Brand Audit Report

Brand Audit Report Essay example
High school
Essay
Marketing
Pages 14 (3514 words)
Download 0
Brand Audit Report Name of Author Author’s Affiliation Author Note Author note with more information about affiliation, research grants, conflict of interest and how to contact Brand Audit REPORT for BMW Brand Inventory: Background of the brand: Bayerische Motoren Werke AG (BMW) was an international company which placed an important role in the luxury part of the U.S…

Introduction

The origins of BMW trace back to 1913 when a Bavarian named Karl Rapp started an aircraft-engine shop in Munich called Rapp Motoren Werke. The company focused in airplane engines though Rapp reported that at the beginning stages it was quite difficult and they suffered from extreme vibration. In 1917 Rapp resigned from the industry and it was then guided by an Austrian engineer Franz-Josef Popp, who altered its name to Bayerische Motoren Werke. That same year, the chief engineer Max Friz also planned the industry’s first aircraft engine, the six-cylinder Type III, which was formed due to the strong demand for the engines of BMW. When the1919 agreement of Versailles had forbidden any German companies from making aircraft engines, BMW then switched to creating air brakes for the railway cars. In 1923 Friz developed the industry’s first motorcycle, the R32, a model that held globally as speedy proceedings for all motorcycles throughout the 1930’s. In 1928 the industry entered into the automobile field by obtaining Fahrzeugwerke Eisenach, a creator of small time based cars in Eisenach, Germany. “In the 1930s BMW began producing a line of larger touring cars and sports cars, introducing its highly successful model-the 328 sports car-in 1936” (Military Motorcycles, Part 2: WWII and BMW, 2012). ...
Download paper
Not exactly what you need?

Related papers

Marketing Audit
Market planning can be defined as “all rational, incremental and intuitive processes that guide a firm’s marketing to its future.” (RAO. 2007) When we talk about marketing planning it may seem as an easy process, however in reality it’s a complicated multifaceted process that involves every aspect of an organization. Marketing planning can be referred to activities that are undertaken by…
10 pages (2510 words)
Marketing Audit
McDonald’s Australia is a constituent of the APMEA group. This group accounts for almost 18% of the total revenue generated by the firm and within this group China, Japan and Australia accounts for the maximum amount of revenue. According to the McDonald’s Australia Corporate Responsibility & Sustainability Report 2012, there were around 808 McDonald’s restaurants spread all over Australia…
10 pages (2510 words)
Coca Cola: Brand Audit
As Mayer (2003, p. 27) points out, currently the company operates in over 200 countries, and restaurants, stores, and vending machines are some of its major product distribution channels. The Interbrand’s best global brand 2011 rated Coke as the world’s most valuable brand. Brand development decisions Coke’s brand development decisions over its corporate life have contributed to the…
6 pages (1506 words)
Undertaking a Market Audit
The audit includes careful analysis of the company’s strategic business units as well as the internal procedures. MA is prognostic in nature and provides recommendations for improving the performance, process and increasing the organizational outcome of the company. It would provide formal mechanisms of the systematic examination of internal and external marketing activities of the organization.…
8 pages (2008 words)
Management Report 1 : Environmental Audit
The research will evaluate the impact of external and internal environmental factors on the business performance of Tesco. Moreover, a strategic position of Tesco has been developed based on the internal and external environmental analysis. Introduction Tesco PLC is the popular British global grocery merchandise retailer headquartered in Hertfordshire. Tesco is the second largest retailer in the…
6 pages (1506 words)
Coursework 1 Assignment: Management Report 1 : Environmental Audit
The aim of this study is to focus on the strategies and plans undertaken by a renowned retail brand Tesco Plc so as to operate in the industry. The study shows the impact of the internal and external environment on the operations of the company. The internal and external factors have both a favorable and an unfavorable affect on the performance of the company. Where on one hand the company has…
6 pages (1506 words)
Environmental audit Tesco Plc
The company chosen for study is Tesco Plc which is the biggest multinational general merchandise and grocery retailer in United Kingdom. The company operates in over 2,315 stores globally with over 1,875 stores in UK. It also has significant presence in North America, Asia and Europe. The total revenue of the company for the year ending 2013 was over £ 64.8 billion while net income after taxes…
7 pages (1757 words)