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Essay / Research Paper Abstract
This 3 page paper outlines the acquisition of Rover by BMW, why they made the acquisition and why it went wrong. The paper starts by considering the position of BMW within the automotive market, explains why the acquisition offered so many opportunities, why they were not realised and the strategy that BMW followed after accepting this failure.
Page Count:
3 pages (~225 words per page)
File: TS14_TEBMWrover.rtf
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Unformatted sample text from the term paper:
than demand for them. The result was falling prices and increased levels of stock tying up capital. BMW is in the luxury sector, often this may not be impacted by
economic events, due to the different elasticity of price. However, the sales were difficult. The company had been undertaking a number of projects to reduce the lead-time, such as the
use of computerised design system for the earlier stages and teams working simultaneously rather on various aspects of the car design. The aim of these was to create an earlier
return by reducing the time taken from concept and design to reaching the market. This would also enable to the company to move faster meeting changes in the market demands.
The movement of the market was away form the larger gas guzzling cars and towards the smaller more economical cars. Many other companies were already moving towards providing this market,
BMW has new models, but these were still within the larger more luxury class. The brand was a strong image and any changes would have to be careful not to
compromise this luxury and differentiated image. There was also a change in the structure of the market due to take place. The European Union was also changing in terms
of competition, with increasing levels of competition from Asian countries such as Japan where makers such as Nissan and Toyota were able to increase supplies to the market due to
the reduction in barrier to trade. In acquiring Rover there was a meeting of different needs and a creation of synergy. Rover was also a well-known brand name that
occupied a different section of the market. They had small and mid range cars. This was a growing market and with their acquisition this would allow BMW a stake into
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