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BMW Marketing Plan
60
Transcript
Environment within BMW
BMW Group PEST Analysis
- 4th for most attractive work environment
- 7th for Americas best employers
- Employees receive life insurance, 401K retirement savings plan, wellness perks
- Unions
Company Overview
- Founded in 1913
- Became an automobile manufacturer in 1929
- Headquarter is Munich, Germany
Industry Analysis
- 2008 financial crisis
- Volkswagen emission recall
- Future=Electric cars
BMW i3
#1 best gas mileage
Goals and Objectives
- Focus on premium segments
- Emission-free mobility
- Innovation and technology
- 100,000 EV sales by 2020
Producing electric cars for over 40 years
"Our vision is targeted towards creating value and securing future success. We are driven by our goal to maintain profitability."
Positioning Map of BMW
High Performance
Rolls-Royce Products
High Luxury
3 Luxury cars
Phantom
Coupe
Ghost
The Organization
Industry Analysis
BMW Marketing Plan
Global Analysis
Main markets
- American, European, Asian
- 70% is exported
- Target Market
BMW MINI
BMW SWOT Analysis
Bavarian Motor Works
More safety features
More soft-touch material
Launched in 2001
7 MINI models
- BMW North American Headquarters est. 1975
- 30 manufacturing facilities in 14 countries
- Over 116,000 employees
- Ability to produce 950 cars off the assembly line each workday
By: McKenzie Mac
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Logistics
Spartanburg Plant
BMW M4 2016
BMW Marketing Strategy
Product
Place
*BMW strives to make products appear attractive and achievable to their target market*
- Industrial and high income areas
- 4,000 dealers
- Website
- Luxury segment
- Attractive design
- Powerful engine
- Safety=crash testing
- High technologies
- High mileage
Distribution Channel
- 1st BMW plant to use an automated small parts in warehouse
- Reduces touch frequency from 6 to 2 times
- Handle 700 boxes/ hr.
Twin turbo charged engine
*Has increased its efficiency through advanced technology.*
Manufacturer->Dealer->Consumer
BMW 2-series Convertible
Manufacturer->Online->Consumer
Manufacturing Facilities
Target Market
- Needs of customers
- Men and women ages between 30-50
- Upper class regions
Germany, UK, US, Austria
Conclusion
Online Distribution
http://www.bmw.com/com/en/general/carconfigurator/content.html
Price
Promotion
- TV commercials
- Print and online advertisements
- Seasonal offers
- Sponsorships (BMW golf)
- Product placement
- Premium pricing
- Maintain brand feel
- Low rate loans
BMW 2-series
$32,850
*GOAL*
Showcase effective design and advanced features of BMW products
BMW i8
$140,500
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