This is Bayerische Motoren Werke AG mission statement overview in 2013. For more information on how to write a mission statement, please refer to our article.
Company Background
| Name | Bayerische Motoren Werke AG |
| Logo |  |
| Industries served | Automotive |
| Geographic areas served | Worldwide |
| Headquarters | Germany |
| Current CEO | Norbert Reithofer |
| Revenue | € 76.848 billion (2012) |
| Profit | € 5.122 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…? | ||
| Customers | Products/ Services | Markets |
| No | No | Yes |
| Technology | Concern for survival | Philosophy |
| No | No | No |
| Self-concept | Concern for public image | Employees |
| Yes | No | No |
| Does it mention values like…? | Customer or product-oriented? | |
| Citizenship | Teamwork | Customer-oriented |
| No | No | Score |
| Excellence | Integrity | |
| No | No | 1.2/4.5 |
(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.
Sources
- BMW Group (2013). Company Portrait. Strategy. Available at: http://www.bmwgroup.com/e/0_0_www_bmwgroup_com/unternehmen/unternehmensprofil/strategie/strategie.html