• Written on 02 Sep 2013

Mission statement of BMW

BMW logo

This is Bayerische Motoren Werke (BMW) mission statement overview for 2013. For more information on how to write a mission statement, please refer to our article.

Company background

Name Bayerische Motoren Werke AG
Industries served Automotive
Geographic areas served Worldwide
Headquarters Germany
Current CEO Norbert Reithofer
Revenue €76.848 billion (2012)
Profit €76.848 billion (2012)
Employees 105,876 (2012)
Main Competitors Chrysler Group LLC, Daimler AG, Ford Motor Co., General Motors Company, Honda Motor Company, Nissan Motor, Tata Motors, Ltd., Toyota Motor Corporation, Volkswagen AG and many other automotive companies.

BMW is an automobile and motorcycle manufacturer based in Munich, Germany. The company sells BMW, Rolls-Royce and Mini cars and BMW Motorrad and Husqvarna motorcycles. In 2012, Forbes announced BMW as the most reputable business in the world.

Mission

BMW mission statement 2013

“The BMW Group is the world’s leading provider of premium products and premium services for individual mobility.”
Evaluation
Does it include…?Does it mention values like…?
CustomersProducts/
Services
MarketsCitizenshipTeamwork
NoNoYesNoNo
TechnologyConcern for
survival
PhilosophyExcellenceIntegrity
NoNoNoNoNo
Self-conceptConcern for
public image
EmployeesScore1.2/4.5
YesNoNo
Customer or product-oriented?
Customer-oriented

(This evaluation framework is composed of the guidelines listed in our article: Mission Statement for Success)

Overview

BMW Group’s mission has scored only 1.2 points out of 4.5, which is a very low score, indicating a poorly structured mission. BMW only mentions markets and self-concept (premium provider) in its mission and doesn’t include the other 7 essential components of a comprehensive mission. BMW doesn’t reveal what values guides company’s operations. The mission is customer-oriented, enduring and inspiring and sounds more like a vision rather than a mission. In overall, BMW’s mission doesn’t reveal company’s reason for being and provides little information for its stakeholders.

Related topics

Sources

  1. BMW Group (2013). Company Portrait. Strategy. Available at: http://www.bmwgroup.com/e/0_0_www_bmwgroup_com/unternehmen/unternehmensprofil/strategie/strategie.html

Written by Ovidijus Jurevicius

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If you're interested in strategic management, business strategy or any other business related topic, connect with me on Google+ Ovidijus Jurevicius


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