1. Strategic challenge/aspiration: Given the changing scenario, what kind of business should BMW aim to be over the next 10 to 15 years? What are its aspirations?

2. Objectives: What are the key metrics that would indicate BMW met the challenge and achieved its

goal?

3. Opportunity: What is the size of the opportunity for BMW?

4. Competitive advantages: Given BMW's current competencies, (e.g., internal capabilities, market positions), which ones will be hard to replicate in the emerging automobile industry ecosystem? (carmak-ers, Internet companies, technology startups, R&D labs, governments, insurance companies, suppliers, etc.)? Which ones does it still need to build and develop, and why?

5. Moves: What concrete immediate actions should BMW take now to build external positions and internal capabilities? What types of hurdles or failures are possible and should be accepted as part of the entrepreneurial path? What kind of learning milestones should the company set for itself?