Strategic Analysis of BMW Group
| Author | Hajrije Kastrati - Taulant Kastrati |
| Pages | 88-95 |
Vo
l.
6
N
o
. 1
M
arc
h,
202
0
A
cademic Journal o
f
Business,
A
dministration, Law and Social Science
s
II
PCCL Publishin
g
, Graz-
A
ustri
a
I
SSN 2410-391
8
A
cces online at www.ii
p
ccl.or
g
88
S
trategic Anal
y
sis of BMW Grou
p
Pro
f
. Dr. Ha
j
r
e Kastrat
i
M
r. T
aula
nt K
as
tr
a
t
i
Abs
tr
act
The report under consideration a empts to evaluate and examine the strategic performance
o
f the company. Precisely, the existing study a empts to carry out a professional strategic
analysis of the selected organisation. Thus, the scope is limited to the case of BMW because it
has been elected as a context for this study.
A
s far as the method of investigation is concerned,
i
t can be declared that report is comprised of a theoretical analysis of company’s performance.
Thereby, qualitative and secondary methods of investigations are adopted in this report. The
m
ain objective of this study is to evaluate and explore professional strategic analysis of BMW.
The overall discussion further unveiled that BMW is operating in Germany since 1916. The
strategic analysis of the company indicated signifi cant challenges and changes encountered
b
y the company both internally and externally.
A
s per the given analysis, the company has
e
ncountered legal issues regarding the development of policies that cater supply problems,
t
echnological issues regarding the modifi cations and restrictions of technology.
I
t has been
further acknowledged that internally company encountered the issue relating to the change
i
n retail strategy. Lastly, by the overall discussion and evaluation, research and development
will ensure the sustainable development and will ensure that BMW sustains its competitive
advantage in the market.
E
lectro mobility and the zero emission cars are the future and BMW’s
a
ll
a
e
nt
io
n
i
s d
i
r
e
ct
e
d
o
n th
e
s
e
a
r
ea
s.
K
e
y
words: BMW, strategy, analysis
.
I
ntr
odu
ct
io
n
The automobile industr
y
is one o
f
the leading industries o
p
erating across the globe.
The automobile industr
y
p
rovides a wide range o
f
com
p
anies and organisations
t
hat are involved in manu
f
acturing, designing, develo
p
ing, selling and marketing
motor vehicles. Some o
f
the com
p
anies o
p
erating within the industr
y
are known as
automakers (Malerba, Mani and
A
dams, 2017).
A
s
f
ar as the method o
f
investigation
is concerned, it can be declared that re
p
ort is com
p
rised o
f
a theoretical anal
y
sis o
f
c
om
p
an
y
’s
p
er
f
ormance. Thereb
y
,
q
ualitative and secondar
y
methods o
f
investigations
are ado
p
ted in this re
p
ort. BMW was established in 1916 and is head
q
uartered in
Munic
h
, Bavaria (Jeevit
h
aa, 2016; BMW, 2018). T
h
e com
p
an
y
p
ro
d
uce
d
more
motors vehicles in Brazil, German
y
,
I
ndia,
U
nited Kingdom, China and South
Af
rica
(BMW, 2018). To em
p
hasize develo
p
ments and enhancement, recommendations and
suggestions are mentioned
f
urther in the
p
roject
.
C
ompan
y
Bac
k
groun
d
B
MW is a German multinational com
p
an
y
currentl
y
p
roducing motorc
y
cles and
automo
b
i
l
es (Die
hl
mann an
d
Häc
k
er, 2013). T
h
e com
p
an
y
is a
l
so invo
l
ve
d
in
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