Case 2 focuses on Bayerische Motoren Werke (BMW) Company. My analysis will define each of the company's strengths, weaknesses, opportunities and threats, as evident from the case as well as additional research. The history of the Bavarian automobile factory is one of innovation, dedication and determination. These achievements are reflected in the BMW emblem, symbolizing a rotating aircraft propeller dating from BMW's early years as an aircraft engine manufacturer. Today, the emblem represents a global company that produces hundreds of thousands of engines, motorcycles and cars each year. On May 19, 2003, BMW was set to launch a new version of its already extremely popular 5 Series luxury sedan. The automobile presented was BMW's fifth-generation 5 Series and was expected to kick off BMW's aggressive and extremely ambitious plan to roll out a new or updated model almost every three years until 2005. CEO Helmut Panke defined its goal as “increasing annual sales of “We will not accept second place.” This is certainly a very aggressive plan, is it achievable? The automobile market, during the 1990s, had begun to decline as a percentage of total sales. This was particularly evident in the United States, where the automobile market was looking for new niches and BMW found it expensive to make three differently sized cars, namely the 3, 5 and 7 series. Having a reputation for luxury, the BMW are soft and refined. BMW has developed a marquee that is highly valued by many business leaders. The BMW brand also gets along well with the national owner, reinforced by its dealer's reputation for quality, reliability and attention to service. Hailed as the ultimate driving machine and a leader in many categories, BMW constantly innovates in its quest to stay ahead of the pack. History of engineering. BMW is not just a car manufacturer; they are one of the world leaders in the production of motorcycles, aircraft engines and marine engines. BMW has a long history of providing the best possible engineering on the market. BMW factories are considered the most flexible and productive in Germany; its suppliers are the best in the industry; and some of the most talented workforces in the industry. Solid financial situation. Despite a 53 percent increase in research and development and a 75 percent increase in capital expenditure over the past two years, BMW's net profit for 2003 increased. 8.