Bavarian Motor Works (Bmw): an Analysis on Its Success as a Multinational Enterprise

In: Business and Management

Submitted By ghettofaburuss
Words 2547
Pages 11
Jay Soss
1/23/12
IBUS-301
Professor Harasamophaka
Bavarian Motor Works (BMW): An Analysis on its Success as a Multinational Enterprise
Introduction
BMW Group manufactures products under three brands: BMW, MINI and Rolls-Royce Motor Cars. BMW is a Multinational Enterprise that has been manufacturing and marketing luxury products for about a century. The company is currently the largest premium car maker in the world, followed closely by Mercedes-Benz and Audi. Their headquarters are located in Munich, Germany, and the building itself is also a well-designed masterpiece allowing visitors a glimpse inside the techniques utilized to keep BMW a true competitor on the global scale. This Multinational Enterprise is made up of twenty three production and assembly plants in thirteen countries, forty one sales subsidiaries all over the world, and ten locations in the Research & Development network in five countries. According to the company's current annual filing, it had FYE 12/31/2011 revenue of $90.9 billion and employs one hundred thousand and three hundred and six people (Bayerische). These values ensure its positions as one of the ten largest cars manufactures in the world. Bavarian Motor Works has been able to sustain its position as a successful Multinational Enterprise by adapting to the changing global marketplace through adopting environmentally friendly policies, smarter spending, relevant marketing and partnering with other automobile companies to continuously strengthen its brand and technology.
History
The history of the BMW dates back to almost one hundred years. The company, founded in 1916 under the name Bayerische Flugzeug-Werke (BFW), originally manufactured aircraft engines during World War I which helps influenced its logo. The circular blue and white BMW logo evolved from the circular Rapp Motorenwerke company logo. This is the first company…...

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