Impact of COVID-19 Pandemic on Consumer Behavior for BMW: A Study

This report examines the impact of the COVID-19 pandemic on BMW's consumer behavior. It begins with an introduction outlining the aim, objectives, research questions, and background, emphasizing the importance of consumer behavior for business success. A literature review explores consumer behavior concepts, COVID-19's effects on the automobile industry, and changes in UK customer behavior. The research methodology is then presented, followed by data analysis and discussion, including recommendations for adjusting BMW's corporate strategy to address changing consumer behaviors. The report concludes with an action plan and references, providing a comprehensive analysis of the pandemic's influence on BMW and its consumers, offering insights for strategic adaptation within the automotive industry.

CORPORATE STRATEGY
AND GOVERNANCE

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
Aim..............................................................................................................................................3
Objectives:...................................................................................................................................3
Research Questions......................................................................................................................3
Background..................................................................................................................................3
Rationale......................................................................................................................................4
LITERATURE REVIEW................................................................................................................5
Theme 1: Concept of Consumer behaviour and its impact on the business organisations..........5
Theme 2: Accessing the developments in the automobile industry due to pandemic of
COVID-19. ..................................................................................................................................6
Theme 3: Change in the customer behaviour due to COVID-19 in context to automobile
industry of UK. ..........................................................................................................................7
RESEARCH METHODOLOGY.....................................................................................................9
DATA ANALYSIS........................................................................................................................11
DISCUSSION................................................................................................................................15
RECOMMENDATION.................................................................................................................18
Action Plan.....................................................................................................................................19
REFERENCES..............................................................................................................................21
APPENDIX....................................................................................................................................24

