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MARKETING Table of Contents Table of Contents 2 Task Five: Marketing Research 3 Task Six: Strategies 3 Task Seven: Segmentation 5 Task Eight: Marketing Mix 6 Task Nine: Control 7 References 9 Task Five: Marketing Research Bayerische Motoren Werke AG (BMW) is considered to be one of the leading manufacturers of premium passenger cars and motorcycles.
Marketing research information is believed to be critical towards the long term sustainability of any organisation and the automotive industry one of the biggest users of such information (Parasuraman, Grewal, and Krishnan, 2009, p. 2). BMW operates in the global automotive industry and targets a specific premium market segment in various geographical regions of the world. If we look at the global automotive market it can be observed that the buyer power in the industry is weak. It is so because dealers, who are considered to be the primary buyers, are forced to sell the product brands that are preferred by the consumers in a particular market. There are only few large players present in the automotive industry like BMW, Volkswagen, General Motors, Ford, etc. There is an intense rivalry amongst these competitors and each of them is aspiring to gain larger market share. BMW is considered to be a leading player in the luxury car segment but the new products and marketing campaigns designed by the close competitors of BMW like Audi, Lexus and Mercedes poses a threat to the competitive advantage enjoyed by BMW. Hence, the company needs to come up with new marketing strategies to regain its competitive advantage. ...
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