Effective brand management and communication will continue to ensure that BMW is one of the best selling brands in Europe. Maintaining a reputation for the brand name and product quality through establishment of the latest standards in automobile manufacture and the development of these products to the aspirations and aims of the customer will be desirable. Exploration of acquisitions and mergers by BMW through the revival and enhancement of their product strategy is vital. BMW will also look at maintaining close proximity to prospective buyers in order to promote market segmentation. The promotion of automobile technologies geared towards producing safer products is also a matter of consideration.

Weakness and Opportunity strategy

The restructuring of BMW’s top brass and the relinquishing of the Quandt’s controlling stake within allowing for consolidations across Europe effectively ensuring that BMW competes for markets with brands such as Toyota. This flexibility will open doors for a broader market scope and may in turn improve profitability.

Strength and Threat strategy

The standardization of the BMW products will open new doors for market across Europe and eliminate regulation slapped on non compliant products.

Recommendations

Its most certain that BMW would want to continue enjoying a strong brand management and communication campaign that would see their product as described in their slogan ‘the ultimate driving machine’ for the automobile. This will however be possible if they adopt their strength and opportunities strategy effectively meeting the aims and aspirations of the customer by maintaining quality and safety. However all this is determined by various market forces and BMW will position themselves at a strategic advantage as they adopt a resilient approach.