INTRODUCTION
Aim
To identify and examine the impact of COVID-19 pandemic on the behaviour of
consumers of BMW.
Objectives:
 To understand the concept of consumer behaviour and its importance for the business
organisation.
 To assess the developments in the automobile industry especially due to the pandemic
of COVID-19.
 To examine the changes in the behaviour of customers due to COVID-19 pandemic
especially in context of the BMW company and its impact on the same organisation
(How BMW plans to overcome COVID-19 crisis, 2020).
 To suggest the recommendations regarding the ways in which the corporate strategy
of BMW can be adjusted to meet the changing customer behaviour.
Research Questions
 What are the various concepts of consumer behaviour and its significance in the
business organisations?
 What developments can be assessed in the automobile industry especially due to the
pandemic of COVID-19?
 What are the changes in the behaviour of customers due to COVID-19 pandemic
especially in context of the BMW Company and what is its impact on the same
organisation?
 What recommendations can be suggested regarding the ways in which the corporate
strategy of BMW can be adjusted to meet the changing customer behaviour?
Background
Consumer behaviour plays a major role in the success of the organisation. The main issue
was identified in the time of pandemic of COVID-19 is that the consumers faced many problems
in buying the products and going to the markets as there were restrictions for going outside and
gather anywhere in groups. The buying habits of consumers got disrupted due to the COVID-19
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pandemic, social distancing mandates and the lockdown. The customers are striving hard to learn
new habits (Brookins, 2017).
BMW being a well-known company having history of century-long also faced many
problems as it became difficult to provide the optimal services to its customers. The people more
preferred to buy only the necessary items for which they have the most basic needs. The people
started shopping so consciously buying the local products and also through the online medium.
BMW is a multinational company which is referred to as Bayerische Motoren Werke AG is
headquartered in Germany and also deals in production of motorcycles and luxury vehicles
which made it the twelfth largest motor vehicles producer in the world (The BMW Podcast:
Changing lanes, 2021).
Due to the COVID-19 pandemic there is a great change in the behaviour of the
consumers which made the service and the sales the biggest issues at this time (Yan and et.al.,
2020). This resulted in the biggest loss for the company. This research will shed light on the
importance of the consumer behaviour and its impact on the success and downfall of the
organisations. Though COVID-19 resulted in various problems for the business organisations
like BMW but also this led to many developments also.
The companies became aware of the alternatives for providing services to the customers.
This developed the employees as well as the organisations (Donthu and Gustafsson, 2020). This
research will also focus on some recommendations which can be given to the company for
adjusting its corporate strategy which can help the company to provide proper services to the
customers in this pandemic of COVID-19 so that customer behaviour can be managed.
Rationale
The main reason behind choosing this topic which is “The impact of the COVID-19 on
the behaviour of consumers” is that the businesses are facing lots of problems in delivering the
services to the customers and it was observed that people are less interested in buying the
luxurious items like cars, motor vehicles etc. and this is just because there is a great downfall in
the overall economy of the country and the people are preferring the most essential products
rather than the luxurious ones. The behaviour of consumers towards certain products and
services decides the overall sales of the company as well as the overall profitability (Vafainia,
2020). The company BMW was chosen for the research as the company is facing a rapid success
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since many years but observed rapid change in the behaviour and the choice of the customers due
to the pandemic of COVID-19. This research will not only benefit the company BMW but also
the other companies in the automobile industry to adjust their corporate strategies according to
the situations. This will also benefit the other researchers who wish to study or research about the
situation of COVID-19 and its impact on the buying behaviour of the consumers (Loxton and
et.al., 2020). This will also benefit the stakeholders who have interest in the companies and
supports the company in the decision making and financially so they will not be in stake to invest
in such companies who do not lose hope in such situations also. This will increase the trust in
these companies.
LITERATURE REVIEW
Literature overview basically deals in surveying the scholarly sources such as the books and
journals, theses, articles regarding the specific topic, subject or research question. This is a very
common method of collecting the secondary data which is not collected by the researcher itself
but is already written and published by certain well-known authors and publishers. This is also
known as secondary method of data collection which helps in gaining deep insights about the
topic of the research (Brodeur and et.al., 2020). The researcher collects the data such that it
critically evaluates the data gained. The whole data collected is divided into different themes
according to the objectives of the research which helps in segregating the data so that every
theme can be focuses systematically. The literature review helps in synthesizing the information
which is obtained from the literature into a sort of summary as it is not possible to contain the
whole literature.
This literature review will help in gaining in-depth insight about the consumer behaviour
towards the products in automobile industry and will critically evaluate the data obtained from
various already published books and journals, articles, research papers, blogs etc. This will help
the company BMW especially in coping up with the challenges faced in the form of the changed
consumer buying behaviour during the pandemic of COVID-19.
Theme 1: Concept of Consumer behaviour and its impact on the business organisations.
According to Tosun (2020), consumer behaviour is studying about the ways in which
individual customers, organisations or groups perform the processes of selecting, buying, using,
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disposing ideas, goods, services etc. for satisfying the needs and wants of themselves. These
basically deal in the actions of the consumers in the emerging markets and the motives behind
the actions. The authors also evaluated that this plays a major role in increasing the customer
base as well as overall sales of the company as in order to increase the profitability, the
customers must feel the need to buy certain products and must be attracted towards it.
Building blocks to the above points, Mchopa, William and Kimaro (2020), elucidated that
consumer behaviour plays a major role for the marketers of the company as they come to know
about the cause which forces the individuals to make the purchase of particular products and
services. This also helps in determining the products which are required in the marketplace. This
is how the company produces the products and promotes in the markets. Therefore, analysing the
consumer’s behaviour contributes in the satisfaction of the consumers and thereby increasing the
customer base in the company.
As per the view of Hasanat and et.al. (2020), consumer behaviour is affected by various
factors such as marketing which includes product design, promotion, positioning etc., personal
factors such as gender, age, education etc., psychological factors such as perception of product,
attitudes towards product etc., situational factors such as social surroundings etc., social factors
such as reference groups, social status etc. along with the cultural factors such as social class,
sub-castes etc. The author also examined that technology helps majorly in understanding the
consumer behaviours which helps the companies to develop and implement certain strategies
which helps in increasing the profitability of the companies.
Furthermore, Ding and et.al. (2020), stated that when the company produces product by
analyzing the consumer behaviour then the businesses become able to reap the profits and the
consumers are facilitated by getting the product or service of great quality which enhances their
life and the goodwill of the company. Consumers also do thorough research of the products and
the company before making a decision to make a purchase and using certain brands. These
affects the company as it is forced to use various methods and the advanced technologies to
examine the behaviour of the consumers.
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Theme 2: Accessing the developments in the automobile industry due to pandemic of
COVID-19.
According to Sharma and et.al. (2020), the automobile industry was facing rapid progress
before the COVID-19 pandemic which also resulted in the setting of new records. But with the
beginning of March with the start of Covid-19 pandemic, series of blows and surprises were
faced by the industry of automobiles. The travel restrictions, lockdowns and the fallout affected
the industry. The people were not allowed to meet the dealers to buy the vehicles. Therefore, the
industry of automobiles 2020 faced the worst situation since the 2008 financial crisis.
Furthermore, this was also observed by García-Madariaga and Rodríguez-Rivera (2017),
that the automobile industry was totally depended on the supply chains which made the complete
scenario worse than ever. There were many regulations due to the pandemic in every country.
The people lost their jobs during the pandemic so they preferred saving the money and avoided
making large transactions such as purchasing the vehicles which decreased the demand of the
vehicles. This decreased the overall sales around 25.7% of the companies. The people started
preferring using the digital platforms during stay at homes and purchasing the goods online.
On the other hand, Maulana (2020), interpreted that the public transportation was
completely banned because of the fear of transmission of infection which increased the demand
of the private vehicles which also increased the sales of the companies like BMW. The deals also
adapted the online methods for reaching to the customers which also helped in delivering the
products to the homes of the customers. This also gave the opportunities to the companies like
electric vehicles which gave them a very good experience.
Supporting the above contradiction, Nazir and et.al., (2020), stated that the lockdowns
contributed in reducing the CO2 emissions which is the biggest benefit from the perspective of
the environment. This also made the company to look at its hidden potentials like the companies
made electric cars which were demanded more than the vehicles which were diesel powered or
gasoline powered. Though the trend for the electric vehicle will be depended on the initiatives of
the government for promotion, but the companies got many opportunities to excel themselves in
the emerging automobile industry.
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Theme 3: Change in the customer behaviour due to COVID-19 in context to automobile industry
of UK.
As per the view of Stoll and Mehling (2020), the behaviour of the customers changed as
they became economically down which restrict them to buy the expensive vehicles. The people
started preferring the necessary items instead of using the luxurious products and items. This
change in the consumers resulted in the loss of many automobile companies like BMW.
On the contradictory note, Kumar and et.al., (2020), explained that the companies got the
opportunities to research on the autonomous vehicles due to the increase in the practice of social
distancing among the people. This will also help in gaining new ideas and research which can
result in setting new standards in the automobile industry for the coming years. The thorough
research and development is needed. For example the research on the biggest automobile
company can be done which is BMW. The Porter’s 5 Force Model and the Ansoff Matrix in the
context of BMW can be used to analyse the industrial changes in 2020.
This could be observed from various internet sites that BMW is the leading brand of
luxury cars which also owns brands of premium cars such as RollsRoyce and Mini Cooper. The
company is able to take large competitive advantage due to its strong production network, global
sales and distribution etc. The Porters 5 Forces have a special relevance in the automobile
industry and the companies like BMW.
This can be examined that the BMW deals with more than 12,000 suppliers in more than
70 countries (Tardivo, Martín and Zanuy, 2020). The bargaining power of the suppliers is
moderate due to the size and financial strength of BMW. Its presence is globally and partnering
with BMW can give high profitability to the suppliers. The bargaining power of the customers is
moderately high due to intense competition and moderate due to its product quality, brand
equity, technological innovation and experience of the customers. The threat of the substitutes is
moderate because of the customer loyalty and higher popularity of the BMW which force the
customers to stick to the same company instead of shifting to others (Pratap, 2019). The threat of
new entrants is very low in this case because the new players have to invest a large capital
investment for building production, making networks in supply and distribution which is
considered as the barrier to the entrants. The competitive rivalry is very high as though the
company is on its leading position but if there is lack of continuous innovation and R&D then
this can lead to loss of market share.
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Building blocks to the above points, the Ansoff matrix model can be used for developing
the strategic options which can be implemented by the companies like BMW. After comparing
the 4 strategic options that are Market Penetration, Product Development, Market Development
and Diversification, it can be concluded that the BMW can adapt the Market Penetration which
means the company can develop new products in the existing market’s large volume. The
competitors of BMW such as Mercedes, Audi are ready for capturing the market so the products
of BMW must be innovated for covering the market (BMW-International Management &
Research Study, 2016). This will help in increasing its overall sales.
RESEARCH METHODOLOGY
Tools and instruments which are being used to make sure that there is accomplishment
and contributing to studying a topic is research methodology. The further report are going to
discuss the types, approaches of research, data analysis, sampling, and other aspect which are
going to be considered in the research to be successful (Elgort, 2017).
 Research type
There must be detailed understanding of the situation which is present in the research so
that there is going to be higher performance. 2 types of researches are present in a research which
are qualitative and quantitative types which are going to be discussed. Quantitative type of
research is going to include the data analysis and systematic way of hypothesis which is going to
be considered which is not going to be used in this research but qualitative type is going to be
considered (Hay and et.al., 2019). Qualitative is dealing with meaning and words which helps in
exploring more ideas and in depth of experiences which is going to be present.
 Research approach
Approaches in research is the planning and procedures which are used in a research
which is going to be present. There is deductive and inductive types of approaches which are
present in research. Deductive approach deals with reasoning the ideas, aims and theories which
are present. There is good testing of the existing theories and methods which are present which
was considered in this research and there is also a good consideration of inductive approach
which is going to be broader to generalization of topics and ideas which are present. Deductive
9

