The document discusses current and future marketing strategies for BMW. It provides details on BMW's business segments, brands, model series, sales figures, target markets, competitors, and marketing mix. Regarding BMW's marketing mix, it outlines the company's product portfolio and life cycles, competitive pricing strategies, global dealer network, and advertising campaigns focusing on slogans like "The Ultimate Driving Machine". It analyzes BMW's segmentation, targeting, positioning, and brand recognition as key to its marketing success.
10 step marketing plan for glutamax villanuevaKatevillanueva2
Glutamax is launching a new 10 step marketing plan to target the gay male demographic in the Philippines. The plan focuses on positioning Glutamax as a product that can make gays feel more attractive and confident by lightening their skin tone. Glutamax will offer oral glutathione capsules as well as soap, lotion, and cream variants. The marketing strategy involves using billboards, print ads, TV commercials, and events to promote Glutamax as the first beauty product that directly targets the gay community. The goal is to capture a share of the 700 million peso niche market for products catering to gay skin lightening needs.
Tesla Motors’ Strategy to Revolutionize the Global Automotive IndustryTran Thang
the Case indicate the strategy of Tesla and give the information for answer questions:
What are the key elements of Tesla Motors' strategy?
which one of the five generic competitive strategies Tesla is employs?
This presentation is hypothetical in nature regarding which will be the prospective nation for Tesla Inc. to set up manufacturing plants if it looks towards East (expect China). The nation in question is Thailand and how Thailand's economic and societal structure will help Tesla to prosper.
Tesla is an electric vehicle and clean energy company led by CEO Elon Musk. The document discusses Tesla's product line of electric vehicles and home/commercial products, target customers such as business people and environmentalists, and business model of direct sales and Supercharger stations. It provides a brief history of Tesla and biographies of its C-suite executives. Competition in the electric vehicle market is noted along with Tesla's Model 3 being a top seller. The document predicts Tesla's continued success due to company expansion, leadership in technology, and Musk's leadership.
Audi aims to be the leading premium car brand globally. It uses a variety of marketing mix strategies including distinctive product design, integrated promotion campaigns, an indirect sales network of wholesalers and retailers, and market infiltration pricing to penetrate markets and attract buyers. The company promotes its "Truth in Engineering" slogan and brands its vehicles with four interlinked rings representing Audi's heritage. Racing is recommended to showcase Audi's performance and quality.
This document provides an overview of BMW, the German automobile manufacturer. It discusses the company's founding in 1913 in Munich to produce aircraft engines. BMW later began producing automobiles starting in 1928. The document outlines some of BMW's key milestones, including launching new models and expanding internationally. It also discusses BMW's marketing campaigns in the US that aimed to change perceptions and appeal to a broader audience beyond just "yuppies". Throughout its history, BMW's branding has emphasized innovation and being "the ultimate driving machine".
Tesla is an electric vehicle company founded in 2003 by Martin Eberhard and Elon Musk. Tesla's goal was to first produce expensive, high-quality electric cars to generate revenue, then use that money to produce more affordable electric cars that more people could buy. Currently, Tesla produces the Model S, Model X, and Model 3 electric vehicles. Tesla is unique for its focus on battery and electric motor technology, autonomous driving capabilities, and support from governments for electric vehicles. Under CEO Elon Musk, Tesla has become very successful and innovative in engineering fields like batteries, motors, sensors, artificial intelligence, and more.
10 step marketing plan for glutamax villanuevaKatevillanueva2
Glutamax is launching a new 10 step marketing plan to target the gay male demographic in the Philippines. The plan focuses on positioning Glutamax as a product that can make gays feel more attractive and confident by lightening their skin tone. Glutamax will offer oral glutathione capsules as well as soap, lotion, and cream variants. The marketing strategy involves using billboards, print ads, TV commercials, and events to promote Glutamax as the first beauty product that directly targets the gay community. The goal is to capture a share of the 700 million peso niche market for products catering to gay skin lightening needs.
Tesla Motors’ Strategy to Revolutionize the Global Automotive IndustryTran Thang
the Case indicate the strategy of Tesla and give the information for answer questions:
What are the key elements of Tesla Motors' strategy?
which one of the five generic competitive strategies Tesla is employs?
This presentation is hypothetical in nature regarding which will be the prospective nation for Tesla Inc. to set up manufacturing plants if it looks towards East (expect China). The nation in question is Thailand and how Thailand's economic and societal structure will help Tesla to prosper.
Tesla is an electric vehicle and clean energy company led by CEO Elon Musk. The document discusses Tesla's product line of electric vehicles and home/commercial products, target customers such as business people and environmentalists, and business model of direct sales and Supercharger stations. It provides a brief history of Tesla and biographies of its C-suite executives. Competition in the electric vehicle market is noted along with Tesla's Model 3 being a top seller. The document predicts Tesla's continued success due to company expansion, leadership in technology, and Musk's leadership.
Audi aims to be the leading premium car brand globally. It uses a variety of marketing mix strategies including distinctive product design, integrated promotion campaigns, an indirect sales network of wholesalers and retailers, and market infiltration pricing to penetrate markets and attract buyers. The company promotes its "Truth in Engineering" slogan and brands its vehicles with four interlinked rings representing Audi's heritage. Racing is recommended to showcase Audi's performance and quality.
This document provides an overview of BMW, the German automobile manufacturer. It discusses the company's founding in 1913 in Munich to produce aircraft engines. BMW later began producing automobiles starting in 1928. The document outlines some of BMW's key milestones, including launching new models and expanding internationally. It also discusses BMW's marketing campaigns in the US that aimed to change perceptions and appeal to a broader audience beyond just "yuppies". Throughout its history, BMW's branding has emphasized innovation and being "the ultimate driving machine".
Tesla is an electric vehicle company founded in 2003 by Martin Eberhard and Elon Musk. Tesla's goal was to first produce expensive, high-quality electric cars to generate revenue, then use that money to produce more affordable electric cars that more people could buy. Currently, Tesla produces the Model S, Model X, and Model 3 electric vehicles. Tesla is unique for its focus on battery and electric motor technology, autonomous driving capabilities, and support from governments for electric vehicles. Under CEO Elon Musk, Tesla has become very successful and innovative in engineering fields like batteries, motors, sensors, artificial intelligence, and more.
Tesla Motors is an electric vehicle and renewable energy company. The presentation provided an overview of Tesla, including its history, products, partnerships, and innovations. Key points included that Tesla was founded in 2003, launched its first electric car called the Roadster in 2008, and has since introduced other models like the Model S sedan and Model X SUV. The presentation also discussed Tesla's goal of making electric vehicles more affordable and accessible to mainstream consumers.
