FY028: Analyzing COVID-19 Impact on BMW within Retail Industry Trends

This report examines the impact of COVID-19 on the retail sector, focusing on a case study of BMW. It begins with a literature review exploring the challenges and strategies employed by businesses during the pandemic, particularly in the context of rapidly evolving digital technologies and consumer behaviors. The research methodology utilizes both quantitative and qualitative data, including a questionnaire, to assess the impact of COVID-19 on BMW's performance and the effectiveness of implemented strategies. The analysis reveals a significant negative impact on BMW's sales and operations, leading to cost-cutting measures and a shift towards digital platforms. The report concludes with recommendations for BMW, including adapting managerial strategies, conducting thorough internal and external analyses, and embracing emerging trends to enhance future performance and development. This report provides a comprehensive overview of the challenges and opportunities facing the retail sector in the wake of the COVID-19 pandemic, offering valuable insights for businesses seeking to navigate the evolving landscape.

Current trends in the
retail industry

INTRODUCTION...........................................................................................................................3
Literature Review............................................................................................................................3
Trends in Retail industry.............................................................................................................4
Research Methodology -..............................................................................................................5
Analysis of organisation..............................................................................................................7
Recommendations........................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10
Appendix........................................................................................................................................11

Title - “To analyse the impact of COVID - 19 on performance and development of retail sector”.
A case study on BMW.
INTRODUCTION
Market is extensive and comprehensive term that involves wide range of industries and
also very term of dealers who deals in diverse division. The main objective of this project is to
know the impact of covid-19 on performance and development of retail sector. BMW is a
multinational producer of luxury vehicles and motorcycle (Andronova, Rey, and Akzhigitova,
2021). It have several competitors like Jaguar Ford and so on who deals in the retail sector. The
following report covers the discussion of an analysis of management literature review and
recommendation.
Aim of research-
Aim of research is “To examine how COVID - 19 has impacted on performance and
development of BMW”.
Research questions:
 How COVID-19 has impact on BMW and its performance in marketplace?
 What tactics have been adapted by BMW to increase their productivity?
Research objectives:
 To examine how COVID has affected upon development of BMW
 To analyse strategies and tactics adapted by management.
Literature Review
To examine how COVID has affected upon development of BMW
According to the view point of Bawack, Wamba, and Carillo, (2021) Productivity and
profitability is and essential term that each management concentrate on. As it is not possible for
management to implement their managerial action in marketplace effectively. There are diverse
factors that are dynamical in nature they also have variation at each section with new practices
and procedure. The challenges in this industry is also maximizing at higher division that it shows
that it is crucial essential for each and every management to be well aware about market
variation condition so that procedure of decision-making can be successfully done. Covid-19
also termed as pandemic condition that develop enormous impact on every sector. Buy this

pandemic situation management of each sector are not able to operate their operations in
marketplace by their strict norms and rules of government that are applied by their faculty. In
context to the retailing sector, goods and facilities were distributed by online platforms. In
relation to the BMW, they were also have impact on management due to covid-19 as because
they faced circumstances of higher employee turnover rate and it will directly have impact on
their turnover and image of brand. And at last it will lead to negative impact on the performance
and development of the company.
To analyse strategies and tactics adapted by management.
According to the view point of Burgos, and Ivanov, 2021) It is important for business to
have applicable data in marketplace by which they are capable to execute efficient tactics in
respect to operate search undefined condition such as pandemic situation of covid-19. As there
are diverse sort of plan of action that can be executed by BMW like connecting the distribution
of goods and facilities by their online platforms and websites pages decreasing the cost of goods
in respect to influence higher term of consumer and so on. Manufacturing of their goods and
planning of such strategies will decrease the effects of covid-19 on business.
Trends in Retail industry
Retail sector is wider and consist larger number of actions and individual. Trends in the
retail sector are changing from time to time that are significant to be adapted, by which it will
become suitable for management to satisfy all the requirements and demands of consumer at
each section. As there are several sort of trends in retail sector that are as follows -
 Digital payments and wallets - It is the most trending factor of retail sector in which
digitalization payments and their utilisation have been maximizing by the active
percentage of customers over the internet. Digital payments and wallets are utilised by
customer at the time of purchasing online goods and facilities (Dal Mas, and et.al., 2021).
It also has been seen that retail management are surrounded with digital wallets that also
support them in offering effective experiences of facilities to their customer.
 Digital technologies - Other essential trend in retail sector in which each management is
being well prepared with digital techniques and as well as software that are used by
BMW with the aim of offering and advertising the brand and increasing its image at
wider section. By utilisation of digital techniques, BMW's enough able of providing all

