...MARKETING MANAGEMENT CASE STUDY : Launching the BMW Z3 Roadster SYNOPSIS BMW, a German automobile manufacturer, known for its German engineering and quality, had established itself as a strong brand in the luxury/performance segment in U.S.A. However due to increasing competition from car makers such as infinity, Lexus, Acura, its sales dropped during the period mid 80’s to late 90’s . The case deals with the launch, of the now infamous BMW Z3 roadster, a car that revolutionized and rejuvenated the boring American motor industry back in the mid 1990's. The case talks about the successful first phase launch of this new drop top beauty. It focuses on the customers and how they suddenly picked up the marketing cues and stories depicted by the various promotional parties that were led by James McDowell, BMW's marketing vice president. This was a marketing campaign that gained a lot of merit and success by using unconventional promotion methods to put their product out into the public. The primary methods tried to stay away from the usual billboards and print media. Rather, the marketing teams decided to take the car into the new world of cinema and multimedia, where sound, sight, video and technology would promote the car during a time of accelerated IT growth. The team at BMW decided that since the Z3 was a new unconventional' car, it also required equal unconventional marketing methods to match its identity. The BMW Z3 was a lifestyle car and what better way to put this...
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...ensuring the success of a company. This report gives a limelight on the extent to which strategy has contributed to the superiority of BMW in the UK automobile industry. In analysing this, the report will begin with an evaluation of BMW as a premium car manufacturer. The report then employed the use of PESTEL and Porters five forces to analyse the external car industry environment. The internal environment are analysed by use of value chain analysis. Bowman’s Strategy Clock is also explored in understanding the marketing strategy used by BMW Company. Finally, Resource/ competence framework has also been explored in understanding the key competencies and resource capabilities that has enabled the BMW to maintain market leadership position. In compiling this report, major sources of information used were journals, empirical literature and the internet. The findings of this report show that strategy has played a pivot point in BMW’s overall performance. Generally, the report shows that unstable political environment in the UK and the global market is greatly affecting the industry. Moreover, socio-cultural environment greatly affect the industry as consumers are becoming more environment conscious. This has especially reduced the sales volume of BMW. The UK government legal policies have also been addressed in the report. Advances in technology have also spurred competition in the industry thereby reducing the significance of branding. The report finds out that the value chain the most...
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...Strengths BMW is a company with high status branding in the world . For this few year, BMW was have a lot of advertised on their car to the consumers by the way from media to greatly to showing the car that their built for all the car classes. Beside that , BMW group have a high budget to provide for their labour , services or all of the Research And Development . That’s mean that BMW was a company who has enough of fund to invest for the whole company . Moreover , they also have a good skilled of labour to make their products to be more better , if they have lack of skilled of the labour to produce poor products for the company , they can loose the customers . The more they invest, more profit they get it . Weaknesses Everyday BMW is work hard to produce and develop for new technology to the new classes of the car to satisfy for the customers . In long time , who know that if these develop new technology car are going to be a big hit or might be wasting their time and invest for the model that will not to be worth for the future . So , the development and produce cars is the important part whether or not the car will become famous on market . Another weakness of BMW factory is to getting customers to buy the BMW cars at others country . The new technology ‘Hybrid’ , this Hybrid technology will give vehicles save more fuel , but this technology will be more expensive that getting harder to find the customers to buy their product such a high price . Beside that , the...
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...Vikash Nahar The New king of Indian Roads: Mercedes and BMW Since the time of its invention, automobiles and more specifically the luxury cars have always captured the fancies of men and the Indian consumers are no exception to this. The Indian luxury car market over the years has evolved from being a humble consumer of a handful of the so called dream machines in the early 1950s to becoming the fastest growing market for luxury cars in the world, in 2010. Two companies that can be distinctly identified in race for supremacy in the Indian luxury car market would be BMW and Mercedes Benz. Baggonkar, S (2011, Dec 02) writes that “Though ballooning inflation and dipping growth prospects are slowing the economy, Germany’s BMW and Mercedes-Benz are betting big on Indians’ voracious appetite for luxury cars.” Though of the same origin, the strategic positioning and performance of both this auto-makers can be categorized into the following: (1) Product innovation, (2) Adaptation to Indian conditions, (3) Customer service and brand image. Though historically,considered conservative and easy to please, the Indian auto consumers of today are becoming increasingly discerning about their tastes and preferences. In addition to design and quality, product innovation is appreciated and preferred. Krishnan, N of Business Standard Moroting, explains in his article,Mercedes enjoyed monopoly in the luxury car segment for 12 years till BMW rocked its foundation by driving past its annual sales...
