Bmw Brand Analysis
Brand Analysis
Steven Tyson
Marketing Analysis – Grau
April 2, 2012
Introduction and Purpose
The automotive market is defined by the common goal of high efficiency, with the aim of lowering production costs and raising revenues. In this highly competitive landscape, standardization, components, and mass production are king. Yet, there is an outlier that refuses to abide by the market trend of efficiency over quality.
BMW continues to provide consistent growth both financially and in market share by believing that you can have the best of both worlds; a quality product that is made efficiently and doesn’t compromise the most important element of any car: the driver (Larrson, 2006). The purpose of this brand analysis is to dissect the BMW brand to better understand how Bavarian Motor Works has become the most successful premium automotive producer.
Overview of Company
BMW Headquarters: Munich, Germany
BMW Headquarters: Munich, Germany
BMW has become one of the most distinguished brands in the world after starting as an aircraft motor manufacturer in Munich, Germany in 1913. Close to a hundred years later, when drivers see the highly recognizable Blue and White propeller symbol on the highway, they get the instinct to push the pedal to metal or role down their windows to hear the distinct purr of a BMW accelerate by.
Brief History
The Dixi 3/15 PS made in 1928 became the first BMW made car in the world with just 15 horsepower, and after its first race win in 1930, The BMW Dixi started to make a name for itself selling over 18,000 cars. In 1933 BMW made its first distinguishing trademark with the twin-kidney shaped radiator grills on the 303. Its design can still be found on the manufacture’s cars today. After World War Two, the company was faced with destroyed factories and a three-year ban on producing anything because of an allied mandate for BMW’s participation in the manufacturing of rockets and aircraft engines during the war.
In 1951, the
Steven Tyson
Marketing Analysis – Grau
April 2, 2012
Introduction and Purpose
The automotive market is defined by the common goal of high efficiency, with the aim of lowering production costs and raising revenues. In this highly competitive landscape, standardization, components, and mass production are king. Yet, there is an outlier that refuses to abide by the market trend of efficiency over quality.
BMW continues to provide consistent growth both financially and in market share by believing that you can have the best of both worlds; a quality product that is made efficiently and doesn’t compromise the most important element of any car: the driver (Larrson, 2006). The purpose of this brand analysis is to dissect the BMW brand to better understand how Bavarian Motor Works has become the most successful premium automotive producer.
Overview of Company
BMW Headquarters: Munich, Germany
BMW Headquarters: Munich, Germany
BMW has become one of the most distinguished brands in the world after starting as an aircraft motor manufacturer in Munich, Germany in 1913. Close to a hundred years later, when drivers see the highly recognizable Blue and White propeller symbol on the highway, they get the instinct to push the pedal to metal or role down their windows to hear the distinct purr of a BMW accelerate by.
Brief History
The Dixi 3/15 PS made in 1928 became the first BMW made car in the world with just 15 horsepower, and after its first race win in 1930, The BMW Dixi started to make a name for itself selling over 18,000 cars. In 1933 BMW made its first distinguishing trademark with the twin-kidney shaped radiator grills on the 303. Its design can still be found on the manufacture’s cars today. After World War Two, the company was faced with destroyed factories and a three-year ban on producing anything because of an allied mandate for BMW’s participation in the manufacturing of rockets and aircraft engines during the war.
In 1951, the
Cited: Case study: Bmw. (2011). Retrieved from http://wps.pearsoned.co.uk/ema_uk_he_kotler_euromm _1/126/32286/8265285.cw/content/index.html Gabriela (2012) Global car and automotive sales. In (2011). F4111-GL (p. 32). IBISWold. Retrieved from http://clients .ibisworld.com/globalindustry/default.aspx?indid=1320 Koneru, M Krebs, M. (2008, December 05). Bmw sales plunge as global recession hits affluent buyers. Retrieved from http://www.autoobserver.com/2008/12/bmw-sales-plunge-as-global-recession-hits- affluent-buyers.html Larrson, H O 'Connell, P. (2003, June 09). Bmw 's shifting strategy. Retrieved fromhttp://www.businessweek.com/ bwdaily/dnflash/jun2003/nf2003069_6720_db053.htm Pilotta, J Popescu, T. (2000). The history of bmw. Retrieved from http://www.fantasycars.com/sedans/ column/sedans2_bmwhistory.html Marketing to affluent consumers - us Stealing Share. (2012). Bmw branding strategy. Retrieved from http://www.stealingshare. com/content/1148328698453.htm Uk bmw education