approach is more of getting generalization topic or idea to broader observation (Bairagi and
Munot, 2019).
 Research philosophy
Research philosophy is going to consist of two types which are interpretivism and realism
which can be considered in this research but the focus of this research is more upon
interpretivism. There is higher understanding but no casual explanations which are going to be
included. There is no use of quantitative method which is going to be present which is going to
be present in the research but there is a detailed understanding which is going to be there in this
research (Shrivastava, Shah and Navaid, 2018). Critical thinking and using the right methods is
very essential so that there is going to be higher functioning and performance which is going to
be considered in this report.
 Data collection
There has to be good data which needs to be considered so that there is going to be higher
operations which is going to be there and the results are also going to be satisfactory. Two types
of researches are primary and secondary but the focus is going to be upon primary data collection
which is going to make the results more authentic and make the findings more effective (Gear,
Eppel and Koziol-Mclain, 2018).
 Sampling
There is a good sampling of 30 participants which are going to be included in this
research so that there is good outcome and conclusion which can be taken out. There are two
types of sampling which is present which is probability and non-probability. This sampling is
considering non probability type of sampling which is including random participants which are
random customers (Ayed and et.al., 2019). Customers are going to be included via emails and
the questionnaires are going to be sent out so that the research can be conducted well and also
consent forms attached with it.
 Data analysis
There is a good use of thematic data which is going to be considered in this research
which is going to make the outcomes of this report be higher. The data has to be analysed
effectively so that there are going to be higher functioning and understanding which would be
10

