Case Study @ Bayerische Motoren Werke [BMW]

Sales Management (Section: B)

Name of Students: Arfan Almazi …………………………………………………… ID Number:

18-36295-1………………..

 Read the attached Case carefully and answer the following questions: [3 + 3 + 4 = 10 Marks]
Question 1:
What are the pros and cons to BMW's Selective Target Marketing Strategy? What has the firm done
well over the years and where could it improve? [Answer into different separate paragraphs]
Answer:

Pros:

1. Opportunity to exploit untapped and neglected segments

2. Better focus on customer needs and develop customized products
3. Heavy engineering and robust models
4. Extremely responsive service support Cons

Cons:

1. Limited profit options

2. Limited opportunities to grow due to highly selective marketing
3. Unavailability of service centers at many locations where there can be
consumers of its
Steps undertaken by BMW to do well in business all over the year:

BMW added many interesting useful features to their cars in order to make
more appealing to the consumers. For example: influx of electronic
components such as multiple options to control the windows, seats, airflow,
and lights, a push-button ignition, and night vision, all controlled by a point-
and-click system called iDrive, those added for more luxuries & comfortable
to the consumers.
Question 2:
As a Sales Manager of BMW, Bangladesh; if you want to sale cars to the Bangladeshi Customers;
what type of Selling Approach do you think will be appropriate to apply and Why? [Answer into two
separate paragraphs and use bullet points to highlight your opinion]
Answer:

There are 4 types of Selling approach.

1. Transactional Selling Approach;

2. Affiliative Selling Approach;
3. Problem Solving Selling Approach;
4. Enterprise Selling Approach;

1. Transaction Selling is basically for B2B, short term relation between

buyer & seller where only transaction is the main purpose & its Win-
loss Situations. So definitely sir, Selling BMW will not fall under this
Selling approach.

2. Affiliative Selling is usually happening in selling expensive & selective

products where both parties get benefitted & Future commitment is
must require. In terms of BMW car selling as it is expensive products &
seller do commitment for long term relationship & it’s a “win & win”
situation, So in Bangladeshi market Affiliative Selling will be
appropriate for BMW cars.

3. Problem Solving Selling approach is pure customer oriented, also

consider as need base selling approach where consumer can
customize their product as they want, usually for expensive luxuries
product & it’s also “Win & win” situations. As BMW is luxury car
customer may want to customized their product as well. So, this selling
approach will be also applicable for BMW cars in Bangladesh Market.

4. Enterprise Selling Approach is basically for B2B.Therefore, In

Bangladeshi market, Affiliative Selling Approach & Problem-Solving
Selling Approach both will be appropriate for BMW cars based on the
situations.
Question 3:
As a Sales Repetitive to BMW’s Customers in Bangladesh, what will be your FEBA descriptions in the
Presentation stage of Personal Selling Process? [Explain each components of FEBA separately in
different paragraphs]
Answer:

FEBA stands for Feature, Evidence, Benefit & Agreement. Let me Explain
what is going to be in my FEBA description in the presentation stage of
personal selling process.

Feature:

1. Adaptive Headlights
2. BMW Head-Up Display
3. Comfort Access System
4. Dynamic Stability Control (DSC)
5. Professional Navigation System

Evidence:

1. BMWs are known for performance and luxury

2. known for its stylish and performance-oriented cars
3. cool driver-assistance technology
4. Existing customers reviews
5. Retail store

Benefit:

1. Status Symbol
2. Better Investment
3. Longevity and Durability
4. Safety Features

Agreement:
BMW offers 5 years official warranty Ensure Its product Quailty
 About Bangladesh Business Operations of BMW

Executive Motors LTD.

On October 21, 2002 Executive Motors Limited (EML) was launched as a concern of Meghna Group as the sole
importer of BMW Automobiles to Bangladesh.
.

Executive Motors Limited is thoroughly dedicated to its responsibility in managing the BMW marquee. We aim
to be the unparallel leader in the automobile industry and the distinctively preferred choice for customers who
accept only the very best in quality & service. At EML, we believe that our customers deserve far more than
just the delivery of their vehicle. This belief drives us to deliver a total ownership experience of a BMW - The
EML Experience. .

The EML Experience begins with our very best professional and interactive sales people – Available on-hand to
deal with any and all of your queries and tailor your specific requirements for your journey to be a breathtaking
one. Your driving pleasure should begin long before you even step into the vehicle.

We are passionately committed to hiring and keeping the best people and empowering them to develop the best
business processes and practices in order to deliver proactive and caring services that exceed our customer’s
highest expectation. . 

The EML Experience continues with the outstanding level of commitment that our trained specialists invest into
caring for you and your vehicle. This carries your relationship with us to a new level - a level that is guaranteed
to give sheer pleasure from owning your BMW. Keeping this constancy in commitment, Executive Motors Ltd.
has earned laurels like the “Best BMW Facilities” in 2004 and “Top Parts Achievement Award” in 2010.
.

About Meghna Group: .

Meghna Group is a leading business conglomerate in Bangladesh. Since the inception of the entity in
Bangladesh in 1965, Meghna Group has successfully established dynamic diversification around the
commercial & industrial arena; Reaching international markets in multiple sectors. Currently Meghna Group is
a market leader in Technology, Automobiles, RMG, Financial Institutions, Electronic & Consumer Goods and
many other divisions. Meghna group, apart from being the largest manufacturer & exporter of bicycles in
Bangladesh, has a peer with global brands like BMW, KIA, Apple, ACER, GATEWAY, BIC and many more.