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...171 a 1 Question 1 - Success of the BMW Group 1. Introduction The BMW Group was founded in 1917 and today is one of the leading. automobile and motorcycle manufacturers worldwide with a workforce of more than 100,000 associates in over 100 countries (BMW Group 2012). The company possesses three of the stron gest premium brands in the car industry, BMW. MINI and Rolls-Royce, as well as holding. a strong market position within the motorcycle sector (Innovation Leaders 2011). According to Linkedln (2012) the company aims to create profitable growth and returns that are above-average by focusing on the premium segment of the automobile market internationally. 2. Approptiate Measures for Success 2.1 Revenue and Profit According to the BMW animal report (2011), the company sold 1_668.982 automobiles and the overall revenue for the compan y was e68.8 billion at the end of the 2011 financial year, with the net profit standing at 64_9 billion, Furthermore the report shows that the 2011 fiscal year was the best in the history of the company, with sales volumes, revenues and profits reaching, new highs and exceeding annual targets set by the BMW Group. This is reinforced when comparing current profits to those before the worldwide economic recession; net profit in 2007 was E3,14 billion, meaning 2011 showed a 51_7% increase in profit from that year. This is a clear indication of the recent success of the BMW Group on a financial basis, as the company is outperforming their set...
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...MINI COOPER: MARKETING STRATEGY, DIGITAL MARKETING, BRAND & ETHICS 10.2478/cris-2013-0005 MINI COOPER: MARKETING STRATEGY, DIGITAL MARKETING, BRAND & ETHICS MARIIA MOISEIEVA The report is designed to examine, analyse, and evaluate where appropriately the current Mini Cooper’s marketing strategy, its digital marketing initiative, branding, and the importance of ethical values in Mini Cooper as well as other organisations. That is important for understanding of the practical applications of marketing is achieved by applying theory to them. It is determined that Mini’s marketing strategy has shifted in terms of targeting and brand positioning. As previously it was an affordable iconic British car, now it has become a cool luxury car dominantly for a young segment. Its international marketing strategy is differentiated in a way that a brand is built up on the historical iconic image of Mini for the UK and associated market, but it is not associated with any values in the past for the US customers. Overall, Mini’s marketing strategy is considered to be innovative, creative, and sometimes ‘silly’, which is of great value for its young energetic target audience. Digital marketing initiative also corresponds to the latest IT and social trends worldwide by ‘digitalising’ marketing initiatives and active social networking with the consumers. Brand is a core competence and ‘everything’ for Mini. Marketing is centered on its brand, not vice versa. An analysis of the Mini’s strategy...
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...CASE STUDY OF BMWi INTRODUCTION: BMW start their work as a business entity in 1917. They entered in automobiles in 1928-29. They first significant aircraft engine then they shift their business to motorcycle and then automobile industry. They unveiled two new models, they launch their electric motoring division BMWi. This i3 is an electric small car and on the other hand i8 is a very powerful sports car. They combine the electric motor with the three cylinder combustion engine. For the reduction of weight the car is constructed with the light weight aluminum, in their structure and body from the strong but light carbon fiber. They also have small batteries. BMW are very much cautious about predicting that there will be a demand of electric car in the future. TASK 1 (1a,1b): Reason behind this decision: The reason behind this decision of BMW to make BMWi is that, they have taken preventive measures to reduce the impact of automobiles on the environment. They want to design less polluting cars by making their existing models into the more efficient along with the environmental friendly fuels as vehicles if future. The possibilities of which are as: electric power, hybrid power (combustion engine and electric motors) hydrogen engine. Now the BMWi has all this, it is relatively simple in production process. It does not involve any press shop, welding shop and the paint work is also in a very small quantity. Mr. Robertson insists that it means, “it is much easier to ramp up production...
