This, subsequently forced the company to concentrate on only passenger automobiles. BMW has been a constant participant in various international rally races for a long time.
BMW has been top of the line vehicle amongst the category of cars for many years. Sometimes Brand Management of BMW has to be done according to the country it is operating and according to the country it wants to sell in.
Managing every single aspect of the brand and managing the way this brand should lead the automobile industry has always been a difficult task for the company. It involves defining the brand in the best way so that people know the real essence of it. Moreover, the market segmentation of the company has been discussed briefly as what kind of strategy the BMW has adopted to be profitable and remain to be the best of all.
The company also promotes many celebrated sports teams and rally racers. In Germany, the company decided to make pollution badges compulsory. The collaborators of the company, the PEST analysis, SWOT analysis are presented to identify the factors that determine where the company stands out in the auto- making industry.
Challenges and Strategic Goals As the world continues to change rapidly, many countries adopt to individual mobility that emphasizes on political regulation and national industry policy.
The company also has a manufacturing unit for motorcycles and bicycles for certain markets. Social and Cultural Environment People look forward to purchase hybrid and duel fuel cars. The company focuses on the premium segments on a global scale.
BMW choose to sell to those consumers who have high standards for quality and luxury as their products are built on these attributes. The company has used Demographic market segmentation where they allow the customers to make a purchase decision based on their demands.
Submit a Comment Your email address will not be published. This was a consensus forecast since the investment analysis has been improved on Feb 4th, Brand management also involves delivering the product to the target market audience. The target market for BMW has always been the elite class.
BMW being a world-renowned vehicle manufacturer, it has spread its manufacturing facilities to many cities. The promotional strategy as a part of its marketing mix focuses on aggressive advertising using media channels like TV, online ads, billboards, print ads etc so that it can create a continuous brand awareness.
The company earlier relied on luxury and style as its unique features. Overall, the company gives high importance to safety and luxury standards of its products. Price is a factor that has always set BMW apart from other car brands for a long time and this price is kept looking at the target audience.
Market Positioning The market positioning is always meant for the upper affluent class.BMW North-America for instance spends 15% (second largest proportion) of its marketing budget on digital marketing including internet and mobile application ads, indicating the importance of its contribution to their marketing strategies (Boeriu, ).
The global marketing strategies of BMW Group The BMW Group is committed to produce the outstanding and distinctive products. It also tries to gain the maximum market share in the luxury car market around the world. BMW Group uses a range of elements of the marketing communication mix such as print and media advertising, sales promotions, events and experiences, public relations and direct marketing in an integrated manner in order to communicate its marketing message to the representatives of the target customer segment.
Brand Management and Brand Strategy of BMW Brand Management is a way of taking complete care of the product. It means a company uses marketing techniques in the best possible manner so the product as a whole is highlighted, taken care of and promoted.
Marketing strategy of BMW – BMW marketing strategy September 7, By Hitesh Bhasin Tagged With: Strategic Marketing Articles Bayerische Motoren Werke AG commonly known as BMW or BMW AG, is a German automobile, motorcycle and engine manufacturing company founded in It also owns and produces Mini cars, and is.
Marketing Strategies for BMW Paper covers Current Marketing Strategies & Future Marketing Strategies [08/02/07] Dharmesh BMW Group, headquartered in Munich, Germany, is one of the most successful multi brand premium automobile manufacturers in .Download