Cases 625 Globalization of BMW, Rolls-Royce, and the MINI Bayerische Motoren Werke, which is German for BMW and Rolls-Royce, bridging the gap between the ­Bavarian Motor Works, is better known globally for its 7 Series and the entry-level Rolls-Royce Ghost. acronym BMW (bmwgroup.com). BMW was created as a Rolls-Royce is considered the most exclusive luxury combination of three German manufacturing companies: ­automobile brand in the world, and the company delivers Rapp Motorenwerke and Bayerische Flugzeugwerke in on its promise of effortless power, luxury, quality, and perBavaria and Fahrzeugfabrik Eisenach in Thuringia. fect sanctuary. This reputation is rooted in the brand’s ­A ircraft engine manufacturer Rapp Motorenwerke long history and rich tradition. The entry-level Rolls-Royce ­became Bayerische Motorenwerke in 1916, and the comGhost carries a price tag of around $250,000, and the pany added motorcycles to its product repertoire in 1923. models’ cost increase from there. Rolls-Royce has, from its BMW expanded to automobiles in 1929 when it purearly days of daring experimentation, created a vision for chased Fahrzeugfabrik Eisenach, which built Austin 7 cars luxury that is rooted in constantly chasing perfection. This under a license from Dixi. Fittingly, the first BMW car perfection drives the supreme quality, exquisite hand was called the BMW Dixi. craftsmanship, and attention to Globally, BMW is known for the finest detail to maintain its streamlined design, incredible global position as the pinnacle luxury, and top-notch perforluxury automobile manufacturer mance. The company has more in the world. Like Rolls-Royce, than 125,000 employees, delivers the MINI also traces its roots to about 2.4 million vehicles annuthe United Kingdom. ally, and has a revenue of €95 bilMINI is a car brand owned by lion (about $103 billion in U.S. BMW that specializes in small dollars). Its leadership spans cars. The full platform of MINI products in automobiles, motorcars is small, with the idea of cycles, and aircraft engines. Innomaximizing the experience and vation is one of the main success concentrating on the essential. A factors for the BMW Group, and long-standing attention to clever innovation is infused into all of solutions with distinctive designs BMW’s product lines. The comunlocks urban driving and caters pany claims that focusing on the to customers’ individual needs. future is an important part of The most iconic is the MINI BMW’s identity and day-to-day Cooper, named after British racwork, and the reason for its ing legend John Cooper. The global success. In addition to the MINI Cooper product line has a well-known BMW brand, BMW uniquely sporty blend of classic also owns the iconic Rolls-Royce British mini-car heritage and apbrand and the distinctive MINI peal, and precise German engineerautomobiles. ing and construction. According BMW and “driving pleasure” to the MINI team, they are targetare synonymous, even by people McGraw-Hill Education/Jill Braaten ing affluent urban dwellers in not owning a BMW! BMW cretheir 20s and 30s who enjoy the ates driving pleasure from the perfect combination of dyfun, freedom, and individuality that the MINI cars offer— namic, sporty performance; ground-breaking innovations; or perhaps we should just say they target newly graduated and breath-taking design. With a range of car models, a college students living in cities! unique ­feature of BMW is its “M” designation models To help with its targeting of affluent urban dwellers for that takes the “driving pleasure” to another level. BMW the MINI or the even more affluent clientele for the “M” (for ­Motorsport) was initially created to facilitate BMW or Rolls-Royce, the BMW Group’s leaders have BMW’s racing program, but has since become a supplestudied brands outside of the automobile industry to ment to BMW’s vehicles portfolio with specially modified ­create the company’s future retail strategy. Enter the higher-trim features. BMW M is part of an outstanding “product genius.” BMW’s product genius is a noncommismotor­sports heritage and stands for high performance sioned car expert who will spend whatever time is needed out of passion, with the latest addition to the line being to educate customers about their car choices, options, and the BMW M760. It’s the evolutionary link that connects any issue that the customer wants to get more information 626 Part 7  Cases on. This shifts the “performance” from closing the sale of a car to making the customer satisfied, which lessens the typical pressure most customers feel when walking into a car dealership (and likewise lessens the pressure on the salesperson to sell a car to get a commission). Sources Jonathan M. Gitlin, “The 2017 BMW M760i Is a Hell of a Car, but Is It an M?” ARS Technica, February 8, 2017; “BMW at 100: Bavarian Rhapsody,” The Economist, March 12, 2016; ­Carmine Gallo, “BMW Radically Rethinks the Car Buying ­Experience,” Forbes, April 18, 2014; “How German Cars Beat British Motors— and Kept Going,” BBC News, August 2, 2013; and ­Hannah Elliott, “The Best Luxury Sedan Is Still a BMW,” Bloomberg BusinessWeek, June 6, 2016. Case Discussion Questions 1. How do you think BMW integrates its various unique brands into a global effort that works for them (BMW, Rolls-Royce, and the MINI) across the world’s many global markets? 