BMW: Marketing and Consumer Behavior

If you ask the people probably in the United States what type of car they like, they would say a sports car over an economical car. When motor vehicles were built in the late 1800s, they were made more for functional than for aesthetically pleasing reasons. As the years passed, the people fell in love with their cars. They were looking for ways to improve the miles per gallon (mpg), horsepower and the exterior/interior of the car. The motor industry grew bigger to accommodate consumers’ preferences. Today, some people say that the speed and power of the car is not as important as the safety and expense of the car. At the end of the day people see that these two classes of vehicles are cars that people drive to go to the place they want to go. Although people with sport cars and economical cars have similarities, those with sport cars tend to be viewed more negatively than those who have economical cars.

Today’s society judges people on the type of car you drive. Society does not like to admit to this but it is very true. Manufactures know this happens and targets their markets by these thoughts. Anyone who drives a nice vehicle is thought to be wealthy. No one wants to be seen driving an unattractive piece of junk because of what other people will think of him or her. Consumers also just feel better when they are driving a nice or new car, if makes them feel better about themselves.

2. Mercedes-Benz is a multinational brand of the German manufacturer Daimler AG, the brand is used for luxury automobiles, buses, coaches, and trucks. Mercedes-Benz is headquartered in Stuttgart, Germany. The name first appeared in 1926 under Daimler-Benz which is widely regarded as the first automobile. Mercedes-Benz is part of the "German Big 3" luxury automakers, along with Audi and BMW, which are the three best selling luxury automakers in the world Mercedes-Benz carries a full range of passenger, light commercial and heavy commercial equipment. Vehicles are manufactured in multiple countries worldwide. S class is basically a luxury sedan manufactured mainly for middle aged both male and female and also for families as it is a automatic , SUV , luxury, spacious and comfortable car .

It is important to realize the basic facts that are associated with cars and with BMW in particular, and that different demographic are attracted towards different types of car, to later understand that even though the product in the ad may be amazing but the ad itself is not. Did you know that in 2010 the number of cars in the world reached a billion (Noël)? Today’s culture is highly surrounded and based on the use of cars. They are such a prominent part of our culture today that if an alien were to visit our planet right now they might just consider cars to be the dominant form of life (The Hitchhiker 's Guide to the Galaxy). There are so many different types, and makes of cars that they can suit any personality in the world.

For us Americans the car is not just a helpful machine that helps us get around. The “sacred” American car is one of the most important status symbols of The American society. The newer and more expensive somebody car is a, the more well-off it’s driver is presumed, in reality that is not really the case.  Many Americans in todays

Americans have always been interested in automobiles. One piece of evidence to prove this would be how children cannot wait to turn 16 and get their driver's license and their first car. This is always an exciting time because most teenagers are in the market to buy a new vehicle. If they aren’t, their parents are in the market to purchase a new or used vehicle for their newly licensed drivers. Teenagers seem competitive in who has the best vehicle in some way; whether is comes to have the best car out of all their friends and others may just want good gas mileage to get to school, home, and work. Whatever the case is, we always think our vehicles are better in some ways than other vehicles on the road. Whether

First, the fact of the matter could be to show off that they have something that many others don't have. “Why would a man drive a BMW? because it's practical? Because its economic? Because he likes the way it looks? No, its to show people that he is rich, successful, important, worthy or that he belongs to a certain social class.” (Radwan, 1). A big factor of why people pay more money for a certain brand of vehicle is because of the satisfaction it gives the people who purchase it. Considering the maintenance costs for a BMW is through the roof, it is certain that people do not buy them because they are economic.

Q.1 What are the causes and consequences of BMW’s quality problems with newly launched products? What should be done to improve “launch quality”? (583 words)

BMW is one the largest automobile industries in the word, when you think of BMW you can surely say it's a high quality luxury car. The focus is to re-position itself in a new market. Which is the Chinese luxury market. How does a powerful company like BMW get ahead start in this un-tapped market with so much potential for growth? Leading to more global exposure and also more revenues.

Tesla Motors founded their brand on appealing to the needs and wants of consumers in the auto-industry, their success can be linked directly to effective marketing techniques utilized when designing products. The business recognized a need for luxury and 'eco-friendly ' cars that are capable of driving reasonable distances without requiring lengthy recharges. Elon Musk outlines his reasons for deciding to appeal to the premium end of the auto market as “where customers are prepared to pay a premium”, but

BMW face though competition in US market after try to improve the situation by introduce number of new model to the core series, adjust pricing so it can compete, reorganize the dealer network and introduce new series of car to the market. Now we have a chance to focus on brand campaign call “BMW films” which is very successful campaign base on number of people who visit the web site and number of people who want more information about BMW.

This marketing report aims to examine and explain the marketing strategies of BMW , In this report I will be focusing on:

1. Consumers are often` confronted with incomplete information. How do consumers deal with incomplete information for (a) attribute values (b) brands? (give examples)

However, due to its unique targeting strategy, it has not win compatible brand recognition among the public. Although Audi enter much earlier than BMW and Benz in the luxury car market, its marketing strategy limited increase of public brand recognition even Audi has over 100 years’ history. Besides, although its styles are highly accepted by the targeting customers, there are a growing number of people who can afford luxury cars for family use in China. Lack of vitality is limit of its further market expansion. On the contrary, its major competitor in China, BMW, has launched a series of marketing strategies to promote its high-performance, manoeuvrability, as well as stylish design to attract young people (BMW, 2009) in order to expand its market share. Therefore, although Audi has achieved success in the targeting market, it may consider further development through diversification in product line and advertising campaign.

wealthy, traditional consumers traditionally don’t like sportier cars, so BMW added an influx of electronic