Description
PROJECT ON BMW MARKETING
[1]
UNIVERSITY OF BRADFORD
ADVANCED DIPLOMA IN BUSINESS MANAGEMENT MODULE ASSIGNMENT MARKETING MANAGEMENT LECTURER: Mr. Roland Kie !"i#$on% &ei
[2]
CONTENTS
1.
Executive Summary & Overview of
company 2. 3. ". '. (. *. -. Early history ST Strate!y #ar$ets of %#& #ar$etin! mix )onclusion +ecommen,ation +efrences
[3]
OVERVIEW OF THE COMPANY & EXECUTIVE SUMMARY This mar$etin! report aims to examine an, explain the mar$etin! strate!ies of %#& . /n this report / will 0e focusin! on1 T2E )O# 345 /TS 2/STO+5 & +O6)TS ST ST+3TE75 %#&8S #3+9ETS #3+9ET/47 #/: 343;5S/S 7allery Selection %#& is an acronym for Bayerische Motoren Werke AGs that offer superior levels of ,rivin! en?oyment. @oun,e, in #unich. the company 0e!an in the early 1A1Bs as an aircraft manufacturer. %#&=s current lo!o. ,esi!ne, to represent white propeller 0la,es a!ainst a 0lue s$y. reflects these ori!insC its 0lue Serie + Ea&uar @5, Ma erati BFGG, 3or che H;;, ? Serie + Audi AI and SI, Ea&uar @E erie , Le6u LSBGG, Mercede S-("a , @, MI:I+ Mercede A ("a , 3eu&eot FG> H.B, 8o"4 $a&en 3o"o, GTI, Go"!, Renau"t ("io, ,ord ,ocu RS, 8au6ha"" (or a and Toyota Yari , Ro"" -Royce 3hantom+ Mercede May#ach, Bent"ey Arna&e% BMW ti"" remain the $or"d9 mo t ucce !u" premium car #rand $ith ;;, I=,GII unit o"d in FGG> $hich #eat the record o! FGG= #y =%FJ "e)e" increa e in the a"e % MaKor 5ey mar4et !or BMW &roup ha)e appro6% >IJ a"e in Ita"y, 1SA and Germany the e three countrie a in compari on to other countrie % ,urthermore, #e"o$ in !i&ure it ho$ to #rea4 do$n o! a"e !i&ure !or di!!erent e&ment in BMW car
[-]
[A]
Thi phi"o ophy, $hich run throu&h e)ery BMW car, ha #een communicated throu&h a num#er o! T8 and print ad % The #rand ima&e ha #een #ui"t up #y pre ad)erti ement , and more recent"y throu&h di!!erent te"e)i ion commercia" % Throu&hout thi campai&n, BMW ha remained con i tent to it #e"ie! o! !ocu in& on the u# tance o! the car them e")e %
[1B]
STP STRATEGY SEGMENTATION, TARGET MARKET, POSITIONING
BMW u e three tep to tar&etin& $hich are mar4et e&mentation, tar&et choiceL product po itionin&% Let9 ee ho$ BMW u e e&mentation to identi!y peci!ic #uyin& characteri tic % To !ind more in!ormation BMW "oo4 at the &eo&raphic, demo&raphic, #eha)ioura", ocioeconomic, and #ene!icia" characteri tic o! ociety $hich he"p them to tar&et the mar4et more e!!ecti)e% Geo&raphica""y, the main mar4et !or BMW $here they are doin& more than >=J o! a"e are Europe M
rth America a the e area are #oth hea)i"y indu tria"i ed "ocation $hich re u"t into re ident are !inancia""y po itioned to #uy upper mar4et car a they capita income i more% The demo&raphic o! peop"e $ho are a#"e to purcha e a BMW are men and $omen a&ed , !or < erie it ? year "i!ecyc"e and !or ? erie i ?-year on"y !or the ;9 t mode" "i!e cyc"e $a !or Hyear % It i c"ear that BMW ha pread o)er a period o! time the "i!ecyc"e o! three product % The e are the ,GGG to O>G,GGG p"u % There are many !actor that can a!!ect their car price uch a en&ine i7e, motor port )er ion , etc% Let9 ta4e an e6amp"e o! the pricin& trate&y that ha #een u ed #y BMW !or the
PROJECT ON BMW MARKETING
[1]
UNIVERSITY OF BRADFORD
ADVANCED DIPLOMA IN BUSINESS MANAGEMENT MODULE ASSIGNMENT MARKETING MANAGEMENT LECTURER: Mr. Roland Kie !"i#$on% &ei
[2]
CONTENTS
1.
