Bmw Group

BACKGROUND OF BMW GROUP

BMW (Bayerische Motoren Werke) in English (Bavarian Motor Works) Group is the leading car manufacturer and seller in the world. BMW Group is a German company and manufacturers of automobiles and motorcycles. BMW Group is the parent company of BMW MINI and Rolls Royce car brands.

BMW was founded by Karl Friedrich Rapp in 1913, under the name of BFW (Bayerische Flugzeug-Werke). But due to difficulties of over expansion, Rapp left and the company was owned by Franz Josef, an Austrian industrialist in 1917.

The headquarters of BMW Group is in Munich, Germany, the famous four cylinder building which was developed in December 1971.

BMW Group employs more than 1 million employees in more than 40 countries. BMW Group has worldwide subsidiaries and manufacturing plants in Germany, the UK, the USA, Egypt, China, South Africa, Brazil, South Africa etc.

* CURRENT BUSINESS STRATEGY OF BMW GROUP

The business strategy of BMW Group is based on having a powerful brand image. This strategy forms the foundation of the success of the BMW Group. BMW Group believes in maintain core values as technology, innovation, performance, quality, reliability, exclusivity and customer satisfaction.

The company slogans of BMW Group in English i.e. “The Ultimate Driving Machine” and “Sheer Driving Pleasure” give us an overview of the marketing strategy it adopts.

The strategy of BMW Group is clearly defined on the homepage of the company i.e.“Identify potential and encouraging growth. Knowing what we represent. Recognizing where our strengths lie and making the best use of every opportunity. Goals we have attained are in essence the point of departure for new challenges”. (www.bmwgroup.com)

BMW Group mission statement is defined as “to be the most successful premium manufacturer in the car industry”.

HOME MARKETING STRATEGY OF BMW GROUP

The success of any company is based on how effective marketing and advertising strategy it adopts. BMW Group adopts a...