In 2017, the company invested €6.1 billion in research and development. Its investment in R and D grew by 12.8% from 2017 to 2018. This is mainly because of its focus on product quality, passenger safety, and technological innovation. Its net revenue for 2018 reached €97.5 billion. Another major source of competitive advantage for BMW is its large product range which enables the company to serve various classes of customers with different preferences. Audi. This, among other strategies has made it get the recognition as one of the best brands in an intense competitive industry. Its automobile segment is the largest one accounting for the highest part of its revenue. Fred Lambert - May. It is what makes the brand, product, or service to be perceived as superior to the other competitors. The global automobile industry has grown highly competitive. Its motorcycle range currently includes sports, tourer, roadster, heritage, adventure, and urban mobility segments as well as several scooter models. There are currently 15,000 people that work in countries at 16 BMW research and development locations. Toyota Motor Corporation. Today, BMW obtains a very competitive position on the market. However, to maintain its position and strong sales, the company has also established global manufacturing, sales, and distribution network. Each and every generation X5 M is an enigma of a … For most of the BMW customers, BMW cars are also a sign of luxury and class. Its employees are one of the most critical strengths of the company. In Notesmatic. 2. Competitive Advantages and Strategies of General Motors By Clint Whalen General Motors Strategic Plan References Hunger, J.D., & Wheelen, T. (2010).Concepts in Strategic Management and Business Policy Achieving Sustainability (12th ed.) The company is based in Germany with its headquarter in Munich, Germany. Besides addressing the customer’s desire to travel, BMW has made it a tradition that comfort, style and altered customers’ needs are addressed in a dynamic way. BMW is the best example of differentiation competitive advantage. Apart from its leading position in the luxury car segment worldwide, BMW is also known for its focus on technological innovation, passenger safety, and product quality. While over 34 brands of cars are sold worldwide, the brand market set of luxury, non-“exotics” is narrow. There is intense competition in this market and for competing with a company like BMW; any new firm needs a lot of capital, investment, funding, highly skilled technicians and engineers. It makes luxury and sports cars that come with a premium price tag. The eight remaining sites are operated by BMW partners and contract manufacturers. Competitive Advantage BMW & Myself. The new 3-Series vehicles from BMW have been priced at an attractive price of ₹25 Lacs. BMW is categorized among the premium car owners, and owning the car is viewed as a sign of achievement or social status. Having established a perception in the market, that BMW owners belong to the affluent and rich professionals is a defining strategy. All these factors have together led to higher trust and popularity of the BMW brand which is a key source of competitive advantage in the global automobile industry. AUTOMOTIVE. However, focus on research and development has helped BMW bring new, more efficient, and more attractive car models to the market-leading to higher sales and popularity. It denotes the customers’ overall perception of your brand. BMW invests a lot each year in research and development to bring safer and better performing cars to the market. Free Essays on Bmw S Competitive Advantage . 24th 2019 12:28 pm ET @FredericLambert. “BMW Motors Sources of Competitive Advantage.” Notesmatic, 20 Dec. 2019, Our strategic sustainability targets up to 2020 cover areas from products and services, production and value creation to employees and society. … Apart from BMW, the BMW Group also owns Mini and Rolls-Royce brands. Another major source of competitive advantage for BMW is its large product range which enables the company to serve various classes of customers with different preferences. According to Porter (1980), focus generic strategy involves the company targeting a specific market segment, group, individuals, or class of customers. The demand for electric cars has grown worldwide. A competitive advantage is a capability or position that allows you to outperform competitors. Bmw - Free download as Word Doc (.doc / .docx), PDF File (.pdf), Text File (.txt) or read online for free. A large pool of talented employees is essential to maintain a brand’s leadership position in the market. 5. Increasing competition in the worldwide automotive market Despite the fact that the worldwide automotive market is already highly competitive, the competition is further increasing due to the excess of vehicle production, rapid technological changes, new entrants and saturation of the largest markets. Apart from the production sites, BMW operates 16 research and development sites located in various corners of the globe. “People’s car”, Volkswagen, has provided its customers with eminently amazing vehicles ranging from the […] Kris Jenner Gets The First 2021 Rolls-Royce Ghost in the United States . To gain higher economies of scale can be achieved by implementing the use of scientific technology that BMW restores to. Large and extensive manufacturing, sales, and distribution network is a key source of competitive advantage for the brand that has helped it maintain its global presence efficiently and serve customers in all corners of the world. Over the next few years, the company is planning to expand its range of electric cars further. [4] In 2014, BMW launched a new i8 plug-in hybrid vehicle, venturing into plug-in hybrid vehicles (PHV) market. Therefore, it invests a lot in good quality raw material as well as advanced technology, marketing, and human resources. The company’s marketing strategy endorses advertising of its brands and showing off its stylish and elegant models fitted with modern technology such as iDrive and in-car infotainment system. For the past several years consistently, BMW has enjoyed strong sales in most of its leading markets around the world. However, the Rolls-Royce brand owned by the BMW group serves the Ultra-luxury segment. Its focus upon research and development, as well as strong global brand recognition, have helped it expand globally and become a leading premium vehicle brand. Apart from their strong build BMW, Mini, and Rolls Royce cars also have great interiors and are superior in terms of performance and passenger safety to most of their competitors. For details; mail us at They want cars that are great in terms of performance as well as style and design. The BMW iNEXT is an important milestone in the BMW Group Strategy in 2021. by Gabriel Nica Date: December 11, 2020. In recent years, BMW has expanded its line of environment-friendly vehicles. Overview. The stronger your brand equity, the higher will be your sales. 3. BMW’s label makes up 78% of their brand and competes with other luxury car markets including Lexus, Audi, and Mercedes-Benz. Retrieved from the University of Phoenix This strategy involves gaining competitive advantage being a low cost producer, while trying to maintain the same product or service benefits to those offered by competitors to gain profit and market share. Pratap, A. Noealt Corporate Services offers Business Research, Business Consulting, Management Development & Strategic OD Intervention solutions. With the target group being the rich professionals and the affluent, BMW is able to maintain high prices for its vehicles. This visionary vehicle will combine all the key technologies for the individual premium mobility of the future: Together, intelligent lightweight design, electric drive train, autonomous driving and digital connectivity open up a new dimension of individual mobility. Can you explain how BMW uses corporate culture to provide the company with a competitive advantage in the highly competitive automotive. 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