|Name||Bayerische Motoren Werke AG|
|Geographic areas served||Worldwide|
|Current CEO||Norbert Reithofer|
|Revenue||€ 76.848 billion (2012)|
|Profit||€ 5.122 billion (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.
BMW mission statement 2013
|“The BMW Group is the world’s leading provider of premium products and premium services for individual mobility.”|
|Does it include...?|
|Technology||Concern for survival||Philosophy|
|Self-concept||Concern for public image||Employees|
|Does it mention values like...?||Customer or product-oriented?|
(This evaluation framework is composed of the guidelines listed in our article: Mission Statement for Success)
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.