Discussion Topic: Business Level Strategy
Discussion Topic Business Level Strategyvisit The Websites Of Two Lux
Discussion Topic: Business Level Strategy Visit the websites of two luxury car makers: Lincoln and BMW. Browse each website and search for each company's business-level strategy. How are the luxury car competitors’ strategies similar? In what manner are they different? Which company has the competitive advantage and why? Min. 120 words APA citations no prior works
Paper For Above instruction
The business-level strategies of Lincoln and BMW, two prominent luxury automobile manufacturers, reveal both similarities and differences that reflect their unique market positions and strategic priorities. Lincoln, a division of Ford, emphasizes personalized luxury, comfort, and heritage, targeting consumers seeking traditional elegance and superior customer service. Its website highlights craftsmanship, tailored experiences, and a focus on American luxury, suggesting a differentiation strategy aimed at providing a unique value proposition grounded in heritage and exclusivity (Lincoln, 2023).
In contrast, BMW’s strategy emphasizes sporty performance, cutting-edge technology, and innovative design. The BMW website showcases performance-oriented features, advanced driving dynamics, and a focus on technological innovation, signaling a focus on differentiation through superior driving experience and technological leadership (BMW, 2023). Both companies aim to position themselves within the luxury segment by offering premium products, but while Lincoln leans toward comfort and tradition, BMW emphasizes sporty performance and technological innovation, which appeals to different consumer segments.
Despite these differences, both brands leverage brand prestige and superior product quality as central to their strategies. They also invest heavily in digital marketing and innovation to reinforce their brand identity and reach technologically savvy customers. Moreover, both companies emphasize sustainability initiatives, reflecting an industry-wide shift towards eco-friendly luxury (Lincoln, 2023; BMW, 2023).
In terms of competitive advantage, BMW appears to have a slight edge due to its global brand recognition, technological innovation, and performance-oriented vehicles, which appeal to a broader consumer base seeking sporty luxury and cutting-edge features. Such differentiation enables BMW to maintain a competitive advantage by continuously innovating and appealing to an evolving market that values technology and dynamic driving experiences. Lincoln’s focus on traditional luxury and personalized service makes it competitive within its niche but limits its ability to compete on innovation at a global scale. Overall, BMW’s strategic focus on innovation and performance grants it a marginal advantage in the luxury automotive industry.
References
BMW. (2023). About BMW. Retrieved from https://www.bmw.com
Lincoln. (2023). About Lincoln. Retrieved from https://www.lincoln.com
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