Bmw Brand Analysis Essay

3876 Words Feb 22nd, 2013 16 Pages
Brand Analysis

Steven Tyson
Marketing Analysis – Grau
April 2, 2012

Introduction and Purpose
The automotive market is defined by the common goal of high efficiency, with the aim of lowering production costs and raising revenues. In this highly competitive landscape, standardization, components, and mass production are king. Yet, there is an outlier that refuses to abide by the market trend of efficiency over quality.
BMW continues to provide consistent growth both financially and in market share by believing that you can have the best of both worlds; a quality product that is made efficiently and doesn’t compromise the most important element of any car: the driver (Larrson, 2006). The purpose of this brand analysis is to dissect
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Note: To better narrow and describe the automotive industry, I have chosen to exclude the BMW Group brands of Rolls-Royce and Mini (as they are targeted at extreme niche markets), and to at times, focus only on the domestic industry.

Note: To better narrow and describe the automotive industry, I have chosen to exclude the BMW Group brands of Rolls-Royce and Mini (as they are targeted at extreme niche markets), and to at times, focus only on the domestic industry.

Overview of Industry
BMW originally created the “ultimate driving machine” catch phrase for the American auto-market in order to help define and distinguish the new concept of the sports sedan from the standard luxury sedan. With it’s positioning as a sports sedan BMW must consider the macro-environment of the automotive industry, and how the political, economic, social, and technological factors affect it’s positioning.
Political
* New government laws and incentives are being spearheaded by the European Union to cut carbon footprints in an effort to fight climate change. European car manufactures, such as BMW, have volunteered to an agreement toward reducing carbon dioxide emissions by 75% as comparee to 1995 recordings. The U.S. has recently mimicked statues like this. * Friction in the Middle East continues to affect oil prices and push consumers towards higher gas-millage cars. Stability in

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