We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Nobody downloaded yet

International marketing: Bayerische Motoren Werke (BMW) - Essay Example

Comments (0) Cite this document
Summary
Topic: INTERNATIONAL MARKETING 7th December 2012 Word count: 2612 Introduction Stiff competition that has engulfed business atmosphere at the local and international level, has forced many companies to emulate wide range of marketing strategies with an aim of putting at bay their competitors…
Download paper
GRAB THE BEST PAPER
International marketing: Bayerische Motoren Werke (BMW)
Read TextPreview

Extract of sample
International marketing: Bayerische Motoren Werke (BMW)

In this regard, majority of global companies have taken initiative to produce quality brands that meet the needs of their customers. A major factor that has enhanced the performance of international companies is the advanced technology especially in the marketing communication. For example, companies dealing with competitive products have now engaged social sites such as face book and twitter in their promotion and advertising strategies. This paper analyses the marketing strategies that BMW, one of the top 100 global brands in the international market has adopted thus attaining a competitive edge. Product Bayerische Motoren Werke (BMW) is a Germany-based firm that is well known for the production of luxury automobiles thus making it to attract large number of customers both in Germany and in other parts of the world. Having been established in 1910s, BMW has embarked on the production of wide range of brands that are competitive in the market. Some of the major models that the company has produced in the market include BMW C1, BMW 1series, BMW 3 series, BMW 5 series, BMW 6 series, and BMW 7 series, BMW X 3, BMWX 5, BMW X 6 and the BMW Z4, BMW M5, BMW M6, and BMW Z4. In this way, the company has effectively met the needs of its customers. One of the key elements of the marketing mix in any company is product. This is based on the fact that it is through a product that a firm meets the requirements of its consumers. For example, a car that has a problem in starting or when it accelerates will not be favoured by customers. To ensure that BMW occupies a significant position in the minds of its consumers, the marketing managers have developed quality brands that are easily recognised in the market. Presently, BMW has the following brands: BMW 3 Series that includes Sedan, Compact, Coupe and Touring. BMW 5 Series including Touring and sedan. BMW 6 series such as Convertible and Coupe.BMW X5, BMW Z4, BMW X3 among others. In its efforts to market the products, BMW adopt the aspect of life cycle. This is done by ensuring that the company brands do not reach maturity at the same time. For example, once a product reaches it maturity, the company produces another model with more features thus ensuring that its customers are retained. In its effort to remain competitive, BMW has embarked on expanding its product portfolio. This includes also re-designing and re-launching of the main models. Price Price is another aspect of marketing mix that companies cannot overlook. Despite the quality of the products, consumers are more attracted to low prices without compromising the quality of the brands. The prices of BMW brands range between ?16,000 and ?60,000. Some of the key factors that affect the prices of the company models include the version as well as the engine size. Based on the competition-oriented pricing that is adopted by BMW, the prices of most of its series almost is similar to those offered by competitors such as Alpha Romeo, VW among others. As a result, customers consider the high quality and the new features that are offered by the BMW brands. Place Based on the fact that companies are focused at making their products accessible to all customers, it is essential to ensure that effective mode of distribution is put in place. Being a company that has a wide market segment, BMW employs experienced ... Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“International marketing: Bayerische Motoren Werke (BMW) Essay”, n.d.)
Retrieved from https://studentshare.net/business/13750-international-marketing
(International Marketing: Bayerische Motoren Werke (BMW) Essay)
https://studentshare.net/business/13750-international-marketing.
“International Marketing: Bayerische Motoren Werke (BMW) Essay”, n.d. https://studentshare.net/business/13750-international-marketing.
  • Cited: 0 times
Comments (0)
Click to create a comment
CHECK THESE SAMPLES - THEY ALSO FIT YOUR TOPIC
Brand Audit Report
automotive market. It had significantly rebounded from all the setbacks as done by its competitors such as- Acura, Lexus and Infiniti during the period of middle to late 1980’s. BMW is a German based company of motorcycles, automobiles and aircraft Engines.
14 Pages(3500 words)Essay
BMW i Marketing Analysis
The company enjoys favourable brand image among the consumers and the brand has been successful at developing a unique heritage (Simms & Trott, 2006). BMW tends to focus upon ‘light weight construction’. It also utilises Carbon Fibre Reinforced Plastics (CFRP) in automobile production (Ploon & Olesen, 2010).
8 Pages(2000 words)Essay
Buyer behaviour
The company has remained a key player in this segment of the motor industry since 1917. During 2009 BMW has been awarded the honour of the coolest, best performing brand and the best exterior brand design, based on a national online survey of more than 12000 users.
8 Pages(2000 words)Essay
The effectiveness of advertising
With more number of people becoming computer literate and the pace at which the Internet technology is reaching every household, online advertising is becoming a new culture of advertising of particular products and services. The author describes the example of a good marketing strategy on the example of BMW's campaign.
8 Pages(2000 words)Essay
A Critical Asessment of the Boston Matrix and its practical application in BMW
A critical assessment of the Boston Consulting Matrix and its application in BMW. Report on critical assessment on the Boston Matrix and its application in BMW Executive summary The report aims at critically evaluating the branding concept and providing strategic guidelines on how organizations must engage in strategic marketing audit activities.
10 Pages(2500 words)Essay
Bmw Company Analysis
The company is trying to pass a more direct message to its customers, which involves more values of technology, ecology and design in all the future machines. A recent advertisement goes with a slogan ‘BMW – Defining Innovation’ is one of the few advertisements following this strategy.
6 Pages(1500 words)Essay
BMW
Innovation is the hallmark of the BMW Company and they go all out to satisfy the high aspirations and expectations of its elite group of customers. The BMW is a car that is ahead of its time, in terms of its excellence with regard to
1 Pages(250 words)Essay
Marketing communication plan
The Munich based Bayerische Motoren Werke (BMW) company has been focusing on a worldwide strategy that can best be described as mass customization, as it has been tailoring products, prices and distribution for
10 Pages(2500 words)Essay
Marketing communication
As such, the communication strategy should be in a position to determine the immediate target audience and schemes of responding to this group proactively. The
8 Pages(2000 words)Essay
Let us find you another Essay on topic International marketing: Bayerische Motoren Werke (BMW) for FREE!
Contact us:
+16312120006
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us