1 2 Understanding Target Market BMW Company BMW is a company based in Germany, and it was established in 1916 to make military aircraft. Later it switched to building automobiles dealing with multiple brands BMW, Rover, Rolls-Royce, and Mini. BMW acquired these additional brands beginning as early as 1994 until the present time. The company is still outstanding on the sale of high-class cars. The company promotes a culture of top performance and teamwork, which makes it be highly ranked. The company has set up two main goals: one of them is to remain profitable, and secondly, it’s to raise the long-term value of BMW. The company has focused on making it collaborations stable between its three brands. Also, it employs employees who can enhance the spirit of teamwork and ready to take risks. It is also planning on how they can make universal engines that can be used by different car models. (Kasi, 2010) Regarding customer analysis, the target group of its products is the young audience. Different car models have different clients. The BMW targets people of 20-65 years of age, MINI targets people aged 25-45 years finally Rolls Royce targets individuals who are 40 years and above. Regarding gender, these automobiles target both male and females.  These cars are associated with people who have a high income that is professionals and executives. By geographic, these cars are sold both locally and internationally and mostly in the urban areas. (Dudovskiy, 2016) SWOT Analysis This company has various strengths. One of them is that its cars are classic, comfortable and less fuel consumption. The cars are additionally safe because of the technology involved; this makes them more durable. They are also environmentally friendly. Out of this, they have a strong reputation that makes them be known all over the world. This particular company has successfully maintained its corporate social responsibility, and also it has a high recognition in China; this attracts them more customers, which help them achieve their targeted sales. On the other end, the companies still have some weaknesses. One of them is that their cars are very costly which may imply that the customers may be few. It has a high-cost structure that in a way may make the brand name to be weaker in some market segments. Brand portfolio diversification is also a weakness to the company. The company also has some opportunities including, plans for expansion, increase the price of fuel. Despite the BMW Company performing at its best, it still faces stiff competition from other companies that make classic cars, for example, Mercedes-Benz, Acura, and Lexus among others. This acts as a threat to BMW Company, but hard work and dedication are enough to ensure that it out does the competition. The decrease in prices of fuel, the rise in the price of raw materials and rise in euro exchange rate all pose a threat to the company. PEST Analysis The external environment also has a great impac ...

1. 1
2
Understanding Target Market
BMW Company
BMW is a company based in Germany, and it was established in
1916 to make military aircraft. Later it switched to building
automobiles dealing with multiple brands BMW, Rover, Rolls-
Royce, and Mini. BMW acquired these additional brands
beginning as early as 1994 until the present time. The company
is still outstanding on the sale of high-class cars. The company
promotes a culture of top performance and teamwork, which
makes it be highly ranked. The company has set up two main
goals: one of them is to remain profitable, and secondly, it’s to
raise the long-term value of BMW. The company has focused on
making it collaborations stable between its three brands. Also,
it employs employees who can enhance the spirit of teamwork
and ready to take risks. It is also planning on how they can
make universal engines that can be used by different car
models. (Kasi, 2010)
Regarding customer analysis, the target group of its
products is the young audience. Different car models have
different clients. The BMW targets people of 20-65 years of
age, MINI targets people aged 25-45 years finally Rolls Royce
targets individuals who are 40 years and above. Regarding
gender, these automobiles target both male and females. These
cars are associated with people who have a high income that is
professionals and executives. By geographic, these cars are sold
both locally and internationally and mostly in the urban areas.

2. (Dudovskiy, 2016)
SWOT Analysis
This company has various strengths. One of them is that its
cars are classic, comfortable and less fuel consumption. The
cars are additionally safe because of the technology involved;
this makes them more durable. They are also environmentally
friendly. Out of this, they have a strong reputation that makes
them be known all over the world. This particular company has
successfully maintained its corporate social responsibility, and
also it has a high recognition in China; this attracts them more
customers, which help them achieve their targeted sales.
On the other end, the companies still have some
weaknesses. One of them is that their cars are very costly which
may imply that the customers may be few. It has a high-cost
structure that in a way may make the brand name to be weaker
in some market segments. Brand portfolio diversification is also
a weakness to the company. The company also has some
opportunities including, plans for expansion, increase the price
of fuel.
Despite the BMW Company performing at its best, it still
faces stiff competition from other companies that make classic
cars, for example, Mercedes-Benz, Acura, and Lexus among
others. This acts as a threat to BMW Company, but hard work
and dedication are enough to ensure that it out does the
competition. The decrease in prices of fuel, the rise in the price
of raw materials and rise in euro exchange rate all pose a threat
to the company.
PEST Analysis
The external environment also has a great impact on the
business. For example, the legal-political environment, which
entails the rules and regulations of the country, determines the
operation of the company. On the automobile industries, the
government is stringent especially on issues related to the
environment, foreign policy and also taxes. The BMW Company
for this case made a decision to make pollution badges
compulsory. Economic environment determines the purchasing

