... Login Support Term Papers and Free Essays Browse Essays Business / Bmw Marketing Strategy Bmw Marketing Strategy This essay Bmw Marketing Strategy is available for you on Essays24.com! Search Term Papers, College Essay Examples and Free Essays on Essays24.com - full papers database. Autor: anton 06 January 2011 Tags: Marketing, Strategy Words: 867 | Pages: 4 Views: 1057 Printable Version Essay: Bmw Marketing Strategy Read Full Essay Join Now! For the purpose of this assignment, I will choose BMW, the luxury automobile maker that has established a mark for itself in the luxury car segment with its high performance cars. BMW is a powerful brand that is truly experienced by car lovers all over the world as a symbol of performance, power and luxury, all combined into its power packed machines that are treat to watch, drive and possess. That's why, it is truly known as the "Ultimate driving Machine". BMW has been able to live on to its brand's promise due to three major factors: consistency, patience and a simple, upbeat message. It has been beating the drum for the last many years that BMW offers customers the ultimate driving machine. BMW is very, very consistent in providing the product line that echoes what the brand is all about. It's high quality and products with superior engineering quality and performance has overshadowed other manufacturers in its category. BMW has never compromised on its product quality and engineering superiority and...
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...Kingdom and United States of America. 4 1) BMW i8 target market in UK and US: 4 2) The key messages of BMW 5 3) An examination of the marketing communications tools and media used 8 Advertising: 9 Sales promotion 11 Direct marketing & personal selling 11 Public relations 11 4) Similarities and differences of the marketing communications in UK and US. 11 5) How the communication activities are helping BMW 13 The key challenges of practicing IMC of BMW: 14 1) The key issues impacting upon BMW’s IMC: 14 2) Measurement of level of IMC evident: 16 Recommendations on further use of the tools/media 18 Conclusion 19 References 20 Appendices 26 Appendix 1: Planning and Implementing of IMC 26 Appendix 2: Factor impacts on customer’s purchasing in UK 27 Appendix 3: Factor impacts on customer’s purchasing 27 Appendix 4: Levels of IMC 28 Appendix 5: Four pillars of IMC 28 Introduction This paper provide an overview about the integrated marketing communication of BMW Corporation for the BMW i8 model in the United Kingdom and the United Stated. In those markets, the BMW i8 is considered as the first car that revolutionized in utilization and release values of a sport car. The purpose of the paper is to give information about the strategies of BMW in order to announce the BMW i8 to customers by using marketing communication methods and media and then analyse how BMW Corporation applied integrated marketing communication...
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...LAUNCHING THE BMW Z3 ROADSTAR 1. BMW Overview 1916 760 53 110,000 (2013 (2013 ) ) BMW , . BMW , Bayerische Motoren Werker BMW, , . 2 1. BMW Overview 3 2. BMW History 1916 1923 1928 1945 3 R32 / ( 2 BMW 5, 3, 7 BMW , (Spartanburg plant) (BMW Dixi , 1929) ) BFW( Bayerische Flugzeug Werke AG) 1972 ~ 1977 1994 1995 1998 2000 , BMW (Rolls-Royce) 4 3. BMW Z3 Roadster BMW Z3 Roadster ( 2 1930 328 507 Z1 1,900cc 4 ) Spartanburg (South Carolina) 007 , Won the "Super Reggie" award for the best promotional marketing campaign of 1995. The BMW Z3 2.8 made Editor's Most Wanted Vehicle for 1999 Edmunds.com AUTOMOBILE Magazine awarded the BMW M coupe its 1999 Design of the Year. The 2002 BMW Z3 M Coupe became Top Gear Car of the Year 5 4. Case Questions 1) What is the strategic significance of the Z3 launch to the BMW corporation? Specifically, how BMW was hoping to redefine the BMW brand image? Yuppie Status Symbol Ultimate Driving Machine Biggest → The Best in Luxury/Performance segment : Spartanburg ‘Made in Germany’ ‘Made in BMW’ 4. Case Questions 1) What is the strategic significance of the Z3 launch to the BMW corporation? Specifically, how BMW was hoping to redefine the BMW brand image? Sheer Driving Pleasure Ultimate Driving Machine JOY Is BMW 7 3. Case Questions 2) Who were the main target consumers for the Z3? How did BMW segment consumers for the Z3 launch? Segmentation & Target ...
