Bmw Marketing - 4360 Words

[pic] Marketing perspectives for Bayerische Motoren Werke AG (Bavarian Motor Works) TABLE OF CONTENTS An overview of Bayerische Motoren Werke AG----------------------------------P.4 BMW – Mission-------------------------------------------------------------------------P.5 Automobile Market--------------------------------------------------------------------P.9 BMW – â€Å"The Ultimate Marketing Machine†-----------------------------------P.12 Customer-driven------------------------------------------------------------------P.12 Competitor-focused--------------------------------------------------------------P.13 Inter-functionally coordinated ------------------------------------------------P.16 Holistic marketing†¦show more content†¦BMW’s purpose is to become automobile industry leader. BMW’s strategy is built on their â€Å"Strategy Number ONE†, standing for New Opportunities and New Efficiency , which means capturing the best opportunities and becoming more efficient in order to ensure BMW leading position and achieve long term sustainable growth (BMW, 2011). BMW core values are quality, technology, performance and exclusivity. Therefore, research and development are their most important aspects to offer customers recognizable added value. BMW has spending a far greater percentage of profits on RD than its competitors (Franzen, 2004). [pic] To achieve all these values, one of BMW’s key strategic corporative standard and behaviors is to builds up and maintains high skill expertise. For example, the launch of E Change LIFE project, in which managers design and organize workshops for all employees engaged in development and change pro cess. The policies and behaviors of the management are focused on long term planning, and encouraged new, positive approaches to marketing. BMW also strives for ecological and social sustainability along the entire value-added chain (BMW, 2011). These keys values are embedded in the heart of every employee in BMW. In BMW, employees respect each other and have high self esteem with strong team spirit. That’s why BMW has become the first of the most attractive employers in Germany according to a research conducted byShow MoreRelatedBmw Marketing Strategy2469 Words   |  10 PagesBMW 11 BMW Marketing Analyzing Mohammad Farmand * SBUs (Strategic Business Unit) â€Å"The Munich-based company manufactures vehicles under several brand names, including BMW, Mini and Rolls Royce motor cars as well as, BMW motorcycles†. * PESTEL * Political â€Å"German VAT increases from 16 to 19%. Additionally, reforms put further burdens (e.g. increased health service contributions) on customers. This may reduce demand and could have an effect on the automobile industry. PoliticalRead MoreMarketing Strategies for Bmw3197 Words   |  13 PagesMarketing Strategies for BMW Paper covers Current Marketing Strategies Future Marketing Strategies [08/02/07] Dharmesh 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 parentRead MoreBmw Marketing Mix2115 Words   |  9 PagesHistory: The origins of BMW trace back to 1913 when Karl Friedrich Rapp, who was a  Bavarian(well-known engineer in a German aircraft company in Munich. The company specialized in airplane engines. But it was a  problematic area. He had a  financial difficulties and decided to form new company owners Franz-Jozef Popp and financier Camillo Castiglioni and relaunched Motoren Werke and because Rapp was Bavarian there was a  new name Bayerische Flugzeug-Werke (BFW) was formed after a  short time the nameRead MoreMarketing Strategies Of Bmw Benz4434 Words   |  18 PagesMarketing Strategies: Whose is better, BMW or Mercedes-Benz? Introduction In general, vehicles can represent their owner’s status. Therefore many people spend their money on buying a car which indicates their tastes and lifestyle. Car manufacturers, from the cheapest to the most expensive, use many eye-catching marketing strategies to attract customers, especially for premium car brands. BMW and Mercedes-Benz are two of the most well-known brands in the world. Coming from the same origin, GermanyRead MoreTarget Marketing - Bmw2537 Words   |  11 PagesTarget Marketing and Market Segmentation Table of Contents Title Page 1 Executive Summary 3 1. Market Definition 4 2. Market Targeting 4 1. Segment 1 5 2. Segment 2 5 3. Market Profiling 6 1. Segment 1 – Older Affluent Professionals 6 3.2 Segment 2 – Young Male Affluent Professionals 7 4. Product Attributes 8 1. BMW Series 7 – Segment 1 –Read MoreTarget, Positioning, and Marketing Mix at Bmw Essay2450 Words   |  10 PagesTarget, Positioning, and Marketing Mix at BMW BMW is one of the world’s largest luxury car companies and it is easy to understand why. Not only does this premium auto brand have a high resale value, but strong brand loyalty and an even bigger profit margin than mass-produced cars (Holloway, 2002). This in turn enables the premium maker to spend more on research and development into the minds of its target market to make better, more advanced cars with a powerful brand image. BMW is a German automobileRead MoreBmw Marketing2624 Words   |  11 PagesCustomer Analysis:   Customer Analysis Segmentation, Targeting Positioning What did we learn from BMW?:   What did we learn from BMW? The automobile market is divided into a number of â€Å"groups† or â€Å"segments.† Sub-Compact; Compact; Full-Size; Luxury, etc. These divisions are however, product based, not customer based. However, customers have, over time, â€Å"adopted† this segmentation scheme BMW in the luxury / performance segment. But wants to segment further based on â€Å"usage experience.† The BetterRead MoreMarketing Mix For BMW2033 Words   |  9 PagesTherefore, it was necessary for BMW to find a useful marketing mix. A survey and two interviews were conducted and the Internet was used to search for some data as methods to gain the result. The findings will show the marketing mix of its major competitor and talk about two marketing mixes and a SWOT analysis for BMW. The strengths of two marketing mixes and the errors of research would be discussed. In the conclusion, there would be a judgment about the preferred marketing mix. 1.0 IntroductionRead MoreEssay on Marketing Strategies of BMW990 Words   |  4 Pagesdevelopment of the marketing strategy. There are numerous factors that have an effect on BMW’s business and the consequences of its operations, a few of which are beyond the control of the Company. The following information below is an explanation of some of the mainly important factors that may cause the definite results of the Companys operations in potential periods to change essentially from those at present expected or most wanted. Additionally, there are 4 macro marketing factors, whichRead MoreMarketing the New Bmw Z3 Roadster4605 Words   |  19 PagesIntroduction In the case Launching the BMW Z3 Roadster the reader is immersed into the magical world of automobile marketing. The case deals with the launch, of the now infamous BMW Z3 roadster, a car that revolutionized and rejuvenated the boring American motor industry back in the mid 1990 s. The case talks about the successful first phase launch of this new drop top beauty. It focuses on the customers and how they suddenly picked up the marketing cues and stories depicted by the various promotional