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TITLE PAGE
BMW
MAKE THE DIFFERENCES

Prepared for:
Dr. Beth C. Candol (Lecturer)
Marketing Strategy
University of Technical Education, HCMC
BA (Hons) Business Management (Top up)

Prepared by:
Hoang Huong Thien Ly
Class 12BABM
COD: 129125118

4th April 2013
EXECUTIVE SUMMARY
This assignment shows the marketing strategies and development process of them when BMW penetrates into Vietnam market. Based on analyses about internal and external factors, BMW can recognize their strengths, weaknesses, opportunities as well as threats. And from that, they will propose right and smart marketing strategies to penetrate market better. This report will include three major parts as follows: * Current strategies.

* Situational analysis
* and Marketing strategies for BMW

Table of Contents

Part 1 - INTRODUCTION4
Part 2 – CURRENT STRATEGIES5
Part 3 – BMW’S SITUATIONAL ANALYSIS6
3.1. Internal factors6
3.2. External factors7
a.Political factor7
b.Economic factor8
c.Social factor9
d.Technological factor9
3.3. SWOT analysis10
Part 4 – MARKETING STRATEGY FOR BMW11
4.1. Segmentation, Targeting & Positioning11
a.Segmentation11
b.Targeting11
c.Positioning12
4.2. Marketing mix12
a.Marketing objectives13
b.5P’s for BMW13
4.3. Monitor and Control15
Part 5 – CONCLUSION16
REFERENCES17
Appendix18

Part 1 - INTRODUCTION

As we know that, BMW is a famous commercial firm in the Car Manufacturing Business. Speaking of BMW, people speak of fashionable style, stable engine, news as well as famousness of this trade name. However, at present, the world is falling into bad economic crisis and The Car Manufacturing Business, including BMW is one of the most versatile and resilient businesses hit by the current economic crisis. Therefore, when penetrating deeply into Vietnam market – a developing country – BMW can face many difficulties, from viral marketing to advanced retail and brand management. Besides, the recent changes in consumer purchase – power and geo – demographics of the target markets in this industry can also caused disadvantages for BMW. So, to develop successfully in Vietnam market, BMW needs to find out appropriate strategies. Maybe say that, fundamentals of marketing strategy govern the way in which some of the car manufacturers operate and flourish. Based on that, BMW should set up many marketing strategies to penetrate successfully into this market.

Part 2 – CURRENT STRATEGIES
As we know that, BMW is a large and strong German manufacturer with many agents around the world. Every year, millions of car of BMW are purchased around the world. After a long time to research, perceiving that, Vietnam might be potential market at the Asian continent, BMW accessed this market on July 2007. Established in 2006, BMW Euro Auto is the BMW official authorized importer in Vietnam providing renowned BMW products and services, catering to growing demand for premium brand in Vietnam – one of Southeast Asia’s fastest growing economies. With this investment, BMW proposed new vision: to be creative in marketing, sales strategy and excellent “after –sales” services in order to expand market share and promote the distinctive and luxury image of BMW to Vietnamese customers (BMW, n.d). Through the media, we can see easily that even if famous around the world, when penetrating into Vietnam – a new market, BMW must still set up smart marketing strategies to direct customers to their products and BMW has used functional strategies to marketing their products and BMW's strategies usually focused on improving promotion. In the period of economic depression, needs in purchase car is considered as extravagant and dissipated needs. So, to excite demands in purchasing car, BMW had proposed many strategies and the most prominent strategies are: “The magic mirror” (2010) and “400 – millions – VND holiday” (2012)...
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