present. There are new ideas, patterns, topics, meaning which is going to be there in this research
which is going to make the outcomes be higher (Datta, 2018).
 Ethical considerations
The data which is used in the research is not stolen from anywhere and also there is no bias
treatment to any of the participants as well. To make the findings more exact there is good
consideration of non-discrimination methods which are there. There are consent forms which are
provided to the participants as well so that there is good follow of ethics which is going to be
there (Walker, Lin and McCline, 2018). No details of the participants is going to be sent out to
anyone but is going to be used without identifying them in the research which is going to make
the ethics of the research be higher.
DATA ANALYSIS
Theme 1: Is pandemic affecting the consumer behaviour to purchases a new car.
Is pandemic affecting the consumer
behaviour to purchases a new car.
Outcome
Positive 20
Negative 10
Total 30
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Interpretation
From the above it had been analysed that due to having pandemic many of the people
have stop purchasing luxury products. This might be had direct impact on purchasing car of the
consumer. Out of 30 respondents 20 of the consumer have given their majority that they have
been affected by the purchasing of car. 10 respondents think that they are not been affected with
purchasing of car. As they can easily buy the car in during this pandemic. While customer have
their right observation and low impact on hose people who have their stable income sources
along with this their business has not got affected due to having pandemic. Majority of the
customer says that they are effected by the pandemic, and they also have huge amount of losses
not for achieving the goals.
Theme 2: The changes in the consumer/ customer behaviour, do you intend to purchase a new
car due to covid-19 pandemic or push after 6 months.
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the changes in the consumer/ customer
behaviour, do you intend to purchase a new
car due to covid-19 pandemic or push after
6 months.
Outcome
Now or between 1-3 months 12
After 6 months 18
Total 30
Interpretation
The majority of people say that purchasing car cab be done after the 6 months. Hence,
from 30 respondent, 12 consumer have selected now or between 1-3 months for purchasing car.
In present time stable income people can easily purchase the car but those people who do not
have income sources as they cannot buy the cars. BMW car belong to high prices of cars and no
one can easily afford that car in present situation. Consumer behaviour in buying car might be
changed due to having pandemic. Furthermore, consumer behaviours intent to purchase car after
6 months when they have their huge amount of sources and that could also be more successful
13

