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BMW Marketing Analysis Overview

BMW is a German luxury automaker headquartered in Munich. It manufactures and sells luxury cars and motorcycles under the BMW, Mini, and Rolls-Royce brands. BMW has three business segments: automobiles, motorcycles, and financial services. Historically, BMW's target market was people aged 25-45 who are upper middle class professionals. However, BMW has expanded its target market in recent years to focus more on entry-level models and emerging markets like Brazil, Russia, India, and China, which are experiencing economic growth and urbanization.

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41 views2 pages

BMW Marketing Analysis Overview

BMW is a German luxury automaker headquartered in Munich. It manufactures and sells luxury cars and motorcycles under the BMW, Mini, and Rolls-Royce brands. BMW has three business segments: automobiles, motorcycles, and financial services. Historically, BMW's target market was people aged 25-45 who are upper middle class professionals. However, BMW has expanded its target market in recent years to focus more on entry-level models and emerging markets like Brazil, Russia, India, and China, which are experiencing economic growth and urbanization.

Uploaded by

luca
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Greetings, my name is Luca and together with my partner Paraschiv Mihai we

gonna present the Marketing Analysis on Bmw.

EARLY HISTORY BMW Group, headquartered in Munich, Germany, is one of the


most successful multi brand premium automobile manufacturers in the world. The
company manufactures, distributes and sells passenger cars (including Sedans,
Coupes,) and motorcycles. BMW operates three business segments
namely:Automobiles, Motorcycles and Financial Services. BMW is the parent
company of the Mini and Rolls-Royce car brands, and, formerly, Rover . The
companys slogans are "The Ultimate Driving Machine" and "Sheer Driving
Pleasure". The company produces, and markets, a varied range of a higher end
sporty cars and motorcycles. BMW has also manufactured the first passenger car
running on hydrogen ready for common use,although the production figures are
limited by the lack of a respective filling station net. Inaddition to cars and
motorcycles, BMW operates an aircraft engine division under the brandname of
Rolls Royce.

b. Market and Customer analysis


The target market of BMW is composed by people aged between 25 and 45years
old, belonging to the upper middle class; generally, professional employees who
hold leading positions in the corporate ladder. However, the target audience has
expanded after the European financial crises,which had lead European new car
registration down to 10.8% in 2012(Guardian, 2012) providing new opportunities
of growth for the Germanmanufacturer, which can now count on a broader market
segment. The BMWGroup is now focusing more and more attention on the entrylevel price sector in the market, producing model such as the X1, 320i, and the 1
Series(Marketline, 2013). This could be an effective strategy to increase the
number of customers especially in the emerging markets; Brazil, Russia,

Indiaand China. These countries supported by different macroeconomic variable


ssuch as new urbanization, growing economy, rising salaries . BMW is currently
engaged in the creation of new joint ventures in order to increase the production
capacity that it will need to enter these fast-growing markets..

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