the goods and facilities to their consumer. With higher term of enhancement and
betterment of digital techniques, consumer secure their personal data by using application
and their facilities that are provided by them to ensure safe and secure digital payments
that are offered to the customer. By this they can also save the information and data and
kept it as confidential (Gavrila, and de Lucas Ancillo, 2021). By executing such section
that is maintained by digital techniques into management will term to be caused
expensive procedure that are needed to be done with an efficient way and with the
suitable concentration.
 Autonomous delivery - It is also other trend in which it concentrate on providing of the
goods and facilities by the utilisation of techniques like home delivery that offers
batteries and highly effective facilities to consumer that is also helpful for management in
the pandemic condition.
Research Methodology -
Research methodology is an essential research as because it involves diverse approaches
by which data is being collected by use of methods like qualitative and quantitative data. This
research utilizes quantitative and qualitative data with the aim of examining this research. Quantitative method - It is the sort of the technique in which it concentrates on
accumulating of data on the basis of statistical data and it is also based on large size of
contestants.
 Qualitative method - Qualitative method is a sort of information that are being utilised
with the aim of collecting of data in theoretical view point. By acquiring theoretical data
is simple as in comparison to quantitative and it is also easy to be understand by others
also.
Data collection-
As there are several techniques of collecting information that are primary and as well as
secondary. In this selective research primary data is being utilised in which original and new data
has been collected by the investigator (Jiang, and Stylos, 2021). In primary data, it involves
various sort of methods of collection of data like questionnaire, survey interviews and so on. The
following report involves questionnaire that has been utilised as a method of collecting data. In
secondary data it involves the sources like newspaper, articles and so on.

Results
It is essential to examine the data. It is one of the significant part of the research. The data
is examined with the support of graph to understand it.
Theme 1: Impact of COVID-19 on BMW
Interpretation - From the above presented graph it has been seen that out of 50 respondents 40
are in support that covid-19 has indirect impact on managerial performance in development in
negative manner. On the other hand rest and are says no. It have been stated that covid-19 have
developed a radical variation in the managerial industry that are essential to be concentrate and
have variation so that marketplace can be back into the same condition.
Theme 2: Need for strategies or not

Interpretation - The above present a graph shows that after the impact of covid-19 there is
requirement for execution of tactics in the management or not. So from 50 respondents 35 in
support that there is requirement for tactics, 5 candidates says that there is no requirement for
execution of tactics weather 10 are in neutral division.
Analysis of organisation
BMW is a multinational management that headquarter is in Germany. It involve several
division in large amount of goods and facilities as across to the world. By this, the management
was really have impact of covid-19 and it create situation tougher for the management to
implement their activities without facing any issues. As the sales, profit and as well as
development was get minimised (Keskin, and Barbee, 2021). The sales of management was
minimise up to 35% and management had to cut their extra expenses like advertising and raising
expenses in respect to maintain their cost. It was also seen that manager of the management
executing diverse sort of tactics with the aim of facing the issues of covid-19 and it also affected
on their utilisation of resources. In context to the respective management, it has also been
mentioned that there are various challenges in market and various competitive who have to be
faced by business in covid-19 situation. As it will be tough for management to sustain their
activities for longer period of time. As it is shifting from physical store to digital section in
respect to of a more effective facilities and distribution channel to the consumer so that security
measures are being undertaken and managerial actions are carried forward suitably.
The management has been also into partnership with many other small and large
management by which they were capable to extend their management in two more effective way
and at higher section (Liu, 2021). It has been also seen that, BMW recruited many abled
candidates at the time of pandemic situation by which management perform their operation
smoothly and overcome their issues in future course of time.
Recommendations
From the above discussion, it has been also shown that performance in growth of retail
sector have been also impacted by covid-19 and larger scale and it will have negative impact on
BMW operations. Hence, it is also analyse that managers have various roles and responsibilities
to make sure that week areas will get in hands. Source every competition are discussed below
that are as follows -

