Introduction

Corporate Logo

The symbol of BMW stems from the company’s origins as aeroplane engine manufacturers.

From 1917, all of the company’s products displays the BMW emblem, which incorporates the

states of colors of Bavaria. The emblem makes its first appearance in the company’s advertising

in late 1920s. Since the end of the 1970s, BMW worked to create a standardized international

logo that today whenever people encounter the logo they recognize BMW.

Background

Nature of Business

The BMW group is one of the largest car and motorcycle manufacturers in the world. The BMW

group owns three of the strongest premium brands in the automobile industry with BMW, MINI

and Rolls-Royce. In additions, the BMW group offers a successful ranges of financial services.

BMW Financial Services offer an extensive product portfolio which supplies expert information

regarding financing and leasing, insurance, asset management, dealer financing and company car

pools.

http://www.bmwgroup.com/bmwgroup_prod/e/0_0_www_bmwgroup_com/unternehmen/

unternehmensprofil/geschaeftsbereiche/geschaeftsbereiche.html

Mission and Objective

BMW Group’s worldwide mission statement is:

“The BMW Group is the world’s leading provider of premium products and services for

individual mobility.”

The BMW Group aims to make even more efficient and sustainable. The mission statement

means leading the company to the future as the world’s leading supplier of premium vehicles and

services. It is believed to create value for employees and society. Innovation and the commitment

of its employees have allowed the company to become the world’s most sustainable mobility

company.

http://www.bmwgroup.com/bmwgroup_prod/com/en/responsibility/whats_next/mission_future/

index.html

Scope of Operations

Sustainability Management

- Leverage new opportunities, minimize risks and overcome social and business

challenges.

Product Responsibility

- Begins at the vehicle development stage and continues throughout the value chain, with

customer support provided until long after the utilization phase.

Group-wide Environmental Protection

- Aim to be the most resource-efficient carmaker in the world.

Supply Chain Management

- Work with suppliers to firmly establish sustainability throughout the supplier network.

Employees

- Attractive jobs, diversity, equal opportunities and well-being.

Corporate Citizenship

- Place focus on the areas in which core expertise can be applied to achieve specific and

measurable improvement.

Competitive Strategies

BMW Group took on a new strategy since 2007, given the name Number ONE, which stands for

‘New Opportunities’ and ‘New Efficiency’. Number One associates BMW Group with two

targets, which is to be profitable and to enhance long-term value in times of change. The strategy

applies to technological, structural as well as cultural aspects of the company. BMW Group

intends to strengthen its position within the global motor and vehicle market by increasing sales

up to the year 2020. The BMW Group has been implementing various initiative according the

four pillars, Growth, Shaping the Future, Profitability and Access to Technologies and

Customers. To grow its existing business, the BMW Group develops new and profitable area of

activity at the same time invests in future technologies, new vehicle concepts and pioneering

drive systems.

Products

BMW Group product range includes luxury vehicles, sports cars, motorcycles and bicycles.

Besides the mainly BMW cars, it also produces MINI cars and owns Rolls-Royce Motor Cars.

BMW produces motorcycles under BMW Motorrad and electric cars under BMW i. It also

manufactures automobile engines and supplies to other automobile companies. BMW has also

create a range of high-end bicycles sold online and through dealerships.

Markets

The main markets for BMW Group has been in Europe, USA, Japan and the Pacific region, with

the markets of Germany and the US accounting for almost half the total car sales. Important

markets have also been the fast-growing UK, Italian, French and Japanese markets.

Competitors

The main competitors are Chrysler Group LLC, Daimler AG, Ford Motor Co., General Motors

Company, Honda Motor Company, Nissan Motor, Tata Motors, Toyota Motor Corporation,

Volkswagen AG and many other automotive companies.