Business Strategy of BMW

Added on - 22 Jul 2020

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RESEARCH PROJECT
ABSTRACTBusiness strategy is crucial concept as it states measures through which an organisation isa planning to compete effectively in the market. Thus, BMW is one of the renownedorganisations which is operating in the automotive segment and known to take assistance ofvarious strategies to fulfil their formed objectives. Therefore, overall project is going to highlightneed of impressive strategy and its impact on company productivity as well as profitability of thecompany. The structure of research will be helpful in fulfilling requirement of every aspect ofresearch and avail positive outcomes. The aim and objective of this study is identified as; toanalyse the impact of business strategy on organisationalprofitability and productivity in thepresent era. The paper seeks to answer the question in literature review section based on critics.The literature review section is state which identify effectiveness of business strategies that playsa crucial role in developing organisational performance and productivity to recognize futuregrowth. The section of research methodology will represent types of research, designphilosophies, sampling etc.that used by organisation to gather accurate data and information. Toanalyse user's opinion, researcher adopt primary method of research (Data sampling) in whichquestionnaire assist to represent view point of 40 respondent toward organisational strategy. As aresult, and respond of candidates, findings defines that the effectiveness of business strategy ofBMW that helping them manage positive relation between profitability and productivity. Lastly,it has been recommended that BMW requires to walk with time and should make necessarychanges in its working and technological up-gradation in order to enhance sales and create acompetitive image in market. As a major area of improvement are the reduction in the cost oftheir luxury cars and services by improving manufacturing costs to maximise future profitability.
Table of ContentsABSTRACT....................................................................................................................................2TITLE.............................................................................................................................................1CHAPTER 1: INTRODUCTION....................................................................................................11.1 Overview of the Research...............................................................................................11.2 Background of the Research............................................................................................11.3 Research Significance......................................................................................................21.4 Research Aim...................................................................................................................2Research Objectives...............................................................................................................2Research questions.................................................................................................................2CHAPTER 2: LITERATURE REVIEW........................................................................................3Introduction............................................................................................................................32.1 Elaborate the strategy which is used by BMW in past few years....................................32.2 The performance of an organization for identifying requirement of growth...................52.3 The relationship between profitability and productivity.................................................62.4 Some major paths for gaining competitive advantage at global marketplace.................7CHAPTER 3: RESEARCH METHODOLOGY............................................................................83.1 Introduction.....................................................................................................................83.2 Type of Investigation........................................................................................................83.3 Research Design..............................................................................................................83.4 Research Philosophy........................................................................................................83.5 Research Approach..........................................................................................................93.6 Data sampling..................................................................................................................9CHAPTER 4: DATA ANALYSIS.................................................................................................9CHAPTER 5: CONCLUSION AND RECOMMENDATION....................................................185.1 Conclusion.....................................................................................................................185.2 Recommendation...........................................................................................................18REFERENCES..............................................................................................................................20APPENDIX...................................................................................................................................22
