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Running head: ADVANCED MARKETING - UNIT VI CASE STUDY 1Assignment: Unit IV Case StudyBMW Case StudyHUYNH KIM BINHColumbia Southern University
BMW Case Study2IntroductionBayerische Motoren Werke Aktiengesellschaft (BMW AG) is proudness of Bavaria region – the same city with Bayern Munich football club. BMW was found in March 7th, 1916 in Munich, Bavaria, Germany. BMW served in field automotive, motorcycles, financial Services. BMW had wide market over the world with more than 150 countries. BWM focus on the luxury car and be the 12th car-maker in the world making over 2,279 million cars in 2015. Until 2015; total employees of BMW was 122,244 and sales revenue of 2015 was 92.175 billion EURO. BMW sells its cars and motorcycles under 5 different brands: BMW, Mini, Rolls-Royce. Its mainmarkets are China, the U.S., Germany, Great Britain and France. In China alone, BMW has sold over 464,000 cars and motorcycles in 2015. In this essay; the first part will be the consumer procedure and some issues relating BMWmarketing and second part will be PEST analysis, SWOT analysis, BMW problems and recommendations.Part 11.Consumer purchasing process stages and applications for BMW, support for the Marketing team. The stages of the consumer buying processApplication with BMW1.Demand recognition According to Freud’s theory, Maslow’s hierarchy of needs and Hersberg’s Two Factor Theory, human’s demand will increase time by time and from basic demand to advanced demand. When people are During 1980s and 1990s, BMW exploded their growth thanks to the increasing demand of a collectiveness of residence, professional yuppies who
BMW Case Study3satisfied one demand; they will escalate to new higher demand. For example; at first the people haveenough eating demand but when adequate eating demand have been satisfied; they will change delicious eating demand. want the car to speak for their success. Realizing this demand; BMW has launched the Series Car of 3, 5 or 7 in same design in three different dimension to meet the needs profitably.From 2000s, when attitude of consumer on car changed from less care about bragging rights of BWM brand to expect variety of design; size, price and style. Then; BWM have adapted in according to needs such as: targeting specific market segment by launching premium car such SUVs, convertibles and roadster and redesigning 3;5 or 7 Series to be more better in outlook. 2.Valuable information collectionBefore making any Goods or Services purchasing decision, consumers will collect the most valuable information for coming products and services from many sources such as their relatives; internet; advertising; sales representative and trial using. BMW has successfully kept customer be loyal with BWM brand by many ways in which annually held Bimmerfest. From this way; former BWM possessor will introduce for theirrelatives and friends about the quality; performance of BWM and information
BMW Case Study4from relatives will significantly impact to buying decision.