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Case study: BMWi - Essay Example

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The company is well known for its exceptional designs with high quality of luxurious elements. In terms of the environmental consciousness, this is one of the vital issues that the automobile companies must focus on in this fiercely competitive world. The experimentation of this ecological approach was first conducted by BMW in 1972, during Olympics held at Munich, Germany. The company executed its successful experiment for the first ecological car in this Olympic which influenced BMW to move ahead with the concept leading to the commencement of its sub-brand, BMWi (BMW Group, 2011). The paper will hereby focus on the situational analysis of the company with the intention to plan a marketing strategic alliance and assist the company to launch a model of BMWi acquiring new type of customer group(s). The prime focus in this regards would be rendered toward the attainment of the organizational goal to generate 5000 leads. Strategies concerning segmentation and targeting as well as directing marketing, media and creative plan will also be suggested to BMWi. 2.0. Situational Analysis According to the definition of the situational concepts, it focuses on the summary of the management situations, including internal as well as external scenario, which captures the concentrated segment of the organization’s growth along with the company statements (International Federation of University Women, 1994). Hence, with the perspective of situational analysis of BMWi, the main advantage of the company is its brand recognition along with one of the sustainable transportations manufacturer in this globe. Creative diversity among the products is also highly recognized by the brand which is one of the sophisticated enhancements to lead in the automobile segment. From the past experiences, continuous up-gradations with regards to the models of the cars have been significantly recognized from the past decades. Therefore, the diversity in terms of the product variations may considerably help to concentrate on better innovation processes which in turn shall assist the company to develop as a leader in the industry (Larson & Falkemark, 2006). The situational analysis of BMWi indicates that the company has to face certain challenges in order to launch its electric vehicle in relation to the creation of new customer market and simultaneously shifting the existing customers towards the consumption of BMWi. It is worth mentioning in this context that BMW has been serving its clientele in the international market since decades and certainly have gained a considerable corporate reputation in the international automobile industry. The company is also quite famous to serve its customers with efficiency, innovation and quality assurance which embarks its perceived brand value amid customers to be admirable. However, while generating new customers for its new model BMWi, the company may have to face challenges while developing awareness regarding the product features, its quality and uniqueness as an electronic vehicle as well as in terms of its accessibility. In the similar context, while intending to motivate the existing customers towards the purchase of BMWi rather than opting for any other conventional model, the company might have to face the challenge of persuading the customers highlighting the advantages and need for electric vehicles (particularly BMWi) over other conventional ...Show more
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Summary

Case study: BMWi Table of Contents 1.0.Introduction 3 2.0.Situational Analysis 4 3.0.Strategies to Generate the 5,000 Leads 5 a.Acquire a New Type of Customer for BMWi 5 b.Migrating Existing Customers for BMWi 6 c.Database Strategies of BMWi 7 4.0.Segmentation, Marketing Plans and Recommendations for BMWi 9 5.0.Conclusion 11 References 12 Bibliography 14 1.0…
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