for business. Customer are also not willing to buy up the car of BMW as they do not have much
money for buying car in present times.
Theme 3: How do you travel to work during the COVID-19 pandemic.
How do you travel to work during the
COVID-19 pandemic.
Outcomes
Old car 5
New car ( booted for personal travel because of
covid-19)
9
Work from home 11
Public transport 5
Total 30
Interpretation
The graph states about that majority of people prefer more work from home in pandemic.
Here are total 30 consumer out of 5 have selected old car to go at their work and travel in their
old car. 9 respondents have agreed with new car, and they have purchased new car because of
14

having Covid-19, and they also think that while purchasing new car that could be more benefits
for them in travelling for work or some other purpose. 11 respondent have strongly agreed with
work from home and from their work from home is safer rather than going out from the home.
That could also maintain the social distancing and keep them safer than well as their work being
easily completed while by seating at home. Out of 30 respondent 5 of the people agreed with
public transport because due to have no income source, in public transport they can save more
money. Work from home has taken place at work place and many of the employee are also
preferred work from home through which they are safer, and they do not have harm from Covid-
19.
Theme 4: How do you travel to work or shops after COV-19 pandemic.
How do you travel to work or shops after
COV-19 pandemic.
Outcomes
Car 15
Tube or Train 10
Bus 5
Total 30
15

Interpretation
Most of the people travel to work or shop by car after Covid-19 pandemic. Out of 30
respondents 15 are strongly agreed with car transport. As they want to be safer in today time, and
they also think that Covid-19 being still their so for having no effected them and their families
they mostly travel by car. Tube or train 10 respondent are agreed with travelling for work or shop
after pandemic. Many people do not have much money, and they cannot buy car or travel by any
high extra charge money. So they like to travel by train or tube while after having pandemic. 5
respondents are agreed with travelling by bus. While by travelling for work or shop they might
be had less money, and they also want to save money for more benefits. Those who have their
stable income they can easily travel by car and buy new car for travelling and also make their life
much easier for surviving in this pandemic.
Theme 5: BMW is investing millions in new development of digital sales tools as consumers
demand more online and personalized services. Do you agree?
BMW is investing millions in new
development of digital sales tools as
consumers demand more online and
personalized services. Do you agree?
Outcome
Strongly agree 14
Agree 6
Neutral 4
Disagree 3
Strongly disagree 3
Total 30
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Interpretation
From the above graph majority of people strongly agree with BMW investing more in
new development of digital sales tools and having their huge customer demand for more online
and become personalized services. Out of 30 respondent, 14 consumer are strongly agreed with
their online and personalized services through which they can also easily maintain the social
distancing due to have current situation and that might be also helped them for save money as
well time. 6 respondent are agreed with their online and personalized services for which they
think that could help them while by providing only instruction not by coming at their place. 4 of
respondent are neutral as they think both online and personalized services should be provided by
BMW. 3 of the respondent are disagree, and they do not want to use the personalized and online
services as they think about that it might not be possible them for wasting their money again and
again for having the same services. 3 respondent are strongly disagreed with BMW digital sales
tools through online and personalized services.
Theme 6: According to you how much are you satisfied with after sales services of the BMW
company on the pandemic time.
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According to you how much are you
satisfied with after sales services of the
BMW company on the pandemic time.
Outcome
Totally satisfied 10
Very satisfied 8
Very dissatisfied 6
Totally dissatisfied 6
Total 30
Interpretation
From the above graph it had been analyzed that out of many people are totally satisfied
with after sales services of the BMW company on the pandemic time. Out of 30 respondent, 10
people are totally satisfied by sales services that have been by company after having pandemic. 8
consumer are very satisfied with sales services of BMW. Very dissatisfied are 6 from which they
come to know about the sales services is not much useful for them in making them more
satisfied. 6 of the respondent are totally dissatisfied with their sales services which have been
18