Tesla Motors was founded in 2003 by engineers to prove electric vehicles could be great. It is led by CEO Elon Musk and designs, manufactures, and sells electric cars and components. In 2008, Tesla launched the Roadster electric sports car, selling over 1,650 globally. For emerging markets, Tesla should hold off launching in India due to lack of education, infrastructure, and policies supporting EVs, but may find more success launching initially in China due to the country's focus on green technologies and large market size.
nestle International business management slidesaqsaz
The document provides information about Nestle, a Swiss multinational food and drink processing conglomerate. It details that Nestle was founded in 1866 by Henri Nestle and has grown to be the largest food company in the world, present in 191 countries with 447 factories and 339,000 employees. The document also summarizes Nestle's operations, products, strategies, history of growth, and controversies.
This document provides an overview of BMW (Bayerische Motoren Werke) including its history, segments, brand portfolio, subsidiaries, production plants, joint ventures, purchasing and distribution networks, key markets, and comparisons to other automakers. It discusses BMW's global production network and locations worldwide and in Europe. Specific joint ventures with Brilliance China and SGL Group are described. Potential reasons given for not choosing BMW include high costs of production and ownership, inconsistent market share performance, reliability issues, lack of consumer incentives, and vehicles having fewer usable miles before becoming worthless.
Volkswagen is a large German automaker established in 1937. It owns 9 major automotive brands and has production in 62 plants across 21 countries. Volkswagen pursues a strategy of leveraging its scale across brands and through R&D to take advantage of sector dynamics. It has expanded significantly in China through joint ventures and plans to continue its focus on emerging markets for future growth. Volkswagen has acquired brands like Skoda and SEAT to expand its geographic and product reach.
BMW has achieved market leadership in the luxury car segment in India for the second consecutive year. It currently has a 43% market share and saw sales growth of 73% in 2010. To maintain this lead, BMW plans to increase its market share in the SUV segment to 10% by the end of 2011. It will promote its new X1 SUV through an extensive advertising campaign including TV, print, internet and mall promotions. The total estimated budget for the 2-month campaign is Rs. 22.68 crores.
BMW plans its products and production capacities strategically. It decides on future products, estimated sales, and the production timeline for each product over its lifecycle. BMW then allocates products to plants and determines required production capacities. BMW targets customers aged 25-40 who value luxury, technology, and a feeling of safety. It dominates markets in Europe and North America with over 70% of sales. BMW aims to strengthen its position and increase annual sales to over 2 million units by focusing on emerging markets and engaging in new profitable areas.
Assignment%20#1 under armour pest industry analysisBrian Teufel
Under Armour has used a blue ocean strategy to create the performance apparel market. It has gained a first-mover advantage and 70% of the US market share. The performance apparel industry is growing rapidly at 15% annually and is expected to reach $7.6 billion by 2014. Under Armour faces high competition from Nike and Adidas but continues to innovate and focus on enhancing performance through apparel.
This document provides an overview of Mercedes-Benz, including its history as a German luxury automaker founded in 1926. It discusses Mercedes-Benz's global strength in manufacturing facilities across 6 continents, and its focus on emerging markets for growth. The document also performs a SWOT analysis, identifying strengths such as its broad product portfolio, but also weaknesses like high servicing costs. Opportunities include growing demand in developing nations, while threats include competition from automakers like Audi and BMW. It then analyzes Mercedes-Benz's marketing strategy using the 4 P's framework, covering its luxury products, pricing, promotion tactics, and global dealer network.
The document contains sample presentation slides for a client including title slides with the presentation title and date, divider slides, sample text slides with bullet points, and sample layout slides with two or three columns. The slides provide examples of formatting and layouts that can be used in a presentation to a client.
BMW is a German luxury automaker known for performance vehicles. It was founded in 1916 and produces sedans, SUVs, and roadsters. BMW targets baby boomers and professionals who want to showcase their success. The company emphasizes high quality, performance, and environmental friendliness. It invests heavily in green technology like electric vehicles. BMW's vision is to create customizable vehicles that can handle both driverless and driver-operated modes.
Tesla is an American electric vehicle manufacturer founded in 2003 by Martin Eberhard and Marc Tarpenning. It was named after inventor Nikola Tesla. Tesla's mission is to accelerate the world's transition to sustainable energy. It aims to prove that electric vehicles can be better, quicker and more fun than gas vehicles. However, while Tesla makes high-quality popular vehicles like the Model S, it struggles financially, posting consistent losses as it works to expand electric vehicle adoption globally.
The presentation talks about BMW, its selective target marketing directed towards elites, high advertising costs, changing customer preferences, the need to bring in affordable models and the pros and cons of its strategies.
Analysis of BMWs Global Supply Chain Network - its production - distribution ...Sachin Mathews
This document provides an analysis of BMW's global supply chain, including its production, distribution, sourcing strategies, and mechanisms. It begins with an introduction and overview of key aspects of automotive supply chains. It then focuses on BMW's case study, examining its corporate strategy, supply chain design, extensive supplier network management, build-to-order production system, distribution network, and sustainability practices. A SWOT analysis of BMW's supply chain is presented, identifying strengths like its flexible production line and effective supplier relationships, weaknesses such as exposure to exchange rate fluctuations, and opportunities for further improvement. Recommendations are provided for BMW to overcome weaknesses and threats and enhance supply chain performance.
Market Segmentation and Targeting with BMWPankaj Chauhan
BMW is one of the best Luxury car Brand available throughout the globe. BMW target only selective segments. This PPT is about different types of Segments available in a genrel market and how BMW has target few of them
Please visit here for voice over presentation https://www.youtube.com/watch?v=_Ha614-Daug
Disclaimer: Lot of material is taken up from Internet. I was not able to give acknowledgment as i lost the track of sources. In case any copyright material used please let me know. Thank You
This document provides information about Bajaj Auto Ltd., a motorcycle manufacturer based in India. It discusses the company's founding in 1945, current leadership and operations in 50 countries. It outlines Bajaj's production facilities in India and their locations and capacities. The document also details Bajaj's product range of motorcycles and cars, approaches to demand forecasting, plant layout, inventory management, capacity management, and competitive advantages.
The document provides an overview of Dyson Ltd's operating environment and key economic factors. It analyzes Dyson's market share and competitors in the vacuum cleaner industry globally and in key markets like the UK, US, and Europe. It discusses Porter's five forces of competition in the industry including competitive rivalry between Dyson and other major brands. The document also examines how macroeconomic variables like global economic growth, interest rates, commodity prices, and unemployment could impact Dyson's business performance.
Bajaj Auto is India's leading two-wheeler manufacturer that promotes its brands like Avenger, Pulsar, Platina, and XCD-135 through various sales promotion strategies. For new brand launches, Bajaj promotes primarily through television, newspapers, road shows, hoardings, and test drives. Ogilvy & Mather handles promotion of Pulsar, while Lowe Lintas promotes Discover. Platina promotion is handled internally by Bajaj Auto due to its lower-segment targeting. Effectiveness is measured by comparing campaign costs to sales revenue generated. While most strategies proved successful, one promotional scheme positioning the CD-100 as a Rs. 1,000 bike backfired when discontinued.
BMW is a German automobile company founded in 1916. It is known for luxury vehicles and sports cars. Some key points:
- BMW focuses on high quality and innovation in their vehicles. Their mission is to sell products with the highest quality and integrity.
