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BMW Motorcycles Developing a Strategy for Distribution Channel Management

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BMW Motorcycles Developing a Strategy for Distribution Channel Management
BMW Motorcycles is a division within the BMW Group. As such their mission is tied to that of the parent company. On the BMW Group website it is noted as follows:"Identifying potential and encouraging growth. Knowing what we represent. Recognizing where our strengths lie and making the best use of every opportunity. Following a clear strategy. Goals we have attained are in essence the point of departure for new challenges.

This is the philosophy that inspires every individual at the BMW Group. It influences the company's structure and it plays a vital role in the decision-making process. Our corporate ethos finds its expression in the uncompromising pursuit of the superlative. The result? Outstanding brands with an unmistakable profile. Automobiles and motorcycles which fascinate people all over the world and which win legions of new admirers every day. And a degree of success which sees the BMW Group go from strength to strength.

With the three brands, BMW, MINI and Rolls-Royce Motor Cars, the BMW Group has its sights set firmly on the premium sector of the international automobile market. To achieve its aims, the company knows how to deploy its strengths with an efficiency that is unmatched in the automotive industry. From research and development to sales and marketing, BMW Group is committed to the very highest in quality for all its products and services. The company's phenomenal success is proof of this strategy's correctness."BMW Motorcycles provides a robust product line following three general categories: Touring, Sport, and Enduro. Touring bikes are built for the long haul, with rider comfort as the premium. These are the motorcycles you would take on a cross country trip. Sport bikes satisfy the "need for speed" and styling trends for the younger crowd. Enduro bikes are for the adventurer is us all; these bikes are built for on or off road travel.

BMW Motorcycles' main competition comes from Japanese motorcycle companies. Most American motorcycle


References: . BMW Group. http://www.bmwgroup.com2. BMW Group Mission. http://www.bmwgroup.com/bmwgroup_prod/e/nav/index.html?http://www.bmwgroup.com/bmwgroup_prod/e/0_0_www_bmwgroup_com/unternehmen/unternehmensprofil/strategie/strategie.html3. Web Bike World. http://www.webbikeworld.com/Motorcycle-news/blog/4. Hoffman, Nicole P. An Examination of the " Sustainable Competitive Advantage" Concept: Past, Present, and FutureAcademy of Marketing Science Review [Online] 20005.BMW Berlin Manufacturing Planthttp://www.bmw-werk-berlin.de/berlin/htdocs/english/produktion/logistik/index_logistik.htmlThe Motorcycles:1.BMW Motorcycles. http://www.bmwmotorcycles.com/index.jsp2.Suzuki Motorcycles. http://www.suzukicycles.com/3.Kawasaki Motorcycles. http://www.kawasaki.com4.Yamaha Motorcycles. http://www.yamaha-motor.com5.Honda Motorcycles. http://powersports.honda.com/motorcycles
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