Why BMW Group has been successful?
Why BMW Group has been successful?
BMW Group is a famous auto company all over world, stands for "Bayerische Motoren Werhe AG" in English ”Bavarian Motor Works” who is also the leader in a luxury car manufacturer and seller in the world. BMW Group was founded in 1916 and headquartered in Munich, Bavaria, Germany. It consists of an initial aircraft engine manufacturing plant to become enterprise groups dominated by limousine today, and produce the world-renowned aircraft engines, SUVs and motorcycles. It also owns and produces Mini cars, and is the parent company of Rolls-Royce Motor Cars. BMW produces motorcycles under BMW Motorrad. In 2010, the BMW group produced 1,481,253 automobiles across all its brands. BMW is part of the "German Big 3" luxury automakers, along with Audi and Mercedes-Benz, which are the three best-selling luxury automakers in the world. ( http://www.wikipedia.com)
BMW Group employs more than 1 million employees in more than 40 countries. BMW Group has worldwide subsidiaries and manufacturing plants in Germany, the UK, the USA, Egypt, China, South Africa, Brazil, South Africa etc. (http://www.bmwgroup.com)
The marketing strategy of BMW Group is based on having a powerful brand core value as” The Ultimate Driving Machine” and “Sheer Driving Pleasure”. Therefore, BMW always strive to improve car handling, making driving as a pleasure, an enjoyment. There is no doubt that BMW 's success is inseparable from the perfect marketing mix that conforms to the brand positing developed from core value. Marketing mix is also called 4 P’s of marketing i.e. Product, Price, Promotion and Place. Furthermore, marketing mix will be used to further research that marketing strategy of BMW.
As the first one is product. The current BMW cars have a 1, 3, 5, 6, 7, I, M, X, Z series. Among them, 1 Series is a compact car, 3 Series is a mid-sized car, 5 Series is a middle-large size car, 6 Series is a two-door coupe, 7 Series is a luxury car, I Series
BMW Group is a famous auto company all over world, stands for "Bayerische Motoren Werhe AG" in English ”Bavarian Motor Works” who is also the leader in a luxury car manufacturer and seller in the world. BMW Group was founded in 1916 and headquartered in Munich, Bavaria, Germany. It consists of an initial aircraft engine manufacturing plant to become enterprise groups dominated by limousine today, and produce the world-renowned aircraft engines, SUVs and motorcycles. It also owns and produces Mini cars, and is the parent company of Rolls-Royce Motor Cars. BMW produces motorcycles under BMW Motorrad. In 2010, the BMW group produced 1,481,253 automobiles across all its brands. BMW is part of the "German Big 3" luxury automakers, along with Audi and Mercedes-Benz, which are the three best-selling luxury automakers in the world. ( http://www.wikipedia.com)
BMW Group employs more than 1 million employees in more than 40 countries. BMW Group has worldwide subsidiaries and manufacturing plants in Germany, the UK, the USA, Egypt, China, South Africa, Brazil, South Africa etc. (http://www.bmwgroup.com)
The marketing strategy of BMW Group is based on having a powerful brand core value as” The Ultimate Driving Machine” and “Sheer Driving Pleasure”. Therefore, BMW always strive to improve car handling, making driving as a pleasure, an enjoyment. There is no doubt that BMW 's success is inseparable from the perfect marketing mix that conforms to the brand positing developed from core value. Marketing mix is also called 4 P’s of marketing i.e. Product, Price, Promotion and Place. Furthermore, marketing mix will be used to further research that marketing strategy of BMW.
As the first one is product. The current BMW cars have a 1, 3, 5, 6, 7, I, M, X, Z series. Among them, 1 Series is a compact car, 3 Series is a mid-sized car, 5 Series is a middle-large size car, 6 Series is a two-door coupe, 7 Series is a luxury car, I Series
References: 1. Philip, K and Kevin Lane, K. (2011). Marketing Management (13th edn.) Beijing: Tsinghua University Press. 2. Marketing strategy and Pricing strategy of BMW. http://www.ukseeays.comﾧ [Accessed 19 Aug. 2013] 3. The company profile of BMW. http://innovationleaders.org/bmw_company_profile.htmlﾧ [Accessed 19 Aug. 2013] 4. TONG Na. (2011). Localized marketing strategy boosts BMW’s China sales. China economic net. 5. WANG Jinggang (2009).《宝马公司营销策略分析与产品定位》. http://wenku.baidu.com/view/b70a1673a417866fb84a8e28.htmlﾧ [Accessed 19 Aug. 2013] 6. 《宝马4p组合》. http://wenku.baidu.com/view/170ce8e4524de518964b7dd8.html [Accessed 19 Aug. 2013] 7. http://www.wikipedia.com [Accessed 23 Aug. 2013] 8. http://www.bmwgroup.com [Accessed 19 Aug. 2013]