Bmw Leadership Essay

4095 words - 16 pages

TABLE OF CONTENTSIntroduction............................................................................... . .....2BMW's Strategic Leadership .........................................................................4Conclusion.....................................................................................................12References ..................................................................... .................13Bibliography .....................................................................................14Management is doing things right; Leadership is doing the right thing.-Peter F. DruckerLeaders are the ones who keep faith with the past, keep step with the present, and keep the promise to posterity- Harold J. SeymourIntroductionBMWThe Ultimate Driving Machine"How does one become the ultimate driving machine? Through years of investment in building and managing brand value. BMW's values are relevant and differentiated to consumers in all parts of the worlds. Interbrand has been helping BMW establish and solidify its leadership brand position for 25 years".(Anon, 2004)Bayerische Motoren Werke (BMW), owner of the prestigious BMW brand, was one of the Europe's top automakers. BMW automobiles employed 82,000 workers in plants in Munich and Regensburg in Germany. Spartanburg in the US, Rosslyn and South Africa (Lencioni, 2001, cited in Johnson & Scholes, 2002).BMW was established during the First World War to manufacture engines in 1945, the company was still Germany's leading manufacture of ero-engines. Subsequently it diversified into automobiles and motorbike in 2000. By then BMW was one if Germany's largest and most successful companies (Lencioni, 2001, cited in Johnson & Scholes, 2002, p.891).Many companies place themselves at the intersection of art and commerce, but few as successfully as the famous German carmaker BMW. It's no accident. The executives manage closely the relationship between designers, engineers and corporate managers (Bangle, 2001).The design group. The engineers and the business managers are like three meshed gears. If the gears are separated and spinning solo, nothing happens. If the gears turn the same way, they freeze up. They have to be interconnected and turning in opposite directions. But as we rotate, we transfer power to one another. (Bangle, 2001)German management as it has developed over the centuries and has established itself since World War II, it has a different style and culture based on cooperation, long term planning and innovation. The German style of competition is precise and likes to be close to the employees and has sense of tradition and society. German companies compete for the same general market as Benz and BMW and they really seek market share in addition to market domination. (Anon a, 2004)BMW's road to domination and to sustained success was a full of incidents and especially in 1999- 2000 as the horizon was not all rosy. (Lencioni, 2001, cited in Johnson &...

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