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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 Such As Gold
The ancient statues and pottery of the Golden Stone Age of Greece were much
advanced in spectacular ways. The true facts of Zeuss main reason for his statue. The
great styles of the Kouros and the Kore. The story of The Blinding of Polphemus,
along with the story of Cyclops. The Dori and Ionic column stone temples that were
built in Greece that had an distinctive look. The true colors of the vase, Aryballos. The
vase that carried liquids from one place to another. The Lyric Poetry that was originally
a song to be sung to the accompaniment of the lyre.
Zeus was considered, according to Homer, the father of the gods and of mortals.
He did not create either gods or mortals; he was their father in the sense of being the
protector and ruler both of the Olympian family and of the human race. He was lord of
the sky, the rain god, and the cloud gatherer, who wielded the terrible thunderbolt. His
breastplate was the aegis, his bird the eagle, his tree the oak. Zeus presided over the
gods on Mount Olympus in Thessaly. His principal shrines were at Dodona, in Epirus,
the land of the oak trees and the most ancient shrine, famous for its oracle, and at
Olympia, where the Olympian Games were celebrated in his honor every fourth year.
The Nemean games, held at Nemea, northwest of Argos, were also dedicated to Zeus.
Zeus was the youngest son of the Titans Cronus and Rhea and the brother of the deities
Poseidon, Hades, Hestia, Demeter, and Hera. According to one of the ancient myths of
the birth of Zeus, Cronus, fearing that he might be dethroned by one of his children,
swallowed them as they were born. Upon the birth of Zeus, Rhea wrapped a stone in
swaddling clothes for Cronus to swallow and concealed the infant god in Crete, where
he was fed on the milk of the goat Amalthaea and reared by nymphs. When Zeus grew
to maturity, he forced Cronus to disgorge the other children, who were eager to take
vengeance on their father. Zeus henceforth ruled over the sky, and his brothers Poseidon
and Hades were given power over the sea and the underworld, respectively. The earth
was to be ruled in common by all three. Beginning with the writings of the Greek poet
Homer, Zeus is pictured in two very different ways. He is represented as the god of
justice and mercy, the protector of the weak, and the punisher of the wicked. As
husband to his sister Hera, he is the father of Ares, the god of war; Hebe, the goddess of
youth; Hephaestus, the god of fire; and Eileithyia, the goddess of childbirth. At the same
time, Zeus is described as falling in love with one woman after another and resorting to
all kinds of tricks to hide his infidelity from his wife. Stories of his escapades were
numerous in ancient mythology, and many of his offspring were a result of his love
affairs with both goddesses and mortal women. It is believed that, with the development
of a sense of ethics in Greek life, the idea of a lecherous, sometimes ridiculous father
god became distasteful, so later legends tended to present Zeus in a more exalted light.
His many affairs with mortals are sometimes explained as the wish of the early Greeks to
trace their lineage to the father of the gods. Zeus''s image was represented in sculptural
works as a kingly, bearded figure. The most celebrated of all statues of Zeus was
Phidias''s gold and ivory colossus at Olympia.
The standing nude youth (kouros), the standing draped girl (kore), and the seated
woman. All emphasize and generalize the essential features of the human figure and
show an increasingly accurate comprehension of human anatomy. The youths were
either sepulchral or votive statues. Examples are Apollo (Metropolitan Museum), an
early work; Strangford Apollo from Lmnos (British Museum, London), a much later
work; and the Anavyssos Kouros (National Museum, Athens). More of the musculature
and skeletal structure is visible in this statue than in earlier works. The standing, draped
girls have a wide range of expression, as in the ... more
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