BMW SWOT

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BMW SWOT

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BMW SWOT

  1. 1. MARKETING CASE STUDY PRESENTATION BY GROUP 3 BMW’S “COMPANY OF IDEAS” Campaign: Targeting the “Creative Class”
  2. 2. CASE OVERVIEW • THE ULTIMATE DRIVING MACHINE. • GOING BEYOND “THE YUPPIES”. • TARGETING THE “CREATIVE CLASS”. • “THE COMPANY OF IDEAS” CAMPAIGN.
  3. 3. QUESTIONS • CRITICALLY ANYLYSE BMW’S “COMPANY OF IDEAS” CAMPAIGN. DO YOU THINK THAT THIS CAMPAIGN WHICH TARGETED NEW CLASS OF CUSTOMERS WAS NECESSARY, CONSIDERING THE COMPANY’S GOOD PERFORMANCE IN 2005? • DO YOU AGREE WITH THE CRITICS THAT BMW WAS LOSING ITS SOUL? DISCUSS.
  4. 4. SEGMENT CHANGE CREATIVE CLASSYUPPIES •YOUNG URBAN PROFESSIONALS •UPPER MIDDLE ECONOMIC CLASS •UPWARDLY MOBILE •AGE GROUP 20 TO 30’S •SCIENTISTS •ENGINEERS •ARCHITECTS •EDUCATORS •WRITERS •ARTISTS •ENTERTAINERS
  5. 5. WHY SEGMENT CHANGE ? • ONLY 2 % OF THE CURRENT SEGMENT • 1.6 MILLION BY 2010 • RISE OF CREATIVE CLASS PEOPLE • HUGE POTENTIAL FOR NEW MARKET • HIGH COST OF MANUFACTURING • NET PROFIT NOT INCREASING
  6. 6. INNOVATION & CREATION • AD SHOWS LIEPZIG PLANT WHICH WON ARCHITECTURE AWARD IN 2004 • FLAME SURFACING DESIGNS (BANGLE BUTT) • ENVIRONMENT SENSITIVITY
  7. 7. AD CAMPAIGN PRINT AD NO MATCH AIRBAGS RISKY TV AD OVERTHINKERS EUPHEMISMS BENEDICT ARNOLD ENEMY OF IDEAS “WE MAKE SURE GREAT IDEAS LIVE ON TO BECOME ULTIMATE DRIVING MACHINES”
  8. 8. MARKETING STRATEGY COMPARISON OLD AGE GROUP INCOME NEWAGE GROUP INCOME LIFE STYLE VALUES PERSONA. DEMOGRAPHIC DEMOGRAPHIC + PSYCHOGRAHIC + GEOGRAPHIC
  9. 9. SWOT ANALYSIS STRENGTHS • LEADER IN LUXURY CAR SEGMENT • DYNAMISM IN GROUP • AD CAMPAIGN MATCHES WITH COMPANY BASICS. • STRONG MARKETING CHAIN AVAILABLE IN US. WEAKNESSES • NET PROFIT AT THE END OF 2005 WAS LOW FOR BMW GROUP • CONFUSION OVER AD • ONLY IN HOUSE STUDY DONE. • HEAVY COST ON PRODUCTION
  10. 10. SWOT ANALYSIS OPPORTUNITIES • MARKET CAPTURING THROUGH EMERGING CREATIVE CLASS • REVENUE GROWTH THROUGH NEW SEGMENT THREATS • LOSS OF OLD BRAND IMAGE & CUSTOMER • CRITISISM FROM EXPERTS AS DEFENSIVE CAMPAIGN • HIGH COST OF NEW AD CAMPAIGN • IMAGE DEPENDENT ON NEW AD COMPANY
  11. 11. LEARNINGS • NEED FOR SEGMENTATION • CRITERIA FOR SEGMENTATION • TARGETTING THE SEGMENT

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