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BMW MARKETING PLAN
79
Transcript
Sources
Marketing Budget
Opportunities
Product Life Cycle
- Hybrid market (i-vehicles)
- Asian market
- Lower fuel prices
- Environmental awareness
- Growing market
- 2.5 million units (China)
- Growth stage
- New models yearly
Organizational Chart
Strengths
Weaknesses
- Price variation: 33,000 - 136,000
- 11th most valuable brand (Forbes)
- Strong image
- Global presence:
- Europe
- Asia
- USA
Product Division
Sales
- Positive overall growth
- Vehicle dependent
- X5: 34.2% increase in sales volume
- No Asian market presence
- Perception
- Weak brand diversity
- Affordability
- Prestige pricing
SWOT Analysis
Strengths
- #11 Forbes: Valuable Brands
- Forbes most reputable brand
- Product Variation:
- 14 Models
- Price Range: 33,000 to 136,000 ($)
- Hybrid products
BMW: Current State
Critical Success Factors
- % Increase
- 14 car types
- Environmental awareness
- 170 North American suppliers
- 80% of production= customer order
- History (since 1916)
Competitive Environment
Threats
BMW Target Market
- Age: 30-50
- Gender: Neutral
Leader:
- Cars Sold
- Employees
- Net Sales
BMW Presence: Asia & India
BMW Presence: Europe
BMW Presence: USA
BMW's Future
Industry Analysis
- Other luxury vehicles
- European market:
- VW Group:
- 25.4%
- % loss in sales (6 models)
- No large mergers
- Growing markets
- Premium segments
- Hybrid cars
A Closer Look
- Small portion of overall sales
- .2 percent of sales in 2011
- Steady marketing budget
Executive Summary
BMW: Current Presence
Mission Statement:
- "The BMW Group is the world's leading provider of premium products and premium services for individual mobility."
Strategy:
- Strategy Number ONE:
- To be profitable
- To enhance long term value in times of change
- 2014 Statistics:
- June to September 2014: 6.5%
- Units: 1,529,880
BMW Acquisitions
Seasonality
Initial Start Up Location
- Increase in Q4 car sales
- Holiday season
- New car introduction
- Rover Group: 1994
- Sold in 2000
- Mini Cooper
- Rolls-Royce: 1998
BMW Presence: Asia & India
The Four Ps
- Munich, Germany (1916-1967)
- Dingolfing (1967)
- Largest manufacturing plant
- Steyr, Austria (1979)
- Obertraubling, Germany (1984)
- Regensburg, Germany (1987)
- USA (1994)
Segmentation
Luxury Segmentation
Product
Company History
- Founders:
- Karl Rapp & Gustav Otto
- Founding Date: March 6th, 1916
- Automobile Manufacturing: 1928
- Own Design: 1932
BMW MARKETING PLAN
- BMW Automobiles
- Luxury Vehicles
- BMW Sedans Series
- BMW X Line
- BMW i
- BMW z4
- BMW M series
Peter Hassan
PLACE
Price
Prestige Pricing
Promotion
Above The Line:
- 2012 Olympic Games London)
- US Olympic Committee
- 2014 Olympic Games (Sochi)
- Golf Tournaments:
- BMW Championship
- BMW Italian Open
- BMW International
- Advertisements:
- Television
Distribution Channel:
Manufacturing locations:
- Germany
- UK
- USA
- Austria
- 4,000 worldwide dealers
Promotion Continued
Pricing Scale
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