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BMW SWOT Analysis

Published by MBA Skool Team in Automobiles category Last Updated: June 02, 2023Read time:

Here is a detailed SWOT analysis of BMW covering strengths, weaknesses, opportunities and threats.

BMW Strengths

  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 infotainmentsystem, 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

Above are the strengths in the SWOT Analysis of BMW. The strengths of BMW looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

BMW Weaknesses

  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

These were the weaknesses in the BMW SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

BMW Opportunities

  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

Above we covered the opportunities in BMW SWOT Analysis. The opportunities for any brand can include prospects of future growth.

BMW Threats

  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

The threats in the SWOT Analysis of BMW are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the BMW SWOT analysis.

About BMW

The table below gives the brand overview along with its target market, segmentation, positioning & USP

BMW Overview
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


Luxury segment cars for affluent customers

Target Market

Targeted towards rich professionals and affluent families


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

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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