Bmw Case Study

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3) Social role positioning as a global enterprise

Success is not defined only by profit levels and sales figures. Global enterprises are required to effectively assume role that benefit employees, the environment and other social responsibilities in order to sustain success as a business. For many years, BMW has always put the principle of sustainable development into the company's business activities (Tsoulfas & Pappis 2006). Economic development, ecological protection and social impact and other factors are all valued equally. The core of BMW's sustainable development strategy is to provide high standards of social treatment, environmental friendly products and be safe for the environment during the production process, in addition to the road traffic management (Rondinelli 2007). BMW Corporation aims to implement sustainable development strategy in the business activities, which is reflected in the different aspects of a wide range of personal transportation: future of environmental protection, the obligations of corporate citizenship, the commitment to society and political and social group communication (Avery & Bergsteiner 2011).

Values & Beliefs:

BMW have four key values and beliefs needed to be a successful company. 1) Integrity: Being truthful with both their customers as well as their employees is important. The value of honesty is paramount, as it helps to build trust with those in the market place, as well as those working for you. 2) Respect: Valuing the relationships of individuals and each person as human beings. They believe in treating everyone equally and fairly, and that politeness and self-respect go a long way in building better relationships. 3) Responsibility: They believe successes and failures are the result of their own personal decisions. Making sure each other are held accountable for decisions as well as performances, and sticking to commitments are very important within BMW. 4) Growth: The correct handling of all aspects, from employees, to customers, to designs and products, all lead to better development, which is a key aim and belief of BMW.

It was the nurturing of the concept of an entrepreneurial culture which enabled much of BMW’s success. They have implemented a structure within the organization that gives employees the sense of belonging and value, much like being part of a family, by providing them with not only more ways to feel connected but by also allowing work to feel more along the lines of a lifestyle. With the primary goal of creating a great product, decisions are made and opinions are heard from all involved, giving those employees a sense of equality, which spurs them to work together in harmony.

Logo: BMW’s logo is inspired by aircraft propellers. The two white sections represent the blades of the propeller, while the two blue sections represent blue sky as a backdrop.

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2.1.3 Investigating and analyzing the relationships of internal departments

The main highest position in the company is that of the President who is responsible for the company strategies, objectives and the implementation of the vision. The President controls the direction of and sets goals for the Vice President, who acts a means of support to the President, a Secretary, who manages all admin roles, a Treasurer who is responsible for the financial management and spending of the company, and a team of five Directors, who are trusted to implement and achieve the goals set out by the President (McElhaney et.al 2004). They do this by working with the Executive Director is not only hands on with the volunteer staff, but also along with the Executive Assistant, provide work for the Office Manager, Accountant, Managing Editor, Art Director and Advertising Director. Within this level, it is only the Office Manager who is then responsible for further activity. Office Manager reports and feeds information to Membership, Country store/mail room and the receptionists.

With such an organized business structure, it is clear the President is well supported in overseeing the company. He has a strong team of Directors in whom he can trust to manage the Executive Director and ensure he is accomplishing company goals, as well as Vice President, Secretary and Treasurer to manage the vital aspects of business. This allows the President to have a relationship and be more responsible with Volunteer staff. The accountant, Managing Editor, Art Director and Advertising Director are specialized roles that can be done thoroughly due to the fact they only must answer directly to the Executive Director above them. This allows the Office Manager to be responsible for Membership, Country store/mail room and receptionist without any interference also.

2.2 Analysis of the aims, objectives, vision and how the mission effects structure and culture

2.2.1 BMW's Mission statement

"The BMW Group is the world's leading provider of premium products and premium services for individual mobility."

BMW are globally recognized as one of the best luxury car manufacterers. They are well known for there excellent quality products, superb customer service and overall perfect public image. This image comes with how they handle their business. They develop premium luxury vehicles which have unique and recognizable characteristics that attract a younger market. This market often associates the BMW with luxury and this is a key selling point for BMW, with almost 200,000 cars sold worldwide in May alone. This could also be down to the eco-friendly vehicles they build. Often amalgamating conventional engines with electric motors. Furthermore, the quality of the vehicles made are due to how they manage their employees.

BMW are reknowned for being one of the best employees in the world and have an ideal organizational structure. They do this to ensure they produce the best quality products they can. Building a good reputation isn’t easy, however, BMW have realized that in order to do so, not only should the quality be unrivalled, but the products should also be environmentally friendly due to the ongoing global issues. Further, BMW take pride in both there customers satisfaction as well as employee satisfaction, ensuring all parties are happy with the products they create and receive, making BMW one of the best car manufacterers in the market today.

2.2.2 Aims and Objectives.

As most organizations, BMW aims to be the most successful luxury car and motorcycle