Mkt306
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 - INTRODUCTION 4 Part 2 – CURRENT STRATEGIES 5 Part 3 – BMW’S SITUATIONAL ANALYSIS 6 3.1. Internal factors 6 3.2. External factors 7 a. Political factor 7 b. Economic factor 8 c. Social factor 9 d. Technological factor 9 3.3. SWOT analysis 10 Part 4 – MARKETING STRATEGY FOR BMW 11 4.1. Segmentation, Targeting & Positioning 11 a. Segmentation 11 b. Targeting 11 c. Positioning 12 4.2. Marketing mix 12 a. Marketing objectives 13 b. 5P’s for BMW 13 4.3. Monitor and Control 15 Part 5 – CONCLUSION 16 REFERENCES 17 Appendix 18
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
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 - INTRODUCTION 4 Part 2 – CURRENT STRATEGIES 5 Part 3 – BMW’S SITUATIONAL ANALYSIS 6 3.1. Internal factors 6 3.2. External factors 7 a. Political factor 7 b. Economic factor 8 c. Social factor 9 d. Technological factor 9 3.3. SWOT analysis 10 Part 4 – MARKETING STRATEGY FOR BMW 11 4.1. Segmentation, Targeting & Positioning 11 a. Segmentation 11 b. Targeting 11 c. Positioning 12 4.2. Marketing mix 12 a. Marketing objectives 13 b. 5P’s for BMW 13 4.3. Monitor and Control 15 Part 5 – CONCLUSION 16 REFERENCES 17 Appendix 18
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