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...Learning Team “A” spoke in-depth about this week’s material. We felt the discussion this week was informative and extremely detailed. In addition, the team is very familiar with the auto industry. As a point of interest, our team analyzed the manufacturing process of Bavarian Motor Works, better known as BMW. Throughout this reflection, we will highlight the type of process design BMW uses and various elements of their manufacturing process. From our team discussion, we determined that BMW is a make-to-stock company. We also understand that the make to stock company carries finished goods inventory in anticipation of an order. The only problem with this is guessing what, and how much, of each stock keeping unit (SKU) to keep on hand. If the anticipation is too high you have a great chance for missed expectations and a good chance for the product to become obsolete. At BMW Manufacturing, continuous improvement is something they take very seriously. Their manufacturing process is the reason why they continue to live up to the motto of the “Ultimate Driving Machine. More importantly, BMW implemented the Value-Added Production System (VPS), BMW is adding maximum value while minimizing waste in all production and support area processes. From supplier to dealer, from product development to production itself, VPS is helping ensure total customer satisfaction in a timely, efficient, quality-focused manner. Since its global launch in ...
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...impress customer. A communication process model contains nine elements. The elements are sender, receiver, message, media, encoding, decoding, response, feedback and noise. In the case study of BMW every elements of communication model is present. BMW is sending a message to their customers as a sender. A simple message of this car manufacturing company encoded as “The ultimate driving machine”. The message contains the meaning of the best performance in any one`s driving experience and the supreme innovation of this car manufacturing company is also expressing positively. Many kinds of magazines, BMW websites, internet, billboards, tradeshow, telesales campaigns are using as the receiver of BMW. The media elements are based on these communication channels. The sending messages through channels are decoded by the users. The ultimate receivers of the message are the consumers. The consumer’s response to the brand message of this company is “performance driven car”. This response was not in favor to the brand. BMW realized to be inhumane brand due to excessive emphasis on their performance of mechanic. The noise factor of communication process is the pushing performance of being inhumane to consumers. This noise factor caused errors which are unwanted. The dynamic controlling system of BMW makes their communication process more effective in their total business area. The tradeshow materials, effective advertising, interior design of showrooms, online short films, customer promotion...
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...BMW’s Dream Factory & Culture The History Bayerische Motoren Werke (BMW) is a German automobile company that was founded in 1916. With over 90 years of experience BMW has driven its way to the top of the auto industry and is best known for its performance and luxury vehicles. BMW is the ultimate driving machine. While BMW celebrates its successes, the company remains humble and recognizes that things can go wrong. In 1959 the company nearly went bankrupt after it badly misjudged the market trends of the era. The company would not be here today if it did not receive a bailout from a wealthy German family and the continued support of their workforce. This served as a pivotal point in BMW’s history that would drive the company’s performance. As a part of the on-boarding orientation training BMW makes a point to share the story of 1959 with each new plant associate. From day one BMW employees understand the vision, mission, and goals of the company; this in turn creates a sense of placement for the employee within the company. Employees are not only armed with the training and knowledge they will need to be successful at BMW but know how they have and continue to impact the company. The Culture & Leadership BMW has created a workplace that embraces an entrepreneurial culture. BMW believes that there are always better solutions and everyone in the company is expected to help find those solutions. BMW also recognizes that “ninety-nine percent of all leadership occurs not...
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...HinseneBeyene sgs0262/2006 Marketing Management Individual Assignment Case 1 Question Number 1 Answer Pros to BMW The pros of selecting target marketing is • BMW created the lower-priced 1 Series and X3 SUV to target the “modern mainstream,” a group who are also family-focused and active but had previously avoided BMWs because of the premium cost. • The 1 Series reached this group with its lower price point, sporty design, and aspiration to own a luxury brand. The X3 also hit home with its smaller, less consumers expensive SUV design. BMW introduced convertibles and roadsters to target “post-moderns,” a high-income group that continues to attract attention with more showy, flamboyant cars. BMW’s 6 Series, a flashier version of the high-end 7 Series, also targeted this group. • It helps to identify and asses the relative worth of different market segments and selecting one or more segments in which to compete. • It helps to easily identify the potential customers by targeting into specific groups or individuals. • BMW uses a wide range of advertising tactics to reach each of its target markets but has kept the tagline “The Ultimate Driving Machine” for over 35 years. During that time, U.S. sales of BMW vehicles have grown from 15,000 units in 1974 to approximately 250,000 in 2009. Cons to BMW The Cons of Selecting target segmentation • It was too selective strategy and were not able to see other marketing strategy • The strategy was not flexible...
