Bmw Marketing

Topics: Marketing, BMW, Marketing research Pages: 15 (4353 words) Published: January 31, 2012
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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 ------------------------------------------------------------------------------P.32

An overview of Bayerische Motoren Werke AG
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Bayerische Motoren Werke (BMW) is a German company founded in 1916, produces premium automobile, motorcycle and engine. BMW is famous for its performance and luxury vehicles, and is a global leader in premium car market (BMW, 2011). According to the BrandZ Top 100 survey (Millward Brown 2010), BMW has beaten Toyota and become the number one in most valuable auto brands worldwide.

In 1918, BMW’s business was mainly focused on aircraft engines. The circular blue and white BMW round logo is portrayed by BMW as the movement of an aircraft propeller visualized with the blue and white colors of the flag of Bavaria (Williams, 2007). Today, BMW group operates three main famous brands: BMW, Mini brand, and Rolls-Royce Motor Cars. In 2010, BMW group’s sale volume reached 1,461,166 cars and sale revenue has topped Euro 60,477 millions. The company has worldwide subsidiaries and manufacturing plants over 150 countries. The company also operates its own financing company with business volume of Euro 66,233 Millions (BMW 2011). [pic]

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BMW - Mission
Derived from the article, “Marketing Myopia” (Levitt 1960), demonstrated many companies are confused with their business purposes and industries they are operating. The author specially pointed out the automobile giant “Ford” has been heavily product-orientated and loss the focus on their customer needs. Given the competitive automobile industry today, BMW definitely will not make the same mistake. Helmut Panke, former BMW chairman emphasized: “Never build a boring BMW. This message has huge resonance and brings together everyone on our mission” (Franzen 2004).

Campbell and Yeung (1991) have developed model of mission that included 4 core elements – purpose, strategy, behavior standards and values. These values are illustrated in the Ashridge mission model and valuables are coexisting.

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BMW’s mission statement up to the year 2020 is clearly defined: “the BMW...

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]
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