Individual Writing Essay

Topics: BMW, Product management, Automatic transmission Pages: 6 (2175 words) Published: April 4, 2013
Student Name| Cristoforus Darryl|
Student ID| 12776543|
Subject| Individual Writing Essay|
Course Code| BU1008|
Lecture Name| Budi Santoso and Derrick Lee|

Table of Contents
Q1: Select a specific model of BMW vehicle.2
(a) Apply the total product concept to the chosen vehicle, and two of its competitors. Present evidence from your research for each level using a table.2
(b) Which has the greatest differential advantage and why?2
Q2: Compare each of the three competitors in terms of their stage in the product life cycle. Justify your answer with supporting evidence.4
Q3: How critical is branding for high involvement products such as these? Why? (What is a brand? Apply the dimensions of a brand to the case product).6


For the first of all, BMW is car which is produced by the German company, Bayerische Motoren Werke AG and BMW means for performance and luxury. The fact is that from the beginning BMW is not a car company but from aircraft engine manufacturer then transforms into motorcycle and automobile maker and become a company and brand.

The BMW’s logo is one of the most divergent ever created and generally known over the world; it presents the letters BMW at the top of the outer ring and a blue-white checkered design in the inner ring.

In this paper, I want to show there are three questions below which are related to BMW and its marketing.

Q1: Select a specific model of BMW vehicle.
(a) Apply the total product concept to the chosen vehicle, and two of its competitors. Present evidence from your research for each level using a table. (b) Which has the greatest differential advantage and why?

Total Product Concept| BMW 7Series | Chevrolet Camaro ZL1| Honda CRZ| Core Product| Used for driving, faster reaching target location.| Used for driving| Used for driving| Actual Product:Brand Perception( revea-led-worlds-top-car-brands-20121004-2716a), Style( consumers-see-fewer-differences-among-car-brands),Features and others.| * Good Quality * Brand Perception isbest at performance, 12th best brand in the world in year 2012 * Most stylish car in 2011 * Nice features.(bmw/7-series/2012)| * Good Quality * Do not have brand perception best at,not in the top 100 best brand in theworld in year2012. * The stylish is trailingby 2 % with BMW. * Standard features(chevrolet/camaro/2012)| * Good Quality * Brand Perception is best at value of car, 21st best brand in the world * Not include in thetop five best for the stylish car. * Standard features( honda/cr-z/2012)| Augmented Product:Warranty, packages, andothers.| * 4 yr./ 50000 mi * warranty.(bmw/7-series/2012) * Nice packages.(bmw/7-series/2012)| * 3 yr./ 36000 mi. warranty(chevrolet/camaro/2012) * Standard pack-ages. (chevrolet/camaro/2012)| * 3 yr./ 36000 mi. warranty (honda/cr-z/2012) * No packages.(honda/cr-z/2012)| Firstly, for question one, I will show a table which present the total product concept applied to BMW 7 Series with Chevrolet Camaro ZL1 and Honda CR-Z. Each of these cars has their own advantages and disadvantages. There are four advantages in BMW 7 series. One of them is this car has smooth and powerful engine, it is matched from the brand’s message that BMW is a Ultimate Power Machine. Another is a standout handling. This car can save people who are walking on the road when this car sprint with high speed, it can stop half a mile before it hit the people (except if the range between the car and the people is very close). Thirdly is the supreme long-distance capability. People who want to drive long distances should buy this car, it is a very fast car which can reach up to 315 horse power. Last one is the majestic seats. The seats are very magnificent due to made of premium leather. Another car is Chevrolet Camaro ZL1 which has 4 advantages too. The first one is that this car has strong...

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