BMW Hypothetical Marketing Plan For 4 S
BMW
Hypothetical Marketing Plan for New BMW 4 Series Coupe
All facts and figures contained in this plan are guesstimates based on general industry knowledge
By: James McCarthy
Executive Summary
BMW has seen a flattening and fall off in 3 Series coupe sales in the US while competitor offerings in the category have been growing at double digit rates. New offerings from Cadillac, Audi and Mercedes may have had an impact on our key 3 Series product line sales. The competitive products are the best yet offered and are considered legitimate threats to our market leadership.
We must bring up the performance image of the entry end of our product offerings. To do so we will introduce a new 4 Series coupe as a performance halo product capping the entry level 1 and 3 Series models.
Advertising and promotion activities will focus on high performance and luxury appointments. A close tie in to our racing activities will be crucial to communicate the performance message.
Vision
BMW will be the image leader in each market segment it competes in through exceptional performance and distinctive styling. Engineering and technology will be the foundation of our company.
Mission
Each BMW product will provide the ultimate driving satisfaction to meet each customer’s expectations in prestige performance and styling.
Values
BMW products will exceed all performance claims made. Our customer service will lead the industry in owner satisfaction. We will make no product claims that cannot be proven through testing. Owner loyalty will be the highest in the industry and earned through their driving experience.
Situational Analysis
BMW wishes to maintain brand integrity while increasing unit volume. While BMW world wide sales volume continues to grow in spite of economic difficulties in numerous key markets, increased competition from Cadillac, Audi, Mercedes and others threatens BMW’s sales volume. BMW must address competition without losing brand focus as “The Ultimate Driving Machine”.
Hypothetical Marketing Plan for New BMW 4 Series Coupe
All facts and figures contained in this plan are guesstimates based on general industry knowledge
By: James McCarthy
Executive Summary
BMW has seen a flattening and fall off in 3 Series coupe sales in the US while competitor offerings in the category have been growing at double digit rates. New offerings from Cadillac, Audi and Mercedes may have had an impact on our key 3 Series product line sales. The competitive products are the best yet offered and are considered legitimate threats to our market leadership.
We must bring up the performance image of the entry end of our product offerings. To do so we will introduce a new 4 Series coupe as a performance halo product capping the entry level 1 and 3 Series models.
Advertising and promotion activities will focus on high performance and luxury appointments. A close tie in to our racing activities will be crucial to communicate the performance message.
Vision
BMW will be the image leader in each market segment it competes in through exceptional performance and distinctive styling. Engineering and technology will be the foundation of our company.
Mission
Each BMW product will provide the ultimate driving satisfaction to meet each customer’s expectations in prestige performance and styling.
Values
BMW products will exceed all performance claims made. Our customer service will lead the industry in owner satisfaction. We will make no product claims that cannot be proven through testing. Owner loyalty will be the highest in the industry and earned through their driving experience.
Situational Analysis
BMW wishes to maintain brand integrity while increasing unit volume. While BMW world wide sales volume continues to grow in spite of economic difficulties in numerous key markets, increased competition from Cadillac, Audi, Mercedes and others threatens BMW’s sales volume. BMW must address competition without losing brand focus as “The Ultimate Driving Machine”.