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...BMW, the Bavarian based luxury car producer is seen as one of the most prestigious, stable and admired companies in the world. BMW takes differentiation strategy to ensure BMW Group's lead over competitors and to actively shape the company's future by creating BMW vehicles that are perceived by customers to be unique. The mission statement of BMW Group is clearly defined: “the BMW Group is the world’s leading provider of premium products and premium services for individual mobility”. Another important point in the mission statement was that “BMW Group will invest substantially in future technologies, new vehicle concepts and pioneering drive systems”. This means that in addition to providing quality services to its customers, the BMW Group will engage in new and profitable areas to enhance the business. Vehicles made by BMW are able to command premium prices the prices of BMW Group are based on a differentiated strategy. This means that they charge extra for premium quality. This difference in prices is due to each cars different engine size, gear levels, fuel consumption, sports version. Premium-tization trend of BMW causes polarization of markets. This trend triggers the consumers to demand and pay much higher prices for the perceived quality because customers perceive that the luxury, sportiness, and prestige of owing these vehicles are something worth paying for. The ability to increase revenues by charging premium prices allows BMW group to outperform its competitors and...
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...pricing strategy of BMW Published: 23, March 2015 2. INTRODUCTION AND SCOPE OF THE PROJECT The topic that has been chosen for the project is related to the car industry i.e. to research the business strategies of BMW. BMW is the leading premium car manufacturer in the world. The report will look at the current business strategy that BMW adopts and also the future strategy of BMW Group. Business strategy has been defined by Johnson, Scholes & Whittington in their book "Exploring Corporate Strategy" as "a strategy that is concerned with how a business competes successfully in a particular market. It concerns strategic decisions about choice of products, meeting needs of customers, gaining advantage over competitors, exploiting or creating new opportunities etc." In this project, the author will research the marketing and pricing strategies of BMW Group. Also the markets BMW target and how BMW group as an automobile industry faced the recession period. The project will also look at the growing competition in the automobile industry and the major competitors for BMW Group. The marketing strategy of BMW Group will include their segmentation, target markets, marketing mix and by using SWOT analysis, the author will describe the advantages and benefits it is delivering to its customers and also its disadvantages. The pricing strategy of BMW will also be described. BMW adopts a differentiated strategy so the author will describe how it affects the prices of BMW cars. The project...
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...company. * A positioning statement for the company with careful consideration of their brand and strategy * Paper is consistent with APA guidelines. http://wps.pearsoned.co.uk/ema_uk_he_kotler_euromm_1/126/32286/8265285.cw/content/index.html I. Introduction BMW stands for Bayerische Motoren Werke AG, translated means Bavarian Motor Works (BMW). It was founded by Karl Rapp and Gustav Otto. In 1916, the Flugmaschinenefabrik Gustav Otto Company merged into Bayerische Flugzeug-Werke AG (BFW). In 1917, the Rapp Motorenwerke Company merged with Bayerische Motoren Werke. In 1922, BMW AG transferred engine construction operations, company name and brand names to BFW. March 6, 1916 is known as the birth date of Bayerische Motoren Werke AG (BMW) (“Bmw Group”, 2014). BMW is synonymous for luxury, the ultimate driving machine. In the past BMW only targeted the elite, wealthy, successful businessman. BMW has stepped out of the box to target other segments of the market to increase profits and gain an even bigger share of the industry. II. Market segmentation within the industry The market segmentation within the automobile industry that belongs to BMW is the luxury car segment. To explain further, BMW created the X3 Series to appeal to successful, wealthy females; the X5 Series was created to appeal to families that are affluent and successful; the X7 Series was created to appeal to the established, successful businessman. III. Target market BMW’s target market used...
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...and promotion of BMW: 3 Requirement 2 4 2.1) The role of advertising in an integrated promotional strategy for a business or product decisions: 4 2.2) Branding and its use to strengthen a business or product: 4 2.3) The creative aspects of advertising strategy: 4 2.4) The ways of working with advertising agencies: 5 Requirement 3 5 3.1) The primary techniques of below-the-line promotion used by BMW: 5 3.2) other techniques used in below-the-line Promotion by BMW: 6 Requirement 4 6 4.1) An appropriate process for the formulation of a budget for an integrated promotional strategy: 6 4.2) The development of a promotional plan for BMW: 7 4.3) Plan for the integration of promotional techniques into the promotional strategy for BMW or its product: 7 4.4) Appropriate techniques for measuring campaign effectiveness of BMW: 8 Conclusion 9 Reference 10 Introduction Advertising and Promotion is the most common, popular and important word in any business arena. Advertising means one type of business communication which fulfills the public interaction with the product. The knowledge of product can be well known to the users by the process advertising. In marketing ‘Promotion’ is the most useful and necessary element of all other elements of marketing mix. Promotion is adopted for ensuring the information to consumers, for increasing the demand of market, for differentiating of a product. The world`s biggest car manufacturing company ‘BMW’...
