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BMW vs. AUDI

Marketing project
by

Venetsiya Netsova

on 15 April 2010

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Transcript of BMW vs. AUDI

Company overview BMW


Company overview AUDI
Mission statements

Macro environment:
PESTLE
mICRO eNVIRONMENT:
Porter's five forces
Internal analysis SWOT BMW

SWOT AUDI
Segmentation BMW
Demographic
Geographic
Psychographic
Product-usage
Segmentation AUDI
BMW: Targeting
1. Sports convertibles
2. Executives
3. Super executive
4. Touring/Estate
5. SUV
6. Super luxury
7. Motorheads
8. Aircrafts AUDI: Targeting
1. Entry-level
2. Mid-luxury
3. High-end
4. Ultra luxury
5. Luxury SUVs AUDI: Positioning
Audi prides itself on the four rings: design, performance, technology, and safety BMW: Positioning
The ultimate driving machine! SEGMENTATION POSITIONING
Full transcript