offered by them for their customer. As they not want to their sales services as per their thinking
that just have wasting of time and do not have much effect to their car.
Theme 7: After pandemic are you going to work from home or travel to work place.
After pandemic are you going to work from
home or travel to work place.
Outcomes
Home 20
Travel to work 10
Total 30
Interpretation
The above states about that after pandemic they want to have their work from home. Out
of respondent, 20 are strongly agreed with the home working as they think more about their
safety and maintain the social distancing. 10 respondent are agreed with travel to work through
as per they think that they can travel for having their better work complete.
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Theme 8: What can be the recommendations for adjusting the corporate strategy of BMW in
order to meet the changing consumer behaviour
the recommendations for adjusting the
corporate strategy of BMW in order to meet
the changing consumer behaviour
Outcomes
Invest on digital sales (online. Home delivery
etc)
20
Others 10
Total 30
Interpretation
From the above graph it had been analyzed that due to Covid-19 corporate strategies of
BMW in order to meet the changing consumer behaviours. Out of 30 respondent, 20 are agreed
20

with invest more on digital so that they can order anything while by seating at home. 10
respondent thinks that online services is important and sometime that might be not safe on this
pandemic.
DISCUSSION
Pandemic situation globally has got in a lot of changes in the market because of the panic
situation that it created. The businesses in the market are not being able to operate effectively.
Covid-19 has got in a lot of According to the customers present in the market have also observed
that this pandemic situation has got in a lot of changes in the market which is not going to be
good for the market. Market is going to take in a lot of time to be able to operate again in the
market which is going to make the sales and profit margins of the company be affected from a
long run (Odekerken-Schröder and et.al., 2020). The competition in the market is high and due to
pandemic as well the income level of the customers has reduced therefore products with high
pricing strategies are not going to be able to operate and function effectively in the market which
is a great loss. There are a lot of changes which have to come in the market because of this
pandemic situation which has come up in the market so that there is going to be a good growth
which is going to be present again. There are a lot of businesses which are investing in large
organizations which can be controlled and monitored but having the right experience is going to
be very helpful as well. Covid-19 made a lot of business not be able to operate effectively but
due to the experience and the profits from before the company did not make decisions which
were unnecessary and make the company be able to operate effectively in the market. Pandemic
situation is going to be a great factor for the businesses as well because they got a lot of time to
think of the planning and strategies which the businesses can use in order to be able to have the
right standards and brand value in the market as well.
Consumer behaviour is going to depend on the quality of products and services or the
influence which the organization is having on them. Customers have to make sure that they are
being able to maintain their lifestyle and have a healthier living for themselves which is going to
be a good factor for the development of the country as well. Clients present in the market change
their preferences very quickly which needs to be addressed and implemented in the organization
as well so that there is going to be higher performance and brand value which the organization
can gain. Social distancing has become mandatory which is making the habit of buying and
21

