Marketing Mix For BMW
Executive Summary
As one of the most significant inventions in human history, the amount of cars had increased rapidly in the recent years. The competition had been much more intense in automotive manufacturing. Therefore, it was necessary for BMW to find a useful marketing mix. A survey and two interviews were conducted and the Internet was used to search for some data as methods to gain the result. The findings will show the marketing mix of its major competitor and talk about two marketing mixes and a SWOT analysis for BMW. The strengths of two marketing mixes and the errors of research would be discussed. In the conclusion, there would be a judgment about the preferred marketing mix.
1.0 Introduction
The purpose of this research is to elaborate the marketing mix of BMW’s car which is a common transport in our daily life. People can drive it to anywhere on the land they want. BMW’s car will make people more comfortable when traveling. The target market for this product is the upper middle class in a company. This product’s market is successful because it gives consumers chance to test drive and its marketing mix will change in different locations (BMW 's Experiential Marketing Mix, 2009). The reason for choosing this product is that my family has a BMW’s car and I want to know why it is so popular in the world. The SWOT analysis of BMW is divided in 4 main parts, including strengths, weaknesses, opportunities and threats. The analysis shows that BMW has many advantages but also has some problems need to be solved. Additionally, the 4Ps were used to determine the product, price, place and promotion of BMW. The outcome of research hope to find which is the preferred marketing mix for BMW and the reason why it can be outstanding in hundreds of automobile manufacturers.
2.0 Methods
I conduct two researches in order to obtain the result. First, I make a survey of 50 people, both males and females above the age of 35 years in Nanjing to make sure the
As one of the most significant inventions in human history, the amount of cars had increased rapidly in the recent years. The competition had been much more intense in automotive manufacturing. Therefore, it was necessary for BMW to find a useful marketing mix. A survey and two interviews were conducted and the Internet was used to search for some data as methods to gain the result. The findings will show the marketing mix of its major competitor and talk about two marketing mixes and a SWOT analysis for BMW. The strengths of two marketing mixes and the errors of research would be discussed. In the conclusion, there would be a judgment about the preferred marketing mix.
1.0 Introduction
The purpose of this research is to elaborate the marketing mix of BMW’s car which is a common transport in our daily life. People can drive it to anywhere on the land they want. BMW’s car will make people more comfortable when traveling. The target market for this product is the upper middle class in a company. This product’s market is successful because it gives consumers chance to test drive and its marketing mix will change in different locations (BMW 's Experiential Marketing Mix, 2009). The reason for choosing this product is that my family has a BMW’s car and I want to know why it is so popular in the world. The SWOT analysis of BMW is divided in 4 main parts, including strengths, weaknesses, opportunities and threats. The analysis shows that BMW has many advantages but also has some problems need to be solved. Additionally, the 4Ps were used to determine the product, price, place and promotion of BMW. The outcome of research hope to find which is the preferred marketing mix for BMW and the reason why it can be outstanding in hundreds of automobile manufacturers.
2.0 Methods
I conduct two researches in order to obtain the result. First, I make a survey of 50 people, both males and females above the age of 35 years in Nanjing to make sure the