Marketing Mix For BMW

its brand to more quality-oriented and had adjusted model prices in the view of new

3. Generate at least three ideas for how the marketing mix strategy of an auto manufacturer might be different for each of these three segments based on your profiles. Provide three

The situational analysis is done to analyze the different environmental forces that can affect the sales and acceptability of the new product. In the later sections, the marketing objectives, the target segment for the new car, action programs, and marketing mix (product, price, promotion, and place) have been discussed in a view to set a roadmap for the company on how it can better market and sell its product to the most potential segment of the consumers. The marketing budget has been presented to give an estimate of the expenditures and expected revenues for the year. Finally, the ethical considerations for the marketing plan have been discussed which are also

Our recommendation is to use an even combination of traditional and non-traditional marketing in the next phase. BMW should use traditional marketing such as T.V. and print advertising to continue to promote their quality reputation that the Z3 was born into. They should use the brand equity the Z3 is building in the U.S. as a gateway for selling other models to Americans such as the redesigned 5 series. Non-traditional methods should remain a part of the mix to sustain the positive buzz created in the first phase and compliment their Olympic sponsorship by utilizing the excitement of the games. An example would be endorsements from popular Olympians featuring the similar characteristics shared with world class athletes and the Z3, such as speed and performance. They can also use non-traditional methods to maintain contact with consumers and put a positive spin on the lack of product availability by running a contest to win a new Z3 when they arrived. In addition, an increased global vision is needed for BWM to gain popularity worldwide and increase global market share. The second phase should consider ways that the U.S. Z3 strategy can be incorporated into other markets in the future.

In recent decades, Aston Martin has developed to be an iconic marque symbolized with luxury and elegance since 1913 (Aston Martin, 2015). However, Aston Martin has slowed down the market demand in Europe and North America (KPMG, 2013: 12). Nevertheless, Aston Martin plans to do an investment to expand the global market (Tift, 2015), Meanwhile, because Turkey is the fastest rising country for luxury cars, it seems advisable to target Turkey as a potential developing market (Porturkey, 2013). This report will attempt to evaluate the expansion of Aston Martin in Turkey with macro PESTLE analysis, followed by SWOT analysis, a market entry strategy and concluding recommendation for future marketing strategies based on the

BMW Group is one of the largest and most successful multi-brand automobile manufacturers in the world, headquartered in Munich, Germany. Just like many other

Although Mercedes Benz marketing strategy used to focus on safety, precision engineering of its cars and safety, they had to make sure that the Mercedes’ cars would suit the customers’ changing attitude. Now, they focus more on fun loving, energetic and approachable side of Mercedes Benz in their marketing. When its market expanded this caused an evolution in its marketing strategy. Mercedes Benz has found that they have to expand their market by including younger customers. Slicing prices to make the product more affordable was one of the marketing strategies also.

The development of marketing concept from a Product orientation to a Sales orientation and finally a Marketing orientation has signified an important change in how we understand and conceptualizes marketing in the 21st century. It signified an increased focus in the behavior of consumers and how by applying different marketing strategies organizations have been able to influence the way in which consumers react to their potential needs and how marketers can change their strategy to target different consumers wants. An assessment has been made in this essay looking at the development of the Volkswagen (herein referred to as VW) polo hatchback model.

As a result of the increased demand of cars, the competition among car companies is becoming intense. Although the market of car is the biggest growing market in the world, there are still some companies who make cars failing year after year. However, there are some outstanding car companies such as The BMW Group performing distinctly.

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 marketing veers towards standardization rather than towards adaptation although it has a combination of both. The aesthetics for instance on its websites and the rest of its marketing mix are similar on all its material reflecting standardization. The classic design accords with the image of the company and does not differentiate according to specific country. So, for instance, users switching from the Taiwanese website to the American one will find the same design. The dominant colors of BMW, too - blue, black, silver and grey- remained the same regardless of country, and the pictures are the same too

Skoda was a small foreign car company from Czechoslovakia. The company had suffered from a decrease within the market share. The company became partners with other brands like Volkswagen and Audi to seek a strong foreign partner due to hard economic time. The company has a good reputation for its products quality and reliability. The company would like to improve its product performance, however, the company goal was to establish a brand new image within the current market. In order to establish this goal, the company has decided to conduct a SWOT analysis along with conducting several researches. The company first took action by identifying factors by using SWOT analysis. The company then used information from SWOT

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

In phase 2, the company faced the challenged of sustaining the hype around its new car and ensuring that potential customers actually purchase the Z3 when it is available. After reviewing the advantages and disadvantages of both marketing methods (traditional and non-traditional) and considering the success of phase 1, it is recommended for BMW to continues use the non-traditional approach and use minimum traditional strategies.

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.