- Their main competitors are Audi, Mercedes, Lexus, and Porsche. They have adopted strategies like differentiation to gain competitive advantages over rivals.
- A SWOT analysis found strengths in their brand reputation and technological advancements, but also weaknesses like recalls and threats from increasing competition.
- BMW uses strategies such as product development, market expansion, and moving into emerging markets for continued growth. They aim to treat customers like family and provide more
This document provides an overview and analysis of BMW's marketing strategies. It discusses [1] BMW's history beginning as an aircraft manufacturer and its evolution into an automaker known for luxury vehicles. [2] It examines BMW's segmentation, targeting, and positioning strategies, noting its focus on higher-income consumers in Europe and North America. [3] The document analyzes BMW's marketing mix, including its product lines, promotional campaigns, pricing strategies, and distribution channels.
BMW has achieved great success with its X5 model. Some key factors that contributed to this success include:
- Strong branding of BMW as a luxury brand focused on driving experience and quality.
- Targeting of upper-income consumer segments through features, pricing, and marketing of the X5 as a luxury SUV.
- Effective use of the marketing mix, including competitive pricing, continual improvements to features, and large promotional campaigns.
BMW's analysis of consumer behavior and adaptation of its strategies helped the X5 become the best-selling vehicle in its class.
Tesla Motors is an electric vehicle and renewable energy company. The presentation provided an overview of Tesla, including its history, products, partnerships, and innovations. Key points included that Tesla was founded in 2003, launched its first electric car called the Roadster in 2008, and has since introduced other models like the Model S sedan and Model X SUV. The presentation also discussed Tesla's goal of making electric vehicles more affordable and accessible to mainstream consumers.
Tesla Motors was founded in 2003 by engineers to prove electric vehicles could be great. It is led by CEO Elon Musk and designs, manufactures, and sells electric cars and components. In 2008, Tesla launched the Roadster electric sports car, selling over 1,650 globally. For emerging markets, Tesla should hold off launching in India due to lack of education, infrastructure, and policies supporting EVs, but may find more success launching initially in China due to the country's focus on green technologies and large market size.
nestle International business management slidesaqsaz
The document provides information about Nestle, a Swiss multinational food and drink processing conglomerate. It details that Nestle was founded in 1866 by Henri Nestle and has grown to be the largest food company in the world, present in 191 countries with 447 factories and 339,000 employees. The document also summarizes Nestle's operations, products, strategies, history of growth, and controversies.
This document provides an overview of BMW (Bayerische Motoren Werke) including its history, segments, brand portfolio, subsidiaries, production plants, joint ventures, purchasing and distribution networks, key markets, and comparisons to other automakers. It discusses BMW's global production network and locations worldwide and in Europe. Specific joint ventures with Brilliance China and SGL Group are described. Potential reasons given for not choosing BMW include high costs of production and ownership, inconsistent market share performance, reliability issues, lack of consumer incentives, and vehicles having fewer usable miles before becoming worthless.
Volkswagen is a large German automaker established in 1937. It owns 9 major automotive brands and has production in 62 plants across 21 countries. Volkswagen pursues a strategy of leveraging its scale across brands and through R&D to take advantage of sector dynamics. It has expanded significantly in China through joint ventures and plans to continue its focus on emerging markets for future growth. Volkswagen has acquired brands like Skoda and SEAT to expand its geographic and product reach.
BMW has achieved market leadership in the luxury car segment in India for the second consecutive year. It currently has a 43% market share and saw sales growth of 73% in 2010. To maintain this lead, BMW plans to increase its market share in the SUV segment to 10% by the end of 2011. It will promote its new X1 SUV through an extensive advertising campaign including TV, print, internet and mall promotions. The total estimated budget for the 2-month campaign is Rs. 22.68 crores.
BMW plans its products and production capacities strategically. It decides on future products, estimated sales, and the production timeline for each product over its lifecycle. BMW then allocates products to plants and determines required production capacities. BMW targets customers aged 25-40 who value luxury, technology, and a feeling of safety. It dominates markets in Europe and North America with over 70% of sales. BMW aims to strengthen its position and increase annual sales to over 2 million units by focusing on emerging markets and engaging in new profitable areas.
Assignment%20#1 under armour pest industry analysisBrian Teufel
Under Armour has used a blue ocean strategy to create the performance apparel market. It has gained a first-mover advantage and 70% of the US market share. The performance apparel industry is growing rapidly at 15% annually and is expected to reach $7.6 billion by 2014. Under Armour faces high competition from Nike and Adidas but continues to innovate and focus on enhancing performance through apparel.
This document provides an overview of Mercedes-Benz, including its history as a German luxury automaker founded in 1926. It discusses Mercedes-Benz's global strength in manufacturing facilities across 6 continents, and its focus on emerging markets for growth. The document also performs a SWOT analysis, identifying strengths such as its broad product portfolio, but also weaknesses like high servicing costs. Opportunities include growing demand in developing nations, while threats include competition from automakers like Audi and BMW. It then analyzes Mercedes-Benz's marketing strategy using the 4 P's framework, covering its luxury products, pricing, promotion tactics, and global dealer network.
The document contains sample presentation slides for a client including title slides with the presentation title and date, divider slides, sample text slides with bullet points, and sample layout slides with two or three columns. The slides provide examples of formatting and layouts that can be used in a presentation to a client.
BMW is a German luxury automaker known for performance vehicles. It was founded in 1916 and produces sedans, SUVs, and roadsters. BMW targets baby boomers and professionals who want to showcase their success. The company emphasizes high quality, performance, and environmental friendliness. It invests heavily in green technology like electric vehicles. BMW's vision is to create customizable vehicles that can handle both driverless and driver-operated modes.
Tesla is an American electric vehicle manufacturer founded in 2003 by Martin Eberhard and Marc Tarpenning. It was named after inventor Nikola Tesla. Tesla's mission is to accelerate the world's transition to sustainable energy. It aims to prove that electric vehicles can be better, quicker and more fun than gas vehicles. However, while Tesla makes high-quality popular vehicles like the Model S, it struggles financially, posting consistent losses as it works to expand electric vehicle adoption globally.
The presentation talks about BMW, its selective target marketing directed towards elites, high advertising costs, changing customer preferences, the need to bring in affordable models and the pros and cons of its strategies.
Analysis of BMWs Global Supply Chain Network - its production - distribution ...Sachin Mathews
This document provides an analysis of BMW's global supply chain, including its production, distribution, sourcing strategies, and mechanisms. It begins with an introduction and overview of key aspects of automotive supply chains. It then focuses on BMW's case study, examining its corporate strategy, supply chain design, extensive supplier network management, build-to-order production system, distribution network, and sustainability practices. A SWOT analysis of BMW's supply chain is presented, identifying strengths like its flexible production line and effective supplier relationships, weaknesses such as exposure to exchange rate fluctuations, and opportunities for further improvement. Recommendations are provided for BMW to overcome weaknesses and threats and enhance supply chain performance.
