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Essay / Research Paper Abstract
This 3-page paper focuses on BMW, its mission and whether the mission and company is capable of handling external opportunities and threats. Bibliography lists 1 source.
Page Count:
3 pages (~225 words per page)
File: AS43_MTbmwoppt.rtf
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Unformatted sample text from the term paper:
"to become the most successful premium manufacturer in the car industry," while its vision is involves risk-taking, leadership, diversity and customer service.
There is little doubt that BMW has attempted to differentiate itself via product, rather than price. Almost everyone knows that BMWs are not economy cars (except, perhaps, for its Mini
brand). But people also know that when one buys a BMW, he isnt buying a car; rather, hes buying a symbol and a perceived way of life. This is what
BMW attempts to sell (a lifestyle rather than a car) and it does a pretty good job of it. The question we have
here, however, is whether the company has been able to take advantage of external opportunities while handling outside threats through its mission, vision and way of doing business. To
answer this question, lets take a look at BMWs opportunities and threats. According to Datamonitors report about the company, analysts anticipate a moderate
growth in the global new cars market (though decline was more the exception than the rule in 2008) (Bayerische Moteren Werke AG, 2009). Furthermore, because BMW manufactures, assembles and
sells passenger cars under a variety of brand names (Rolls-Royce and Mini, in addition to BMW), the growing new cars market is a good opportunity to help BMW expand its
revenues and profits (Bayerische Moteren Werke AG, 2009). BMW already has an extensive global presence, not to mention a strong brand name, which is going to help it in
this endeavor. Two other growth areas for this company to consider include the used car market in the United Kingdom and lease takeover
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