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Essay / Research Paper Abstract
This 32 page paper looks at BMW a company that has been trying, but struggling to increase market share. The paper starts with an introduction and examination of the problem. There is then an in-depth literature review looking at relevant models and theories that can be applied to the situation of BMW. The paper then simulates some primary research to assess target market opinions of BMW and their cars and presents a conclusion. The bibliography cites 15 sources.
Page Count:
32 pages (~225 words per page)
File: TS14_TEBMWshare.rtf
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Unformatted sample text from the term paper:
Strategy 28 5. Results 29 6. Conclusion 31 Figure 1 Sources of Competitive Advantage 9 Figure 2 Barriers to considering BMW 30 1. Introduction Companies are usually in business with the aim
of making a profit, with aims that usually embrace the idea of increasing revenues and market share. Many companies have been very successful in plans to increase market share, but
it can be a difficult task. BMW is a well known German automotive company. As a car manufacturer its core market is the
premium or quality car market with a range of saloons and other mid to large size cars. The company has been very successful in differentiating itself on the basis of
its quality and German engineering creating a very positive reputation. However, with its high level of differentiation appealing to specific segments of the market the company has also constrained is
potential target market. this is a problem faced by BMW who are trying to increase their global market share from the current 2% (just-autos.com, 2008).
Over the years BMW have tried to break out of its limited image in order to increase its market share by appealing to a larger target market.
Strategies have included the failed acquisition of Rover, which was subsequently sold with the exception of the Mini Cooper division, the development of small and low-cost models and the adoption
of technology is styles which are expected to appeal to the mass market in the future. Despite these forward-looking strategy is BMW remains a niche market supplier with only a
limited target market. The success of its past appear to be limiting its future due to the image it is created. With the different strategies that BMW has adopted the
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