Bmw Strategic Managemnt Essay

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UNIVERSITY OF BRADFORD

ADVANCED DIPLOMA IN BUSINESS MANAGEMENT

MODULE ASSIGNMENT

MARKETING MANAGEMENT

LECTURER: Mr. Roland Kiew

Huizhong bei

CONTENTS

1. Executive Summary & Overview of company

2. Early history

3. STP Strategy

4. Markets of BMW

5. Marketing mix

6. Conclusion

7. Recommendation

8. Refrences

OVERVIEW OF THE COMPANY & EXECUTIVE SUMMARY

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

THE COMPANY

ITS HISTORY & PROUCTS

STP STRATEGY

BMW’S MARKETS

MARKETING MIX
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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 "The Ultimate Driving Machine" and "Sheer Driving Pleasure". 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

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