AM-Essay-unit-IV-Thao-Nguyen.docx - Running Head BMW CASE...

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Running Head: BMW CASE STUDY ANALYSIS 1 Unit IV essay – BMW Case study Nguyen Thi Vi Thao Columbia Southern University
BMW CASE STUDY ANALYSIS ` 2 Part 1: BMW’s consumer buying process: The consumer buying decision process consists of five stages Problem recognition, Information search, Evaluation of alternatives, Purchase decision, and post-purchase behavior The consumer buying decision process consists of five
BMW CASE STUDY ANALYSIS ` 3 stages Problem recognition, Information search, Evaluation of alternatives, Purchase decision, and post-purchase behavior The consumer buying decision process consists of five stages Problem recognition, Information search,
BMW CASE STUDY ANALYSIS ` 4 Evaluation of alternatives, Purchase decision, and post-purchase behavior The consumer buying decision process consists of five stages Problem recognition, Information search, Evaluation of alternatives, Purchase decision, and post-purchase behavior The
BMW CASE STUDY ANALYSIS ` 5 consumer buying decision process consists of five stages Problem recognition, Information search, Evaluation of alternatives, Purchase decision, and post-purchase behavior 1. According to Kotler, P. (2017), the consumer buying decision process is including five stages: a. Problem recognition: BMW found the customer’s normal needs in moving, driving and the target customers, then created their marketing strategy before creating any new car samples. According to the Maslow theory, people has 5 levels of needs: i. Physical needs: People need the vehicles that can move them from “A position” to “B position”. With this demands, customer’s requirement to a car is low in cost.
BMW CASE STUDY ANALYSIS ` 6 ii. Safety needs: Besides the demand of moving, people will need the good quality of the car to protect themselves on the ride. This demand will require the car with entry level in middle cost. iii. Social needs: After appropriate quality and cost with general customers, BMW developed their performance by designing their cars with varied size and have sporty sedan. They marketed to customers about their brand as the symbol of prestige and achievement of business men. Therefore, the price will be mid- higher suitably for them. iv. Esteem needs: understand the trends of users in using cars, which customers want more of design style, price, size, etc. which are suitable for each specified customer target, BMW created the unique cars such as SUVs, convertibles, and roadsters, etc. with suitable premium price for each target customers like family – focus or business – focus. v. Self-actualization needs: BMW found the needs of self-actualization of upper class, successful business men (single or having family) who have high income and tend to buy luxury car which can honoring their achievements. To compete with the other competitors, BMW created high performance and luxury cars for upper class, such as adding electronic monitoring in cars to control the airflow, car windows, doors, and lights, etc. and integrated them in just one click system called iDrive.

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