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BMW Group’s Differentiation Strategy
BMW’s official website offers an overview of the differentiation strategy used by the firm, and the strategic objective of the company is clearly defined. This is evident from the statement, “The BMW Group is the only manufacturer of automobiles and motorcycles worldwide that concentrates entirely on premium standards and outstanding quality for all its brands and across all relevant segments.” There are a number of areas in which BMW seeks to differentiate itself from the other competitors in the market. One such area where BMW differentiates itself is on the strategy front. The Company link on the website takes us to the Company Portrait page that shows the three different brands under BMW namely, Mini, Rolls-Royce Cars, and BMW, and the company states how firmly its vision is set on the premium segment of the global automobile market. In order to meet its objectives, the company deploys its strengths in such an efficient manner that cannot be matched by anybody else in the automobile market. The second aspect on which the company differentiates itself from its competitors is innovation. The R&D page on the website states that the staff in the R&D department makes use of the most advanced and state-of-the-art methods as well as technologies for methodically transforming ideas into innovations for vehicles as well as traffic systems. This is completely in conformation with the differentiation strategy of the company as the focus even in R&D is upon premium technologies and procedures for the conversion process. There is sufficient proof about the way in which BMW differentiates itself from its competitors by using a number of strategies, and this is evident from the Chairman’s Preface from the company’s annual report, where information about how the company had succeeded in garnering a competitive advantage are delineated. The annual reports can be downloaded from the Investor Relations link where annual reports of the company are available.
Works Cited
BMW Group. Company - BMW Group at a Glance. 28 October 2014. <http://www.bmwgroup.com/e/0_0_www_bmwgroup_com/unternehmen/unternehmen_2011.html>.
