Mission Statement

This statement is retireved from the annual report 2008:


"Today, the BMW Group is one of the ten largest car manufacturers in the world and possesses, with its BMW, MINI and Rolls-Royce brands, three of the strongest premium brands in the car industry.

The BMW Group also has a strong market position in the motorcycle sector and operates successfully in the area of financial services.

The Number ONE strategy, adopted in 2007, has set the BMW Group on course for a successful
future.

The business has been given a new strategic direction with the emphasis on profitability and
long-term value growth. The BMW Group’s activities will remain firmly focused on the premium
segments of the international automobile markets.

The mission statement up to the year 2020 is clearly defined: The BMW Group is the world’s leading provider of premium products and premium services for individual mobility."

I am a bit disappointed by this mission statement. It is not adressing any stakeholders and it is pretty broad in its "goals". However, it seems as if they wnat to concentrate of increaseing market share. This is actually consistent with the previous post.
Also, it does not mention any difficulties the whole industry faces. This statement could be several years old! What do you think?