleasure´.

BMW logo has official Bavaria colours(blue and white) and is believed to be

derived from the Rapp Motor werke logo.

BMW is the parent company of the Mini and Rolls-Royce Motor 

cars.It is known for its performance and luxury vehicle.

BMW has 95,787 employees (at the end of the 1st quarter 2010).

The BMW group production network consists worldwide of 17

 plants.

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The company manufactures, distributes and sells passenger cars

(including sedans, coupes, and convertibles etc) and motorcycles.

BMW operates three business segments namely :(1)Automobiles, (2)Motorcycles, (3)Financial services.

BMW has also manufactured the first passenger car running on

hydrogen ready for common use, although the production figures are

limited by the lack of a respective filling station net.

In addition BMW operates an aircraft engine division under the

 brand name of Rolls Royce.

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"The mission statement up to the year 2020 is clearly defined:

the BMW Group is the world's leading provider of premium

 products and premium services for individual mobility.³

Bmw has been ranked 15 in 100 most famous brand.( sept

2009)

BMW Group on the Forbes Global 2000 

2010 Rank: 197 2009 Rank: 238

Sales Rank: 69

Profits Rank: 800

Assets Rank: 145

Market Value:268

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STR ATEGY Respect for the individual. COMPETITION

Mercedes Benz Jaguar  Infinity Lexus C

adillac Lincoln CUSTOMERS The person that appreciate, and is willing to pay

for , the µµ Ultimate Driving Machine¶¶.

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Four levels of Automation

- Changes in the level of automation extremely affect quality

of product, cost, efficiency of a process, and flexibility to

 produce different products.

Level 1

- Deals with material handling, automated conveyer , and

robotic operations.

Level 2

- Deals with equipment and plant layout Level 3

- Involves manufacturing software and flexible manufacturing

systems.

Level 4

- Involves computer integration.

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The BMW Group production network consists worldwide of 

17 plants, six assembly plants and one contract production

 plant. Within this network , the plants supply one another with

systems and components and are all characterised by a highlevel of productivity, agility and flexibility.

8 plant in Germany

4 plant in u.k  And rest of 5 plant in this 5 country South Africa , Austria , 

USA , north Italy , Northeast China

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BRAND 2005 2006 2007 2008 2009 Change in %

BMW 1,122,308 1,179,317 1,302,774 1,203,482 1,043,829  ±13.3

MI NI 200,119 186,674 237,700 235,019 213,670  ± 9.1

Rolls-Royce 692 847 1,029 1,417 918  ± 35.2

Automobile

production total 1,323,119 1,366,838 1,541,503 1,439,918 1,258,417 ±12.6

Motorcycles 2 92,012 103,759 104,396 104,220 82,631  ± 20.7

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The BMW Group is present world markets in 35 country. It

has 43 sales subsidiaries and a research and development

network.

Argentina, Australia, Austria, Belgium, Brazil, Canada,

Denmark , Finland, France, Germany, GreatBritain, Greece,

Hungary, Indonesia, Ireland, India, Italy, Japan, Luxembourg,

Malaysia, Mexico,  Netherlands,  NewZealand,  Norway,

Philippines, Poland, Portugal, Russia, SouthAfrica,

SouthKorea, Spain, Sweden, Switzerland, Thailand, USA

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Brand 2005 2006 2007 2008 2009 Change in %

BMW 1,126,768 1,185,088 1,276,793 1,202,239 1,068,770  ±11.1

MINI 200,428 188,077 222,875 232,425 216,538  ± 6.8

Rolls-Royce 796 805 1,010 1,212 1,002  ±17.3

Total 1,327,992 1,373,970 1,500,678 1,435,876 1,286,310  10.4

Motorcycles 1 97,474 100,064 102,467 101,685 87,306  ±14.1

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FEATURES

In the early 2000s, BMW began to Restructure its business. It

focused on strengthening its position as the market leader in the premium segment of automobiles across the world.

In line with this, it adopted a product offensive strategy of new

launches. (i.e. a new product every three months).

BMW increased its R&D expenditure by 53% to support this

strategy. Some of the new cars launched as a part of this strategy were

Mini One, Mini Cooper , Mini-E, new BMW 3 Series Compact, 

new BMW 7 Series and Z4 Roadster , BMW Vision, BMW Gina.

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BMWAnd The

London 2012

Games.

The company will

supply around 4,000

vehicles to transport

the 'Games family'

during the Olympic

and Paralympics

Games - includingathletes, technical

officials, the media

and International

Sports Federations.

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BMW Group has

finally revealed the new

sports concept car the

BMW GINALight

Visionary Model in theBMW Museum in

Munich.

The designers have

given maximum freedom

of creativity and

imagination.

GINALight Visionary 

Model can change its

shape through the use of 

new materials in the

coachwork.

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Mini E is the car run

on battery.

Mini E with a 150kw

electric motor and

lithium-ion battery.There is roughly 600

Mini E customers in 3

country.

The cities are New

York , Los Angeles, 

London, Berlin, Munich.

TheAim

To test e-mobility in

everyday situations.

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Diverse ranges of Products -

BMW, MI NI and Rolls-Royce .

Strong Cash Flow Position .

World's leading Premium

Quality Automobile

Manufacturer. Brand Awareness.

Human resources.

Capabilities to turn

resources into advantages.

 New Products.

Market shift to globalisation. Innovation & Alliances.

Customers demand change to

more comfortable and

relevantly cheap cars.

 New Technologies inAutomobiles.

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Perception of High Prices.

Customer disinterest. Environmental issues.

Buyer sophistication and

knowledge.

Substitute products and

technologies.

 New & existing

competition. Volatility in Price of Fuel.

 New legislations.

Consequences of the oil

crisis.

Economic recession.

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Websites http:// www.usautoparts.net/bmw/bmw/plants.html http:// www.businessweek.com/autos/bmwcontent.html

http://www.autointell.com/european_companies/BMW/business-figures/bmwsales.html

http://www.forbes.com/lists/2010/18/global-2000-10_ The-Global-2000_Rank.html

http://www.autoblog.com/2008/06/10/bmw-gina-light-

visionary-model-revealed/ www.bmweducation.com www.bmwgroup.com www.google.com

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