MBA 5501_Unit IV_bai tham khao.docx - Running head BMW CASE...

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Running head: BMW CASE STUDY 1 Unit IV Case Study Columbia Southern University
BMW CASE STUDY 2 Introduction BMW Group – one of Germany’s largest industrial companies – is one of the most successful car and motorcycle manufacturers in the world. The vehicles manufactured by BMW set the highest standards in terms of aesthetics, dynamics, technology and quality, borne out by the company’s leading position in engineering and innovation (Global Automotive, 2020). In BMW Group official website (2020), BMW mentions that currently, with its 31 production and assembly facilities in 15 countries as well as a global sales network, it is the world’s leading manufacturer of premium automobiles and motorcycles, and provider of premium financial and mobility services. Among various factors that contribute to the success of BMW, it could be said that marketing plays an essential role in helping BMW achieve its current position as one of the most successful car and motorcycle manufacturers in the world. In this assignment, the case will be critically analyzed in terms of marketing aspect. Part 1 Application of consumer-buying process to BMW According to Kotler and Keller (2016), the consumer buying process comprises five stages as described in the below figure 1, including problem recognition, information search, evaluation of alternatives, purchase decision and postpurchase behavior (p. 195).
BMW CASE STUDY 3 Figure 1. Five-Stage Model of the Consumer Buying Process (Kotler & Keller, 2016, p. 195) Applying this consumer buying process for BMW, each stage is described as follows: Problem recognition According to Kotler and Keller (2016), the buying process starts when the buyer recognizes a problem or need triggered by internal or external stimuli. With an internal stimulus, one of the person’s normal needs rises to a threshold level and becomes a drive. A need can also be aroused by an external stimulus (p.195). For instance, a person may admire a friend’s new BMW car which inspires thoughts about the possibility of making a purchase. In this case, the author mentions that the company applies various advertising tactics in order to reach each of its target segments (Kotler & Keller, 2016, p. 295). BMW marketing team
BMW CASE STUDY 4 must have identified the circumstances that trigger consumer need and then developed marketing strategies that spark consumer interest. For instance, Information search After the need is identified, a person starts to collect information about the kinds of cars available. Kotler and Keller (2016) distinguish four groups of information sources to which customers might turn: personal (family, friends), commercial (advertising, corporate websites), public (mass media, social media, consumer-rating organizations) and experiential (handling, examining, using the product) (p.196).

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