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Essay / Research Paper Abstract
A 4 page paper discussing the shift in BMW’s strategy since 2000. There are several constants that apply to Bavarian Motor Works – BMW – whether in Germany, the United States, Mexico, Thailand or anywhere else. One of those constants is the superiority of German engineering and the result of that engineering personified in every BMW regardless of style or price. Another is the company’s dedication to operating in the premium sector of every class of vehicle it makes. Whether a 4-door sedan, a convertible, a little 3-series or the giant 7-series, BMW seeks to overtake all leaders of the specialty, premium market. Bibliography lists 4 sources.
Page Count:
4 pages (~225 words per page)
File: CC6_KSstratBMW.rtf
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Unformatted sample text from the term paper:
that apply to Bavarian Motor Works - BMW - whether in Germany, the United States, Mexico, Thailand or anywhere else. One of those constants is the superiority of German
engineering and the result of that engineering personified in every BMW regardless of style or price. Another is the companys dedication to operating in the premium sector of every
class of vehicle it makes. Whether a 4-door sedan, a convertible, a little 3-series or the giant 7-series, BMW seeks to overtake all leaders of the specialty, premium market.
These two characteristics of BMW have not changed and likely never will, but there are several others on which BMW is betting the
companys growth. The purpose here is to identify and evaluate BMWs current strategy. In Search of More Markets One aspect of BMWs
current strategy is that it is actively seeking to expand its markets and is looking toward virtually the entire developed world to accomplish that end. It stopped exporting cars
to the United States years ago after building a manufacturing plant in South Carolina. When the plant reached capacity, it was to be able to build 50,000 cars annually,
which at the time seemed to be quite a stretch for BMW, and quite optimistic. The plant was expanded in 2000 to give the company a capacity of an
additional 21,000 cars in a year. Now, the plant with a total annual capacity of 71,000 is producing 85,000 through the use of
secondary shifts and much overtime for its production workers (Plant Growth Holds Key to BMWs Strategy, 2002). The South Carolina site is the only production facility within the US,
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