A Report On The Bmw Group

1951 words - 8 pages

A Report on the BMW Group
Introduction
As a result of the increased demand of cars, the competition among car companies is becoming intense. Although the market of car is the biggest growing market in the world, there are still some companies who make cars failing year after year. However, there are some outstanding car companies such as The BMW Group performing distinctly.
The history of BMW is one of ground-breaking innovations and exceptional automobiles, including motorcycles and aircraft engines. It has a history with people of vision and of pioneering creation in the world of aviation engineering. Already we can begin to see that the BMW group is a well known and significant player in its market.
BMW was founded in 1916 as an aircraft-engine factory in Munich. In 1923, BMW built the first motorcycle and then in 1928 bought a car factory with license to build a small car called the Dixi. It continues growing and expanding its business with a good reputation and high quality of products which both satisfy its customers.
BMW is a not just a company, it is a brand. The BMW brand manufactures automobiles built on engineering precision, manufacturing excellence, and being German. As the adverts tell us all, a BMW is ‘The Ultimate Driving Machine’. The Mini is also a brand. The Mini brand is built on personality, eccentricity, and being British. BMW cannot just re-badge, re-engineer and re-sell the brand as the ‘BMW Mini’. The very appeal of the Mini brand would be lost.
Nowadays, BMW Group Company is a powerful international company represented all over the world with more than 96,000 employees and over 1 million vehicles sold every year. Importers in 120 countries represent the BMW and worldwide sales organisation comprised 24 sales subsidiaries. BMW has worldwide subsidiaries and manufacturing plants in Germany, Austria, UK, the USA, Mexico and another 8 countries.
The main driving force behind the decision of BMW to turn to globalization was competition from global companies in Germany, the United States and Japan who are major competitors in the luxury segment. The automobile industry is highly globalised with many major manufactures operating all over the world. Automobiles built in one region are sold, with necessary changes, around the world. The main force for global convergence was the virtual disappearance of the national manufactures being squeezed out by the international giants and the standardization of markets across international boundaries. Forced by international regulatory bodies at regional level and fuelled by ever more intensive global communication.
Innovation
"THE BMW Group, as one of the world's most innovative companies, shows that Germany still leads the global field as a centre of innovation," says German Federal Minister Wolfgang Clement, who is patron of the award.
BMW try to innovate new ways to stay ahead of their competitors. They designed a new manufacturing plant where the cars would move down the...

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