BMW: Navigating the Road to 2035

Andrej Prepik

Bachelor's thesis

Navigating the Road to 2035

Abstract:

There is no other choice than to develop strategic analyses for top companies like BMW in this continuously changing international business environment, dynamic explosion of technological development, and severe changes in environmental regulation, among others. The hereby thesis "BMW: Navigating the Road to 2035" is aimed at the exploration of the strategic roadmap of BMW to keep its competitive edge and remain a leader in the luxury automotive business down to 2035. The work does so use primary sources from BMW Group Reports, insights from an interview with the CEO of BMW Prague Car Tech, and updates from the BMW news portal within a holistic methodological framework. Besides, it has a strong theoretical base through book reviews and professional literature review offered by wide ranges of. Utilizing the analytical tools like the Corporate Statements, Stakeholder Analysis, PESTEL, Porter's Five Forces, Industry Lifecycle, VRIO, and Benchmarking, this paper presents a critical assessment of the internal strengths and weaknesses of BMW, besides the opportunities and threats being offered by the external environment. The findings of the SWOT analysis and Scenario Planning have hence been synthesized to define the strengths, weaknesses, opportunities, and threats of BMW, leading to strategic recommendations. These include adopting a differentiated product portfolio strategy, aligning with regional demands and market segments—Hydrogen Fuel Cell Vehicles for colder and long-range regions and heavy-duty applications, Electric Vehicles for urban centers, solid-state batteries for premium models, and sodium batteries for cost-effective, non-premium models. These strategies are designed to help BMW meet future automotive industry demands and lead in the transition towards sustainable mobility, enhancing its long-term viability and market dominance in a volatile global environment.

Abstract:

There is no other choice than to develop strategic analyses for top companies like BMW in this continuously changing international business environment, dynamic explosion of technological development, and severe changes in environmental regulation, among others. The hereby thesis "BMW: Navigating the Road to 2035" is aimed at the exploration of the strategic roadmap of BMW to keep its competitive edge and remain a leader in the luxury automotive business down to 2035. The work does so use primary sources from BMW Group Reports, insights from an interview with the CEO of BMW Prague Car Tech, and updates from the BMW news portal within a holistic methodological framework. Besides, it has a strong theoretical base through book reviews and professional literature review offered by wide ranges of. Utilizing the analytical tools like the Corporate Statements, Stakeholder Analysis, PESTEL, Porter's Five Forces, Industry Lifecycle, VRIO, and Benchmarking, this paper presents a critical assessment of the internal strengths and weaknesses of BMW, besides the opportunities and threats being offered by the external environment. The findings of the SWOT analysis and Scenario Planning have hence been synthesized to define the strengths, weaknesses, opportunities, and threats of BMW, leading to strategic recommendations. These include adopting a differentiated product portfolio strategy, aligning with regional demands and market segments—Hydrogen Fuel Cell Vehicles for colder and long-range regions and heavy-duty applications, Electric Vehicles for urban centers, solid-state batteries for premium models, and sodium batteries for cost-effective, non-premium models. These strategies are designed to help BMW meet future automotive industry demands and lead in the transition towards sustainable mobility, enhancing its long-term viability and market dominance in a volatile global environment.

Keywords

Sustainability, Innovation, BMW

Keywords

Innovation, Sustainability, BMW

Language used: English

Date on which the thesis was submitted / produced: 15. 5. 2024

Thesis defence

• Date of defence: 11. 6. 2024
• Supervisor: Václav Kupec
• Reader: Tanweer Ali

Vysoká škola ekonomická v Praze

Bachelor programme:
Bachelor of Business Administration