Bmw consultancy

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Final Project Brief for Third Partial


Bavarian Motor Works

Ricardo Sánchez Losada Ticó


1. Corporate Overview
1. Corporate History
2. Key Facts
3. Subsidiaries/Affiliates
4. Organizational Chart
5. Profiles of Key People
6. Recent Developments

2. Business Description
1. Business Segments
2. Geographical Segmentation
3. Key Partnerships/Alliances

3. SWOT Analysis
1. Strengths
2. Weaknesses
3. Opportunities
4. Threats

4. Key Business Strategies

5. Information Technology Deployment and its role
5.1 Infrastructure
5.2 Key IT Vendors and Contracts
5.3 Strategic Role of IT

6. Financial Performance6.1 Financial Highlights and Ratio Analysis
6.2 Five-Year Financial Summary
6.3 Market Indicators
6.3.1 Stock Chart
6.3.2 Earnings Estimates

7. Competitive Landscape
7.1 Industry Overview
7.1.1 Industry Definition and Segmentation
7.1.2 Market Overview
7.1.3 Key Drivers
7.1.4 Major Trends
7.1.5 Issues and Implications7.1.6 Outlook

1. Corporate Overview

1.1 Corporate History

Bayerische Motoren Werke (BMW) was originated from three other companies: Rapp Motorenwerke and Bayerische Flugzeugwerke (BFW) in Bavaria, and Fahrzeugfabrik Eisenach in Thuringia. The company considers their foundation date on March 7th 1916, day in which the Bayerische Flugzeugwerke Company is founded.

On July 21st1917, Rapp Motorenwerke is renamed Bayerische Motoren Werke GmbH, and It is until 1918 that the firm builds an airfield in Munich to build their engines. Being in 1922 when they acquire the BFW plant.

However, after the World War occurred, BMW was forced to cease their aircraft engine production by the Versailles Treaty for an armistice. The reason relies on the fact that they were a Germancompany. Hence, BMW opted to develop train breaks.

Later on when the treaty started to lose its effects in 1923, the company shifted to the production of motorcycles. That year, the first BMW motorcycle R32 twin was launched.

It was in 1929 that the bought Fahrzeugfabrik Eisenach, which in that year was developing the Austin Sevens Car. This was their key to focus on manufacturingautomobiles. A great advantage for BMW, that allow their engineers to develop the new BMW 328 (a sports car), was to base on their classic “dixi brand”. By 1933, BMW was already capable of developing car models completely design by their own technicians, introducing new models like ones with four seats and others with a sportive design. This year, they developed the 303, BMW’s first car powered by asix-cylinder engine.

Once the Second World War started, BMW once more mainly focused in the production of aircraft engines, leaving their motorcycle and automobile at a side and even at a point stopping its production completely. Between 1939/ 1945 BMW produced the 132 and 801 radial engines for the Focke Wulf 190 and the BMW 003 gas turbine engines, which where engines for the firsts jets to bedesign for combat.

At the end of the war, BMW suffer some loses of the factories it had on the eastern of Germany as well as the infrastructure the company had in Munich, and which were destroyed as a consequence of bomb explosions. During these years, approximately in 1945, due to this difficult situation, the company survived making pots, pans, spades and bike cycles.

After the war ittook BMW a while before the company could rebuild its factory at Munich. They were not able of building a new car until 1952 nor until 1948 they were allowed to restart with their motorcycle production, as a result of an obligatory mandate dictated by the ally’s forces, even though that by 1947 the first post war motorcycle designs were already ready. It was until 1954, that BMW built their first...
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