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CASE 2-1 BMW Taps the Emerging Chinese Luxury Markets
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MAR 4503 Consumer Behavior FIU
JEREMIAS CUADRA, CHARLES KETTEL
Abstract
BMW is one the largest automobile industries in the word, when you think of BMW you can surely say it's a high quality luxury car. The focus is to re-position itself in a new market. Which is the Chinese luxury market. How does a powerful company like BMW get ahead start in this un-tapped market with so much potential for growth? Leading to more global exposure and also more revenues.

(JEREMIAS CUADRA) Q1. There is often a natural tendency to assume that in collectivist cultures such that in China, luxury products would not be popular. a. Explain how luxury products such as the BMW automobile might fulfill needs even within the traditional collectivist value set of China.
I believe by growing this economy will give Chinese citizens more opportunity and more purchasing power to one-day own a luxury vehicle. Also social status is something that can represents that you’re doing well. I also believe it can lead to a showing off culture. b. Explain other factors that might be driving the desire for luxury in China.

Well we all want what we can’t have, I believe that's human nature, but in China I other factors could play a role such as advanced luxury shopping experiences. More options would be available theirs a perfect gift for everyone I believe that would also open up the doors to a more gift-giving culture in China, and higher exposure to luxury product offerings. Luxury and quality would be playing a major role in this industry and would also be part of the other factors that should be looked at especially if you look to grow in the years to come.
(JEREMIAS CUADRA) Q2. Develop a sample advertisement for BMW in

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