3. power of the customers. In some financial situations, the
customers may be in a position to buy the cars and in some
cases, they may not be able. When the purchasing power of
potential customers declines, the rate of exchange goes down.
(Bhasin, 2016 )
On the technological environment, the company has
employed a high level of technology, which makes them remain
among one of the best automobile company in the world. Apart
from that, it is still carrying out research to ensure that it has
the most recent technology. (Kasi, 2010)
Conclusion
BMW Group is competitive, and leader in many ways and
they are looking to better not only their design but what they
offer customers and the mobility industry; by showing
innovative direction, investment and an edge of technology not
only in the build of the vehicle but also in what is offered to
their customers. BMW is not afraid to diverse sophisticated and
will always focus on delivering the best customer service and
use this as a driver to success. In conclusion, it is clear that
BMW Company is a leading company in the automobile
industry. Being a company dealing with high-class cars, most of
the consumers are those that value comfort and luxury, which
attracts a lot of young audiences. BMW is faced with various
weaknesses and threats, but it is doing its best to prevent being
overtaken and the strengths which motivate BMW to keep
pressing on. The external environment also plays a role in the
company operation, but the company is trying to
cope adequately with this environment. Mostly it has focused on
implementing a high level of technology.
References
Bhasin, H. (2016 ). Marketing strategy of BMW. Strategic
Marketing Articles, 30-36.
Dudovskiy, J. (2016). BMW Segmentation, Targeting, and
Positioning. Research Methodology.
Kasi. (2010). Marketing Plan of BMW. Dream: WordPress.

4. Purpose of Assignment
All products/services go through a life cycle of NPI (new
product introduction), growth, maturity and decline. These
various stages affect the marketing strategy and promotional
efforts. In Week 3, you will incorporate a product strategy that
addresses at least 3 areas of the product life cycle. The primary
objective of this assignment is to allow the student to
demonstrate an understanding of the factors that can affect the
launch of a product or service. A secondary objective is to
understand the differences in a product launch in the U.S.
(domestic market) and an international market.
Assignment Steps
Generate a minimum 700-word product strategy in
Microsoft® Word.
Incorporate a product strategy that addresses the following:
· At least three areas of the product life cycle (NPI-new product
introduction, growth, maturity and decline).
· How you will measure (what metrics will be used to determine
success or failure) the marketing activities.
· Create at least two different types of media methods for the
products. One media method must be a print method and one
must be non-print. A media method is a media strategy which
highlights your product. For example, (this cannot be used in
this assignment), a non-print media method would be a
Facebook campaign that provides a user a reward for each
review, positive or negative, posted about the
use/appearance/price/etc. of the product. In your assignment,
you should have 2-3 sentences about each media method (i.e.
one paragraph of what you would do, not how to do it).
· Address three elements of the Product and Promotion List (see
below).
· Product and Promotion List:
· Integrated Marketing Communication
· Advertising Strategy/Objectives

5. · Push and Pull
· Media Strategy
· Advertising Execution
· Direct Marketing
· Public Relations/Strategies
· Positioning
The plan will be a continuation of your global or multi-regional
company you chose in Week 1. This will be incorporated into
your overall marketing plan for Week 6.
Note: Charts/graphs/tables do not count toward the word count.
Cite a minimum of three peer-reviewed references.
Format your assignment consistent with APA
guidelines. Grading Guide
Content
Met
Partially Met
Not Met
Comments:
Student’s product strategy addresses at least three areas of the
product life cycle (NPI-new product introduction, growth,
maturity and decline).
Student’s product strategy addresses how he/she will measure
(what metrics will be used to determine success or failure) the
marketing activities.
Student’s product strategy includes the creation of at least two
different types of media methods for the products. One media
method must be a print method and one must be non-print. A

6. media method is a media strategy which highlights his/her
product. Student has 2-3 sentences about each media method
(i.e. one paragraph of what he/she would do, not how to do it).
Student does not use the Facebook example provided here:
· Product and Promotion:
· Integrated Marketing Communication
· Advertising Strategy/Objectives
· Push and Pull
· Media Strategy
· Advertising Execution
· Direct Marketing
· Public Relations/Strategies
· Positioning
Student’s product strategy addresses three elements of the
Product and Promotion List provided in the assignment.
The product strategy is a minimum of 700 words in length.
Note: Charts/graphs/tables do not count toward the word count.
Total Available
Total Earned

7. 3.5
#/3.5
Writing Guidelines
Met
Partially Met
Not Met
Comments:
The paper—including tables and graphs, headings, title page,
and reference page—is consistent with APA formatting
guidelines and meets course-level requirements.
Intellectual property is recognized with in-text citations and a
reference page.
Paragraph and sentence transitions are present, logical, and
maintain the flow throughout the paper.
Sentences are complete, clear, and concise.

8. Rules of grammar and usage are followed including spelling and
punctuation.
Total Available
Total Earned
1.5
#/1.5
Assignment Total
#
5
#/5