CASE SUMMARY

Bavarian Motor Works or BMW is a well-known company globally because of its streamlined design,
incredible luxury, and top-notched performance. They have more than 125,000 employees, delivers
about 2.4 million vehicles annually, and has a revenue of about $104 Billion U.S Dollars. BMW is a
combination of 3 German manufacturing company which are the Rapp Motorenwerke, Bayerische
Flugzeugwerke in Bavaria, and Fahrzeugfabrik Eisenach in Thuringia. As they create driving
pleasure, they created BMW M which stands for motorsport to facilitate the BMW’s racing program.
And as they connected the BMW M with Rolls Royce which was considered as the most exclusive
luxury automobile brand in the world where it caries the price tag of around $250,000 and it only
starts there, they also made the MINI where it specializes with small cars but maximizing its
experience and concentrating on the essential and its target market are the college students who
enjoys the fun, freedom and individuality of the MINI car offers.

Analyzing the case study, the BMW Motor is thriving to excel in the global market and its theme is to
concentrate on certain aspects of global challenges and the success of competing companies that
make it difficult for the BMW organization to succeed in the global market. The growing
environmental issues, the rising consumer demands for technically equipped vehicles and the
world's disturbing economy are all combined, making it impossible for the company to sustain its
position and hold onto the market. Consumers need vehicles that can be connected to their
equipment and have therefore established connectivity. In addition, the global warming problems
due to motor vehicle fumes also have placed pressure on the automotive world to reform its
manufacturing techniques and produce environmentally friendly components. Suggestions have also
been made on alternative fuels. In order to grow a larger fan base, BMW must also reach the new
markets which have remained unchanged. In order to gain a deeper insight into BMW 's business
and various global issues that affect its image, the study of various problems across different
marketing methods was carried out in the research.
CASE DISCUSSION QUESTIONS:

1. How do you think BMW integrates its various unique brands into a global effort that works for
them (BMW, Rolls-Royce, Mini) across the world’s many global markets?
 BMW is a well-known company globally for vehicles which serves luxury, performance, and
quality and they really concentrate on its best parts, establishing a high-end model such as
the 3-7 series that targets and impacts the global strategy industry. Since they are well-
known, they can attract their premium market easily since they are a premium brand, they
don’t cater to just any segment of the market and that makes their incomparable image to
the market.
2. What is your reaction to the global brand of BMW when you hear its name, think of the brand,
and see BMW vehicles on the road?
 Since BMW is part of the top 3 leading brand, I can imaginably feel luxury and by just
thinking the brand, first thing that comes to my mind is being rich. Whenever I see BMW
vehicles on the road, I can’t help but feel jealous because they own one but I’m also amazed
when saw it on the road.
3. Rolls-Royce’s chase of perfection drives the supreme quality, exquisite hand craftsmanship, and
attention to the finest detail to maintain its global position as the pinnacle luxury automobile
manufacturer in the world. How do you think the Rolls-Royce brand helps, or hurts other BMW
brands globally?
 The extremely luxurious and lavish automobiles we've come to trust from the brand will
continue to evolve from Rolls-Royce. As it enables the British luxury car manufacturer to do
its own business, BMW is indeed a perfect parent company to Rolls. BMW is like a Rolls
Royce OEM who engaged in long-term, costly technology early enough, whether it is electric
driving, autonomous or consistent with world visual.
4. The MINI is a unique car offering in the BMW portfolio. It has long engaged in clever solutions
and distinctive designs that have enabled terrific urban driving and have catered to customer’s
individual needs. Do you agree that this is the focus for the MINI, and do you think it is working
as advertised globally?
 MINI combines innovation with intellect and offers an international forum, development
and lively city life. This feisty attitude of MINI towards life motivates people. This image led
to MINI 's determination of market trends. Innovative brands have engaged people with
high degrees of authenticity and innovation, making it an ideal fusion for the picture of its
holding company BMW.