5.0 Solution to the problem (Conclusion) 13
6.0 Strategically recommendation 14
7.0 List of References 15
8.0 Appendices 17
8.1 Income statement 17
8.2 Balance sheet 17
8.3 Cash Flow statement 18
8.4 Porter’s Five Forces Model 18
8.5 SWOT analysis 19
Strategic management is the process of creating the plan for the organization in order to achieve company’s core aim within selected period. [CITATION Ric15 \l 1033 ] And this is not the only description about the strategic management, because there are other factors given as alternative definition like emergent view and modern consensus view. As the emergent view of strategic management is to creating a new market opportunities for the company and developing it over time while modern consensus view is to develop the performance of the organizations’ external environment by utilizing its resources under the control of general managers.
This report describes the analysis of the company’s financial situation during the pandemic period. The company’s external and internal environment are also analyzed by using Pestle, Porter’s five forces and SWOT analysis methods. The aim of this research is to identify the crucial problem of the company and creating reliable strategy recommendation in order to sustain company’s growth ahead.
The BMW group is world widely known famous automobile and motorcycles manufacturer and assembly facilitates 15 countries. It has 31 production nowadays with internationally sales network. And in the BMW group more than 126,016 employees are working (2019). Back to the history that BMW was founded in 7 of March in 1916 as Bayerische Motoren Werke AG. In 1923 year the company represented the first motorcycle R 23. After 28 years from the first motorcycle was produced the company represented the first post-war car that named BMW 501. It was not as successful model of the company history but I could bring the reputation in the sphere of quality car production. And in 2007 the company used the number one strategy. This strategy had four pillars: Growth, Shaping the future, Profitability, and Access to technology and customers. In 2013 the company has launched its first electrical car of BMW history. The BMW i3 is embarked of the new era of car industry. [CITATION BMW20 \l 1033 ].
Because of the company’s all products focused on only premium segmented customers it is considered as one car industry worldwide that has only one premium segment. [CITATION BMW20 \l 1033 ]. As it mentioned above the company’s main segment is premium. So in this premium segment has three main brands: BMW, MINI, Rolls-Royce. The company is the leader of premium segmented car manufacturer industry. [CITATION BMW20 \l 1033 ].
Source 1: The BMW Group’s main building in Germany.
The company strategy has four main sections that are “Position”, “Direction”, “Strategic approach”, and “Cooperation”. The position is designed to being a responsible for tomorrow of the mobility through sustainable management. The direction is for segment for today as well as next generation and independent shape of future mobility. Strategic approach is designed to worldwide including emotional and innovation technology in order to provide unique experience. As it known from the word of cooperation that the company do their top performance and also pays attention to the society’s values. [CITATION BMW20 \l 1033 ]
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