Strategic Analysis of Bmw Group

Strategic analysis of the BMW Group

ABSTRACT
The BMW Group is a leading manufacturer within the premium segment of motor vehicles. This report analyzes the strategy of the company and evaluates it with regards to long-term valuecreation as well as sustainability. The strategy is broken down into a strategy map of four different perspectives; Financial, Customer, Internal and Learning and Growth perspective. Within these perspectives, the strategic objectives are defined and analyzed. From the strategy map, two strategically themes are defined and evaluated. The conclusion peruses the different aspects of the evaluations and we discuss whether the strategic vision of the BMW Group can be achieved.

1

Contents
Abstract ................................................................................................................................................... 1 Introduction............................................................................................................................................. 3 Company’s mission, vision, values and strategy ..................................................................................... 3 Strategy map ........................................................................................................................................... 5 Financial perspective ........................................................................................................................... 6 Customer Perspective ......................................................................................................................... 6 Internal perspective ............................................................................................................................ 6 Learning and Growth perspective ....................................................................................................... 7 Balanced scorecard

References: [1] BMW Group – History, Accessed 2011-09-20 http://bmwgroup.com/e/nav/index.html?../0_0_www_bmwgroup_com/home/home.html&source= overview [2] BMW Group - Annual Report 2007 – Published by Bayerische Motoren Werke Aktiengesellschaft, Accessed 2011-09-28 http://www.bmwgroup.com/annualreport2007/_downloads/BMW_Group_2007.pdf [3]BMW Group – Principle Sustainability, Accessed 2011-09-28 http://www.bmwgroup.com/e/0_0_www_bmwgroup_com/verantwortung/leitbild_nachhaltigkeit/li eferantenkette/lieferantenkette.html [4] BMW Group – Company Strategy, Accessed 2011-10-01 http://www.bmwgroup.com/e/nav/index.html?../0_0_www_bmwgroup_com/home/home.html&so urce=overview [5] BMW Executive Shares The Company’s Strategy for Success with CEIBS MBA Students, Published by CEIBS, Accessed on 2011-10-01 http://www.lujiazuiforum.org/media/archive/51253.shtml [6] Leggett. D., BMW looks to modular industrial strategy for flexible response (2011), Accessed 2011-10-01 http://www.just-auto.com/analysis/bmw-looks-to-modular-industrial-strategy-forflexible-response_id111882.aspx [7] von Marten. Dominic. Introduction Control v7, Bilda [8] Kaplan, R.S. and Norton, D.P., Strategy maps: Converting intangible assets into tangible outcomes (2004), Harvard Business Press [9] BMW Group-Corporate strategy, http://bmwgroup.com/e/nav/index.html?../0_0_www_bmwgroup_com/home/home.html&source= overview [10] BMW Group – Product responsibility, Customer satisfaction, Accessed 2011-09-20 http://bmwgroup.com/e/nav/index.html?../0_0_www_bmwgroup_com/home/home.html&source= overview [11] BMW Group - Efficient Dynamics, Accessed 2011-09-20 http://bmwgroup.com/e/nav/index.html?../0_0_www_bmwgroup_com/home/home.html&source= overview [12] BMW Group- Diversity management at the BMW Group, Accessed 2011-09-20 http://bmwgroup.com/e/nav/index.html?../0_0_www_bmwgroup_com/home/home.html&source= overview 13 [13] BMW Group-Training academy, Accessed 2011-09-20 http://bmwgroup.com/e/nav/index.html?../0_0_www_bmwgroup_com/home/home.html&source= overview [14] BMW Group – Employees, performance, compensation and flexibility, Accessed 2011-09-21 http://bmwgroup.com/e/nav/index.html?../0_0_www_bmwgroup_com/home/home.html&source= overview [15] BMW Group – Energy consumption and emissions, Accessed 2011-09-21 http://bmwgroup.com/e/nav/index.html?../0_0_www_bmwgroup_com/home/home.html&source= overview [16] BMW Group – Current articles, The mobile future for car drivers and motorbike riders, Accessed 2011-09-21 http://bmwgroup.com/e/nav/index.html?../0_0_www_bmwgroup_com/home/home.html&source= overview 14