Globalization of BMW, Rolls-Royce and the MINI.
Bayerische Motoren Werke, which is German for Bavarian Motor Works, is better known globally for its acronym BMW. BMW was created as a combination of three German manufacturing companies: Rapp Motorenwerke and Bayerische Flugzuegwerke in Barvaia and Fahrzuega Eisenach in Thuringia. Aircraft engine manufacturer Rapp Motorenwerke became Bayerische Motorenwerke in 1916. And the company added motorcycles to its product repertoire in 1923. BMW expanded to automobiles in 1929when its purchased Fahrzuegfabrik Eiseneach, whihch built Austin 7 cars under a license from Dixi. Fittingly, the first BMW car was called the BMW Dixi.
Globally, BMW was known for streamlined design, incredible luxury, and top-notch performance. The company has more than 125,000 employees, delivers about 2.4 million vehicles annually and has a revenue of 95 billion (about 103 billion in U.S $). Its leadership spans products in automobiles, motoecycles, and aircraft engines. Innovation is one of the main success factors for the BMW Group, and innovation is infused into all of BMW’s product lines. The company claims that focusing on the future is an important pat of BMW’s identity and day-to-day work, and the reason for its global success. In the addition to well known BMW-brand, BMW also owns the iconic Rolls-Royce brand and the distinctive MINI automobiles.
BMW and “driving pleasure” are synonyms, even by people not owning a BMW! BMW creates driving pleasure form the perfect combination of dynamic, sporty performance: ground-breaking innovations; a breath-taking design. With a range of car models, a unique feature of BMW is it”M” designation models that takes the “driving pleasure” to another level. BMW “M” (for Motorsport) was initially created to facilitate BMW’s racing program, but has since become a supplement to BMW’s vehicle portfolio with specially modified higher-trim features. BMW M is part of an outstanding motorsports heritage and stands for high performance out of passion, with the latest addition to the line being the BMW M370, it’s the evolutionary link that connects BMW and Rolls-Royce, bridging the gap between the 7 series and the entry-level Rolls-Royce ghost.
Rolls-Royce is considered the most exclusive luxury automobile brand in the world, and the company delivers on its purpose of effortless power, luxury, quality and perfect sanctuary. This reputation is rooted in the brand’s long history and rich tradition. This entry-level Rolls-Royce Ghost carries a price tag around $250,000 and the models’ cost increase from there. Rolls-Royce has, from its early days of daring experimentation, created a vising for luxury that is rooted in constantly chasing perfection. This perfection drives the supreme quality, exquisite hand craftmanship, and attention to the finest detail to maintain its global position as the pinnacle luxury automobile manufacturer in the world. Like, Rolls-Royce, the MINI also traces its roots to the UK.
MINI is a car brand owned by BMW that specializes in small cars. The full platform of MINI cars is small, with the idea of maximizing the experience and concentrating on the essential. A long-standing attention to clever solutions with distinctive designs unlocks urban driving and the caters to customers’ individual needs. The most iconic is is the MINI cooper, named after British racing legend John Cooper. The MINI Cooper product has a uniquely sporty blend of classic British mini-car heritage and appeal, and precise German engineering and construction. According to the MINI team, they are targeting affluent urban dwellers in their 20s and 30s who enjoy the fun, freedom, and individually that the MINI cars offer or perhaps we should just say they targeted newly graduated college students living in cities.
To help with is targeting of affluent urban dwellers for the MINI or the even more affluent clientele for the BMV or Rolls Royce, the BMW Group 's leaders have studied brands outside of the automobile industry to create the company's future retail strategy. Enter the "product genius". BMW's product genius is noncommissioned car expert who will spend whatever time is needed to educate customers about their car choices, options, and any issue that the customer wants to get more information on. This shift the "performance" form closing the sale of a car to making the customer satisfied, which lessens sales person to sell a car to get a commission.
Case Study:
Answer the following:
a. What is the Statement of the Problem?
b. Objectives?
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