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Bmw Group Management, Market And Strategy Analysis

2310 words - 9 pages

BMW GROUPOVERWIEWBMW was founded in 1916 as an aircraft-engine factory in Munich. In 1923 BMW builds first motorcycle. In 1928 BMW bought the car factory at Eisenach, Thuringia with the license to build a small car called the Dixi. This first BMW car was developed in Munich, like all other BMW products. In 1932 BMW 3/20 was developed in Munich, in 1933 - 6 cylinder's BMW 303. Until second World War BMW showed active growth in all three branches: automobile, aero engine and motorcycles industries.In 1973 the first BMW subsidiaries were created in France and North America. In 1979 BMW developed first digital engine electronics and began R&D on hydrogen engines. In 1984 the first European models with catalytic converters appear. Computers and robots revolutionize work in planning and production. In 1989 in the year the Iron Curtain fell, BMW has another first by producing half a million cars. The company also has a turnover of DM 20.000 million, and acquires Kontron GmbH, a specialist in process engineering.Nowadays BMW Group Company is powerful international company represented all over the world with more than 94.000 employees and over one million vehicles sold every year. Importers in 120 countries represent the BMW and worldwide sales organization comprised 24 sales subsidiaries. BMW has worldwide subsidiaries and manufacturing plants in Germany, Austria, the UK, the USA, Mexico, Brazil, South Africa, Egypt, Thailand, Malaysia, Indonesia, the Philippines and Vietnam.The activities of the business fields of the BMW Group are broken down into the segments BMW automobiles, Rover Automobiles, BMW motorcycles and Financial Services.BMW automobiles and Rover automobiles account for the larger part of activities within Group. These business fields manufacture, assemble and sell automobiles, spare parts and accessories.The BMW Motorcycles segment develops, manufactures, and sells motorcycles as well as spare parts and accessories.The Financial Segment focuses on the leasing of automobiles and financing credit for customers and dealers.Miscellaneous and consolidated companies segment include Aero Engines business, Software and other intra-segment activities.BMW GROWTH POLICYThe fundamental objective of the BMW Group is to continue the process of profitable growth by concentrating on high-profit market segments. Precisely, this is why the BMW group will use the potential of the BMW brand to an even greater success in a future.In the first half of the year 2000 BMW has already achieved best sales results ever in the history of the company. Worldwide deliveries have increased by almost 9% to 421 000 units; the turnover was approximately 15% above the corresponding figure in the first half of previous year.The production of BMW Group is developed to satisfy different customer's needs, providing a variety of models for luxury, middle and low segments of market. Company constantly works out new technological decisions and improvements and nowadays sets new...

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