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Five-year Marketing Plan

Five-year Marketing Plan

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Published by hoffmatj

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Published by: hoffmatj on Dec 30, 2009
Copyright:Attribution Non-commercial


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BMW Car Club of America
Beth FoleyChris BrownMike JacobsAndrew Sauer Tom Hoffman
Table of Contents
1.Executive Summary22.Company Description33.Strategic Focus and Plan4a.Vision b.Goals4.Situational Analysis5a.Research b.SWOT analysisc.Competitor analysisd.Customer analysise.Geographic analysis5.Marketing / Sales Focus10a.Identify sales cycle b.Marketing mix strategyc.Product Descriptiond.Pricing Strategye.Placement / Distribution6.Promotional Plan14a.Creative Strategy b.Direct marketing / Database marketing7.Implementation178.Budget189.Evaluation & Control1910.Bibliography201
Executive Summary
BMW Car Club of America is an enthusiast group focused on enhancing theBMW experience for their members by providing services, support, information, andactivities that promote camaraderie and encourage social awareness and responsibility.Through an in-depth analysis of BMW Car Club of America’s strategic focus andambitions for growth, we created a comprehensive marketing plan, including the stepsneeded to carry out the proposed goals over the next five years.Through SWOT, industry, competitor and customer analysis, we took a detailedlook at the BMW Car Club of America’s strengths and weaknesses and the trends of theindustry in which the car club is competing. This analysis led to covering the specifics of the younger demographic and how our plan will gain and retain this target group. Herewe discussed market and service objectives, target markets, points of difference, alongwith positioning.After gaining a better understanding of BMW Car Club of America’s current positioning and the direction in which they wish to proceed, we have formulated amarketing plan that can be easily implemented by the club on both the local and nationallevel in order to achieve maximum future growth.2
Company Description
The year was 1969. There were soldiers in Vietnam; hippies at Woodstock; and inBoston, a few car nuts were wandering the streets, snapping leaflets to the windshields of a curious new German import – the BMW 2002. They were recruiting members for a newcar club dedicated to the object of their desire. In time, veterans, hippies, and other driving purists from all over the spectrum would find common ground in what has become the world’s largest owner-supported car club – the BMW Car Club of America.Today, BMW CCA has 65 chapters nationwide, with more than 75,000 members,mutually enhancing each other’s BMW ownership experience.It doesn’t matter what model you drive. Whether you’re on your first BMW, or your thirtieth, there are just certain subjects that only BMW owners are interested in andBMW CCA addresses all of them.Their official mission is: to enhance the BMW experience for their members by providing services, support, information, and activities that promote camaraderie andencourage social awareness and responsibility. Unofficially, they are a big support groupfor Ultimate Driving Machine addiction.BMW CCA enjoys a strong yet independent relationship with BMW AG and itsBMW of North America subsidiary. They are a not-for-profit corporation governed by anine-member elected board of directors -- four national officers and five regional vice- presidents who serve the interests of the chapters. Each chapter is an independentcorporation chartered by BMW CCA with headquarters located in Greenville, SC.3

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