Environmental Scan on BMW - Marketing Consumer Behaviour

Marketing Consumer Behaviour 1 | P a g e
Marketing Consumer Behaviour
Environmental Scan on BMW

Marketing Consumer Behaviour 2 | P a g e
Table of Contents
Environmental Scan.........................................................................................................................3
Political/legal factors....................................................................................................................3
Economic.....................................................................................................................................4
Social............................................................................................................................................4
Technological...............................................................................................................................5
Demographic................................................................................................................................5
Competition..................................................................................................................................5
References........................................................................................................................................7

Marketing Consumer Behaviour 3 | P a g e
Environmental Scan
It is necessary to analyse environmental scan of the organization so that the factors could be
evaluated which affects organizational operations. These factors affect organization present as
well as future business operations. While executing the environmental scan of any business
corporation, it is necessary to consider organizational strengths, weaknesses, opportunities,
threats and company’s CSR policies and strategies. Concerning this, it is necessary for the
organization to analyse the market conditions so that desired outcomes could be attained (Paisal
& Sharma, 2017). As per the given scenario, BMW is a giant player of automotive industry and
it is mainly known for producing and delivering premium and luxurious cars, motorbikes, trucks,
etc. BMW is one of the top automotive brands of Germany and it is known for delivering highly
venerated and regarded automobile company. It has acquired immense reputation across the
globe by delivering high quality cars and other automobile products in the marketplace. Along
with this, organization has strong financial position, which has also helped the organization to
grow and improve its brand image rapidly in the global automotive industry (BMW Group,
2018).
Macro environment analysis is necessary for every organization as it helps the organization to
determine the conditions of market so that appropriate strategies could be developed or adopted
in order to enhance its performance along with the attainment of competitive advantage. In terms
of BMW, numbers of competitors are present and the major factor which affects organizational
business changes in consumer preferences, technological shift, etc. (Dodourova & Bevis, 2014).
Environmental scan includes external factors such as social, demographic, economic,
technological, political and competitive which are as follows:
Political/legal factors
There are numerous political factors which affect organizational performance directly. These
factors include law enforcement, legislation, and the rules related to the CO2 emission. Apart
from this, recycling is another crucial factor which may affect BMW’s manufacturing process.
Thus, political stability is necessary for smooth functioning of BMW other their investments will
be subject to market risk. Government rules and regulations are another factor which affects
organizational performance and these factors majorly affect organizational business especially