Business Level Strategy Bmw

Business Level Strategy BMW BMW’S Primary Business Lines (http://www.marketlineinfo.com/library/iProduct_toc.aspx?R=6A41C0F5-51FC-4B71-AF83-0B9F412CB891) The company generates revenues through three business divisions: automobiles (78.0% of the total revenues during fiscal year 2006), financial services (20.2%), motorcycles (1.8%). BMW focuses on the premium segments of the global passenger car and motorcycle market. The company also provides financial and information technology services. BMW, through the Softlab Group, offers information technology services such as customer relationship management and supply chain management. The company markets its vehicles through company-owned showrooms, independent dealers, subsidiaries and importers. It manufactures its products at 23 production and assembly plants in 13 countries on four continents and sells it in more than 140 countries worldwide. BMW operates through three business divisions: automobiles, motorcycles and financial services. Automobiles The automobiles division develops, manufactures, assembles and sells passenger cars and off-road vehicles under the brands BMW, MINI and Rolls-Royce. It also sells automotive spare parts and accessories. In Germany BMW and MINI brand products are sold through company owned outlets and independent dealers. The company sells passenger cars outside Germany through subsidiaries and independent importers. In FY2007, the company sold 1,500,678 BMW, MINI and Rolls-Royce brand cars, an increase of 9.2% compared to 2006. Motorcycles The motorcycles division develops, manufactures, assembles and sells BMW brand motorcycles as well as spare parts and accessories. This division also offers motorcycle equipment such as luggage systems, heated grips, windscreens, chrome valve covers, satellite supported navigation systems, special seats and onboard computers. In addition, the company's motorcycle division also sells helmets, motorcycle suits, boots and gloves.