Market Segmentation and Targeting with BMWPankaj Chauhan
BMW is one of the best Luxury car Brand available throughout the globe. BMW target only selective segments. This PPT is about different types of Segments available in a genrel market and how BMW has target few of them
Please visit here for voice over presentation https://www.youtube.com/watch?v=_Ha614-Daug
Disclaimer: Lot of material is taken up from Internet. I was not able to give acknowledgment as i lost the track of sources. In case any copyright material used please let me know. Thank You
This document provides information about Bajaj Auto Ltd., a motorcycle manufacturer based in India. It discusses the company's founding in 1945, current leadership and operations in 50 countries. It outlines Bajaj's production facilities in India and their locations and capacities. The document also details Bajaj's product range of motorcycles and cars, approaches to demand forecasting, plant layout, inventory management, capacity management, and competitive advantages.
The document provides an overview of Dyson Ltd's operating environment and key economic factors. It analyzes Dyson's market share and competitors in the vacuum cleaner industry globally and in key markets like the UK, US, and Europe. It discusses Porter's five forces of competition in the industry including competitive rivalry between Dyson and other major brands. The document also examines how macroeconomic variables like global economic growth, interest rates, commodity prices, and unemployment could impact Dyson's business performance.
Bajaj Auto is India's leading two-wheeler manufacturer that promotes its brands like Avenger, Pulsar, Platina, and XCD-135 through various sales promotion strategies. For new brand launches, Bajaj promotes primarily through television, newspapers, road shows, hoardings, and test drives. Ogilvy & Mather handles promotion of Pulsar, while Lowe Lintas promotes Discover. Platina promotion is handled internally by Bajaj Auto due to its lower-segment targeting. Effectiveness is measured by comparing campaign costs to sales revenue generated. While most strategies proved successful, one promotional scheme positioning the CD-100 as a Rs. 1,000 bike backfired when discontinued.
BMW is a German automobile company founded in 1916. It is known for luxury vehicles and sports cars. Some key points:
- BMW focuses on high quality and innovation in their vehicles. Their mission is to sell products with the highest quality and integrity.
- Their main competitors are Audi, Mercedes, Lexus, and Porsche. They have adopted strategies like differentiation to gain competitive advantages over rivals.
- A SWOT analysis found strengths in their brand reputation and technological advancements, but also weaknesses like recalls and threats from increasing competition.
- BMW uses strategies such as product development, market expansion, and moving into emerging markets for continued growth. They aim to treat customers like family and provide more
This document provides an overview and analysis of BMW's marketing strategies. It discusses [1] BMW's history beginning as an aircraft manufacturer and its evolution into an automaker known for luxury vehicles. [2] It examines BMW's segmentation, targeting, and positioning strategies, noting its focus on higher-income consumers in Europe and North America. [3] The document analyzes BMW's marketing mix, including its product lines, promotional campaigns, pricing strategies, and distribution channels.
BMW has achieved great success with its X5 model. Some key factors that contributed to this success include:
- Strong branding of BMW as a luxury brand focused on driving experience and quality.
- Targeting of upper-income consumer segments through features, pricing, and marketing of the X5 as a luxury SUV.
- Effective use of the marketing mix, including competitive pricing, continual improvements to features, and large promotional campaigns.
BMW's analysis of consumer behavior and adaptation of its strategies helped the X5 become the best-selling vehicle in its class.
The document discusses the business strategy of BMW Group. It aims to analyze BMW's current and future strategies, including their marketing, pricing, segmentation, targeting, and positioning approaches. It will also examine how BMW addressed competition and the economic recession. The author chose this topic because of their interest in BMW's innovation and success in the automotive industry.
BMW is a luxury German automaker known for high-quality vehicles. It sells over 1.95 million cars and 115,000 motorcycles annually. BMW focuses on engineering excellence and designs vehicles that appeal to status-seeking customers. It uses a lean distribution model with authorized dealerships in premium locations to maintain an exclusive brand image. BMW promotes through high-quality television ads focusing on technology, performance, and luxury to position the brand as aspirational. It prices vehicles at a premium to appeal to customers seeking status and craftsmanship over functionality alone.
This document provides a project report on brand management of BMW. It includes a brand inventory section which discusses BMW's history since 1913 and its expansion globally. It also outlines BMW's current brand portfolio including BMW, Mini, and Rolls-Royce brands. The next section analyzes BMW's brand equity through a customer-based brand equity pyramid and mental map. It identifies BMW's strong brand awareness and associations with luxury, performance, and German engineering. The report concludes with recommendations for BMW to address increasing competition through differentiated new technologies, addressing different consumer groups, and strengthening customer relationships.
BMW has been a top luxury automaker since the early 1900s, starting with engines before expanding to cars. Key to BMW's success is its range of high-quality vehicles that appeal to both upper and lower classes. BMW has a global manufacturing and distribution network to produce and deliver vehicles and parts worldwide. Through consistent marketing over many years, BMW has established itself as a top-of-mind luxury brand, known for its reputation, premium pricing, and creating an image of desirability among customers.
This document discusses BMW, a German luxury automaker founded in 1916. It owns Mini and Rolls-Royce brands. BMW's mission is to be a leading provider of premium products and services. Its vision is to inspire mobility and shape future premium mobility. The company aims to profitably grow in premium auto segments globally. It selectively targets upper-income consumers to build a strong brand associated with success. While this limits revenue, it creates loyalty. The document examines pros, cons, and opportunities for BMW, concluding its segmentation was not too exclusive during an economic recession when loyal customers still purchased BMWs.
BMW conducted a SWOT analysis to evaluate its strengths, weaknesses, opportunities, and threats in response to changes in the automobile industry. Some of BMW's key strengths included its reputation for luxury and quality, engineering history, and flexible facilities. Weaknesses included high manufacturing costs and overreliance on the 1 Series model. Opportunities existed in economies of scale from acquisitions and expanding into new market segments. Major threats included increased merger activity from larger competitors and more direct competition from brands like Volkswagen, Mercedes, and Toyota. BMW's acquisition of Rover aimed to capitalize on opportunities for increased scale and market coverage, but it ultimately failed and BMW had to reevaluate its strategy.
The BMW X3 is targeted towards consumers in the later stages of the family life cycle:
- Married with teenage children (Full Nest II): The X3 provides enough space and cargo capacity for an active family with older children, while still being a smaller SUV suitable for families with teenagers.
- Empty nest I (Older married couples, no children living with them, still working): As children move out, the X3 offers a versatile and luxurious vehicle that can be used for both family and personal needs.
- Empty nest II (Older married couples, no children living with them, retired): The X3 appeals to older consumers looking to downsize from a larger vehicle but still want the comfort, prestige and
An Assessment and Analysis of the Marketing Techniques and Strategies of BMW ...Siddharth Sinha
This document provides an analysis of BMW's marketing techniques and strategies in the UK and India. It begins with an acknowledgment and includes the following sections: company profile, market segmentation, market targeting, marketing mix, SWOT analyses for each country, and conclusions and recommendations. The key points are:
- BMW segments the market in the UK by targeting successful business executives aged 25-45, while in India it focuses on individuals aged 30-40 with rising incomes.