selling in markets also very difficult for the businesses (Gursoy and Chi, 2020). BMW has the
right technology and information online which the customers can see and purchase their products
accordingly. Purchasing online is the new trend which has come in the market but making such
huge online transactions for the customers is not acceptable and trustworthy which is why BMW
is providing home test drives which the clients can have which is going to make the sales of the
company be present. The beliefs, attitude, purchasing habits, etc. of the customers has changed
which is not going to be good for the business to have for a long run which needs to be
implemented in the company (Shin and Kang, 2020). Services of BMW have to be changed with
time so that there is going to be better operations and behaviour of the company towards the
customers will change and be more positive so that they can attract more customers in the
organization.
Businesses in the market have to get in changes so that they would be able to make the
competitive advantage be present in the business. BMW is focused on luxury cars therefore they
use higher quality of raw material to produce the end product better (Thakur and et.al., 2020).
System of the company has changed and that has to be implemented in the organization so that
there is going to be higher working which is going to be focused and make the behaviour of the
business be impacted. Solutions have to be found with time otherwise BMW will lose their
reputation and brand image in the market which is not going to be good for a long run of the
business in the market. Trust of the customers has to be gained and for that the business will
have to use the right changes and observations in the market so that the clients will be able to
make the insights of the company improve. From the above survey it is concluded that there is a
huge impact of the Covid-19 which has come in the business and that needs to be entertained by
the business so that there is going to be higher resolution which is provided. Different measures
are being implemented by BMW like clients can book their test drives online and the vehicle will
be sent to their location so that they can make their decisions accordingly (Ibn-Mohammed and
et.al., 2020). There is a transparent environment which BMW is trying to get in so that there is
going to be more sales and productivity is also going to be higher and the company is going to
make the standards of the company also be improved. Protection of employees and customers is
also very essential for the business to implement so that there is going to be higher performance
and practices which would be present.
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Workforce is the backbone of the organization which is why the company has to get in
the right measures and methods accordingly. The employees are having the right skills and
experience which they must have to be able to operate effectively in the market so that the
company will be able to operate effectively and efficiently in the market as well. There is a
higher workload which is present on BMW and that needs to be well managed and worked out so
that there is going to be effective working. Trends in the market have to be followed so that there
is going to be higher attention of the customers which can be retained and there would be higher
gain of firm (Seetharaman, 2020). The performance of the vehicles has to be higher and so is the
comfort and style which must match the expectations and standards of the customers so that
there is going to be higher performance and maintenance of the customers and trust of the clients
be present. Customer awareness for transport modes have changes therefore the automotive
industry will have to make the right decisions and measures in order to be able to operate and
function effectively.
Customers have to be satisfied highly by the products of the company. Getting in cost
friendly actions is going to make the functioning and performance of the organization be
impacted by the customers majorly which has to be well managed. Issues with the beliefs and
behaviour of the customers has to be well managed and maintained in the organization so that
there would be higher results. Investment of the company is high and that is going to make the
automotive industry be able to develop and perform effectively. It is important that the business
has good value in the market so that there is going to be higher and better influence of the
company. To influence the customers, there are a lot of platforms which can be implemented by
the organization so that there would be higher sales and profitability which the business can have
in the market. Business strategies have to be built around the customers so that there would be
higher functioning and operations which is going to be present and all the decisions have to be
made according to the employees as well which is going to make the internal and external factors
be well- balanced (Rakshit and Paul, 2020). There is a hierarchy which can be followed by the
business in the market so that there is going to be a better vision and a sense of direction which
the firm can have after the pandemic influence which is present so that the business will be able
to make the best of attraction factor for the customers. Set of planning is going to make the
motivation factor be improved and increased as well which is going to make the vision and
23

