This strategic plan report will analyse the strategy and the competitive environment of BMW. More specifically, the research question is: ‘How does BMW operate in the Australian market?’ Thereby, the focus for this research is the brand BMW. Background information about the company and their products is described in the second chapter. The research methods are presented in the third chapter of this report, which clarify how the information for this paper was obtained.
To analyse the strategy of BMW in Australia, it is necessary to examine the internal environment, task environment and the external environment. The analytical tools SWOT and Pestle were already described in the first assessment and are essential to chapter four in analysing the environment of BMW. This section also includes the past and the current strategy of the organization. Additional information is provided in the fifth section in this report and describes more facts about the company, which are not covered of in the SWOT and PESTLE analyses, in order to understand the organization better. The last chapter contains the recommendation for the company, which is split into three subchapters: the business level strategy, the corporate level strategy and the network level strategy.
Contents page
1 Introduction
2 Background of BMW
3 Methods
4 Analysis of strategy/position
4.1 Mission and vision
4.2 Goals and objectives
4.3 SWOT-Analysis
4.3.1 Strengths
4.3.2 Weaknesses
4.3.3 Opportunities
4.3.4 Threats
4.4 PESTLE-Analysis
4.4.1 Political environment
4.4.2 Economic Environment
4.4.3 Social environment
4.4.4 Technological environment
4.4.5 Legal environment
4.4.6 Environmental
5 Additional information
5.1 Leadership
5.2 Financial performance
5.2.1 Share price
5.3 Portfolio Analysis approach
5.4 Positioning
6 Recommendations
6.1 Business level strategies
6.1.1 Generic Strategy
6.1.2 Product Life Cycle
6.2 Corporate level strategies
6.2.1 Vertical integration
6.2.2 Horizontal integration
6.3 Network level strategies
6.3.1 Joint Venture
6.3.2 BMW’s subsidiaries
References
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