- It uses the 4Ps of marketing - products tailored for each market, competitive pricing, wide placement/dealerships, and sales promotions.
- SWOT analyses find BMW's strengths are its luxury brand image while weaknesses include high prices;
The document provides information about BMW, including:
- BMW produces high-end sporty cars and motorcycles as well as aircraft engines under the Rolls Royce brand name.
- It has production facilities around the world and defines premium mobility for the present and future.
- The company has a long history dating back to 1917 and has expanded its product range and global operations over the decades.
BMW India Private Limited was established in 2006 as a 100% subsidiary of BMW Group. It has its headquarters in Gurgaon and a manufacturing plant in Chennai that produces several BMW and Mini models. In 2019, BMW Group achieved a new record of over 2.5 million vehicle sales globally, including over 2 million BMW brand sales. However, BMW India sales declined 13% to around 9,600 units due to slowing sales in the Indian market. Strengths of BMW include its strong brand and engineering reputation, but it faces threats from increasing regulations, competition, and potential slowing of key markets.
BMW has long focused on innovation and premium vehicles to attract customers. Over the years, BMW expanded its model offerings, production capabilities, and global markets. It tailored its products and marketing to target high-income professional customers seeking status and luxury. While this selective strategy helped BMW succeed in growing its premium brand, it also made the company more vulnerable during economic downturns when fewer customers could afford its vehicles.
BMW Group is a German automaker known for luxury vehicles. It has a global production network of 31 manufacturing facilities across 14 countries. BMW pursues strategic partnerships, including joint ventures in China and the US, to access new markets and suppliers. It has a large supplier network to support global production. The document provides an overview of BMW's history, brands, value chain, production sites, partnerships, and financial information.
Running head AN UNDERSTANDING OF THE TARGET MARKETS .docxSUBHI7
Running head: AN UNDERSTANDING OF THE TARGET MARKETS 1
AN UNDERSTANDING OF THE TARGET MARKETS 2
BMW
Introduction
As the BMW Group (n.d.) highlighted, the origin of BMW trickles back Karl Rapp and Gustav Otto. In the year 1916, there was the merging of Flugmaschinenfabrik Gustav Otto Company to Bayerische Flugzeug-Werke (BFW) at government behest. Relatively, in the year 1917, the Rapp Motorenwerke had evolved to Bayerische Motoren Werke (BMW) GmbH before becoming an AG; Public Limited Company in the year 1918 (BMW Group, n.d.).
The Product Life Cycle
The Living Media (2017) highlighted that this cycle has four stages.
The Introduction Stage
The source observed that this is the most expensive stage of a company that seeks to introduce a new product and BMW is no exception. Before starting off this stage, it is worth determining the needs of the consumers to come up with a product that satisfies such desires. The Automotive Intelligence (2007) notified that in the efforts to ensure that there are no mistakes made in the introduction stage, BMW had even set a location; Engineering Centre (FIZ) in Munich which serves as a location for all people brought together for the purpose of developing a product, suppliers included. It is a requirement to determine the characteristics of the target market.
Demographic characteristics
Abougomahh (2005) stated that the demographic characteristics are the reflection of the elements such as the size of the population as well as its features. These characteristics of the population may stand for the age, marital status and the education of the particular target market (Abougomahh 2005). In manufacturing a vehicle, BMW must take cognizance of these aspects concerning the market they target. Nica (2013) informed that the BMW's i8 targeted the consumers who were mostly men and of the age of 35 years old. On the other hand, if targeting families, there would be a replication of the same in the design of a vehicle.
Psychographic Segmentation
Lamb, Hair, ad McDaniel, (2009) opined that these characteristics stand for the aspects touching on the personalities, motives and even the lifestyles of the consumers. It is worth highlighting that when it comes to BMW, there is the reflection of the same with regards to the designs of their products. Getting back to the BMW's i8 the same vehicle targets the individuals who are tech-savvy; not only like to enjoy the experience of driving but also express caution concerning the responsible driving (Nica, 2013).
The analysis of the psychographic and the demographic aspects help in the better understanding of the consumer needs and the replication of the same in the modeled designs of vehicles.
The Growth Stage
In this stage, one thing that stands out is that there is the aspect of the growth in the sales and the same on profits. The Living Better Media (2017) highlighted that the ...
This document provides an overview of BMW's global marketing strategies. It discusses BMW's history, pricing strategies that take purchasing power and status symbols into account across countries. It also analyzes BMW's distribution channels, promotion strategies including advertising and public relations, and how BMW addresses some legal and social issues in different parts of the world. BMW employs niche marketing and consistency in promoting their brand globally as the "ultimate driving machine".
BMW is a German luxury automaker founded in 1917. It moved some production to Spartanburg, South Carolina in the US in 1992. Key reasons for moving production outside Germany included access to cheaper labor, proximity to suppliers and customers for lower supply chain costs, and business-friendly policies in South Carolina. BMW evaluated over 10 locations based on these factors before choosing Spartanburg. The plant there employs 8,800 and was a $2.2 billion investment that strengthened BMW's global production network.
New Balance is a US-based company founded by William J. Riley that aims to be a leading manufacturer of athletic products. It has an 11.6% market share in the US and focuses on quality and technological innovation in its products. New Balance differentiates itself from competitors like Nike and Adidas through superior quality, multiple width options, and mid-price range products. It uses various marketing strategies like partnerships, branding, and product line extensions to grow in the competitive athletic shoe market.
The document discusses Porter's 5 Forces model and value chain model in the context of Nokia's business. It analyzes Nokia's competitive advantages including patents, brand building, cost advantages, and strong distribution chain. It also examines Nokia's value chain activities such as technology development, procurement, infrastructure, and promotion. Finally, it presents Nokia's strategic grid positioning in terms of competitive products and technology versus customer support.
New Balance is a US-based company founded by William J. Railey that aims to be the world's leading manufacturer of athletic and lifestyle products. It has a 11.6% market share in the US shoe market, making it the third largest brand behind Nike and Adidas. The shoe market is highly competitive with prices ranging from $15-200 and annual growth of 5%. New Balance focuses on quality, technology, and research to differentiate its mid-priced shoes and has a strong market presence in the US through its own stores and supply agreements with large retailers.
The document discusses current and future marketing strategies for BMW. It provides details on BMW's business segments, brands, model series, sales figures, target markets, competitors, and marketing mix. Regarding BMW's marketing mix, the document outlines BMW's product portfolio and life cycles, pricing strategy, distribution network, and promotional campaigns/slogans. It emphasizes BMW's focus on the driving experience, quality, and premium brand image in its marketing strategies.
The document outlines several company events aimed at employee development, motivation, and charity. It describes a learning week held annually in November to help employees develop skills and cope with changes. It also discusses two major yearly events, one for employees and one for charity, as well as forums focused on leadership, learning, and development. Execution of the events involves sharing experiences, inviting underprivileged children and employee participation in games and activities.
