• advantage.
• Their close proximity to buyers of their products allowed BMW to effectively segment the market.
• BMW also established a tightly controlled distribution network in effect benefiting its brand management and communications
• They build a reputation for product quality and a brand name that identifies with the aims and aspirations of the customer.
• They pursued a product strategy to compliment their skills and broaden the market when they attempted an acquisition with Rover UK.
• They designed and were keen to control technological developments such as the air bags, ABS and fuel injection systems.
• BMW were keen to exploit the concept of internet and e-commerce to help them get a more accurate assessment of volumes, kind of vehicles and the optional extras the market required.
• By using the internet BMW also was able to significantly reduce the lead time for the manufacture of an automobile

Inevitably some of these strengths served as opportunities as well for example the designing and control of technological developments such as the air bags, ABS and fuel injection systems already put BMW ahead in terms of user safety offering them a competitive advantage. This was also an opportunity for them to expand into frontiers where automobile safety standards had not exploited these new technological advancements.

A number of weaknesses are evident from the case study as well and included:

• BMW was interested in pursuing a maximization of shareholder value since 46% was basically family owned. In so doing this policy was a hindrance especially in countries where policies stipulated otherwise. This denied BMW venture opportunities in such areas.
• Outsourcing reduced automobile assemblers such as BMW’s scope for design thus impairi