The main objectives of this report are to identify the existing marketing strategy of a branded car company and to suggest an alternative strategic approach for increasing its market share and profitability. BMW Car Company has been chosen for this report as it is one of the most successful and leading car brands in the automotive industry, manufacturing luxury cars for the customers all over the world. BMW cars are well known for its high standards, luxury performance and features.The report consists of two parts. The first part is aimed to identify existing marketing strategy of BMW and its value creation process by using appropriate sources. Moreover, it includes the research, analysis and evaluation of key strengths and weaknesses of BMW’s existing marketing strategy. Analyses in this part include situational analysis of current strategies, segmentation targeting and positioning, as well as differential advantages and weaknesses of BMW. The aim of second part of this report is to suggest an alternative strategic approach for increasing the profitability of BMW, its market share, value creation and sustainability. The second part includes the recommended objectives and goals for the next two years, as well as recommended marketing strategies and programmes to achieve those goals and objectives.