The document outlines several company events aimed at employee development, motivation, and charity. It describes a learning week held annually in November to help employees cope with changes and realize their potential. It also discusses two major yearly events, one for employees and one for charity, as well as forums focused on leadership, learning, and development. Execution of the events involves sharing experiences, queries, games, food, movies and competitions over multiple days and locations in the office.
Porter's Five Forces analysis of the computer industry shows:
1) Threat of substitute products is medium as PCs come in many configurations but Mac faces no direct competition.
2) Bargaining power of suppliers is medium as Apple chooses suppliers based on quality but they compete for contracts.
3) Bargaining power of buyers is high as customers are loyal to Macs but PCs dominate the market.
4) Threat of new entrants is low due to the need for large capital and dominance of Dell, HP, and IBM.
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Belgium coach Domenico Tedesco will wait for several key players to recover from injury. Even if it means they miss the opening Euro Cup Germany stages of the European Championship in Germany this month. Veteran defender Jan Vertonghen, midfielder Youri Tielemans and defender Arthur. Theate are being given time to play in the tournament because they are considered vital to Belgium’s cause, Tedesco said on Tuesday.
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"Of course, you prefer to take players who are fully fit, but that's okay. We want to wait and be patient for some players even if they cannot play in those first matches," he told a press conference. The 37-year-old Vertonghen, Belgium’s Euro Cup 2024 most-capped international with 154 appearances, is struggling to shake off a groin injury.
"He will be there normally. This also applies to Youri Tielemans and Arthur Theate. The latter's position is very sensitive. We don't have many choices at left back. "It will only change if it turns out that they will only be available when, say, the final of the Euro 2024 Championship comes around. That's too long to wait. "However, I am confident that the injured boys are on track for the Euros.
Belgium vs Romania: Radu Dragusin Prepares for Crucial Role in Euro Cup Germany
Some of them have taken not one but two steps forward in their rehabilitation," he said. None of the injured players will feature in this week’s warm-up friendlies against Montenegro and Luxembourg. Romania centre-back Radu Dragusin found chances limited at Tottenham Hotspur in the second half of the 2023-24 season.
But is crucial to his country's cause at UEFA Euro 2024 where his aerial ability, physicality and hard graft make him a standout player. The 22-year-old moved to North London from Italian side Genoa in January but was kept on the sidelines by the form of another new arrival for the season, Mickey van de Ven, something Romania coach Edward Iordanescu admitted was a concern.
It will mean limited game-time going into the finals, but Dragusin, who cites Netherlands defender Virgil van Dijk as a role model, started every Euro Cup Germany qualifier as Romania went through the campaign unbeaten in their 10 games. He will be among their most important players in their first game in Germany against Ukraine in Munich on June 17, taking the right centre-back role in what is likely to be a back four.
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The Netherlands are in Group D in Euro Cup Germany - and, unpaid to this, they will be coming up against familiar foes. Remarkably, they have played France, who have fashioned some of the greatest players of all time, 30 times throughout history. Despite France being more effective in major competitions, including captivating the World Cup in 2018, Holland have the greater head-to-head record.
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However, in 2023, they played one another twice, with France endearing both matches 4-0 and 2-1 individually. Against Poland and Austria, the Netherlands also have a stout record, winning just under half the matches. They faced Austria at Euro 2020, engaging 2-0, and they haven't lost to Poland since 1979.
The lettering is on the wall for Holland to qualify for the knockouts, but nothing is failsafe. The Netherlands kickstart their Euros campaign against Poland on Sunday, June 16th. In Hamburg, they will have to go up against one of the best strikers in the world, Robert Lewandowski.
Netherlands vs Austria: Tough Challenges Await the Netherlands in Euro Cup Germany
Five days later, they travel south to face France in Leipzig, a side led by Kylian Mbappe - one of the finest players in the world currently and one of the most impressive players in his nation's history. To conclude, they face Austria in Berlin, knowing it could be the end of the road if they don't perform.
Ronald Koeman is widely considered one of the more successful Dutch managers in Premier League history, considering the nation has a reputation for struggling to replicate their talents in England. The former Everton manager went against that script and shone — and now he is back managing his nation.
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Netherlands vs Austria: Ronald Koeman's Tactical Approach For UEFA Euro 2024
As well as being the highest-scoring defender in history, Koeman is a man with immense tactical knowledge. He returned to manage Holland at the start of 2023 after it was announced Louis van Gaal would retire. His life back in the dugout with the team wasn't easy, as he lost his first match 4-0 to France after going 3-0 down within 21 minutes.
However, he eventually helped them qualify for Euro Cup Germany. The 61-year-old likes to organize his team with a defensive mindset. Some might call it pragmatic as he defends with minimal space between the lines, but that's often needed for international football.
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Psaroudakis: Family and Football – The Psaroudakis Success StoryPsaroudakis
Psaroudakis, a name that resonates with football fans around the globe, is a testament to the powerful synergy between familial support and individual passion. Born on March 10, 1992, in the historic city of Heraklion, Crete, Psaroudakis’ journey to international football stardom is a compelling narrative of dedication, perseverance, and unwavering family support. His story not only highlights his athletic prowess but also underscores the crucial role his family played in shaping his career and character.
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As Psaroudakis transitioned from the youth academy to professional football, the challenges became more significant.
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2. 2
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BMW Group, headquartered in Munich, Germany, is one of the most successful multi brand premium automobile
manufacturers in the world. The company manufactures, distributes and sells passenger cars (including Sedans,
Coupes, and Convertibles etc) and motorcycles. BMW operates three business segments namely: Automobiles,
Motorcycles and Financial Services. BMW is the parent company of the Mini and Rolls-Royce car brands, and, formerly,
Rover (car)/Rover. The company's slogans in English are quot;The Ultimate Driving Machinequot; and quot;Sheer Driving Pleasurequot;.
The company produces, and markets, a varied range of a higher end sporty cars and motorcycles. BMW has also
manufactured the first passenger car running on hydrogen ready for common use, although the production figures are
limited by the lack of a respective filling station net. In addition to cars and motorcycles, BMW operates an aircraft
engine division under the brand name of Rolls Royce. The company has worldwide subsidiaries and manufacturing
plants in Germany, Austria, the UK, the USA, Mexico, Brazil, South Africa, Egypt, Thailand, Malaysia, Indonesia, the
Philippines and Vietnam. BMW Group comprises of many segments within its vast portfolio, but I would be only
concentrating on Automobiles. BMW group is focused on fabricating a variety of tangible products, and also the group
has many intangible financial services. The BMW Group’s automotive which I am more interested in this easy is
portioning of their portfolio consists of the three premium brands: BMW, MINI, and Rolls-Royce of which I would be
more only looking at BMW and would also demonstrate their marketing. BMW is supported by 11 different model
series which are: BMW C1, BMW 1 series, BMW 3 series, BMW 5 series, BMW 6 series, and BMW 7 series, BMW X 3,
BMW X 5, BMW X 6 and the BMW Z4, BMW M5, BMW M6, and BMW Z4 M.
