GLOBAL SUPPLY CHAIN MANAGEMENT: BMW SPARTANBURG‚ USA ACTIVE HYBRID X6- V8 Hybrid Engine Business Administration- International Business 7th April‚ 2011 DALISO BULWANI SYAMAND KHODADADI LE SUN CONTENTS Page EXECUTIVE SUMMARY-------------------------------------------------------------------------- 4 PLANNING PEST Analysis----------
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The BMW group was founded in 1916 in Germany more precisely in Munich‚ Bavaria. On the 7th of March the company will be celebrating their 101st anniversary. The group currently has three brands under its wings. The original BMW with diverse series targeting different markets‚ MINI‚ and Rolls-Royce Motor Cars. The presence of this German company is everywhere worldwide. The manufacturer is currently present in 14 countries worldwide for its manufacturing business. In total 31 manufacturing and assembling
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for Bayerische Motoren Werke AG (Bavarian Motor Works) TABLE OF CONTENTS An overview of Bayerische Motoren Werke AG----------------------------------P.4 BMW – Mission-------------------------------------------------------------------------P.5 Automobile Market--------------------------------------------------------------------P.9 BMW – “The Ultimate Marketing Machine”-----------------------------------P.12 Customer-driven------------------------------------------------------------------P
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Strategic Management 313 Unit Index Number 3522 Semester 1‚ 2006 BMW Automobiles [pic] Group Members Daniel Smentek‚ 13264679 Melanie Bernroitner‚ 13264682 Marie-Charlotte Neumann‚ 13264640 Submitted on‚ May 16‚ 2006 Table of Contents Executive Summary 4 Introduction 5 BMW and the Automobile Industry 6 Aspects of the Automobile Industry 6 Historical Background of BMW 6 BMW in the Global Environment 9 General Environment of the Automobile Industry
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The History of BMW The name BMW came from Karl Friedrich Rapp‚ who was a Bavarian but well known as an engineer in 1916. BMW stands for Bayersiche Motoren Werke (Bavarian Motor Works) and its first appearance was actually in an aircraft engine. In 1917 this 6 cylinder Type IIIa went into production. When the Treaty of Versailles was signed and it forced them to stop production because it prohibited BMW from making aircraft engines in 1919. So they started to build air brakes for railway cars
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Competition BMW faced competitive rivalry in the United Kingdom most especially from Mercedes who are their biggest rivals. Mercedes have the second largest market share of cars in the United Kingdom‚ hence making them a strong competitor against BMW who are the first in market share in the United Kingdom. Besides that‚ there are introduction of new entrants into the car manufacturing industry in the United Kingdom. The new competitor that enters into the market was taken over some of the market
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INTRODUCTION………………………………………………………………... IMPORTANCE AND NEED OF BRAND EXTENSION……………………... ANSOFF’S GROWTH SHARE MATRIX……………………………………... TYPES OF BRAND EXTENSION……………………………………………… ADVANTAGES & DISADVATAGES OF BRAND EXTENSION…………… EXAMPLES FROM CORPORATE……………………………………………. CONCLUSION…………………………………………….................................. REFRENCES……………………………………………………………………… 3 4 5 7 9 14 16 17 INTRODUCTION Definition: Brand extension is a marketing strategy in which a firm marketing a product
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strategy of a company. The company I have chosen to analyse is BMW. BMW was founded in 1916 as a result of two men Karl Rapp and Gustav Otto merging their two companies (Flugmaschinenfabrik Gustav Otto company and Rapp Motorenwerke company) (“Milestones‚” n.d.‚ para. 41) Since 1916 BMW has expanded and grown hugely and is now considered one of the best premium level automotive makers in the world today. BMW are not only manufacturers of BMW‚ they have acquired Rolls Royce in 1998 (“Milestones‚” n.d.
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BMW: THE 7-SERIES PROJECT mary lou Brief History of Bayerische Motoren Werke: BMW‚ a German company is a producer of automobiles and motorcycles. Designed as an aircraft manufacturer and originally founded in 1913 by Karl Fredrich Rapp‚ the company was commissioned to build the V-12 engine for Austria-Hungary. In need of extra financing‚ Rapp reconstructed the company as the Bayerische Motoren Werke. In 1917‚ Rapp left the company and it was taken over by Austrian Franz Josef Popp who
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Brand Extensions are an important brand growth strategy The popularity of ‘Brand extensions’ rose since 1990s‚ with the increase in competition and the high costs of developing new brands (Chernatony & McDonald‚ 2002). This concept has been derived by marketers to optimize sales and profits by launching new or modified products under the parent brand name. In definition ‘Brand extension’ is using the leverage of a well-known brand name in one category to launch a new product in a different category
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