Executive Summary

2.0 Methodology

The main purpose of this report is to identify the current marketing strategies of BMW using appropriate sources, as well as to research, analyze and evaluate their key strengths and weaknesses. The purpose of second part of this report is to set the new goals and objectives for BMW for the next two years and to suggest an alternative strategic approach to achieve these objectives. The new goals and objectives have been recommended with a view to increase company’s market share, profitability, value creation and sustainability.

To provide the background of BMW Company and introduce the main object of the report www.allbest.ruwebsite was used.

To research and analyze the existing data the official BMW websites were used – www.bmw.co.ukand www.bmwgroup.com. Most of the data, statements and company’s details were obtained from these websites.

To understand and identify the current marketing strategies of BMW and to give explanations on the analysis used in Part 1, as well as to give brief definitions on analysis, the several books were used, such as: “Fundamentals of Strategy” by Johnson et al. (2009), “Strategic

management in action” by Coulter (1998), “Management: an introduction” by Boddy (2011), as well as official websites ofBMW.

For the better understanding of tasks and sections required by the tutor, as well as materials obtained from different sources, some of the Russian language websites were used during this report, such as www.allbest.ru, www.menzo.ucoz.ru, www.ru.wikipedia.org, www.proname.ru.

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