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...------------------------------------------------- Financial Statement Analysis ------------------------------------------------- Financial Report ------------------------------------------------- Financial Statement Analysis – BMW Group ------------------------------------------------- ------------------------------------------------- Yuliya Bondarchuk 27991 ------------------------------------------------- Academic Year 2014/2015 ------------------------------------------------- ------------------------------------------------- ------------------------------------------------- I hereby certify that this paper is the result of our work and that all sources we used have been reported. ------------------------------------------------- ------------------------------------------------- -------------------------------------------------- Signature ------------------------------------------------- © Kozminski University 2014 Executive Summary The aim of this analysis is to decide whether to grant a loan to BMW Group. BMW is one of the biggest car producers in the world. The company produces also motorcycles and offers the financial services. In the ‘Conclusions’ section it is presented, that the company is stable and well-performing. Also the ratios are growing and its position on the market is strong. The Company BayerischeMotorenWerke AG (BMW) is a German holding company and automobile manufacturer that focuses on the production of luxury cars and motorcycle. It...
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...Running head: BMW SWOT Analysis BMW Motor Corporation SWOT Analysis Name Affiliation Date Abstract A SWOT Analysis is used to develop strategies that capitalize on an organization’s strengths, minimize the effects of any weaknesses, exploit available opportunities and defend against threats. In this report, I discuss SWOT (Strengths, Weaknesses, Opportunities and Threats) Analysis of the BMW Motor Corporation. BMW Motor Corporation SWOT Analysis BMW Motor Corporation is world-renowned luxury car manufacturer that has obtained a status of superb automotive engineering. BMW Motor Corporation has achieved its status through successful business planning, strategies, and vision by offering new and innovative features to their products. As a car manufacturer, there are numerous external influences that can positively or adversely affect the outcomes of BMW Motor Corporation. Some factors include but are not limited to the state of the current economy, the current and future supply of fuel resources, the supply and demand of automotive parts- and the most demanding of all- the needs and wants of the consumer. If we recall, the United States was hit by a recession that affected many industries including the automotive industry. In fact, the automotive industry appeared to be one of the hardest hit areas during times of recession. In response, The United States implemented a program called the car allowance rebate...
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...Bayerische Motoren Werke (BMW) is a multi-national holding company and automaker company headquartered in Munich, Germany. BMW is a global leader in the premium automotive sector. BMW also markets MINI and Rolls Royce. Rolls Royce is a wholly-owned subsidiary. From its 2015 Annual Report, the BMW Group is comprised of three business segments: Automotive, which includes BMW, Mini, and Rolls Royce as their three brands, Motorcycles segment, and Financial Services segment. BMW’s financial services segment includes car leasing, fleet business, retail customer and dealer financing, customer deposit business, and insurance activities. In 2015, BMW Group sold 2,247,485 units of automobiles and 136,963 units in their motorcycles segment. Revenues totaled...
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...technologically towards more sustainable practices; The BMW Group, however is pushing the boundaries’ of sustainability NOW with its Efficient Dynamics Program just as it did going as far back as the early 1970s. BMW has been a leader in sustainability since before there was pressure on companies to do so. Since the 1970s Sustainability has been a priority to BMW, from the introduction of our first Hydrogen powered car in the early 1970s on through consistently working to reduce both consumption and emissions’ while still increasing our vehicles performance and your comfort via our Efficient Dynamics program. At BMW we understand that sustainability is the key , not only to our financial successes ,but also being able to leave something that helps the next generation live and succeed in a healthier, cleaner world. Since the Brundtland Report was set forth in 1987 BMW as well as all ACEA (European Automobile Manufacturers Association) set out to reduce CO2 emissions’ by 140 g per Kilometer by 2008; In addition BMW has also kept pace with the guidelines of the 1997 Kyoto Protocol. The Efficient Dynamics program is constantly working to change and evolve BMWs’ entire fleet and not simply one car to appease those who want a green alternative. We at BMW approach sustainability as a necessity and not a selling point as the US Department of Energy points out a year 2050 oil depletion point (Gorelick, pg. 80) as a serious possibility. BMW is looking to be ready, reliable and successful before...
