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..