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...so much on machines? Is trying worth the risk? No one knows the answer for sure. Advancement and innovation is leading to a phase that we are slowly letting machines take over the job we are not so willing to do, or in other words are machines more reliable and efficient than humans? Research shows that 9 out of 10 people are not comfortable letting the technology take their hands off the wheels. It is certain that population is never comfortable to an emerging revolution. We have come so far in 500 years when we use to think Earth was flat. Then the idea of Earth being round was unacceptable and punishable. May be after many years we will back and think same for people who did not accept the idea of letting go the wheels on the hands of machines. This might be the beginning of technological revolution when people start gaining confidence on the machines. We are currently using automotive technology and relying on it; For example airplanes are automated and they fly themselves but we are very comfortable with that so far (Langewiesche, 2014). Many car companies like Audi, Volvo and BMW has successfully demonstrated that we can completely rely on the automated vehicles. Automated driving is just the part of what has been invented. Honda, Nissan and most of the car now provides lane departure warning and blind spot monitoring. According to the web article by Chuck Tannert, Audi, Volvo, Mercedes is rated as A+ when it comes to the most comprehensive list of driving assistance...
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...BMW, renowned as one of the world leaders in the production of precision automobiles is not a company that has rested on the laurels of it products nor has the company allowed its success to hamper efforts to expand and remain a top competitor in the global market today. Begun as Rapp Motoren Werke, in Munich Germany, as an airplane engine manufacturer, in 1916 by Karl Friedrich Rapp, a well know engineer. (Rudelius, 2011) Nearby, Gustav Otto, set up his own shop, Gustav Flugmaschinefabrik, building small aircraft. Due to Rapp’s manufacturing problems, his company secured a contract with Austro-Daimler in order to fill orders that they could not keep up with; ultimately, Austro-Daimler expanded too quickly and was not successful. In 1916, Rapp resigned from his company and Franz Josef Popp and Max Friz, two Austrians, took over the company. In March of 1916, Rapp Motoren Werke merged with Gustav Flugmaschinefabrik to form Bayersiche Flugzeungwerke. It was renamed Bayersiche Motoren Werke (Bavarian Motor Works), which is today known as BMW. In 1917, BMW’s first aircraft, the type IV, went into production. Flying the type IV aircraft, in 1919, Franz Zeno Diemer set an altitude record of 9,760 meters. Due to restrictions set by the Treaty of Versailles, BMW briefly switched from the manufacture of airplanes to the manufacture of railway car brakes. In 1922, BMW was again to begin the making of aircraft engines. This period was marked by many successes as shown through no fewer...
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...HBS CASE: BMW FILMS 11/11/13 S. Kursat Sornaoglu 012541488 1. How fit is the BMW brand at the time of the case? Are there any reasons to anticipate undesirable financial performance in the future? BMW is well fit and is able to sell it's products easily. There is no reason to anticipate any financial problems. 2. What is BMW’s unique selling proposition? Describe a typical BMW’s target customer and how the company’s products fulfill his needs. They sell the world's most exciting luxury cars which are the ultimate driving machines. A typical BMW customer is a highly educated individual in late 40s with a high income. They are usually married but don't have children. They are hard workers and they don't have spare time. The time they spend on driving is the most pleasurable time in their day. Therefore they want this time to be as enjoyable and comfortable as possible. 3. Using research findings presented in the exhibits (especially Exhibit 11), perform a critical evaluation of the effectiveness of BMW films in attracting potential customers to the brand. Median age and the, age segments who watched this video a lot is not the described core customers of the company. So it is sure that these videos reached out to people who are not the customers of BMW. 84% of the viewers aren't BMW customers and they recommend the video to others. These aspects shows us that the videos definitely caught the attention of the targeted group. Their 88k income level is a good indication showing that...
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...BMW Case Analysis BMW Films Case Analysis Statement / Cause of the Problem The critical problems that seem to be facing BMW in the case are that BMW needs to continue to find ways to continue being the number one luxury import in the United States and continue to find ways to stand out amongst all the other luxury car competitors in the market with their innovative advertising campaigns. It has become increasingly harder and harder for BMW because of how many competitors have emerged in the market, thus making it diluted and making BMW struggle to find the right identity for marketing. Brands like Acura and Lexus have appeared as luxury cars but ones that are affordable and come with many more specs that BMW would charge their customers extra for. These affordable luxury cars, especially Lexus, pushed their way ahead of BMW because they were giving their consumers the message that everyone could have a great looking luxury car without having to drain your wallet or run up your debt. This message made cars like Lexus incredibly popular amongst consumers and caused Lexus to become the number one luxury import in the United States in 1992. Not only were affordable luxury cars a problem for BMW, but their brand image seemed to take a turn for the worse. BMW cars were being seen as cars for middle aged men, as a status symbol, or just as a “yuppie machine”. Without attracting more youthful consumers to their product, BMW would surely fail. BMW needed to find ways to revive...
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