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. Strong Market
Presence~100 countries
I. Leading Car Manufacturer amongst
Daimler & GM
II. Pioneer in Technological Progress
Segmentation
Account
for70% of
Sales
Industrialise 40.000->
d Nations upwards
Aged Families,
between 25- Yuppies
50
Feel-Good- Exclusivity,
Factor Peformance,
Prestige,
Quality
Targeting
Quality
Performance
Technologically
Advanced
Product
Luxury Segment High Quality
Products: 1, 2, 3, 4, 5, 6, 7, X, Z4, M, i,
Motorbikes, Mini Cooper and Rolls
Royce
Product Differentiation
Form
Features
Performance
Reliability
Style
Service
Product Variation
Improving Existing Product
Adapt to Changes in Customers Needs
Product Relaunch Extend the
Lifecycle
Price
Premium-Pricing Strategy -
Products Range from 23.000-140.000
Marketing partners
Brand Image
Lean Distribution
Showrooms often in Premium Parts of
Urban Cities
Network of Service Centers ->BMW
Connected
Promotion
TV-Ads
I. Sleek
II. Higher Quality
III. Focus Entirely on Cars
Product
IV. Effective Slogan Promoting Placement
I. TV-Shows
. Press
I. Magazines
II. Movies
II. Regional Publications III. Sports
III. Sales Literature IV. Showrooms
. Online
I. Pop Ups
II. Web Links
SWOT
Strenghts
Geographical Coverage Opportunities
Great Brand Image Reputation EU Expansion(More Market-Share)
Premium Car Brand Growing Demand for Green Cars
Understanding of Customers Needs Customers Want Cheaper Cars
Heavy Research & Development Growing Demand for BMW in China
Investment
Weaknesses Threats
Perception of Very High Prices Decline of Dollar against Euro
High Cost German Manufacturing & (tendencie)
Development Base Economic Crisis
Very High Costs for Marketing Rising Prices of Raw-Materials
Growing Competition in the Sector
(Tesla)
? Questions ?
Sources
AG, B. (2016). BMW automobiles : BMW AG website. [online]
Bmw.com. Available at: http://www.bmw.com/com/en/index.html
[Accessed 13 Feb. 2016].
Boeriu, H. (2008). BMW 7 Series German Pricing Released. [online]
BMW BLOG. Available at:
http://www.bmwblog.com/2008/07/07/bmw-7-series-german-
pricing-released/ [Accessed 13 Feb. 2016].
Marketing91.com, (2014). Marketing mix of BMW - BMW marketing
mix. [online] Available at: http://www.marketing91.com/marketing-
mix-bmw/ [Accessed 13 Feb. 2016].
Marketingmixx.com, (2016). Marketing Plan of BMW | Marketing
Mixx. [online] Available at: http://marketingmixx.com/marketing-
plan-2/296-marketing-plan-of-bmw.html [Accessed 13 Feb. 2016].
Quora.com, (2016). Why can't car manufacturers sell direct to
consumers? - Quora. [online] Available at:
https://www.quora.com/Why-cant-car-manufacturers-sell-direct-to-
consumers [Accessed 13 Feb. 2016].
Tomar, A. (2012). Bmw marketing. [online] De.slideshare.net.
Available at: http://de.slideshare.net/ashishtomar3/bmw-marketing
[Accessed 13 Feb. 2016].
UKEssays, (2016). Marketing strategy and pricing strategy of BMW.
[online] Available at:
http://www.ukessays.com/essays/marketing/marketing-strategy-
and-pricing-strategy-of-bmw-marketing-essay.php [Accessed 13
Feb. 2016].
UKEssays, (2016). Strategic Marketing Audit for a BMW. [online]
Available at: http://www.ukessays.com/essays/marketing/strategic-
marketing-audit-for-a-bmw-marketing-essay.php#ixzz3zuD60mr8
[Accessed 13 Feb. 2016].
http://www.bmw.de/de/topics/faszination-
bmw/connecteddrive/ubersicht.html