Marketing strategy of bmw which helps them excess to

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marketing strategy of BMW which helps them excess to their competitors like Mercedes or Jaguar. However, BMW needs to reinstate their strategy and repositioning which is the current trend of their customer behaviors. Nowadays, many consumers think of their living environment or the green life of the globe. They tend to consume the products which are environment friendly. So, the next stage of car industry is green technology or electric car. BMW need to anticipate this trend and investing their resource properly to lead the green technology applied to their products. But when the new technology can replace entirely the current one is still a big question that BMW need to find an exactly answer so that they do not cost much resource but too soon to bring the profit. To find the correct answer for the question, BMW needs to do a marketing research to know how many percent of consumer willing expense for the environment-friendly product. The question is also a marketing problem subject for seeking or conducting a marketing research which target to know how many percent of consumer willing to pay for electric car. Then, BMW takes a next step the design and develop research plan to fulfill to their target. They also need to collect information and analyze the collected information to make the outcome. The last step after their finding, they need to evaluate the associated factor like if there is any improvement of the current technology can compete with them, or the new technology is powerful enough to happy customer experience in good performance. Part 2 To analyze how to compose a efficient marketing campaign for BMW, we need to do situation analysis, define the objective for what BMW want to gain, define a clear strategy to
Advanced Marketing - BMW Case Study 9 gain the defined objectives and the tactic to achieve the goals, then making a plan and implement the plan based on their current resource to meet the goals. In the scope of this assignment, we shall do situation analysis and propose a proper strategy for BMW develop their future based on the current situation with numerous unanticipated factors happened in recent days. We shall go step by step from understanding where BMW is now – what the advantage, disadvantage is, and what BMW should be in next stage. 1. Situational Analysis a) External environment: BMW’s business aligns with the global business state, any incidence affect to global business state will result in change in BMW’s strategy and grow plan execution. External environment factors include political, economic, sociocultural, and technology aspect (PEST) that marketers need to consider in their research. Political: As BMW is global brand name and has world-wide business so any change in political aspect in major countries like United State, Canada or Europe may result in negative or positive effects to their business. In general, the global political system was stable before recent shock on the first days of year 2020. The world was

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