Marketing Analysis : British Automotive Industry

The Selling Concept – This concept doesn’t primarily focus on new consumer wants or desires but focuses on the selling and promotion of a particular already existing product in order to achieve the highest sales they possibly can. This technique is suited to companies who sell products which are in high demand and whose customers/consumers tastes are unlikely to change and lessen demand.

BMW Z3 is the 1st BMW car which is being manufactured in North America, a market which has contributed only 16% to BMW s revenues. At the same time, the American customer has found itself difficult to relate itself to a foreign brand. Here lies the challenge for BMW and the marketing behind the Z3 campaign are aimed at changing this perception of the American customer and ingrain BMS s brand image in the hearts of Americans

Along with other Japanese manufacturers, Nissan was successfully competing on quality, reliability and fuel efficiency. By 1991, Nissan was operating very profitably, producing four of the top ten cars in the world.Nissan management throughout the 1990s, however, had displayed a tendency to emphasize short term market share growth, rather than profitability or long-term strategic success. Nissan was very well known for its advanced engineering and technology, plant productivity, and quality management. During the previous decade, Nissan’s designs had not reflected customer opinion because they assumed that most customers preferred to buy good quality cars rather than stylish, innovative cars. Instead of reinvesting in new product designs as other competitors did, Nissan managers seemed content to continue to harvest the success of proven designs. They tended to put retained earnings into equity of other companies, often suppliers, and into real-estate investments, as part of the Japanese business custom of keiretsu investing. Through these equity stakes in other companies, Ghosn’s predecessors (and Japanese business leaders in general) believed that loyalty and cooperation were fostered between members of the value chain within their keiretsu.

The Ford Motor Company (FMC) is one of the biggest and most successful automotive manufacturers in the world based on a long tradition of automotive development. Since 1931, the plant in Cologne has produced more than forty million vehicles. The focus of this assignment is to analyse the latest version of the product Ford Fiesta (FF) for the German market which has been introduced in 2008.

Today, automobiles have gained a reputation of refined high-tech product rather than just a means of transport. It has become a moving living quarters, defining the social status of what people aspire to have when it comes to the type of life those people want. In today's automobile business operations, companies should pay more attention to developing the customer’s experience. The experience is an important part of customer value; great customer service is the advantage needed to measure the worth of goods or services. Therefore, only those great idea and marketing strategies can destroy the competition. This means, it is very important for companies to target the right market, set up compelling marketing strategies and make

The US Auto industry is facing the reality that new generations are not the same generations on which they built their empires. As information and global awareness are more prevalent than ever before, the consumer only wants to do what feels right to them, not what they have been told to want, and statistic show that the things the new consumer is looking for above all, is the lower cost of owning a car, followed fuel efficiency and how environmentally friendly it is.

After an industry analysis, we have established that Bloom is involved in the Human Resources field, with specialization in consulting and event planning. Stacey will help business’s evaluate, and conduct surveys to identify what its individual employee’s value when being recognized for their efforts. Her services will included an introductory event to influence the staff of a company to share their desires on recognition.

Through qualitative analysis, this research will measure to what extent BMW is able to reflect the brand promise of JOY through the abovementioned factors.

Currently, the automotive industry within the United States is going through major changes and an in-depth overhaul. The demand for smaller more fuel efficient automobiles that has been brought on due to ever increasing fuel costs is the driving factor for these changes of dynamics in production. The continually rising fuel costs are not the only driving force in the changes of demand by the American people. People are also much more environmentally friendly which has recently been a steering force for American consumers away from the traditionally owned pick-up trucks and sport utility vehicles. American manufacturers have also been able to improve the market and its structure through technology such as electric cars and hybrid technology, which are proving to be factors in the changing and evolution of the automotive industry landscape (Wayland, 2013).

In an ever growing automobile market where growth of Luxury segment is something which is noticeable. Rising demand of luxury cars in Asian markets, changing lifestyle & growth rate of 33% in developing nation like India is something due to which the sales are rising and people are foraying into this premium segment of cars.

BMW had an evolutionary approach on marketing and advertising. Its sales increases from 2000 that is by introducing ‘Efficient Dynamics Concept’ which means that all BMW’s Group have lower emission. One of the main success of BMW was the introduction of the concept “KOVP, or “Customer- oriented sales and production process,” which was introduced in 2000. There had always a different in the sales between America and Europe, that is out the total sales in U.S only 15% were customized and where as in Europe half of BMW car built was according to customer’s specification. Slowly SUV’s sales decreased in America. So they introduced the new marketing strategy “Dream it, Built it, Drive it.” To their new model X3 in 2010.As American’s are different from others they need

Besides, quality, innovation and technology are the vital parts of its organisational culture. Whereas, it’s new models reveal clearly that how Nissan brand is influencing customers to consume its products. Nissan brand promises to provide qualitative, innovative and economic vehicles and more beneficial return on spending (Aaker, 2009).

The competitive positioning paradigm, drawing largely on the work of Porter (1980, 1985), dominated strategic management in the 1980s. It emphasized the idea of strategic fit between the organization and its environment so as to achieve competitive advantage, referring to this as competitive positioning. “When the prospective market can clearly see how the company 's product differs from the others, it will be easier for the company to guide them to purchase the product.  A key element of the positioning strategy is the value proposition” (Campbell, et. al. 2002).

Is the procedure in advertising of partitioning a business into particular subsets (sections) that act in the same way or have comparative needs. Since every fragment is genuinely homogeneous in their needs and they are liable to react also to a given showcasing method. That is, they are prone to have comparable emotions and thoughts regarding a promoting blend contained a given item or administration, sold at a given cost, conveyed in a certain manner, and advanced in a certain manner. Markets can be partitioned by number of general principles, for example, by industry or open versus private segment. Little sections are regularly termed specialty markets or

In this section I will take highlights from the CIW 2013 Report to compare and contrast my findings and conclusions from my interview and survey with my marketing professional with what the report found in regards to the Marketing field.