standards of the company be present so that there is going to be easier grasp which is going to be
present.
RECOMMENDATION
Companies will have to make right decisions in order to be able to operate effective and
make the productivity higher. Covid-19 has impacted the businesses in market majorly therefore
having the right strategy is going to make the performance of the organization be higher which is
going to be a great factor for the improvement. Development is very essential and BMW is an
experienced firm in the automotive industry therefore they have the right knowledge of planning
and deciding the right measures to be taken. Strategies and techniques of firm will have to be
improved and analysed according to the current situation which is present in the market so that
there would be higher impact which is going to be present. Pricing and cost friendly measures
have to be taken so that the company does not have to compromise on their standards and quality
of the products and services which BMW has developed over years. Businesses operating in the
market from a long run have the standards set and growth of the business which has to be present
so that there is good and effective functioning which is going to be there. There have to be cost
friendly models as well which BMW will have to come up and electrical vehicles which are
going to be affordable and gain the market easily in the market as well which is good for the
growth and reputation of the business. Electrical vehicles is a futuristic approach which BMW
can consider and have the right research and development over this idea which can make the
company be able to develop effectively. Income of customers has reduced which is why they can
afford electricity easily and is going to be practical for their use as well and the company will be
able to have the right sales, productivity, operations, cash flow and profitability in the business as
well.
Action Plan
An action plan is considered as checklist for the steps or the tasks which are needed to be
completed for achieving the goals. Here, the main goals of the company BMW is to maintain its
corporate governance and the sales by changing the behaviour of the consumers at the time of
pandemic of COVID-19.
24

Objectives Tasks Success Criteria Time Frame Resources
Effective
communication
with customers
and fans
A new
infotainment
format can be
made like BMW
today for
maintaining
relationships and
interaction with
the customers
even without
coming to the
showrooms.
Loyal customers
ready to make
purchase by
being in regular
contact.
Till the situation
becomes normal.
Technical
experts, computer
specialists,
marketers,
computers,
laptops etc.
Digital
consultation
(Naeem, 2021)
Through live
streaming and
contactless pick
up or delivery of
the vehicles
according to the
customer’s
request and
choice (Ramteke
and Sahu, 2020).
Increased
number of sales
and the customer
base.
Time which will
be taken to make
the situation
normal.
Human Resource,
Mechanics,
Technicians,
Marketers,
Delivery men.
Increasing online
presence
Advertising and
promotional
activities on
social
networking sites
along with
virtual meeting
with customers
Enquiries of
customers on the
social
networking sites
and always
updated on the
posts and updates
of the company.
Not more than 2
months.
Digital marketers,
customer service
representatives.
25

and fans.
Allotting the
vehicles for
social work.
The company
must assign its
vehicles for
frontline and
medical workers
and must use it
for donating
masks to many
organisations
(Kashyap and
Ramaprasad,
2020).
Increased
goodwill and
name of the
company in the
sustainable and
ethical
companies in
world with good
reputation.
Satisfied medical
teams.
During the time
of pandemic.
Drivers, cars,
management
team etc.
26

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APPENDIX
Questionnaire
1. Age:
 Between 18 to 29
 Between 30 to 49
 50 or above
2. Gender:
 Male
 Female
 Others
3. Income level:
 Below 15,000
 Between 15,000 to 30,000
 Above 30,000
4. Is pandemic affecting the consumer behavior to purchases a new car.
 Positive
 Negative
5. What are the changes in the consumer/ customer behaviour, do you intend to purchase a
new car due to covid-19 pandemic or push after 6 months.
 Now or between 1-3 months
 After 6 months
6. How do you travel to work during the COVID-19 pandemic.
 Old car
 New car ( booted for personal travel because of covid-19)
 Work from home
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 Public transport
7. How do you travel to work or shops after COV-19 pandemic.
 Car
 Tube or Train
 Bus
8. BMW is investing millions in new development of digital sales tools as consumers
demand more online and personalized services. Do you agree?
 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree
9. According to you how much are you satisfied with after sales services of the BMW
company on the pandemic time.
 Totally satisfied
 Very satisfied
 Very dissatisfied
 Totally dissatisfied
10. After pandemic are you going to work from home or travel to work place.
 Home
 Travel to work
11. What can be the recommendations for adjusting the corporate strategy of BMW in
order to meet the changing consumer behaviour?
 Invest on digital sales (online, home delivery, etc)
 Other
31