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) and Motorcycles. BMW operates three business segments that include Automobiles, Motorcycles and Financial Services. BMW is the parent company of the Mini and Rolls-Royce car brands1. The company's slogans in the U.S are "The Ultimate Driving Machine" and "Sheer Driving Pleasure". 2 Marketing Mix:
Innovative engineering and technology are at the core of what makes a BMW the amazing automobile it is today. Every detail of a BMW is designed with a single goal in mind: to enhance the joy of driving. BMW engineers have high priorities of providing more exhilaration, more comfort, and enhancing driving safety. The target market of BMW is typically the upper middle class with the average income of about 150,000 dollars a year. Two thirds BMW owners were male, married, and did not have children. In most recent times, the target market has had a focus on the middle aged but continues to have a wide range of target market from ages 25 - 55 years old.3 The External Environment
The industry environment shows low threat of new entrants within the competitive market that will not have any impact on the market that BMW is currently apart of. There is a low bargaining power of suppliers, and a high bargaining power of buyers. There is a moderate threat of substitute products. Within the market that the luxury cars are apart of, there is always an expected intense rivalry among apposing automobile companies. Between Mercedes, Audi, and Lexus, the competitors are constantly competing to find ways to supersede their opponents. The BMW Group has been understanding about the current economic stance of the United States and other countries as well. They have taken steps to help by opening branches and expanding to create jobs. Because...
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