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Running head: UNIT IV CASE STUDY 1 Unit IV Case Study Erica D. Howell Columbia Southern University
UNIT IV CASE STUDY 2 Unit IV Case Study Bayerische Motoren Werke AG, commonly known as BMW, is a German company that produces “ultimate driving machines” (Kotler & Keller, 2016). Founded in 1916, the company first produced aircraft machines for both World Wars I and II. The organization then began producing automobiles and motorcycles. BMW’s brand has a revenue of over $100 billion. The company is well respected today with brands BMW, MINI, and Rolls-Royce (Kotler & Keller, 2016). BMW is one of the most high-performing and luxurious brands in the world. BMW Group is distinctive with their logo as it includes a round, sky-blue background with “BMW” at the top, that which was made to show the colors of their company’s headquarters; Free State of Bavaria (Kotler & Keller, 2016). In the 1980s and 1990s, the organization expanded when baby boomers and professional yuppies wanted a car to align with their success. BMW targeted that specific market by producing sporty sedans to match their achievements. Beemer and Bimmer were created by that target market and are the two slang terms for BMW cars and motorcycles that are still being used today (Kotler & Keller, 2016). BMW continues to provide high- performance and luxurious vehicles for customers to meet their needs and desires. The company targets all high-end markets and has proven to match the prestige and success of their consumers (Kotler & Keller, 2016). The Consumer-Buying Process There are six stages to the consumer-buying process: problem recognition, information search, evaluation of alternatives, purchase decision, purchase, and post purchase evaluation (Jones, 2014). First, before a consumer decides to make a purchase, they develop a reason as to why they want, or need the product. Consumers will separate themselves or situation that is different from reality. Furthermore, BMW must start with marketing tactics and share facts as to
UNIT IV CASE STUDY 3 why the consumer should begin the buying process. The customer will then have an idea of their problem in hopes that it will be solved (Jones, 2014). Next, once the problem is recognized, the customer begins the information search process. Customers know there is an issue, and they begin to look for a solution. For example, the consumer is looking for a luxury vehicle with the latest enhancements and technology, they begin to look for technology enhanced luxurious vehicles (Jones, 2014). BMW marketers must then be established with the brand and the specific needs and desires of the customer. By showing knowledge and expertise in all aspects of the brand, it will keep the organization ahead of competition. Thirdly, once the consumers have gained more information about the product, they then begin to evaluate the alternatives.

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