MT460 DB5

Discussion Topic: Business Level Strategy

Visit the websites of two luxury car makers:

· Lincoln at  http://lincoln.com

· BMW at  http://www.bmwusa.com

These two automotive giants compete in the same strategic group. 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?