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BMW Business strategy Introduction. Having a powerful brand image forms the foundation of the success of the BMW Company, being one of the few multi model carmakers in the world to concentrate exclusively on the premium segments of the automobile market. The authentic BMW and Mini brands with their clear profile, distinctive quality, superior Technology, high reliability and commitment to the products fully deserve their market positioning as "The ultimate driving machine." The company was started in Germany in 1916 building aero engines and currently has a 97,275 strong work force operating in America, Europe and Africa. 1. Business environment in the car industry Consolidation in the global automobile industry moved forward at a breath-taking place in 2001.The six leading groups General Motors, Ford, Toyota, Daimler Chrysler, Volkswagen and Renault accounted for almost 70% of the worldwide production of 563 million vehicles in 2001.Fierce competition in the industry tends to force the surviving dominants...

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