In this study, PESTE, Porter 's Five Forces model will be used to make an external assessment of BMW GROUP ( an car company ) . We will discourse the chief strategic issues confronting by the company along with the cardinal success factors.

Besides, we will carry on a fiscal analysis of the company in footings of efficiency, profitableness and returns to investors.

BMW Group

BMW ( Bavarian Motor Works ) Group is a universe taking maker of choice luxury autos and bikes. BMW Group was established in Germany in 1916. With its three premium trade names: BMW, Rolls-Royce and MINI, BMW Group holds important market portion in car industry.

BMW frequently considered as one of the best in the automotive sector. It has a presence in over 160 states, with 21 fabrication workss on four continents. BMW Group employs over 100,000 people worldwide with a working force of 8000 employess in UK. Following Germany and America, UK is BMW 's third-largest market in the universe.

Why BMW Group?

With an involvement in car sector, peculiarly in luxury auto section influence me to take BMW group for this formative assignment. Besides, it would give me an chance to analyze relevant concern environment of BMW Group as I see BMW Group my hereafter employer.

Strategic Issues with BMW:

Major strategic issue BMW group presently confronting is covering with its support of operations. Therefore, Fluctuation of company stocks is therefore an issue as unpredictability makes it hard for investors to judge whether the stock is at a turning point or has reached stable degree.

Business Environment Appraisal:

PESTE: A PESTE analysis is a tool used to observe alterations in the external environment that may impact concern in future ( Henry, 2008 ) .


Political factors affect car sector are enforcement of new Torahs on emanation criterions ( e.

g. , Euro 5 criterions ) , political instability in emerging markets. Similarly, directives such as E.L.V ( end-of- life vehicles ) , which dictate how the end-of-life vehicles ( ELV ) should be recycled airss extra costs on car manufacturers.


Economic factors include economic growing, involvement rate hazard, currency hazard exposure, etc. Besides monetary value of rough oil and fluctuation in monetary value of natural stuffs are other major economic factors.


Social factors include the alterations in civilizations and demographics globally apart from alteration in the purchasing form and capacity of the consumer. Growth in the Numberss of middle-class in states like India and China is an chance for BMW. Besides change in clients penchants from luxury autos to environment friendly intercrossed autos affect automotive sector.

BMW 's reaction to their clients ' alteration in penchants, BMW 's increased focal point on intercrossed autos, double fuel engines and in general more fuel efficient autos. In the long tally BMW is expected to stay at the head of sustainability by supplying advanced solutions to environmental issues.


In car sector engineering is considered at top precedence to derive competitory advantage over challengers. Technology enables environmental friendly solutions like double fuel engines, intercrossed electric autos and H goaded autos.

BMW has a good place, because BMW has researched in this country for old ages, by researching double fuel engines, intercrossed electric autos and H driven autos

Environmental or Ecological:

Factors that affect automobile industry are planetary warming consciousness, nursery consequence, C02 emanations norms. For BMW Group following with new environment criterions, shuting emanation and pollution criterion spread is critical. BMW Group is working on Efficient Dynamics programme to accomplish environmental efficiencies.

Key drivers of alteration:

Consumer penchants for green merchandiseFluctuation in monetary value of natural stuffsEmerging new markets in India and ChinaPorter 's five forces: Michael porter five forces is an industry analysis that enable troughs to measure industry competition ( Enz,2009 )

Porter five forces:

Potential entrants


Low- High capital investing,- Wide distribution channel,- Trade name acknowledgment.


Competitive competitionBuyersSuppliersC

Low Low

-Suppliers in big figure - Customer trueness,- High selling cost - Distinctive trade name- High stigmatization costSubstitutes-Toyota, Honda premium autos


Porter 's five forces theoretical account for BMW

Fig 1.1

Potential Entrants - Low

Menace for new entrants seems to be low since set uping an car industry requires immense capital investing. Besides, Brand acknowledgment, broad distribution channels, progress usage of engineering and extremely skilled direction are barriers to entry for new entrants.

Substitute - Medium

Transportation options such as trains, coachs, bikes or even walking can non be considered as replacement for BMW.

However, well-established maker such as Suzuki, Honda, and Toyota come ining into premium auto sections can be a considered as replacement of BMW.

Power of Suppliers - Low

Dickering power of providers is low since providers are big in Numberss and competition is high. Mostly suppliers rely on one or two auto maker with strong trade name image to purchase bulk of their merchandises. If auto maker decides to exchange from one provider to another so it can impact the concern of old provider.

As a consequence, providers are highly sensitive to the demands and demands of maker, and keep really small power.

Power of Buyers - low

The Switching costs of the general auto industry are really low. Customers can exchange to another auto trade name if they are non happy with their current 1. This gives clients dickering power over the auto makers. But in instance premium auto market the dickering power of purchaser is low as purchasers have a ground for disbursement more than necessary for a auto. Customer does non frequently have high outlooks when they buy premium autos.

BMW typical trade name contributes to clients being more loyal and it hence decreases the bargaining power of the purchaser.

Competitive Rivalry - High

In luxury auto section, competitory competition is considered really high because of high competition cost involved on selling and stigmatization. The industry competition is considered to be really ferocious in the premium car section. Possibility of new entrants in hereafter will raise the degree of competition.





Key Success Factors:

Key success factors thereby are Branding, inventions and technological capablenesss and sustainability.

BMW Financial Performance:

BMW Group ( Worldwide )

Fiscal Ratios

Ratios %



Gross Margin10.511.4EBIT Margin0.61.


Tax return on capital employed




713.9Net Net income ( in million GBP )186.67293.35

BMW ( UK )

Efficiency Comparison

Year ( 2009 )

Stock Turnover ( in million GBP )

Net Asset Turnover ( in million GBP )

Fixed Asset Turnover ( in million GBP )




Mercedes-Benz UK


VW Group UK



BMW in figures:

Figure: 1


Figure: 3

Decision on the Financial Analysis:

Worldwide economic and fiscal crisis had a major impact on BMW concern in the twelvemonth 2009.Significant autumn in Gross net income, EBIT border and ROCE ratios implies decrease in BMW Group 's net incomes and increase in direct cost and debts. However, BMW made it through crisis without terrible problem with the support its liquidness and efficiency.