This case study analysis provides a comprehensive analysis of BMW’s operations in the UK, focusing on critical issues and strategic challenges faced by the company. The analysis began with an overview of BMW, highlighting its global presence, brand reputation, and commitment to innovation. It then delved into the three key issues affecting BMW’s UK operations: quality of materials and manufacturing, competitive landscape, and supply chain disruptions. These issues were analysed using theories such as the Institution-Based View (IBV) theory, the Resource-Based View (RBV) theory, and AMC framework and to address these challenges, several strategic recommendations were proposed.

Firstly, BMW should investigate the utilisation of smart and quality materials that have the ability to alter their characteristics depending on environmental factors. Secondly, the company should allocate resources to diversify its product range to include a wider selection of EVs. BMW must also give top priority to introducing thorough talent development programmes Finally, BMW should adopt a customer-centric approach, prioritising customer satisfaction and loyalty to sustain its competitive edge. Overall, BMW’s success in the UK market hinges on its ability to address critical issues, innovate continuously, and adapt to evolving market dynamics. By implementing strategic recommendations and leveraging its core strengths, BMW can navigate challenges effectively and maintain its position as a leader in the automotive industry.

Keywords: Supply chain disruptions, Institution-Based View (IBV), Resource-Based View (RBV), AMC framework, Environmental adaptability, Electric vehicles (EVs), Product diversification, Talent development programmes, Automotive industry leadership