Got a tricky question? Receive an answer from students like you! Try us!

BMW. Product or Experience? - Essay Example

Only on StudentShare
College
Author : jermainbogan
Essay
Marketing
Pages 5 (1255 words)

Summary

BMW Case Analysis

PRODUCT OR EXPERIENCE?
It seems to depend on whether the customer is from the United States or other countries that determines whether it is a product or experience they are purchasing. …

Extract of sample
BMW. Product or Experience?

For instance, the case study illustrated that American consumers want everything quickly, including customized vehicle options, therefore U.S. customers seem to be buying a product more than an experience. In Europe, consumers are willing to wait for delivery to ensure they are getting top quality vehicles and there seems to have been a very positive response to the customization program at BMW. European customers, therefore, appear to be patient wanting a total holistic experience that comes along with the brand reputation of makers such as BMW. There is a great deal of marketing being undertaken, especially in promotion, by many different automakers that provide very similar vehicles with similar characteristics. American automakers provide mid-sized cars at affordable prices, but must rely on lifestyle marketing (psychographics) in order to get consumers to see differentiation between cars with very similar benefits and features. In this case, the automakers themselves are attempting to sell an experience, however the buyer is likely looking for a reliable and affordable vehicle, making them more focused on the product and pricing instead. Again, it seems to be a matter of the country of origin where the consumer is located that determines exactly what the customer is looking for when seeking out new automobiles. ...
Download paper
Not exactly what you need?

Related Essays

Leadership: Assessing the leadership at BMW
The paper throws light on the leadership. Leadership is not about being in charge and barking orders. Most anyone can be placed at the head of a group and function at a basic level. True leadership comes from knowing the expectations of both the group and of the work from the group and being able to inspire, motivate, and manipulate the members to behave in such a way as to achieve at their highest possible level. Leadership is not about being in charge, it is about leading the group towards a goal or set of goals and knowing how to get the best possible result from those efforts. Leading is…
11 pages (2761 words)
BMW of Leadership and Management
This report will help the decision makers to evaluate the current and future positioning of the company under the company’s current market analysis with respect to its strengths, weaknesses, opportunities, and threats. The reports also highlights the structure, conduct and performance of the company’s human resources and finally recommend the strategic steps that can be taken for further improvements relating to management, development and implementation of organizational plan.
20 pages (5020 words)
Brand Audit Report
The origins of BMW trace back to 1913 when a Bavarian named Karl Rapp started an aircraft-engine shop in Munich called Rapp Motoren Werke. The company focused in airplane engines though Rapp reported that at the beginning stages it was quite difficult and they suffered from extreme vibration. In 1917 Rapp resigned from the industry and it was then guided by an Austrian engineer Franz-Josef Popp, who altered its name to Bayerische Motoren Werke. That same year, the chief engineer Max Friz also planned the industry’s first aircraft engine, the six-cylinder Type III, which was formed due to the…
14 pages (3514 words)
Marketing a New Product
These services rendered by the company are generally related to the mobility parameters and thus encourages the consumers to purchase the automobiles for a safer and hassle free journey. Though the company encompasses a large number of automobile brands yet the company endeavours to render an individual identity to each of the different brands falling under the banner. The individual brands and companies working under the common banner of the Volkswagen group perform in a collaborative fashion to enhance revenue and market potential of the company in the international market (Volkswagen,…
BMW i Marketing Analysis
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…
8 pages (2008 words)
The challenges and opportunities of BMW
After conducting a thorough review of the literature it has been established that in order to offer high speed, sporty and designer cars to customers the company is neglecting the EU emission norms. There has been several news of the company taking political support to escape penalties and norms immorally. However, strict legal framework is compelling them towards thinking about other opportunities. In this backdrop a qualitative research has been conducted to know about customers’ perception and buying interest after knowing about the challenge. Primary data has been collected through a…
8 pages (2008 words)
Consumer's Shopping Experience
Thus from the discussion we can arrive at the definitions of the three types of purchases. The low involvement purchase implies the buying process where the purchasers do not perceive the product to be crucial enough and do not relate with it strongly (staff.uny.ac., n.d.). In this type of purchase decision the customer puts the least effort in browsing, comparing and selecting activities. Example of low involvement purchase could be purchasing casual daily wear t-shirts. The medium involvement purchase implies the purchase of products like the grocery items like toothpaste and newspaper etc.…
5 pages (1255 words)