Strategic Analysis: New Product Innovation at BMW Group Asia & Audi

This report provides a comparative analysis of the new product innovation (NPI) strategies employed by BMW Group Asia and Audi Singapore. It begins with an introduction to both companies, highlighting their regional operations and market focus. The report then delves into the specific NPI strategies of each organization, detailing BMW's implementation of automatic car parking technology and Audi's focus on reducing carbon emissions through engine innovation and driver assistance features. The analysis continues by identifying the product development stages for each company, emphasizing BMW's outsourcing of ideas and Audi's investment in sustainable technologies. The success factors of each strategy are evaluated, noting BMW's success with the BMW i3 and Audi's gains in the luxury car market of Singapore. The report concludes by comparing the two strategies, pointing out the key differences in their objectives, with BMW focusing on product improvement and profitability, while Audi emphasizes sustainability. The report draws upon various sources to support its findings, providing a comprehensive overview of NPI in the automotive industry.