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Running head: UNIT IV CASE STUDY1Unit IV Case StudyJonathan KargColumbia Southern University
UNIT IV CASE STUDY2CASE STUDY: “MARKETING EXCELLENCE: BMW”Part One: EvaluationBMW, or Bayerische Motoren Werke, is a German automotive company which specializes in the development, marketing, and sale of luxury and performance vehicles. Getting it’s start in 1916 as an aircraft engine manufacturer, BMW has since become an international powerhouse in the automotive industry with loyal consumer groups in several different demographics. This success can be attributed to the company’s aggressive marketing towards specific demographics in popular trend groups based on popular demand by those specific groups. The consumer-buying process for BMW has also attributed to this marketing success. When consumers set out to purchase a vehicle, there is a significant amount of planning that goesinto deciding the best buy for their specific needs as well as amenities that are desired in a purchase as large as a new vehicle. Consumers at this stage recognize their needs that they wish to be met when deciding on their potential purchase. This information is then used for researching what product best serves the personal purpose. When a list of potential alternatives isaccumulated, a proper evaluation is performed and a decision on which choice is best suited for the consumer is made. After the decision has been made and the purchase has been completed, the post-purchase behavior of the consumer is monitored to ensure that there is the lowest level of buyer’s remorse, or, consumer regret, possible. This process can be used by the BMW marketing team to determine how to better respond to the target demographic and market their products as the easy choice for consumers. With the data that the marketing team gathers based on the evaluation of consumer behavior involving BMW’s products, the company is able to maintain standards conforming to popular trends involving consumers and market demands. Using data analytics, BMW can make
UNIT IV CASE STUDY3real-time marketing decisions to determine current customer desires and inclinations and how to promote the company’s products to the target demographics. Anticipation of marketing shifts is difficult to manage but the availability of big data and the business decisions that are able to be made by using statistical analysis of the data creates a new platform for consumer habit researching and application of updated procedures. BMW has built a reputation on giving consumers exactly what they want. When deciding to purchase a vehicle from the company, luxury is first and foremost what creates loyalty among consumers. Big data allows the marketing team to look beyond the obvious overlying demand for the luxury vehicle and use statistical analysis to play to the other strengths that the company possesses. The consumer experience is also affected by using data analytics because BMW is able to compile feedback

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