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BMW is a well-known company with a high status branding that has a very high recognition factor. The company has been strengths in both research and development and design as well as in marketing. For example when it comes to marketing it was a BMW advertisement that was the first e-advertisement that made it to Campaigns 'Pick of the Week' (Doman). However, in a long-term purchase such as this there is a need for moire substance than just marketing, otherwise the life of the company would be relatively short due to the nature of the purchase. It is in these longer-term systems and strategies that we can see many of the strengths of BMW, we can consider these by starting with the market position of the company.
BMW as well as Mercedes' and a few other companies have managed too successful attain m a market position where they have a focus on a narrow range of exclusive cars. These can be seen as aimed at the market place that is not also sensitive to price, and as such we must argue that the market positioning may be seen as a strength as there will not be such a reaction if the economic conditions change. The customers that are in the target group are happy to pay a premium price for what they perceive as a premium product (Thompson).
This may not be so true of the subsidiary companies that have had different problems, such as the ill-fated Rover group. However, the core product has remained strong (Thompson). This may be seen as diversification, and some of the diversification may also be seen as a strength, for example the purchase of Rolls Royce where there is a similar strategy, however the range and target market are even more focussed and exclusive.
The strategy of BMW is designed to be defensive against other car manufactures, and as we will see when it comes to the section on threats this is a defensive strategy that BMW have adopted after learning the need for defensive as well as aggressive marketing and strategies. These strategies can be seen as follows;
Customers may choose any color that the wish from the entire range, this is only matched by Rolls Royce and Aston Martin, other companies offer a choice of color but only within a limited range (Thompson). The advantage of this is by differentiation and the gaining of a competitive advantage, the target market here is different from he other companies that offer the same facility of choice. Therefore there is an advantage over companies such as Toyota and Mercedes. There is also a very wide range of optional extras (BMW).
The marketing as well as design emphases the differentiation by focusing on safety, the environment, as well as comfort and economy (Thompson). This is emphasized in all models and can also be seen as reinforcing the branding of the BMW logo and name.
the way in which the company is run allows for a high level of control. The national BMW sales companies in each country are all wholly owned subsidiaries of the company. This is also co-ordinated with the strategic location of the parts warehouses so that they are in the most beneficial locations (Thompson).
The computer system that BMW use for the ordering of parts by the independent distributors is also very efficient, reducing the time it takes between placing and order ands supply. The orders are placed directly into the BMW central computer for processing (Thompson).
There has been a sting message form BMW that it intends to retain its independent position, and this appears to have given the market confidence in the company, as such the company may be seen as stronger financial in the markets own perception (Thompson).
In the United States BMW managed to gain a first mover advantage in terms of its European competitors, being the first company to produce cars on this continent (Thompson).
However we can also argue that it was this international desire that also bought about a realization of some of the weaknesses of the company.
There has also been a desire to make use of strategic alliances and acquisitions. This has not always ... more
Find essay on Strength And Abilities
Born: 1844. Rocken, Germany
Died: 1900. Weimar, Germany
Major Works: The Gay Science (1882),
Thus Spoke Zarathustra (1883-1885),
Beyond Good & Evil (1886),
On the Genealogy of Morals (1887),
Self deception is a particularly destructive characteristic of
Life is The Will To Power; our natural desire is to dominate and
reshape the world to fit our own preferences and assert our personal
strength to the fullest degree possible.
Struggle, through which individuals achieve a degree of power
commensurate with their abilities, is the basic fact of human existence.
Ideals of human equality perpetuate mediocrity -- a truth that has
been distorted and concealed by modern value systems.
Christian morality, which identifies goodness with meekness and
servility is the prime culprit in creating a cultural climate that thwarts
the drive for excellence and self realization
God is dead; a new era of human creativity and achievement is at
hand. -- Great Thinkers In The Western World. By: Ian P. McGreal, 1992
Much information is available on Mr. Friedrich Nietzsche, including many
books that he wrote himself, during his philosophical career. I took this
as a good sign I would find a fountain of enlightened material produced by
the man. I've had to go through a bit of my own philosophical meditations
to put my own value judgements aside, and truly look for the contributions
Nietzsche gave to philosophy. Much of my understanding came only after I
had a grasp of Neitzsche's history; therefore, I encourage you to read-up
on his history before diving into his philosophy (see Appendix I). The
modern Westerner might disagree with every aspect of his philosophy, but
there are many things one must unfortunately admit are true (only if you
put your morality aside). So, from here, I will present his contributions
to philosophy, and do my best to delete my own opinions, other than to say
that he was not the chosen topic of this paper out of any admiration.
THE PHILOSOPHY OF FRIEDRICH NIETZSCHE
Sometimes philosophy is called "timeless," implying that it's
lessons are of value to any generation. This may be hard to see in
Nietzsche's work; but, we are assured that it was appropriate thought for
his time. However, even Nietzsche's critics admit that his words hold an
undeniable truth, as hard as it is to accept. Perhaps this is why his
work is timeless, and has survived 150 years in print.
Christianity "God is Dead!" announced Zarathustra (better known
as Zoroaster), in Neitzsche's proudest book, Thus Spoke Zarathustra
(1883-1885). Unlike many philosophers, Nietzsche never tried to prove or
disprove the existence of God, just that belief in God can create
sickness; and to convince that highest achievements in human life depend
on elimination of God. Whether God existed had no relevance in his goal.
Proclamation of the death of God was a fundamental ingredient in the
revaluation of values Nietzsche advocated.
"Nothing has done more than Christianity to entrench the morality of mediocrity in
"Christian love extols qualities of weakness; it causes guilt. Charity is just teaching
hatred and revenge directed toward nobility."
"Belief in God is a tool to bring submission to the individual of noble character."
-- F. Nietzsche, Thus Spoke Zarathustra.
Hero Morality Nietzsche had an ideal world in mind, with an ideal
government and an ideal God: the "Overman" or
"Superman." These Gods were a product of natural selection, or
social Darwinism. He felt, very strongly, that any kind of moral
limitations upon man would only stand in the way of The Overman.
"The Will To Power," his strongest teaching, meant that The
Overman should and would do anything possible to gain power, control and
strength. If one showed the smallest bit of weakness or morality, he
would be killed by the stronger Overman, and taken over. Thus, the
advancement of The Master Race (Nietzsche's "Master Race" will
be discussed later).
"Not mankind, but superman is the goal. The very last thing a sensible man would
undertake would be to improve mankind: mankind does not improve, it doesn't even exist -
- it is an abstraction."
"... his superman as the individual rising precariously out of the mire of mass
mediocrity, and owing his existence more to deliberate breeding and careful nurture than to
the hazards of natural selection."
Master Race Nietzsche is often referred to as a pre-Nazi thinker, by his
idealism of The Master Race. He was, in fact, a prime influence on the
writing of Hitler's highest men, and quoted in Hitler's speeches. ... more
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