Well I agree with the below statement which is being provided by BMW group which states that the BMW offers
emotional product to the customers this could be seen or felt with their current marketing strategies also with their
SWOT analysis, PLC and as well as Research and Development.quot;We offer our customers emotional products, which
through the strength of the brand and the substance of the product fulfil the customer’s wish for individualisation and
differentiations”. (Reference- Case, Page 741).
BMW’s mission statement is clearly defined as “To be the most successful premium manufacturer in the industry”,
(Reference- www.bmw.co.uk)..bmw.co.uk)..bmw.co.uk). The main reason of BMW’s success is recognized by the
development of a steady marketing policy. The company has built its brand and continues to focus on the following
core values which is shown in the below figure.
BMW has always maintained this core values since the company’s inception. In addition to the message of these
values, we can see it in advertising campaigns on television, press, magazine, trade fairs, motor shows, etc. We can also
find company explicitly expresses one or more of these values in all BMW advertisements. However, we can also point
out that BMW also bank’s on the sensitively to the environment, which we can see with the current advertising
strategies of the company.
BMW has always used a differentiated strategy, this means that they aim on specific automobile markets. This markets
suit different people within the specific segmentation. The markets that BMW would normally or likes to target are
Sports Convertibles (Z3, 3 series, and new Z4), Executive (3 series, 5 series), Super Executive (7 series), Touring / Estate
(3 series, 5 series), Super sports (M series), and 4X4 (X5). Let have a look at BMW competitor analysis where we can
find BMW is a provider of premium cars and primarily serves for customer as if life time experience for them. BMW
ensures to have full satisfaction to their customers. Moreover, also we can find out the competitors as their segmented
markets.
List of few BMW Group’s series lines and brand names has to market specific competitors.
1 Series: Audi A3, Volkswagen Golf, Alfa Romeo 147, 3 Series: Audi A4, Jaguar X-Type, Mercedes C-Class, Lexus IS200, 5
Series: Audi A6, Mercedes E-Class, Saab 9-5, Jaguar S-Type, Volvo S80, 6 Series: Jaguar XK, Maserati 4200, Porsche 911,
7 Series: Audi A8 and S8, Jaguar XJ series, Lexus LS400, Mercedes S-Class, X3: Land Rover Freelander, X5: Range Rover,
Mercedes M-Class, Volvo XC90, Porshe Cayenne, VW Touareg, Acura MDX, Lexus GX 470, Z4: Porsche Boxster, Audi TT,
Chrysler Sebring Convertible, Toyota Camry Solara, M Range: M3 Coupe - Mercedes C55, Audi RS4, M5 - Mercedes E55,
3. 3
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Audi RS6, MINI: Mercedes A Class, Peugeot 206 H/B, Volkswagen Polo, GTI, Golf, Renault Clio, Ford Focus RS, Vauxhall
Corsa and Toyota Yaris, Rolls-Royce Phantom: Mercedes Maybach, Bentley Arnage.
BMW still remains the world’s most successful premium car brand with 11, 85,088 units sold in 2006 which beat the
record of 2005 by 5.2% level increase in the sales. Major Key markets for BMW group have approx. 68% sales in Italy,
USA and Germany these three countries as in comparison to other countries. Furthermore, below in figures it shows to
break down of sales figure for different segment in BMW cars.
(Source- Annual report of BMW 2006)
This philosophy, which runs through every BMW car, has been communicated through a number of TV and print ads.
The brand image has been built up by press advertisements, and more recently through different television
commercials. Throughout this campaign, BMW has remained consistent to its beliefs of focusing on the substance of
the cars themselves.
BMW uses three steps to targeting which are market segmentation, target choice; product positioning. Let’s see how
BMW uses segmentation to identify specific buying characteristics. To find more information BMW looks at the
geographic, demographic, behavioural, socioeconomic, and beneficial characteristics of society which helps them to
target the market more effective. Geographically, the main markets for BMW where they are doing more than 65% of
sales are Europe & North America as these areas are both heavily industrialised locations which results into residents
are financially positioned to buy upper market cars as they capita income is more. The demographics of people who
are able to purchase a BMW are men and women aged 30 – 50 years old. Behaviourally these people have a successful
image in their mind before buying the car; they also like to want a clean modern look or sports look, and the feel good
factor of an established dealer network. The benefits required by these people are superiority, performance, reliability
& quality.
The image that BMW has managed achieved over the years is to position its self on the customers mind is superiority,
performance, technologically advanced, quality automobile producer. The market where BMW is position them is
highly competitive. Reason being for the competitive is the number of other automobile manufacturers that produce
cars of a similar quality, price, and image. The main manufacturers that BMW compete with are as discussed before to
4. 4
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name a few are Mercedes, Jaguar, Audi, Ford, Range Rover, Porsche, and etc. Most of these are blue chip
manufacturers use differentiated strategies to produce large ranges of cars and has similar product life cycle which
BMW follows. The difference is that each of these companies relies on different brand images to sell their cars. E.g.
Jaguar is seen as a luxury, reliable and quality producer that BMW does but on the other hand Alfa Romeo is renowned
for being stylish and performance breed but unreliable car as per the research. The positioning of these companies and
their brands has been built up over many years but BMW has impressed their mark upon the public in a positive way
with the help of good public relation and innovative advertising campaigning. This has lead to continuing sales growth
throughout the international car markets.
When we talk about Brand Recognition BMW is an instantly recognized brand name that has a reputation for its age-
old tradition of quality. Also many of us identify its logo from a distance during travelling in cities, highways, etc. Unlike
other lesser known luxury car manufacturers, this brand recognition allows BMW to redirect its resources from
expensive advertising campaigns in a highly competitive market. The market in which BMW operates has being seen as
good and loyal customers.
Before moving to marketing mix lets first see at the SWOT analysis for BMW these information would provide us how
the company is good where they need to focus in near future.
Lets considered within the marketing mix can be put under four headings, often referred to as the 4 'P's: Products;
Promotions; Price; Place. 'Mix' is an important term because each element of a plan cannot be considered in isolation.
There is limited time and resources and decisions in one area will likely have an impact elsewhere.
1. Product
The most important element in the marketing mix is the company’s product because this provides the useful
requirements required by customers. For example: a car that does not start in the morning will not be liked by
consumers. Marketing managers develop their products into brands that help to create a single position in the minds
of customers. The present models are:
BMW 3 Series – Sedan, Coupe, Convertible, Touring, Compact
BMW 5 Series – Sedan, Touring
BMW 6 Series – Coupe, Convertible
BMW 7 Series – Sedan
BMW Z4 – Roadster
BMW X3 – SUV
BMW X5 – SUV
BMW M –Convertible, Coupe
5. 5
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Each product goes through what is known as a life cycle process. When exploring what mix is best suited to the
product, we need to consider where in the life-cycle your products lie which is shown in the below figure and then
depending decide if there is need to make changes in the product and re-launch.
