BMW SWOT Analysis, USP & Competitors

Posted in Automobiles, Total Reads: 14162

SWOT Analysis of BMW with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company



Luxury Sedan, SUV



Tagline/ Slogan

Ultimate Driving machine; Sheer Driving Pleasure


Technologically advanced and luxurious product portfolio delivering ultimate driving experience



Luxury Segment for affluent customers

Target Group

Targeted towards professionals and rich families


Positioned as eco-friendly and technologically advanced company which inculcates innovation in the products to provide an exhilarating driving experience

Product Portfolio


1. BMW 3 Series

2. BMW 5 Series

3. BMW 7 Series

4. BMW X3

5. BMW X5

6. BMW X6

SWOT Analysis


1.Constant Product Innovations and technological advancements

2.Diversified portfolio including SUVs and Luxury Sedans as well as sports car

3. Most of the cars are equipped with iDrive, an in-car infotainment  system, which connects all the inner functionalities and capabilities

4. Great Styling and elegant interiors

5. One of the oldest car manufacturers and have strong market presence and legacy

6. Diversification in business through brands like Mini and Motorrad as well as Husqvarna

7. Excellent advertising and top of the mind luxury brand, also involved in motorsport and sponsorship of global events

8. Nearly 100,000 employees and produces approx 1.5 million cars per annum


1. Strong competition from other luxury manufacturers means constant fight for market share

2. Being a popular brand, minor controversies are blown out of proportion which affects the image


1.Expanding automobile market and available space for competitors

2.Increasing the offered product portfolio along with diversification

3. The reputation and brand identity earned by so many years of existence, can be leveraged to acquire new customers

4. More inclination of affluent customers to purchase international brand

5. Augmenting the distribution and service network in various countries


1.Increasing fuel costs

2.Competition from other big automobile giants

3. Competitive products offering same level features at a lesser price

4.Product innovations and frugal engineering by competitors



1. Audi

2. Mercedes Benz

3. Volkswagen

4. Honda

5. Porsche


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