Bmw - an Emotional Brand

Q.1 What are the causes and consequences of BMW’s quality problems with newly launched products? What should be done to improve “launch quality”? (583 words)

It is important to realize the basic facts that are associated with cars and with BMW in particular, and that different demographic are attracted towards different types of car, to later understand that even though the product in the ad may be amazing but the ad itself is not. Did you know that in 2010 the number of cars in the world reached a billion (Noël)? Today’s culture is highly surrounded and based on the use of cars. They are such a prominent part of our culture today that if an alien were to visit our planet right now they might just consider cars to be the dominant form of life (The Hitchhiker 's Guide to the Galaxy). There are so many different types, and makes of cars that they can suit any personality in the world.

BMW face though competition in US market after try to improve the situation by introduce number of new model to the core series, adjust pricing so it can compete, reorganize the dealer network and introduce new series of car to the market. Now we have a chance to focus on brand campaign call “BMW films” which is very successful campaign base on number of people who visit the web site and number of people who want more information about BMW.

As a result of the increased demand of cars, the competition among car companies is becoming intense. Although the market of car is the biggest growing market in the world, there are still some companies who make cars failing year after year. However, there are some outstanding car companies such as The BMW Group performing distinctly.

1) The buyer decision process of traditional Porsche customers relies on the motivations that determine these people to select this brand. Their purchasing decision process is based on the exclusivity of the brand that is connected with the car owner. In their opinion, by purchasing a Porsche, traditional customers purchase the exclusivity and luxury associated with the brand. These customers want to purchase a car that reflects their social status and their financial power. In addition to this, they are not interested in the utility of the car, but in the characteristics that differentiate it from utility cars. These traditional buyers are rather interested in their feeling while driving a Porsche in comparison with the size, price, or fuel economy of the car.

We will focus in our case study on the BMW long-term strategy up to year 2020 and specifically on the refinement and expansion of the concept “premium” stated in the mission statement. We will look toward the interface between strategy and the internal environment of BMW Group, more specifically, within the resources

This marketing report aims to examine and explain the marketing strategies of BMW , In this report I will be focusing on:

In phase 2, the company faced the challenged of sustaining the hype around its new car and ensuring that potential customers actually purchase the Z3 when it is available. After reviewing the advantages and disadvantages of both marketing methods (traditional and non-traditional) and considering the success of phase 1, it is recommended for BMW to continues use the non-traditional approach and use minimum traditional strategies.

Although Mercedes Benz marketing strategy used to focus on safety, precision engineering of its cars and safety, they had to make sure that the Mercedes’ cars would suit the customers’ changing attitude. Now, they focus more on fun loving, energetic and approachable side of Mercedes Benz in their marketing. When its market expanded this caused an evolution in its marketing strategy. Mercedes Benz has found that they have to expand their market by including younger customers. Slicing prices to make the product more affordable was one of the marketing strategies also.

Thesis: From 1916 to the present day BMW has earned the title of "The Ultimate Driving

AG, BMW stands for both performance and luxury. The company was founded in 1916 as an aircraftengine manufacturer and produced engines during World War I and World War II. It evolved into a

However, due to its unique targeting strategy, it has not win compatible brand recognition among the public. Although Audi enter much earlier than BMW and Benz in the luxury car market, its marketing strategy limited increase of public brand recognition even Audi has over 100 years’ history. Besides, although its styles are highly accepted by the targeting customers, there are a growing number of people who can afford luxury cars for family use in China. Lack of vitality is limit of its further market expansion. On the contrary, its major competitor in China, BMW, has launched a series of marketing strategies to promote its high-performance, manoeuvrability, as well as stylish design to attract young people (BMW, 2009) in order to expand its market share. Therefore, although Audi has achieved success in the targeting market, it may consider further development through diversification in product line and advertising campaign.

The development of marketing concept from a Product orientation to a Sales orientation and finally a Marketing orientation has signified an important change in how we understand and conceptualizes marketing in the 21st century. It signified an increased focus in the behavior of consumers and how by applying different marketing strategies organizations have been able to influence the way in which consumers react to their potential needs and how marketers can change their strategy to target different consumers wants. An assessment has been made in this essay looking at the development of the Volkswagen (herein referred to as VW) polo hatchback model.

The automobile industry is a complex industry that have high competition I the market. These industry companies have to set their strategies based on their objectives and the competitive advantages in the market. In BMW, they have used innovation technologies in their new cars production, they try to reach customers' needs and satisfactions by implementing different strategies and applying different models. This paper is analyzing various strategies of BMW, focusing on their SOWT analysis in order to evaluate their performance in the global market. It recognized the world over its reputation for the quality provided and its brand name which include three main brands: BMW, Rolls-Royce, and MINI.

The Porsche Automotive Group firm has been considered to be a benchmark of precision within the market for decades. According to Henderson & Reavis (2009), “By 2007, Porsche had become the world’s most financially profitable automaker on an annual per unit basis.” They then go on to mention, “This is especially impressive when considering that Porsche produces over 100,000 vehicles annually.” From Porsche’s inception their focus has been place on the finer points of engineering. Sense the 1930s this firm has been translating their expertise of engineering into the esthetic design of their vehicles. The quality and performance that Porsche has become known for has caused the public and private industries to consider their vehicles to