BMW Analysis: SWOT

INTRODUCTION

The research I conducted for this report was mainly based upon information found on the company’s website and other resources which related to my research. The sources I used for this research were reliable sites and currently dated. Most of the information I found was biased towards the company and did not have enough information on the topics I was researching. The information found was opinions of marketers for the company and not facts. Another issue was the authors of the information were not known of and no information was provided about them, making the sources incredible. Below are the strengths, weaknesses, opportunities and threats for the company I researched which has been placed into a swot analysis graph.

EXECUTIVE SUMMARY

The company selected for this project is Bavarian Motor Works, otherwise known as BMW.In this report includes a swot analysis (strengths, weaknesses, opportunities and threats).Other aspects researched were product portfolio, market shares, profitability of the company, and employment.Since BMW produces high end vehicles and motorcycles, it is important for the customers to view these aspects of the company.All of these aspects are important in appealing to a global market.I have exposed four major strengths, weaknesses, opportunities and threats.

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In 1916 the company was founded as Bayerische Flugzeug-Werke by Otto Werke, and then later became Bayerische Motoren Werke.They prospered during the first World War making aircraft engines in Munich, Germany.It wasn’t until 1945 that they started producing cars for the Soviet occupiers.Their first motorcycle was completed in 1947 and was soon ready for export in 1950.With the expansion of the growing company it built more plants with the largest being in Dingolfing, Germany.In 1970 Herbert Quandt made it not only a European company but expanded it to an International company.Throughout the 80’s and 90’s they not only expanded factory wise but also with new products.They acquired the Rolls Royce Company which is another high end car and also Mini Cooper to appeal to the lower end consumers.BMW started in 1916 as a small business and now it has grown to one of the most recognized car company’s around the world.

FINDINGS