Executive Summary & Overview of
company 2. 3. ". '. (. *. -. Early history ST Strate!y #ar$ets of %#& #ar$etin! mix )onclusion +ecommen,ation +efrences
[3]
OVERVIEW OF THE COMPANY & EXECUTIVE SUMMARY This mar$etin! report aims to examine an, explain the mar$etin! strate!ies of %#& . /n this report / will 0e focusin! on1 T2E )O# 345 /TS 2/STO+5 & +O6)TS ST ST+3TE75 %#&8S #3+9ETS #3+9ET/47 #/: 343;5S/S 7allery Selection %#& is an acronym for Bayerische Motoren Werke AGs that offer superior levels of ,rivin! en?oyment. @oun,e, in #unich. the company 0e!an in the early 1A1Bs as an aircraft manufacturer. %#&=s current lo!o. ,esi!ne, to represent white propeller 0la,es a!ainst a 0lue s$y. reflects these ori!insC its 0lue Serie + Ea&uar @5, Ma erati BFGG, 3or che H;;, ? Serie + Audi AI and SI, Ea&uar @E erie , Le6u LSBGG, Mercede S-("a , @, MI:I+ Mercede A ("a , 3eu&eot FG> H.B, 8o"4 $a&en 3o"o, GTI, Go"!, Renau"t ("io, ,ord ,ocu RS, 8au6ha"" (or a and Toyota Yari , Ro"" -Royce 3hantom+ Mercede May#ach, Bent"ey Arna&e% BMW ti"" remain the $or"d9 mo t ucce !u" premium car #rand $ith ;;, I=,GII unit o"d in FGG> $hich #eat the record o! FGG= #y =%FJ "e)e" increa e in the a"e % MaKor 5ey mar4et !or BMW &roup ha)e appro6% >IJ a"e in Ita"y, 1SA and Germany the e three countrie a in compari on to other countrie % ,urthermore, #e"o$ in !i&ure it ho$ to #rea4 do$n o! a"e !i&ure !or di!!erent e&ment in BMW car
[-]
[A]
Thi phi"o ophy, $hich run throu&h e)ery BMW car, ha #een communicated throu&h a num#er o! T8 and print ad % The #rand ima&e ha #een #ui"t up #y pre ad)erti ement , and more recent"y throu&h di!!erent te"e)i ion commercia" % Throu&hout thi campai&n, BMW ha remained con i tent to it #e"ie! o! !ocu in& on the u# tance o! the car them e")e %
[1B]
STP STRATEGY SEGMENTATION, TARGET MARKET, POSITIONING
BMW u e three tep to tar&etin& $hich are mar4et e&mentation, tar&et choiceL product po itionin&% Let9 ee ho$ BMW u e e&mentation to identi!y peci!ic #uyin& characteri tic % To !ind more in!ormation BMW "oo4 at the &eo&raphic, demo&raphic, #eha)ioura", ocioeconomic, and #ene!icia" characteri tic o! ociety $hich he"p them to tar&et the mar4et more e!!ecti)e% Geo&raphica""y, the main mar4et !or BMW $here they are doin& more than >=J o! a"e are Europe M
rth America a the e area are #oth hea)i"y indu tria"i ed "ocation $hich re u"t into re ident are !inancia""y po itioned to #uy upper mar4et car a they capita income i more% The demo&raphic o! peop"e $ho are a#"e to purcha e a BMW are men and $omen a&ed , !or < erie it ? year "i!ecyc"e and !or ? erie i ?-year on"y !or the ;9 t mode" "i!e cyc"e $a !or Hyear % It i c"ear that BMW ha pread o)er a period o! time the "i!ecyc"e o! three product % The e are the ,GGG to O>G,GGG p"u % There are many !actor that can a!!ect their car price uch a en&ine i7e, motor port )er ion , etc% Let9 ta4e an e6amp"e o! the pricin& trate&y that ha #een u ed #y BMW !or the