BMWStrengthsBMW is a well-known company with a high-end brand that has a very high recognition factor. The company has been a strength in both research and development and design, as well as marketing. For example, when it comes to marketing, an electronic advertisement for a BMW was the first electronic advertisement to be included in the "Pick of the Week" (Doman) campaign. However, in a long-term purchase like this, more substance is needed than just marketing, otherwise the life of the company would be relatively short due to the nature of the purchase. It is in these systems and long-term strategies that we can see many of BMW's strengths, we can consider them starting with the company's market position. BMW as well as Mercedes and some other companies have managed to successfully achieve a market position where they focus on a narrow range of exclusive cars. These can be seen as targeting the market which is not price sensitive, and as such we must argue that market positioning can be seen as a strength as there will be no such reaction if economic conditions change. Customers who fall into the target group are happy to pay a premium price for what they perceive as a premium product (Thompson). This may not be so true for subsidiaries that have had different problems, such as the ill-fated Rover Group. However, the core product remained strong (Thompson). This can be seen as diversification, and some of the diversification can also be seen as a strength, for example buying Rolls Royce where there is a similar strategy, however the range and target market is even more targeted and exclusive. BMW's strategy is designed to be defensive against other automakers, and as we will see in the threats section, this is a defensive strategy that BMW adopted after learning the need for defensive and aggressive marketing and strategies. These strategies can be seen as follows;  Customers can choose any color they want from the entire range, this is only matched by Rolls Royce and Aston Martin, other companies offer a choice of colors but only with...... middle of paper......BMW's position is relatively strong; they've made mistakes, but they seem to be learning from them. Their relatively small size can be considered justified in such a competitive market by their market position. Therefore, as long as the company maintains its focus and is not tempted by too high a level of diversification, its future should be bright. Work cited European Car, (no author cited), (2001, May), hydrogen-powered BMW 750hL, European Car, v32 i5 p14The Economist (UK), (no author cited), (2000, 1 April), The mission of Milberg. (Strategy ofBMW, The Economist (UK), p70 (2)Lorenz Andrew, (2000, 20 December), Rover and out. (Sale of Rover, cars by BMW)Autocar, v226 i12 p62 (4)Mintzberg H Quinn JB, Ghoshal S (1998), The Strategy Process, London.Thompson J (1998) Strategic Management and Change, London, ThomsonBusiness PressWells Melanie, (2001, 16 April), Giving an Old Brand New Mystique, p198s02Foundry Management & Technology, (no authors cited), (2000, July), BMW, Ford MotorSign Final agreement for Land Rover, Foundry Management & Technology, v128 i7 p8