TITLETo identify the impact of business strategy on organisationalprofitability andproductivity in the present era – A case study on BMWCHAPTER 1: INTRODUCTION1.1 Overview of the ResearchIn the modern competitive era, the basic purpose of each business organisation is toattaining high growth and profit. This create value in sustaining a high and well reputed positionat market area. Organisations are very much concern on creating strategies as to gaining highgrowth in market environment (Aghdaie, Sanayei and Etebari, 2012). The competition at marketplace is high so small as well as large business firms are focused on adopting most innovativetechnological tool and methods as these are effective in improving organisational productivityand performance. In today's high-tech competitive world, Information Technology changebusiness aspects. Technology has supreme power to influence either in positive or negativemanner in today's business environment but without pre-planned and scientific business strategy,no organisation will get success art great extent specially in this competitive business and high-tech environment. BMW is a popular German multinational company, who deals in auto-mobileand motorcycles. The company also produce aircraft engines until 1945. the basic objective offirm is to be satisfying the needs and wants of customers through producing more innovative andattractive products and services.1.2 Background of the ResearchBMW is a well developed company and trusted by most of the customers due to its highproduct quality. Thus, main objective the project is to highlight the significance of effectivestrategy at workplace with the help of various facts or figures. Foremost background of theresearch is to throw some light on necessity of business strategy in organizational success anddevelopment.The company was established in the year of 1916 and its headquartered is inMunich, Bavaria. The company produce its motor vehicles in various areas such as Germany,China, Brazil, India, South Africa and United State. In the year of 2015 the company wasdeclared as the twelfth largest producer of Auto-mobile products. Due to high competition atmarket place organisations are concern on adopting various strategies that are effective inenhancing organisational performance and productivity. An effective business strategy is1
valuable for high performance of firm as implementation of good strategies helps in developingfirm’s growth and success.1.3 Research SignificanceThe research into consideration is based onbusiness strategy and how technologycommands over it in totality. Business strategies plays vast role at work place as to maintainingall business operations in well planned and effective manner. The basic purpose of conductingthe research is to enhance the skills and knowledge of learner. This also helps in identifying theimportance of technologies at work place and its impact on developing organisationalperformance and productivity (Azevedo and et. al., 2013). The major focused area of each smallas well as; are business organisation is to sustaining high competitive edge at market place inorder to providing high competition to their significant buyers.1.4 Research Aim“To identify the impact of business strategy on organisational profitability andproductivity in the present era – A case study on BMW”“Main motive of this project is to highlight the need of designing organizational strategyby showing its influence on company profit and productivity. Along with this, associated factorsare also going to outlined for understanding its benefits to the BMW”Research ObjectivesThis also considered as another essential part of research project as it is interlined withresearch aim. This is a summarized form of analysing what is to be achieved in the study. Theseare some statements which are prepared as per the variables of research aim. Some essentialobjective of research is described as below:To analyse the strategy which is used by BMW in past few years.To determine the performance of an organization for identifying need of growth.To assess the relationship between profitability and productivity.To discuss the various approaches through which business can achieved competitiveadvantage at global marketResearch questionsWhat are the strategy which was adopted by BMW in past few years?Analyse the performance of BMW for understanding need of growth?2
What is the relationship between profitability and productivity?What are the approaches used by company for gaining competitive advantage at globalpace?CHAPTER 2: LITERATURE REVIEWIntroductionThis is the most effective part of research as it refers as a theoretical frame work of anystudy. It helps in conducting an in-depth research through analysing the view point of variousauthors and writers (Eckerson, 2010). This section of research is based on research questions thatare interlined with research aim. Past research projects are also effective in completion of thissection of research as these are appropriate in providing relevant information for conducting aparticular study. This part helps to conducting the investigation in well planned, systematic andcritical manner.2.1Elaborate the strategy which is used by BMW in past few yearsAs per the view expressed byElbashir, Collier and Sutton, 2011,business strategies playscrucial role in developing organisational performance and productivity at market area. Thefundamental duty of each small as well as large business enterprises is to adopt most suitablestrategy which helps in enhancing growth of firm. Strategies helps in effectively managing allbusiness resources and its operations in well planned and systematic manner.According to Doron Lewin 2015, BMW is the only auto-mobile organisation that alwaysimplement specific strategy in their business to represent incomparable cars in market. BMWmajorly implement unique selling strategy in their business from the past few years in whichthey are majorly focusing on providing luxuries features in their cars on high prices. Firmmajorly concentrating on astonishing variety of body style, engine, size and its unique design todefeating competitive luxury brands in market.As per the view point of Willish 2015, BMW gaining customer's loyalty from past fewyears and its rate has grown to 605 from 52% rapidly. The organisation always avoids cost focusstrategy because they only wants to deal in luxuries brand by providing expensive features,facility and design in their cars. In this process advancement of technology play a most importantrole that helps to make desirable modification and alteration in existing as well as new cars torepresent unique feature in front of customers.3
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