BMW Case Study - Motives

Q2. Choose an acquisition/merger which has featured prominently in the business press.
a) Critically assess the motives behind the making of the deal. You should consider the different levels of analysis and specifically address the question of how the deal contributed to the creating and/or sustaining of competitive advantage.
Question A
"To be the most successful premium manufacturer in the industry." BMW's mission statement states. BMW has two key objectives for its lifestyle business: brand support, and a positive contribution to the company's overall financial goals. …