Phung_Quoc_Thinh_Advanced_Marketing_Assignment_IV_Final.docx...

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Running head: Advanced Marketing – BMW Case Study ADVANCED MARKETING - BMW CASE STUDY Thinh Q Phung COLUMBIA SOUTHERN UNIVERSITY
Advanced Marketing - BMW Case Study 1 Introduction Bayerische Motoren Werke (BMW) is a German automobile manufacturer and world- wide recognized brand. It provides wide range of product target to different budget of user from low price to luxury (1 series to 7 series), different demand of user from sedan to SUV and other classification like roadster or coupe…etc. BMW’s vision target to future is electric, self-driving and connected car where cars can communicate with the others to make the transportation safety. While driving, the telematics system telecommunicates with other cars to keep safe distance and evaluate risk to pass the other to avoid crashing. In 2016, BMW has about 5000 employees dedicated in digital initiative – 300 of them have been working in in-house software division called BMW Car IT. BMW also has a partnership with Microsoft to develop BMW Open Mobility Cloud platform which promote a connected lifestyle [ CITATION Bra \l 1033 ]. To develop the connected car strategy, BMW and other manufactures will work with other technology firms to build a standard platform where allows cars from different manufactures can communicate together. Cisco is emerging as a promised company to build the network and provide the service platform Part 1 1. Examine and apply the consumer-buying process for BMW. Identify the steps and the application to BMW. How does this process assist the marketing team at BMW?
Advanced Marketing - BMW Case Study 2 Consumer-buying process includes five stages from Problem recognition, Information search, Evaluation of alternative, Purchase decision, and then Post-purchase behavior. In general, for buying a common product like a toothbrush, customers do not go through five steps to purchase the product. However, buying durables – a costly product like car, customer tend to go through the five stage of the purchasing process. So, let analyze how the application of the consumer-buying process help BMW in marketing their product. a) The five stages consumer-buying process [ CITATION Phi \l 1033 ] o Problem recognition: This is the first step of the process: before buying a product, customer need to be clearly aware of what their need is. What the main purpose of using the product in the life is. To be success in gaining customer buying BMW car. BMW needs to understand clearly the customer’s need then make a line of product to fulfill the customers’ need. For example, BMW is recognized as a luxury brand, driving a BMW car is a wordless statement to tell other people that they are prestige. However, buying a 5 series car may excess a success clerk’s budget. BMW recognizes the need of the range of people who need a luxury brand car with acceptable budget. That is the reason why BMW makes 1 series or X1.

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