The industry of automobile has been having a turbulent trip since the passage of certain years because of the economic conditions. High degree of globalization and competition has been forcing the manufacturers in order to strive for the shares of market (Sofia, 2013). The expectation of customers, innovation of product, strategy of differentiation and high degrees of development and research has been one of the most critical areas that are being focused upon by the entire industry.
BMW has been identified as one of the tenth largest manufacturers of car across the globe and has been having a long history that provides evidence about the excellence of the brand. It had been found in the year of 1916 with headquarter in Munich and the operations in United Kingdom had been started in the year 1980 (Pillai, 2010). The group of BMW has been providing information and financial technological services like relationship amongst customers and the management of the supply chain. Since the year 2000, the group of BMW until now has made an investment of more than 800 million euro within the industry of United Kingdom. The group of BMW has been offering a number of benefits to the employees that include flexible hours of work and wages that are competitive.
The group of BMW also has the data required for creating an understanding about the marketplace and the base of customers (Parker, 2009). This information is utilized by the brand for reaching the audience being targeted that are young, urban and tech savvy professionals by advertisements being placed on the television and the internet.