UNIT IV_BMW CASE STUDY
+ Safety needs: They also need the safety when traveling on a vehicle. With this need,
they need a car with average value.
+ Social needs: BMW conducts research on consumers' tastes to see if they want a car
with the design, price, and size. The company has created cars that meet many needs of
customers such as SUVs, convertibles. Their target customers are those with family and
+ Esteem needs: After meeting the price and quality needs, BMW has perfected the
design and performance with its product, in the shape of a sports car. These products carry on
themselves the image of success and prestige, directed at business customers. The cars
produced by BMW make consumers feel proud to own it. Therefore, the price of this car will
+ Self-actualization needs: BMW aims to the more advanced segment, the object of
this segment is successful entrepreneurs, the upper class. BMW recognizes their need to
express themselves. BMW creates cars with luxurious design, integrated technology, high
According to Kotler and Koller (2017), consumers can access products through
+ Personal source: Source of information provided by friends, relatives, family.
+ Commercial source: Information from website, sellers, advertisement.
+ Public source: Information in magazines and newspapers.
+ Experiential source: Information from reviews of products, comparing products
with other brands (Mercedes, Jaguar).