Although it is attractive to have all the products within a portfolio at the peak of their sales at the same time, this does
create problems. BMW knows the importance of making sure that not all of its products are at maturity at once, as this
might result in the products beginning to decline at the same time normally the life cycle has a particular year when
the car lunches and after certain years it on matured level where the company has to get something new in that series
to lunch where customers can enjoy the product to the fullest and with few new features in the car. For example BMW
X5 lunched at 2000 and then company lunched the higher or new version of X5 in 2006, for 3 series its 7 years lifecycle
and for 7 series is 7-years only for the 1’st model life cycle was for 9years. It is clear that BMW has spread over a period
of time the lifecycles of three products. These are the 3, 5, and 7 Series saloons. This PLC system not only helps to
ensure a more constant income, but also allows for the development of replacement products on a consistent
basis.BMW has also been expanding its portfolio recently and this can be seen by the presence of some new product
launches in the last few years. The above products are all fairly settled. Many of them have been being manufactured
for many years now with several re-designs and re-launches.
2. Price
BMW price ranges are from approximately £16,000 to £60,000 plus. There are many factors that can affect their car
prices such as engine size, motor sport versions, etc. Let’s take an example of the pricing strategy that has been used
by BMW for the 3-series is competition-orientated pricing. Most of the Research shows that all other competitor such
as VW, Audi, Alfa Romeo and etc. in the 3-series market is based around the same price. This is because the car
industry is large and production costs are not so important and creating the largest profit is not as necessary as it
would be for a smaller company.
3 Series Price
Sedan Priced from: £21,035
Couple Priced from: £25,955
Convertible Priced from: £30,915
Touring Priced from: £22,215
3. Placement
BMW use superior market Dealerships & Imports for non-dealer networked countries they have four car
manufacturing plants in the UK. There are more than 156 dealers in the UK who are franchised to sell BMW cars,
additionally 148 dealers are franchised to sell Minis. Worldwide BMW operate in more than 100 different countries
with approximately 4,000 plus dealers which are authorised to sell both new and used cars, parts and after sales
service products.
6. 6
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Pattern of distribution for BMW is shown below in the diagram which is followed by the company: -
Manufacturer Dealers Consumers
4. Promotion
BMW has always focused entirely on their cars with same advertising company, WCRS being the used since 1979.
A broad range of advertising is used by this agency such as television for branding campaigns and new car launches, the
press with Tabloid weekend colour supplements, regional publications and magazines, Outdoor campaigns, Sales
literature, brochures, etc.
Advertising Campaigns/Slogans used by the company in the past
Slogans Used Time Frame
1. Positioned itself as the brand with the 1. Established itself over time from its
unique benefit of ‘a luxury car that introduction in the US market in 1974
provides an exhilarating driving (the First Great Opportunity)
experience with advertising. 2. Ran for 15 years – Overall brand – focus
2. The Ultimate Driving Machine on prestige
3. The New 7 Series: Designed for Peace 3. Focus on the 7 Series
of Mind, Not Just Peace and Quiet 4. Focus on the 3 Series
4. BMW core values at more attainable 5. New strategy with a focus on brand &
price product, franchise, and organization.
5. BMW – The Smart Choice
BMW association is the ‘James Bond’ films from 1983, 1994, 1997 and 1999. E.g. In ‘The World in not Enough’ James
Bond drove the new Z8 before the car had been launched and in ‘Austin Powers 3 – Goldmember’ the Mini Cooper was
used. This kind of move has helped BMW to position its Car and the brand in front of vast audience across global also
this also indicated that the car was fast, more technologically advanced and had created an image in mind of future
customers that have best quality, safety, they are different from others. With BMW viral Marketing started developing
BMW Films was the driving force of BMW's successful interactive marketing campaign, the quot;Ultimate Driving Machinequot;
(ref- Hespos, 2002). In 2001, BMW released film called quot;The Hirequot;, a series few feature-quality short films for the
Internet to support the release of new vehicles during launch. Each short film featured a central character called The
Driver who quot;helped people through difficult circumstances using deft driving skills-in a prominent BMWquot; (ref- Hespos,
2002). BMW Films series the promotional campaign consisted of TV spots that which showed trailers, and print and
online advertising. quot;BMW Films was a non-traditional concept to show consumers what makes a BMW a BMWquot; (Ref-
Hespos, 2002). But it was much successful concept it increased the BMW sales in 2001 by 12.5% as compared to 2000.
quot;During the 1’st four month of the promotion, the films were viewed more than 11 million times, initially drawing more
visits than the site could handlequot; (Ref -http://www.pmalink.org/awards/reggie/2002reggiewinners3.asp, 3 October
2005). The short films were recommended by 94%. It proved to be so immensely popular that BMW produced a free
DVD of the series, which included extra features (ref -Hespos, 2002). With this kind of massive promotional activities
BMW was able to achieve in mind of costumers wish of for individualisation and emotional product as these
promotional activities somewhere or other make costumers feel like that.
Most of the people argue that there is always a chance to learn new thing or no matter. How big is the company and
how successful they are companies needed to think about the future and make few plans for them? For the future
marketing strategies, I would like to recommend few points. The BMW cars are considered to be as the luxury cars, of
which most products are applied to rich people but not the poor people. Can enter the market with Small ‘Lifestyle’ Car
which can apply to the middle-class people, its market share can be expanded. On the other hand, its accessories and
parts of cars are expensive for maintenance, which can reduce the desire of people purchasing its cars. In addition, for
this can get few new models in BMW Mini this could help then to target few different segments and also can target
females, Middle-class or upper middle class people. BMW can also create good relationship with female buyers they
7. 7
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need to do more of promotional strategies to attract more of female consumers with like of limited edition specially for
females in their existing models or for new models in this edition just by giving few simples thing which females like in
the car for example- pink colour, soft-toys, trendy seat covers, etc. Furthermore, The Asia Pacific region is becoming
increasingly crucial to global automotive sales. Although it has been overshadowed by China's rapid growth in recent
years, emerging markets is set for steady growth where BMW is already there but needs to concentrate more and
needs to adaptive marketing strategies to get success out there. These markets are going to be huge as there is more
population in these countries as in comparison to US and UK market. In addition, BMW needs to come with few more
BMW Films interactive marketing campaigns, the quot;Ultimate Driving Machinequot;. As it is had very successful and showed
good promise in it for the selling point. These kinds of advertising are creating very good brand value for the company
and company portrayed itself how they want to be in front of customers.
To conclude this essay I would like to say If BMW wants to double its sales in next 3-5 years then company need to
continue its investment in R&D and innovate as that’s the strength of the company it enjoys competitive edge over the
competitors.
References
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Giardina, C. and Lehane, S. (2002) quot;The Driver Returns,quot; retrieved October 3, 2005, from
http://www.dtvprofessional.com/2002/12_dec/features/bmw_returns.htm
(2002) quot;BMW Films,quot; retrieved October 3, 2005, from
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Kotler, P. and Armstrong, G., (1989) Principles of Marketing, Prentice-Hall International Edition.
David Jobber, Principles and Practice of Marketing 5’th Edition
www.just-auto.com