marketing strategy of BMW which helps them excess to their competitors like Mercedes or
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.
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