The company extensively trains its staffs with its BMW Group’s Trainee Promotion Programme, TPP giving a perfect platform for not only understanding but also practically applying theoretical studies. The involved trainees would be rewarded with more rewards than just their pay including Christmas bonuses, health programme and subsidies on travelling and meals’ expenses. In 2000, the firm introduced what it referred to as “lifetime working hours account” aimed at benefitting workers who work more for the firm in their retirement, in addition to the pension benefits (BMW Group 2003). This is in line with the modern shift of compensation from the traditional one-dimensional standardised compensation packages as noted by Tiwari and Saxena (2012).In the firm, staff would not be considered in terms of their cost but rather considered as performance factors. The firm refers to its employees as associates as opposed to referring to them as workers (BMW Group 2012). According to its human resources policy, any policy that does not articulate the interests of its associates would eventually result into a negative cost. However, the firm has failed to relate these policies to customer satisfaction limiting them to employee welfare alone. As such, the ultimate goal of a contended employee could be elusive from the customer’s perspective. The firm therefore needs to incorporate customer satisfaction when developing its human resource culture.BMW has been largely considered as a manufacturer of luxury cars, both traditional and functional. Unlike its counterparts such as the US Cadillac which largely produces traditional luxury cars, BMW manufacturing focus has been on functional luxury cars aimed at attracting customers seeking soft and comfortable environment with a living room appearance (BMW Group 2011). These functional luxury cars guarantee performance in addition to style as opposed to the traditional luxury cars. The BMW-manufactured cars provide precision suspension system and pinpoint steering that makes the driver aware of the surrounding environment.The buyers targeted by BMW encompass affluent men and women in their prime ages identified by BMW Group (2011) as those aged between 25 and 40. Being among the leading motor exporters, ethnicity would be less important in determining buyers, with the firm encouraging positive
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