What Is The Strategy Of BMW?
After seeing competition from all fronts, BMW pursued three major strategic objectives:
- Increased Product Variety: Various options available in different countries in different colors, engines and configuration.
“Each customer can have a unique car.”
- More frequent product introduction: Initially, BMW introduced a completely new model series every eight years and redesigned every four years. The new goal was to introduce a new engine, a new/redesigned series every year.
BMW introduced major new models relatively infrequently to the Japanese manufacturers but tended to make bold changes when it did.
- Improved Quality of Newly launched models:
In the luxury segment, 10 customer complaints per car at model launch would have been considered acceptable. Gradually reduced to 3 complaints per car. At BMW, the company always met or exceeded these standards.
