Bmw Marketing

[pic]

Marketing perspectives for Bayerische Motoren Werke AG
(Bavarian Motor Works)

TABLE OF CONTENTS

An overview of Bayerische Motoren Werke AG----------------------------------P.4
BMW – Mission-------------------------------------------------------------------------P.5
Automobile Market--------------------------------------------------------------------P.9
BMW – “The Ultimate Marketing Machine”-----------------------------------P.12 Customer-driven------------------------------------------------------------------P.12 Competitor-focused--------------------------------------------------------------P.13 Inter-functionally coordinated ------------------------------------------------P.16
Holistic marketing approach-------------------------------------------------------P.16 Internal Marketing--------------------------------------------------------------P.16 Integrated Marketing------------------------------------------------------------P.17 Performance Marketing---------------------------------------------------------P.19 Relationship Marketing---------------------------------------------------------P.20
BMW - Market Orientation Changed Overtime--------------------------------P.21
Upcoming Barriers and Challenges for BMW----------------------------------P.24
BMW - Marketing Research Activities -------------------------------------------P.26 Survey -----------------------------------------------------------------------------P.26 Focus Group and Observational Research----------------------------------P.27 Experiential Research ----------------------------------------------------------P.27 Industry Report and Census----------------------------------------------------P.28 Recommendations for BMW Marketing Researches-----------------------P.29
Conclusion------------------------------------------------------------------------------P.31
References

References: 2. Bloomberg Businessweek. (2006). BMW targets new drivers [online]. Available from: http://www.businessweek.com/autos/content/may2006/bw20060505_260847.htm [Assessed April 14, 2011] 3. BMW. (2011). Who we are [online]. Available from: http://www.bmwgroup.com/e/nav/index.html?../0_0_www_bmwgroup_com/home/home.html&source=overview [Accessed April 2, 2011] 4. BMW. (2011). 2010 Annual report, [online] Available from: http://www.bmwgroup.com/e/0_0_www_bmwgroup_com/investor_relations/finanzberichte/geschaeftsberichte/2010/geschaeftsbericht_2010.shtml [Accessed March 23, 2011] 5 [Assessed April 10, 2011] 6 [Accessed March 25, 2011] 7 8. David, F.R. (1989) How Companies Define Their Mission. Long Range Planning, Vol.22, No.1, pp 90 to 97. 9. Executive Oasis. (2011). BMW Driving Training Corporate Program [online] Available from: http://www.executiveoasis.com/outlines/BMWWinterExecutiveOasis.pdf [Accessed March 30, 2011] 10. Euromonitor. (2009). Consumer Lifestyles in China [online]. [Accessed March 31, 2011] 11 [Accessed March 28, 2011] 12 [Assessed April 12, 2011] 13 14. Hooley, G.J., Lynch, J.E., and Shepherd, J. (1990). The marketing concept: Putting the theory into practice. European Journal of Marketing, Vol. 24, No.9, p.7-24 15 16. Kotler, P. and Keller, K.L (2009) Marketing Management, 13th Ed, Pearson/Prentice Hall. Chapter 1, 2, 4, 17. 17. Levitt, T. (1960) Marketing Myopia. Harvard Business Review, July-August, p.45-56. 18. Malhotra, N.K. and Peterson, M. (2001). Marketing research in the new millennium: emerging issues and trends. Marketing Intelligence and Planning, Vol. 19, No.4, p347-366. 19. Maklan, S. and Knox, S. (1997). Reinventing the brand: bridging the gap between customer and brand value. The Journal of Product and Brand Management, Vol.6, No.2, P119-129. 20. Market Research World. (2011). The Guide to BMW owners [online]. Available from: http://www.marketresearchworld.net/index.php?option=com_content&task=view&id=652 [Accessed April 16, 2011] 21. McCarthy E.J. (1960). Basic Marketing. A Managerial Approach, 17th Ed, Richard D. Irwin, Inc. 22. Millward Brown. (2010). Top 100 Most valuable global brands 2010 [online]. Available from http://www.millwardbrown.com/Libraries/Optimor_BrandZ_Files/2010_BrandZ_Top100_Report.sflb.ashx [Accessed March 25, 2011] 23. National Geographic (2008). Ultimate Factories [online]. Available from: http://channel.nationalgeographic.com/series/ultimate-factories/3326/Overview [Assessed April 10, 2011] 24. OICA. (2010). 2010 Provisional Production Statistic [online]. [Accessed March 31, 2011] 25 26. Prabdu, J.C., Chandy, R.K and Ellis, M.E. (2005). The impact of acquisitions on innovation: poison pill, placebo, or tonic? Journal of Marketing, Vol. 69 No.1, pp 114-30. 27. Ryals, L. and Wilson, H. (2005). Experimental methods in market research: from information to insight, International Journal of Market Research, Vol. 47, No.4, p347-366. 28. Slater, S.F. and Narver, J.C. (1994). Market Orientation, customer value, and superior performance, Business Horizons, March-April, 22-28 29 [Assessed April 10, 2011] 30 31. Universum. (2011). The World’s Most Attractive Employers 2009. [online] Available from http://www.universum.se/IDEAL-Employer-Rankings/Archive/Germany/2009/Professional-Survey [Accessed March 30, 2011] 32. Wagner, .R. (2000). Who Manufactures Mini Coopers? [online] Available from: http://www.ehow.com/facts_5087958_manufactures-mini-coopers.html [Assessed April 9, 2011] 33 [Accessed March 25, 2011]