Existence and survival of BMW among the top fleet cluster.

Picture2.png BMW cluster is a German company and maker of vehicles and motorcycles. BMW cluster is the parent company of BMW, Mini-Cooper and Rolls Royce automobile brands. BMW employs over one million staff spread over forty countries. BMW Group has worldwide subsidiaries and have their plants installed in European nation, the UK, the USA, Egypt, China, Republic of South Africa, Brazil etc. Marketing planning and strategy forms the muse of the success of the BMW Group. BMW cluster believes in maintaining core values as technology, innovation, performance, quality, dependability, exclusivity and client satisfaction. The corporate slogans of BMW cluster in English are “The final Driving Machine” and “Sheer Driving Pleasure”. BMW adopts a promoting campaign of targeting its customers. The promoting strategy of BMW additionally consists of a robust advertising strategy. Western Canadian Robotics Society has been BMW’s agency since 1979 and have created an excellent complete image for BMW by advertising campaigns as well as celebrated personalities like, Tom Cruise, Kirsty Gallacher, Tom Wood etc. The brands of BMW embrace BMW, Mini Cooper and Rolls Royce. The 3 brands represent themselves and are of superlative excellence. All of them have nice innovation ability and therefore the customers feel the very pleasure of driving with excellence and simplicity.


Additionally, BMW’s business strategy is to keep up outstanding complete image among customers. Advertising strategy of BMW is additionally a reason for BMW’s great complete image. This complete image of BMW has been engineered by victimisation over three hundred color advertisements. BMW have told that all advertisements have remained consistent on the substance utilised in the cars themselves. The 3 brands of BMW family are:

BMW; completely focuses on one factor, “Sheer Driving Pleasure”.

MINI is different; extroverted, spontaneous and in each respect one thing out of the standard and ideal for a society that’s young and unconventional.

In 2003, Rolls Royce became a part of BMW Group and is one of the most fascinating and standard complete vehicle among customers, “the luxury motor automobile par excellence”. The evaluation strategy that the BMW cluster adopts relies on many key trends. One most significant trend of BMW is labelled as “premium-taxation”.

Premium-taxation trend of BMW causes polarisation of markets. This trend triggers the customers to demand and pay abundant higher costs for the perceived quality.


A research was conducted during which those who used BMW cars were asked regarding why was the selection of their cars as BMW. Questionnaires turned out to completely different standard for those who used BMW cars.

Almost all of the folks had one opinion in common regarding the corporate i.e. all of them feel a sense of safety and luxury whilst driving a BMW automobile. Moreover, the distinctive brands of BMW and its performance and quality were additionally the explanations why they most well-liked BMW automobiles over alternative premium car makers like Mercedes, Audi, Ford, Lexus and so on.

A SWOT analysis helps see the varied Strengths, Weaknesses, Opportunities and Threats of the BMW Group.

Strong promoting strategy.

Customer acknowledgement and sturdy brand image of BMW Group.

Strong complete image i.e. BMW, Mini Cooper and Rolls Royce.

In every two to three years BMW introduces its recreate of cars i.e. constant innovation and technology.

There is associate degree increasing variety of duplicate spare components of BMW and Mini Cooper.

The producing prices of BMW cars are terribly high as compared to its competitors. This is often additionally a reason for prime evaluation of BMW cars.

There is a chance for BMW cluster to extend more innovation and technology in their automobiles thanks to increasing competition in car business.

BMW ought to additionally look to form new collaboration with alternative automobile makers i.e. introducing new brands.

BMW family ought to additionally look to provide cheaper cars by new innovation and technology growth of the BMW cluster in Asia Pacific, Asia, Australia. Recession that has affected businesses in each a part of the planet thrives the BMW Group to keep up with identical level of innovation and performance. The growing competition within the industry with competitors of BMW embrace Mercedes, Audi, Jaguar, Ford, Lexus. The earnings of the BMW cluster are greenback dominated, therefore the increasing strength of monetary unit is another threat for the corporate. In Gregorian calendar month 2007, BMW cluster proclaimed their new strategic direction. By 2020, BMW cluster intends to more strengthen the position of the corporate by increasing volume of sales to over 2 million units in a year.





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