CORPORATE SOCIAL RESPONSIBILITY- BMW

BMW, Bayerische Motoren Werke AG, is one of the leading manufacturers of premium cars
in the automotive industry. The company is well known for its distinctive design, high quality
and luxurious approach. Despite threats of low price substitutes and other threats from
competitors, BMW has yearly shown strong financial results and has retained its market
shares. This becomes of interest to study more profoundly, in order to find the factors
behind a successful company and a strong brand.
For a company to grow from Good to Great, BMW believes that it must stand for more than
just sales performance and profitability. A Great company should also be a responsible
company that closely engages in social issues to promote social development.
As a luxury automobile manufacturer with more than 100 years’ history, BMW has always
been guided by this philosophy in fulfilling Corporate Social Responsibility. BMW hopes to
deeply engage BMW authorized dealers and suppliers, car owners, BMW associates and
other important stakeholders through CSR programs to jointly solve real problems in the
communities with the aim of making long-term contributions to Chinese society.

Strategy
BMW advocates "Creating Shared Value" in fulfilling Corporate Social Responsibility. In
implementing innovative CSR projects that respond to real social issues, BMW creates
shared value that benefits both society and the enterprise. We continuously seek innovative
opportunities in our CSR projects, and join hands with stakeholders to address social
challenges.
Guided by strategic CSR, BMW holds true to its three principles: long-term development,
efficacy comes first, and all-round stakeholder engagement.

BMW Children’s Traffic Safety Education

Launched in 2005, BMW Children’s Traffic Safety Education (CTSE) is a BMW expert CSR
program that targets children’s road safety in China. The program aims to improve children
and adults’ road safety awareness, and its development in the last 17 years exemplifies
BMW’s long-term commitment to the Chinese society.

BMW China Culture Journey

Initiated in 2007, BMW China Culture Journey, as a BMW corporate social responsibility
project, is committed to exploring traditional Chinese culture and promoting the inheritance
and development of intangible cultural heritage (ICH). Through 15 years of development,
the program has upgraded from “stepping out” to visit intangible cultural heritage items to
building a “sustainable public platform” geared to concentrate social resources and
integrate intangible cultural heritage into modern life.

BMW Beautiful Homeland Initiative

The BMW Beautiful Homeland Initiative, launched by BMW in 2021 in partnership with the
China Green Foundation and China Education Development Foundation-BMW Warm Heart
Fund, is BMW’s new CSR program in China focused on biodiversity conservation and aimed
at protecting China's biodiversity and contributing to national parks construction.

BMW Sustainability & CSR Forum

BMW has consistently dedicated itself to being a good corporate citizen, actively performing
the obligations of its localization strategy, and contributing to the sustainable development
of China. With an international perspective, BMW has run the BMW Sustainability & CSR
Forum in cooperation with various partners since 2013, providing a platform for key
stakeholders to demonstrate, share and exchange their experiences in sustainability, while
involving extensive social forces to encourage creative ideas and practices on corporate
social responsibility.

China Education Development Foundation BMW Warm Heart

Fund

BMW Warm Heart Fund was established in 2008 by BMW China Automotive Trading Ltd.
and BMW Brilliance Automotive Ltd. to support the Chinese people's fight against the
Wenchuan Earthquake. It is the first corporate public welfare fund in China's automotive
industry. Over the past 10 years, BMW Warm Heart Fund has donated 108 million RMB and
shown proactive support to Chinese society, stepping up not only in the occurrence of
natural disasters, infectious disease outbreaks or other incidents, but also in education,
intangible cultural heritage safeguarding, poverty alleviation, post-earthquake
reconstruction, environmental conservation and other areas. BMW Warm Heart Fund has
become a platform that connect multiple stakeholders to jointly participate in and
continuously contribute to Chinese society.

CSR Awards
For years, BMW has been adhering to the concept of sustainable development, pursuing the
harmonious development between corporate and society, passing honesty and warm heart
to the public, and contributing to the society with innovative CSR concept. Therefore, BMW
has been widely recognized and received many CSR awards.

CRITICAL ANALYSIS REPORT

Purpose
The purpose of this study is to analyse the development of BMW during the past five years.
The intention is to find the factors adding value to the company, in terms of products and
business advantages. This study is to sort out the key factors behind a successful company
and a highly valued brand in the automotive industry.
Hypothesis
BMW is a successful company that has kept its market shares due to high quality, distinctive
design and a luxurious approach.
BMW has not adjusted their car models after different markets and has therefore obtained
a legitimate and solid brand well recognized by the customers irrespective of nationality.
BMW will continue its success due to unremitting innovation and segment differentiation
concentrating on customers with higher purchasing power.
BMW will at intervals face difficulties due to higher volatile raw material market
contributing to high costs of production.
BMW will face a higher competition in the automotive industry due to increased
environment awareness among the customers requiring cars with low emissions.
Choice of Study
A company analysis could be formed as a case study which implies that the investigation is
carried out for instance on a smaller group, on an individual or on a company. In a case
study one examines a phenomenon in its real environment or in its context where the
boundaries between phenomenon and context are not given. Because of this, case studies
are often considered especially applicable in evaluation where the objectives often are very
complex. In that way one tries to explain, understand or describe large phenomenon,
organisations or systems that could not be investigated with another methodology. It is
especially appropriate to use case studies when one has the intention to study a processor a
change. The purpose is to get a comprehensive picture of what one are studying, aiming at
obtaining full information.
BMW Today
BMW is arguably today one of the most admired car manufacturer in the premium segment
in the world. Its financial performance is very strong compared to many competitors and the
products raises loyalty among customers. BMW is successfully ranked among the best car
manufacturers in majority of satisfied customer indexes around the world. Today when
many large car manufacturer struggles with falling market shares, profits and sales, BMW
just continues its growth and expansion in its production.
Corporate Strategy
“Identifying potential and encouraging growth. Knowing what we represent. Recognizing
where our strengths lie and making the best use of every opportunity. Following a clear
strategy. Goals we have attained are in essence the point of departure for new challenges.”
The above quoted strategy of BMW indicates in what way the business in run. In the annual
reports different events point out how the strategy in many ways is carried out. For
instance, investments in new merging market have been made throughout the years.
Furthermore, BMW has a clearly defined segment in which they produce cars, the premium
segment. In combination with the strong brand, the product segmentation make up clear
definition of what the company stands for.

LOG SHEET
TEAM MEMBERS WORK
Pranavi Amaraneni CSR Report(strategy and children’s
safety and china’s culture journey)
Gayatri Reddy About the company and analysis
Varshitha shree Company today and corporate
strategy
N.Revanth Reddy Introduction and purpose
Likhit kumar Donthula CSR Report(Sustainability and china
education)
THANKYOU