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The fear of BMW

The fear of BMW

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Published by Stealth98
The real story about BMW services and the responsibilities of BMW AG with regards to product failures according to the European law 85/374/EEC
The real story about BMW services and the responsibilities of BMW AG with regards to product failures according to the European law 85/374/EEC

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Categories:Types, Research, Science
Published by: Stealth98 on Apr 21, 2011
Copyright:Attribution Non-commercial


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The real story about BMW services
BMW is a premium car brand and BMW cars desirable by people who havepassion for cars. Owning and driving a premium car has many advantages.Reliability, durability, functionality and quality are the most important valuesof a premium car. Design and looks are very personal opinions and aretherefore not part of this article .
A modern car is a very complex package which combines various aspects like mechanical, electronics,safety and comfort parts. All parts are fully customizable to suite the driver and passengers duringbusiness and free time rides.Every car needs maintenance since it’s contains parts which are designed to wear out (like tires andbreaks) , have limited life time (like oil and lubricants) or need inspection and have to be changed orchecked multiple times during the car’s lifetime. Other parts are designed to last complete life time of the car.
First class service
BMW claims that BMW provides first class services. What this claim really means is not defined byBMW. “We are committed to providing you with first-class service that delivers best-in-class care foryour vehicle, and an uncompromising driving experience.
As a BMW car owner you would expect that when you order your new BMW and tick the options of available options, that the whole package is guaranteed to get first class service as described with thefancy words which describe the commitment of BMW services. This article proves that BMW AG servicedepartments don’t contribute to the success story of BMW automotive, and employees of thesedepartments behave arrogant and ignore sincere customer complaints.
BMW Employee basic principles
To put the behavior of the service departments of BMW AG in context in this paragraph the BMW basicprinciples which are valid for every employee of the BMW group are copied.BMW AG claims that: “During the next decade we aim to secure our position as the world’s leadingmanufacturer of premium automobiles. For this reason all of our strategies – including our corporateculture – are conceived on a long-term basis and are constantly target-oriented.
The following principles of the BMW Group form the basis of this long-term and target-oriented action
 http://www.bmwgroup.comBasic principles for employees
Customer orientation
“Our customers decide whether or not our company is successful. Our customers are at the centre of allof our actions and the results of our actions must be judged from a perspective of their benefit to thecustomer.”
Peak performance
“We aim to be the best. Each of us has to rise to this challenge, meaning that each employee must beprepared to achieve a high degree of efficiency. We aspire to belong to an elite, but without beingarrogant, because it is the company and its products that count the most – and nothing else.”
“Each BMW Group employee bears personal responsibility for the success of the company. This alsoapplies within a team, where each individual must be aware of his or her responsibility. In this respectwe are fully aware that we all work together in achieving corporate goals. For this reason we also worktogether in the interests of the company.”
“Only sustainable and effective results are of benefit to the company. When assessing management, it isonly the effect of performance on results that counts.”
“In order to achieve continuous success we must adapt quickly and flexibly to new demands. Therefore,we regard change as a chance and the ability to adapt as the prerequisite for making use of this chance.”
“In the search for the best solution everyone has the duty to bring to light any disagreement. Thesolutions found are then resolutely implemented by all involved.”
Respect, trust, fairness
“We treat one another with respect. Management is based on mutual trust, trust is based oncalculability and fairness.”
“Business enterprises are made by people. Employees are our strongest factor of success. Consequently,personnel decisions belong to the most crucial decisions.”
Leading by example
“Every executive has an exemplary function.”
“We regard sustainability as a lasting and positive contribution towards the economic success of thecompany. This is the basis of our ecological and social responsibility.”
“We consider awareness of social responsibility an inseparable part of our corporate self-conception.”
“We secure the BMW Group’s entrepreneurial independence through sustainable and profitablegrowth.”
BMW Group
“BMW Group's activities comprise the development, production and marketing of automobiles andmotorcycles”.
In this statement of the BMW group its remarkable that service activities are missing.
“Identifying potential and encouraging growth. Knowing what we represent. Recognizing where ourstrengths lie and making the best use of every opportunity. Following a clear strategy. Goals we haveattained are in essence the point of departure for new challenges. This is the philosophy that inspiresevery individual at the BMW Group. It influences the company's structure and it plays a vital role in thedecision-making process. Our corporate ethos finds its expression in the uncompromising pursuit of thesuperlative. The result? Outstanding brands with an unmistakable profile. Automobiles and motorcycleswhich fascinate people all over the world and which win legions of new admirers every day. And adegree of success which sees the BMW Group go from strength to strength.”
 “With BMW, MINI and Rolls-Royce Motor Cars, the BMW Group is the world's only car maker to pursuea purely premium strategy for all market sectors covered by its brands, from exclusive smaller cars totop-of-the-range luxury limousines”.
BMW Organization
BMW AG located in Munich is the organization which develops and manufactures BMW Cars. BMW AGpurchases some parts from other OEM companies. Some of these parts are directly related to officialoptions which can be found in the catalogue. BMW AG has centralized customer services departmentsand the front office of the customer services department is outsourced to GKK
. However the customerservice department of BMW AG encourages BMW drivers to contact the local BMW dealer for services,the remainder of this paper shows that this ambition is too high for tough problems.BMW dealers are individual companies, which represents the brand in a certain area, and have noformal relationships with other dealers. BMW dealers have a formal relationship with the BMW countryorganization which is part of BMW AG.
 http://www.bmwgroup.comCompany portrait

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