Marketing Mix: BMW: Marketing Mix Of BMW

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.

However, there is some group of customers who held BMW cars as leisure transports to be driven on weekends. And target location in Asia, America, Africa and Europe. BMW focus on the target market segment the business seeks to lodge and different advantage with which it will compete with rivals in that segment. BMW is situated in the prestige segment of the car market with a different advantage based on high performance and uniqueness. BMW as a brand is a status symbol containing an extreme performance, power and design.

BMW has a memorable and recognizable slogan in the United States: “The Ultimate Driving Machine”, which captures the features of luxury and performance in only one product. The 40-years-old trademarked slogan is simple, descriptive and represents its positioning. The worldwide BMW slogan “Sheer Driving Pleasure” indicates the good experience consumers have when are driving

BMW Group has its excellent technical system which offers a competitive advantage over its rivals. Training courses are also delivered to all the employees in order to develop new skills and highest quality standards.

The BMW Group is driven by so-called Strategy Number ONE, aligning the Group with two targets: to be profitable and increase long-term value in times of change. All this refers to technological, structural and cultural aspects of the Group. Strategic initiatives of the Group aimed at keeping with the four pillars: Growth, Shaping the Future, Profitability and Access to Technologies and Customers. The BMW Group strategically keeps focus of their activities on the premium segments of the international automobile markets. The Groups mission statement up to the year 2020 clearly states: the BMW Group is the world’s leading provider of premium products and premium services for individual mobility.

Mercedes benz is considered as the world’s oldest manufacturer of luxury carmaker and the reputation is unlikely to go away in the near future. This marketing mix looks at the company’s marketing and advertising strategies it has implemented over the years to establish itself as a leader in the fiercely competitive automobile industry.

The following report will focus on the Volkswagen Company and how they will improve and rebuilt their image. This has been a result of the catastrophic carbon emissions issue that surfaced in 2015. Competitors such as Ford, BMW, General Motors, Audi and Toyota will be discussed and indicate where VW can focus their changes on and learn from these. Furthermore, this report will show a situation analysis on the automobile industry leading to the problems and opportunities for VW. These analyses will be followed by an evaluation matrix outlining a contingency plan. Following this, a three level product concept will be conducted to assess VW’s core product and actual product after completing an internal analysis. These evaluations will result in a list of marketing strategies and an action plan for VW’s executive team to meet. Research has been sourced from industry websites, academic research and competitor analysis.

Specific Purpose: To inform my audience of the excellence achieved by BMW over the coarse of the past 85 years.

BMW's name is synonyms with luxury & performance. Thanks to its German engineered design, the BMW has always stood one step ahead of its competitors. As BMW is a luxury car, people have to invest a large sum of their hard earned money to become a BMW owner. Nevertheless, BMW owners are proud to own such a magnificent car. However, being a finely crafted car with high-performance rates does not make BMW invincible to issues. Every car is susceptible to mechanical failures, and BMW is not an exemption. It can be frustrating to experience a car break down in the middle of the road when you are headed for some important work.

The history of BMW is one of ground-breaking innovations and exceptional automobiles, including motorcycles and aircraft engines. It has a history with people of vision and of pioneering creation in the world of aviation engineering. Already we can begin to see that the BMW group is a well known and significant player in its market.

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.

BMW produces at least 80 percent of its vehicles to specific customer requirements. Unique combinations of exterior and interior colors, engines, options, and upgrades are available to the customers. The BMW Production process manages all the information and logistics and coordinates the sequencing of parts and precise engineering and yet flexible enough

BMW’s purpose is to become automobile industry leader. BMW’s strategy is built on their “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 R&D 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 process. 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 by

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

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.