Preview

Bmw Marketing Plan

Satisfactory Essays
Open Document
Open Document
564 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Bmw Marketing Plan
SITUATION ANALYSIS:
CURRENT MARKET POSITION:
• • • • • • BMW has achieved market leader position in the luxury car segment for 2 nd consecutive year. 43% of market share in luxury car segment. 73% growth over 2009. Sales of 6426 units in 2010. Archrival Mercedes Benz sold 5819 units. Presently employs 400 people. Present in 20 locations across India.

Launch Date: 23rd December 2010 Models: X1 sDrive 1.8i X1 sDrive 2.0d X1 sDrive 2.0d Exclusive

Price: 22 Lakhs-32.5 Lakhs

JOY IS WHAT YOU MAKE OF IT

SITUATION ANALYSIS:
COMPETITOR STUDY:
SUV BMW X1 (Petrol) BMW X1 (Diesel) Skoda Yeti Ford Endeavour Chevrolet Captiva Toyota Fortuner Hyundia Santa fe Mitsubishi Outlander Nissan X-trail Honda CRV Engine 1.8 P 2.0 D 2.0 D 3.0 D 2.0 D 3.0 D 2.2 D 2.4 P 2.0 D 2.4 P Power 147.5 174 140 153 150 170 197 168 149 151 Price (in Lakhs) 22 23-32.5 17 19-20 19 21 21 22 23 24

SITUATION ANALYSIS:
SWOT ANALYSIS:
• Strengths: Brand Image; Quality; Captive finance solution; X1relatively affordable BMW; First crossover SUV. • Weaknesses: Dealer network; Service warranty. • Opportunities: Increase in millionaires; Cashing on diesel variants. • Threats: Competitors- Mercedes, Audi, VW, Toyota, Honda, etc.

OBJECTIVES:
• To achieve 10% market share in SUV segment by end of 2011. • Make X1 customer’s desired car. • Try to align production with rising market demand. • Increase dealer network. • Easier access to test drives. • Better showcase.

STRATEGIES:
• In all promotional activities, present clear, consistent image of quality & service to target market. Target- high income, young male/female drivers. Addmedium high income families. Expand the market beyond the current locations by inviting more dealerships. Prioritize urban markets, followed by semi urban. Training programs for sales representatives designed to encourage loyalty and enhance service image of BMW. Faster response to test-drive request & decrease in waiting period for delivery.

• • •
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Satisfactory Essays

    BMW case study
    • 679 Words
    • 2 Pages

    BMW case study

    The goal BMW should strive to achieve is to sell 100,000 units by end of the year 1996 which translates to about 10% year on year sales growth from the year 1992. This goal also means BMW gets about 8% market share of the luxury automobile sector in the year 1996 considering 3% annual growth rate in the luxury segment. This goal is realistically achievable given that the efforts of the ‘Second Great Opportunity’ have already started yielding results with a 23% unit sales increase for the year 1992. This is also very important to have this goal in order to keep up the momentum gained by the recent revamped advertising campaigns and strategies implemented. There can be an argument to make the goal as to increase market share to 10% but to achieve this figure the number of unit sales needed is higher than the capacity of BMW to produce vehicles and makes it come close to a mass producer which is clearly not in the BMW’s global strategy.…

    • 679 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Satisfactory Essays

    mini pestle
    • 433 Words
    • 2 Pages

    mini pestle

    BMW has a brand image of being powerful and luxurious. It is positioned in the exclusive car range where there exist many substitutes for BMW like mercedes, GM and Toyota. Thus the threat of substitutes for BMW is high.…

    • 433 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Good Essays

    Bmw Films Case
    • 578 Words
    • 3 Pages

    Bmw Films Case

    It took the firm about 50 years from its first automobile in 1929 to be firmly established in North America. But right when other Japanese cars entered the market in in the late 1980s, BMW went from one of the most brought luxury car to falling behind Lexus who became the number-one luxury import in the country. The brand had an outdated image and U.S sales went from 96.8 (thousands) in 1986 to 53.5 (thousands) in 1991 supported by Exhibit 1 and 4. But after taking drastic measure of reinvigorate itself in North American by introducing newer models and series that were more suitable for the North American market, a new brand image arose and BMW sales rebounded reach records level from 1996-2001. In 2001, BMW was definitely in its maturity phase where it has enough brand awareness amongst its target market that it didn’t’ need an extravagant marketing budget. In Exhibit 2, out of the luxury brands top 5 highest total sales, BMW was the second most selling brand while only spending half (62.4 million) of its competitors (134-215 million).…

    • 578 Words
    • 3 Pages
    Good Essays
    Read More
  • Powerful Essays

    Situation Analysis Bmw M5 Market
    • 2285 Words
    • 10 Pages

    Situation Analysis Bmw M5 Market

    BMW Group is one of the largest and most successful multi-brand automobile manufacturers in the world, headquartered in Munich, Germany. Just like many other automobile manufacturers, the company does not only manufactures, but also distributes and sells passenger cars including sedans, SUV, Coupe and Convertibles, etc. This report will give an evaluation for one of the popular model series, BMW M5, by investigating the product’s market.…

    • 2285 Words
    • 10 Pages
    Powerful Essays
    Read More
  • Satisfactory Essays

    Design a guide for businesses that defines aims and objectives in different sectors.
    • 413 Words
    • 2 Pages

    Design a guide for businesses that defines aims and objectives in different sectors.

