BMW is a German motor, motorbike and appliance manufacturers founded in 1916 and have

been widely trade since 1969. The headquarters of the company is situated in Munich. The
company’s motto in English is “The Ultimate Driving Machine” and Sheer Driving Pleasure”. The
original German motto is “fraud am Fahren,” which translates to “joy in Driving” in English. The
corporation yield, and market, a pied choice of senior end active cars and motorcycles. It is also
own and make the tiny products and is the parent business of Roll-Royce vehicle Cars. BMW is
well known for its performance and luxury vehicles. BMW has made its mark in across the globe
by maintaining group subsidiaries in 41 countries and over 3000 dealerships and local importers
in over 100 countries with a combined global workforce of 100,000 employees. BMW also
operates an aircraft engine division under the brand name of Rolls Royce. The company also has
a strong market position in the motorcycle sector and operates successfully in the area of
financial services. The Company operates its own financing company, which offers financing for
vehicles.

●Basic Business Model of BMW

●Why the company is successful?

BMW believes in excellence in everything they do: service, product quality, customer
relationships, products and brand recognition.

Unlike companies like Mercedes Benz which is part of the Daimler Chrysler organization and it is
said that they are forced to use parts from Mitshubishi, Chrysler, Jeep in order to safe costs and
also to degrade their own product quality to try to make Daimler Chrysler profitable, BMW stands
as an independent group. They are free to take the necessary steps to ensure they reach their
goals. Audi also suffers from this trap where VW owns this brand and sharing of parts with a
cheaper cars VW in order to try to safe costs is also hindering its success.

Marketing is one of the BMW's strongest points. The 1, 3, 5, 6, 7 Series are all different and they
each carry a different character, whereas Audi car designs are all similar, especially the front and
Mercedes is even worse. Product variation cannot be under-estimated.

Another important factor is that the company spends around 25% of their profits into Research
and development because they put so much of their innovations and improvements into their
products that they manage to attract the public's recognition and approvals, which in turn
increases its success.
References

https://www.ukessays.com/essays/marketing/introduction-of-bmw-company-marketing-
essay.php

https://vizologi.com/business-strategy-canvas/bmw-business-model-canvas/

http://www.autospies.com/news/Why-BMW-is-so-successful-and-those-other-brands-like-Audi-
and-Merc-is-struggling-to-keep-up-7182