Bmw Case Study

BMW

Strengths

BMW is a well-known company with a high status branding that has a very high recognition factor. The company has been strengths in both research and development and design as well as in marketing. For example 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 need for more substance than just marketing, otherwise 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 see many of the strengths of BMW, we

can consider these by starting with the market position of the company.

BMW as well as Mercedes' and a few other companies have managed too

successfully attain a market position where they have a focus on a narrow range of

exclusive cars. These can be seen as aimed at the market place that is not 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 reaction if the economic conditions change. The

customers that are in the target group are happy to pay a premium price for what

they perceive as a premium product (Thompson).

This may not be so true 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 some of the

diversification may also be seen as a strength, for example 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 designed 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 adopted after learning the need for defensive as

well as aggressive marketing and strategies. These strategies can be seen as follows;

 Customers may choose 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 within a limited range (Thompson). The advantage of this is by differentiation and the gaining of a competitive advantage, the target market here is different from he other companies that offer the same facility of choice. Therefore there is an advantage over companies such as Toyota and Mercedes. There is also a very wide range of optional extras (BMW).

 The marketing as well as design emphases the differentiation by focusing on safety, the environment, as well as comfort and economy (Thompson). This is emphasized in all models and can also be seen as reinforcing the branding of the BMW logo and name.

 The way in which the company is an lows for a high level of control. The national BMW sales companies in each country are all wholly owned subsidiaries of the company. This is also co-ordinated with the strategic location of the parts warehouses so that they are in the most beneficial locations (Thompson).

 The computer system that BMW use for the ordering of parts by the independent distributors is also very efficient, reducing the time it takes between placing and order ands supply. The orders are placed directly into the BMW central computer for processing (Thompson).

 There has been a sting message form BMW that it intends to retain its independent position, and this appears to have given the market confidence in the company, as such the company may be seen as stronger financial in the markets own perception (Thompson).

 In the United States BMW managed to gain