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BMW i Table of Contents Situation Analysis 3 Company Profile 3 Opportunities and Challenges 6 Outline Strategy 6 Marketing Plan 8 Target Market 8 Segmentation 8 Media Allocation 9 Budget Estimation 10 Tactics and Media Recommendation 11 Launching BMW i3 12 Metrics for Testing the Effectiveness of Marketing Campaign 13 Top Line Recommendation for BMW i3’s Marketing 14 References 16 Bibliography 20 Situation Analysis Company Profile Bayerische Motoren Werke (BMW) AG which was formed in the year 1917 is a German automobile, motorcycle as well as engine producing company…
It tends to focus upon zero emission and is presently working on a hydrogen hybrid drivetrain. It can be noted that most of the success of the BMW is derived from the entrepreneurial culture. BMW follows informal organisational culture which assists the employees in freely articulating the ideas and thereby assisting in innovation (BMW, 2012). The main objective of the company is to remain as one of the world’s primary providers of premium products as well as services for mobility of an individual. Collaborators BMW has been capable of maintaining good relation with its suppliers so that the goods can be delivered on time to the customers. The company mandates its suppliers to maintain the enhanced environmental as well as social standards that have been set by the BMW Group (BMW Education, 2010). It is because of this reason that the company makes use of the sustainability criteria in the optimum selection of its vendors and exaggerated supervision of its prevailing suppliers. ...
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