 It is recommended to respective management that they should change their managerial
strategies and plan of action in the period of pandemic situation of covid-19 so that it will
be effective for the management and their staff faculty to sell their products and services
in the field of the marketplace.
 Other recommendation to business that an effective internal and as well as external
analysis is to be developed by which it will support them to examine how the
performance and development of the business could be maximize in more effective and
efficient manner (Papadiant, 2021).
 Furthermore, by execution of efficient plan of action such as utilisation of talented staff
faculty and potential resources, change of distribution procedure and so on are some of
the plan of action that are needed to be adopted. As it will help management in enhancing
their level of the government in the field of the marketplace at higher scale of division.
 Moreover it has been also recommended that it trends and future division will concentrate
on new trend that are needed to be identified so that it will become smooth for them in
procedure of a decision making.
 It is the duty and roles of the management to prepare and execute daily report and as well
as statistics at what section the development of management is varying and what is a
basic reason of decreasing or minimising in profit that will also help in enhancing in
management in future course of time (Srivastava, and Yadav, 2021).
The above explain matter it is analysed that it is important for BMW to concentrate on
this section and follow the recommendation by which it might be easy and simple for them to
enhance the managerial development and performance section at higher division.
CONCLUSION
From the above mentioned report it has been concluded that covid-19 impacted that
global term of framework of retailing sector that makes them tough to sustain in this competitive
field of the marketplace. Moreover, it has been also examine that the management have
dynamical aspects in which it involves diversity of structure and managerial procedures were
after the situation of covid-19. At present point of condition, it was also important to maintain
the proper and effective market field and research and analysis that are required to deal with this
and ongoing condition. Hence, it has been also analysed that it is critically important for

managerial organisation to carry forward their investigation for longer period so that all targets
and aims are obtained as in effective and efficient manner.

REFERENCES
Books and Journals
Andronova, E.S., Rey, A.I. and Akzhigitova, G.R., 2021. Impact of digital multi-sided platforms
on firm survival in retail. Voprosy Ekonomiki, (8), pp.93-122.
Bawack, R.E., Wamba, S.F. and Carillo, K.D.A., 2021. A framework for understanding artificial
intelligence research: insights from practice. Journal of Enterprise Information
Management.
Burgos, D. and Ivanov, D., 2021. Food retail supply chain resilience and the COVID-19
pandemic: A digital twin-based impact analysis and improvement
directions. Transportation Research Part E: Logistics and Transportation Review, 152,
p.102412.
Dal Mas, F., and et.al., 2021. Corporate social responsibility in the retail business: A case
study. Corporate Social Responsibility and Environmental Management.
Gavrila, S.G. and de Lucas Ancillo, A., 2021. Spanish SMEs’ digitalization enablers: E-Receipt
applications to the offline retail market. Technological Forecasting and Social
Change, 162, p.120381.
Jiang, Y. and Stylos, N., 2021. Triggers of consumers’ enhanced digital engagement and the role
of digital technologies in transforming the retail ecosystem during COVID-19
pandemic. Technological Forecasting and Social Change, 172, p.121029.
Keskin, B.B. and Barbee, E.C., 2021. GreatDeal and NewChicken Merger: Designing an Omni-
Channel Supply Chain. INFORMS Transactions on Education.
Liu, C.H., 2021. Conducting qualitative and quantitative analyses of sustainable
behaviour. Journal of Retailing and Consumer Services, 60, p.102474.
Papadiant, S., 2021. The Defense Strategy of the Fashion Industry (Pt Eigerindo) in Pandemic
Time. Available at SSRN 3812207.
Srivastava, R. and Yadav, Y., 2021. Retail post-COVID growth strategy–is omni channel the
way?. Emerald Emerging Markets Case Studies.

Appendix
Q1. Do you agree that COVID-19 has affected upon ASDA?
Yes
No
Q2. According to you, is there need for strategies in ASDA or not?
Agree
Disagree
Neutral