Strategic Marketing Analysis Report: BMW Case Study, Unit 6.5, TMS

This report provides a strategic marketing analysis of BMW, examining both its internal and external environments. The analysis utilizes tools such as the McKinsey 7S model and Porter's value chain for internal assessment, while PEST and Porter's 5 forces are employed for the external environment. The report emphasizes how these internal and external analyses are integrated to inform strategic planning, highlighting the importance of understanding both strengths and weaknesses alongside opportunities and threats. The report also references the importance of strategic marketing and provides a framework for understanding how to assess and improve marketing strategies. This analysis is crucial for any organization seeking to develop and refine its strategic marketing plans, and the report provides a clear and concise overview of these key concepts.

Strategic Marketing
Activity 2

2.1 AN EVALUATION OF APPROACHES
TO INTERNAL ENVIRONMENTAL
ANALYSIS
Internal environment analysis is a strategic tool that identifies various internal
elements that can affect the performance of the BMW. It helps in entailing
various threats as well as opportunities factors that might occur. BMW can
process internal environment analysis by the help of two different methods that
are Mc Kinsey 7S as well as Porters value chain.
 Mc Kinsey 7S

CONTINUED...
 Porters value chain

2.2 AN EVALUATION OF APPROACHES
TO EXTERNAL ENVIRONMENTAL
ANALYSIS
External environment analysis is a strategic tool that identifies various external
elements that can affect the performance of the BMW. It can process
external environment analysis by the help of two different methods that are
PEST and Porters 5 forces analysis.
 PEST

CONTINUED....
 Porters 5 forces analysis

2.3 AN EXPLANATION OF HOW
INTERNAL AND EXTERNAL
ANALYSES ARE INTEGRATED
Analysis Integration into strategic
plan
Internal Internal factor analysis helps in
determining strengths and
weaknesses.
It is essential to look after the
internal factors of the company
before determining strength and
weaknesses of the company
External External factor analysis helps in
identifying various threats and
opportunities.

CONTINUED...

REFERENCES
What is Strategic Marketing?. 2016. [Online] Availabile
Through:<http://daviesbdm.com/what-is-strategic-marketing/>. [Accessed on
30th June 2016].
About Bayerische Motoren Werke (BMW). 2016. [Online] Availabile
Through:<http://www.bmw.com/com/en/>. [Accessed on 30th June 2016].

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