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Marketing Strategies for Bmw

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Marketing Strategies for Bmw
Marketing Strategies for BMW

Paper covers Current Marketing Strategies & Future Marketing Strategies

[08/02/07]

Dharmesh

BMW Group, headquartered in Munich, Germany, is one of the most successful multi brand premium automobile manufacturers in the world. The company manufactures, distributes and sells passenger cars (including Sedans, Coupes, and Convertibles etc) and motorcycles. BMW operates three business segments namely: Automobiles, Motorcycles and Financial Services. BMW is the parent company of the Mini and Rolls-Royce car brands, and, formerly, Rover (car)/Rover. The company's slogans in English are "The Ultimate Driving Machine" and "Sheer Driving Pleasure". The company produces, and markets, a varied range of higher end sporty cars and motorcycles. BMW has also manufactured the first passenger car running on hydrogen ready for common use, although the production figures are limited by the lack of a respective filling station net. In addition to cars and motorcycles, BMW operates an aircraft engine division under the brand name of Rolls Royce. The company has worldwide subsidiaries and manufacturing plants in Germany, Austria, the UK, the USA, Mexico, Brazil, South Africa, Egypt, Thailand, Malaysia, Indonesia, the Philippines and Vietnam. BMW Group is comprises of many segments within its vast portfolio but I would be only concentrating on Automobiles. BMW group are focused on fabricating a variety of tangible products, and also the group has many intangible financial services. The BMW Group’s automotive which I am more interested in this easy is portion of their portfolio consists of the three premium brands: BMW, MINI, and Rolls-Royce of which I would be more only looking at BMW and would also demonstrate their marketing. BMW is supported by 11 different model series which are: BMW C1, BMW 1 series, BMW 3 series, BMW 5 series, BMW 6 series, and BMW 7 series, BMW X 3, BMW X 5, BMW X 6 and the BMW Z4, BMW M5, BMW M6, and BMW Z4 M.

Well I agree


References:  Hespos, T. (2002) “BMW Films: The Ultimate Marketing Scheme, retrieved October 3, 2005, from http://www.imediaconnection.com/content/546.asp  Giardina, C  (2002) "BMW Films," retrieved October 3, 2005, from http://www.pmalink.org/awards/reggie/2002reggiewinners3.asp  www.bmweducation.co.uk/companyhistory
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