    R - Realistic - The target has to be sensible, so it is possible for you to…

    • 413 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Powerful Essays

    Marketing Plan of Bentley Motors Limited
    • 1508 Words
    • 7 Pages

    Marketing Plan of Bentley Motors Limited

    2. Launch a Sports Utility Vehicle (SUV) in the United Kingdom in 2015. The model will be based on the Porsche Cayenne, and will be produced in the United Kingdom. The SUV will be priced around GBP 140,000.…

    • 1508 Words
    • 7 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Analysis of Bmw
    • 8483 Words
    • 34 Pages

    Analysis of Bmw

    The following report analyses the automobile operations of the BMW group in regard to its competitive position in the automobile market. BMW is a German premium car manufacturer comprising the three brands BMW, Mini and Rolls-Royce.…

    • 8483 Words
    • 34 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Strategic Marketing Plan for the Audi A1
    • 5186 Words
    • 21 Pages

    Strategic Marketing Plan for the Audi A1

    With the change in demand from society in the types of cars people wish to drive, we have to adjust the path we are taking to achieve our vision. We can only achieve this if we focus our full and uncompromising attention on the customer. That’s why our mission is:…

    • 5186 Words
    • 21 Pages
    Powerful Essays
    Read More
  • Good Essays

    Land Rover Case
    • 2205 Words
    • 7 Pages

    Land Rover Case

    After an extensive research regarding consumer demands for SUV's - there seems to be an increasing demand to develop SUV's to accommodate a consumers' safety, price value, usage purpose, and luxury needs to foster the constant change in consumer tastes and preferences. In order to satisfy these criteria, the ability to position the SUV correctly while targeting the appropriate consumers will determine the overall firm wide success in the future.…

    • 2205 Words
    • 7 Pages
    Good Essays
    Read More
  • Good Essays

    Internal Analysis on Bmw
    • 427 Words
    • 2 Pages

    Internal Analysis on Bmw

    BMW was formed in 1916 as an aircraft engine manufacturing company. Today’s BMW has become a leading automobile manufacturing company. It focuses on manufacturing luxury vehicle. So, what internal factors give BMW an advantage in meeting the needs of its target market?…

    • 427 Words
    • 2 Pages
    Good Essays
    Read More
  • Good Essays

    Audi A6 2012 Marketing Plan
    • 3019 Words
    • 13 Pages

    Audi A6 2012 Marketing Plan

    Premium auto brands sold 119,405 vehicles in April 2011 in the United States. Seven luxury automakers held more than 7% market share in April. Mercedes-Benz led the way with 16%, down from 17% in March. Audi, BMW, and Cadillac all grew their portions of the premium market. Audi owned 8.39% of the overall market share in April 2011. (Source: Good Car Bad Car Blog, Luxury Auto Market Share in America - April 2011, May 5th 2011)…

    • 3019 Words
    • 13 Pages
    Good Essays
    Read More
  • Satisfactory Essays

    BMW Harvard Case Studies
    • 836 Words
    • 4 Pages

    BMW Harvard Case Studies

    Firstly, the launch of the BMW Z3 is significant for the company as it helped the company inch closer towards their long term goal in becoming a global brand. Prior to the introduction of BMW Z3, the most common mindset of the general public about BMW is that the superior quality of their products are due to the fact that it was made in Germany. With the Z3 manufactured in Spartanburg USA, BMW can show that they can be a successful global company by manufacturing at strategic locations even when it’s not in Bavaria. Furthermore, this launch had helped people to associate the quality of BMW’s product to the company itself rather than its manufacturing location.…

    • 836 Words
    • 4 Pages
    Satisfactory Essays
    Read More
  • Powerful Essays

    Bmw vs Mercedes
    • 7214 Words
    • 29 Pages

    Bmw vs Mercedes

    - BMW Homepage………………………………………………………………………………...20-22 Placing Orders…………………………………………………………………………..22-27 About Us/Search Engine/FAQ…………………………………………………...28 Contact detail and mail………………………………………………………..…..28 Content…………………………………………………………………….….…………...29 Other activities (Social Media, blogs, iPhone, iPad)………..…………29 Personal Opinion and Evaluation…………………………………..…………..30…

    • 7214 Words
    • 29 Pages
    Powerful Essays
    Read More
  • Satisfactory Essays

    Marketing Plan of VW
    • 1283 Words
    • 6 Pages

    Marketing Plan of VW

    Volkswagen is a German automobile manufacturer headquartered in Wolfsburg, Lower Saxony, Germany. Volkswagen is the original and top-selling marque of the Volkswagen Group, the biggest German automaker and the third largest automaker in the world.…

    • 1283 Words
    • 6 Pages
    Satisfactory Essays
    Read More
  • Powerful Essays

    Marketing Plan for Nissan Motors
    • 2825 Words
    • 9 Pages

    Marketing Plan for Nissan Motors

    We introduced our new line of vehicles in a multi-stage process focusing on our target consumer profile. We looked for the younger educated consumer with enough disposable cash to afford a higher premium on a car with advanced technology. This report will detail our marketing strategy including a description of how the marketing mix plays a key role in our roll out. We know that there are other automakers out there vying for our business; mainly VW, General Motors, and Toyota to name a few, but we have a product that can outperform what those other companies offer.…

    • 2825 Words
    • 9 Pages
    Powerful Essays
    Read More

Related Topics