Marketing project 2 - Bayerische Motoren Werke commonly...

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-1 Bayerische Motoren Werke commonly know as BMW, is “one of the world's leading performance-luxury manufacturers of cars and motorcycles , along with being the parent company of the MINI and Rolls- Royce car brands“ (Wikipedia). BMW has really expanded from its initial target market, as it is not only is involved in the market for motorcycles, but has also moved into dissimilar variations of its signature performance- luxury car market. Being that BMW is apart of more than just one target market, BMW is officially employing a multi-segment marketing strategy. Outside of its most popular main line luxury and sporty type vehicles, BMW has also acquired the companies Rover (which it has sold off), Rolls-Royce, and has created the new MINI (also know as the “BMW MINI”) brand based off its predecessor brand name, Mini. Before getting into the logistics of BMW’s fairly new acquisitions, lets first take a look at BMW’s recent financial success. BMW’s multi-segment marketing strategy has worked well for the company as it reported a record high sales revenue for 2007. The company’s sales revenue increased by 14.3% to 56,018 million euros last year and according to Auto spectator “The total number of BMW, MINI and Rolls-Royce brand vehicles delivered to customers in 2007
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Marketing project 2 - Bayerische Motoren Werke commonly...

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