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...Polesie Title: BMW – A Company Analysis Thesis Language: English Background: The automotive industry is distinguished by a highly competitive market. Thus, the actors on the market struggle with increasing cost of production, development and mature markets. With the aim to increase profit margins and reduce costs, Volkswagen, GM and Ford are some companies, which use the same components in different car models and car brands. These companies have in other words succeeded in synergising research and development effects within the company despite car model and business area. By a contrast, BMW, an individual actor, has yearly shown strong financial results and has retained its market shares. This becomes of interest to study more profoundly, in order to find the factors behind a successful company and a strong brand. Purpose: The purpose of this thesis is to analyse the development of BMW during the past five years. Not only are the financial statements taken into consideration. In addition, a comparison to competitors and the market situation is also made. Delimitation and assumptions: This thesis is delimited to an analysis of BMW between the years 2001-2005. The thesis is based on the assumption that BMW is the most successful automotive manufacturer in the premium segment. Methodology: In the study of BMW both primary and secondary data are used. The primary data consists of an interview and secondary data is collected from annual reports. Results and Conclusion: BMW is a well...
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...Assignment Development of BMW into the leading car company in the UK for luxury class cars Abstract: The following report will examine the story of the German car producer BMW. Initiating from its inception to the modern day where BMW is a multinational concern. This report will highlight the internal and external circumstances to which BMW owes its current place as market leader for luxury cars in the UK. The subsequent analysis is based exclusively on sources collated from secondary research data. Research data consisted of chronicles and literature from BMW, domestic and foreign journals, marketing and market statistics, as well as published company reports. To reveal the success story of BMW, we will explore the concern with the aid of the SWOT-Analysis and of course using the 5-Forces according to Porter, to compare BMW with their competitors in the same product category. Furthermore we will use the PEST Analysis to scan the external macro-environment in which the company is operating. In addition to the outline above we will examine several important findings of our research. For example the strong dependency of BMW to foreign markets, these markets contribute 81% of the total turnover. (Schmid, Grosche et al., 2008, p. 16) Also, we can examine the reasons leading to a 4% increase in sales in the trading year 2012, operating within the premium segment of the UK to which they already had a lead (BMW Group, 2013). We will discover why the strategy of BMW is superior to their...
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...| BMW Strategic Analysis | | | | Management 452.301 | Table of Contents Executive Summary 2 Introduction of Company and Current Situation 3 External Environment Analysis 4 General Environment 4 Industry Environment 6 Competitor Environment 7 Conclusion of External Environment Analysis 8 Internal Analysis 10 VRIN Analysis 10 Financial Analysis 12 Conclusion of Internal Analysis 15 Strategy 16 Identification of Key Problems 20 Recommendations and Implementations 21 References 24 | Executive Summary BMW is known for its manufacturing of premium-brand cars and off-road vehicles under the BMW, MINI, and Rolls-Royce labels, as well as motorcycles under the BMW and Husqvarna brands. Many manufactures such as BMW, Mercedes, and Audi produce cars in foreign markets. The three car makers that are BMW’s main competitors in the luxury auto industry are Lexus, Mercedes-Benz, and Audi. The companies are worried most about the exchange rate fluctuations that threaten their profits if the euro starts appreciating against other currencies. With that, BMW is trying to come out with new technology that keeps them ahead of the competition. To do so, they released what is called Efficient Dynamics to ensure a noticeable reduction of consumption and emissions while simultaneously increasing the performance and driving pleasure of the vehicle (BMW EfficientDynamics). The company has also discovered such items as the BMW ActiveHybrid...
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... | |Company Name: |Bayerische Motoren Werke AG (BMW) | |Mission Statement. | |The BMW group is a world leader in providing premium products and services to allow individual mobility. | |Summarize the company’s mission (what does it mean?). | |The mission of BMW is to provide individuals with the option of transportation. | |History of company up to present day. | |BMW was founded in 1916. | |In 1922 the company relocated to Munich, where they are still located today. | |In 1941, BMW supplied the German air force with aircraft engines....
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