BMW SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: May 21, 2020

SWOT analysis of BMW analyses the brand/company with its strengths, weaknesses, opportunities & threats. In BMW SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like BMW to benchmark its business & performance as compared to the competitors and industry. As of 2020, BMW is one of the leading brands in the automobiles sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top BMW competitors and includes BMW target market, segmentation, positioning & Unique Selling Proposition (USP).

BMW SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
BMW Brand Analysis
Parent Company

BMW Group


Luxury Sedan, SUV



Tagline/ Slogan

Ultimate Driving machine; Sheer Driving Pleasure


BMW is technologically advanced and luxurious product portfolio delivering ultimate driving experience

BMW Segmentation

Luxury segment cars for affluent customers

BMW Target Market

Targeted towards rich professionals and affluent families

BMW Positioning

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

BMW Product Portfolio

1. BMW 3 Series

2. BMW 5 Series

3. BMW 7 Series

4. BMW X3

5. BMW X5

6. BMW X6

The above mentioned brands are the prominent products under the BMW product portfolio.

BMW SWOT Analysis
BMW Strengths

Below are the Strengths in the SWOT Analysis of BMW:

1. BMW is known for constant product innovations and technological advancements which has made it a leading car brand

2. BMW has a 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 is a feature of BMW cars

5. It is 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 have helped BMW grow

7. BMW has excellent advertising and is 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

9. BMW is globally present especially in countries like USA, India, Brazil, South Africa, Japan, Europe etc

10. The company is also known for manufacturing sports motorcycles

BMW Weaknesses

Here are the weaknesses in the BMW SWOT Analysis:

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

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

BMW Opportunities

Following are the Opportunities in BMW SWOT Analysis:

1. Expanding automobile market and available space for competitors is an opportunity for BMW

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 premium global brand like BMW

5. Augmenting the distribution and service network in various countries

BMW Threats

The threats in the SWOT Analysis of BMW are as mentioned:

1. Increasing fuel costs can lead to people using public transport more extensively

2. Competition from other big automobile giants can affect BMW's market share

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

4.Product innovations and frugal engineering by competitors

BMW Competition

Below are the top 9 BMW competitors:

1. Audi

2. Mercedes Benz

3. Volkswagen

4. Honda Motors

5. Porsche

6. Toyota Motor Corporation

7. Volvo

8. Aston Martin

9. Jaguar

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to BMW. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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