2. What is your reaction to the global brand of BMW when you hear its name, think of the brand, and see BMW vehicles on the road? 3. Rolls-Royce’s chase of perfection drives the supreme quality, exquisite hand craftsmanship, and attention to the finest detail to maintain its global position as the pinnacle luxury automobile manufacturer in the world. How do you think the Rolls-Royce brand helps, or hurts, other BMW brands globally (i.e., BMW, the MINI)? 4. The MINI is a unique car offering in the BMW ­portfolio. It has long-engaged in clever solutions and distinctive designs that have enabled terrific urban driving and have catered to customers’ individual needs. Do you agree that this is the focus for the MINI, and do you think it is working as advertised globally? ‫المملكة العربية السعودية‬ ‫وزارة التعليم‬ ‫الجامعة السعودية اإللكترونية‬ Kingdom of Saudi Arabia Ministry of Education Saudi Electronic University College of Administrative and Financial Sciences Assignment 1 Introduction to International Business (MGT-321) Due Date: 08/10/2022 @ 23:59 Course Name: Introduction to International Business Course Code: MGT-321 Student’s Name: Semester: First CRN: Student’s ID Number: Academic Year:2022-23-1st For Instructor’s Use only Instructor’s Name: Students’ Grade: Marks Obtained/Out of 15 Level of Marks: High/Middle/Low General Instructions – PLEASE READ THEM CAREFULLY • • • • • • • • The Assignment must be submitted on Blackboard (WORD format only) via allocated folder. Assignments submitted through email will not be accepted. Students are advised to make their work clear and well presented, marks may be reduced for poor presentation. This includes filling your information on the cover page. Students must mention question number clearly in their answer. Late submission will NOT be accepted. Avoid plagiarism, the work should be in your own words, copying from students or other resources without proper referencing will result in ZERO marks. No exceptions. All answered must be typed using Times New Roman (size 12, double-spaced) font. No pictures containing text will be accepted and will be considered plagiarism). Submissions without this cover page will NOT be accepted. Learning Outcomes: 1. Identify and evaluate the significant trade agreements affecting global commerce (Lo 1.1) 2. Analyze the effects of culture, politics and economic systems in the context of international business (Lo 2.1) 3. Explain the forces driving and evaluating the impact of globalization (Lo 1.3) 4. Carryout effective self-evaluation through discussing economic systems in the international business context (Lo 3.1) Discussion Questions 1. What is the World Trade Organization? What is its role in the world economy? (minimum words: 400, marks:2) 2. What is the International Monetary Fund? Discuss its relationship with the World Bank. (minimum words: 500, marks: 3) Case study Please read Case 1: “Globalization of BMW, Rolls-Royce, and the MINI” available in your e-book (International business: Competing in the global marketplace (13th ed.), at page no.625, and answer the following questions: Assignment Question(s): 3. How do you think BMW integrates its various unique brands into a global effort that works for them (BMW, Rolls-Royce, and the MINI) across the world’s many global markets? (minimum words: 400, marks: 2) 4. What is your reaction to the global brand of BMW when you hear its name, think of the brand, and see BMW vehicles on the road? (minimum words: 400, marks: 2) 5. Rolls-Royce’s chase of perfection drives the supreme quality, exquisite hand craftsmanship, and attention to the finest detail to maintain its global position as the pinnacle luxury automobile manufacturer in the world. How do you think the Rolls- Royce brand helps, or hurts, other BMW brands globally (i.e., BMW, the MINI)? Give arguments in support of your answer. (minimum words: 500, marks: 3) 6. The MINI is a unique car offering in the BMW portfolio. It has long-engaged in clever solutions and distinctive designs that have enabled terrific urban driving and have catered to customers’ individual needs. Do you agree that this is the focus for the MINI, and do you think it is working as advertised globally? Discuss. (minimum words: 500, marks: 3) Answers 1. Answer2. Answer3. Answer4. Answer5. Answer6. Answer-

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