A - Market tends and target market growth

BMW groups bought Rolls-Royces company in 1999, since then BMW pushing its technology and applying it in the ultra high end Luxury car, BMW find itself a new market to serve under the Rolls-Royce Brand, and new competitors to compete with such as the Maybach brand which is owned by MercedesBenz, BMW introduced the new Rolls-Royce Ghost in late 2010 which introduce the brand to a total new segments and customers and new competitors as well, BMW done their research in high end luxury cars to detriment the customers need, as a result they found out that customers who are looking for high end Luxury car will consider a BMW 7-Series and a Mercedes-Benz are too common cars and way cheaper for them, price range between 71,300 $ up to 210,000 $ and a 'Rolls-Royce phantom' will cost them over 400,000 $,so more customers turned to Bentley Brand at price range between 190,000 to 245,000 for the 'Bentley Continental Flying Spur'

So BMW decide to introduce the new Baby Rolls-Royce Ghost range start at a 255,000. the Rolls-Royce Ghost is 90% BMW 7-series the engine, computer, navigations, brakes, suspension and every single gadget in the car, however they dressed their BMW component a Rolls-Royce metal frame with the finest leather and interior and the high quality veneer, then push it to the market

B - SWOT analyses
Strength
Financial strength - brand equity BMW already come along way with the hybrid and eco technology and its already on sale throughout its different segments they call it (Efficient Dynamics) BMW Owns Rolls-Royce which is consider the best and the ultimate luxury car with sales exceeds 300% BMW produce Motor-Cycle which is not available at its main revival ,Mercedes-Benz and Audi. BMW Owns and runs Mini BMW introduce more add value services to its call center and gets updated every time BMW offers a unique set of customization to the its line with its Individual package option allows the customers to choose from hundreds of thousand possible combinations and personal preferences.

Weaknesses
BMW competitors Audi and Mercedes-Benz already have a high end supercar segment aimed to extremely rich people and the exotic cars enthusiast, Audi entered the segment with the R8 super car and Mercedes-Benz with their new SLS and the SLR Mercedes-Benz already serves a new segments with their heavy Trucks Mercedes-Benz also serves another segments, Vans which is not available at BMW More over Mercedes have limousines across their top ranges of vehicles that serves politicians, ministers and presidents this adds and extra reputation to the car company. Competitors also already invest a lot in introducing small efficient cars to the market, Mercedes have the A-class, B-class and the C-class along with Audi have A1, A3, A4, and A5, while BMW only have 1 series and 3 series under small cars segments.

Opportunities

Threats
Audi brand value records had the highest change in brand value in automotive industry at rate of 9% from the previous years, however Audi brand value keep claiming up since 2005 even during the recession it kept claiming up as the graph illustrate. Audi announce the war with an aggressive advertisement and marketing strategies against its competitors including BMW, Mercedes-Benz, Ferrari and Lexus.

copied can be added in threats or competition Audi, the "desire" leader in its class, has become the design "benchmark" in the auto category. It continues to strengthen its brand through its consistent focus on communications positioning and developing standard-setting technology, such as its interface systems. Audi is expanding across markets in its quest to become the worlds leading premium car brand by 2015 and has been steadily increasing

production as it further establishes its presence in China, India, Brazil, and Russia. New models are being introduced every year. In Europe, 2010 saw the launch of the A1, Audis entry into the supermini class, and a new pair of high-end, high-performance carsthe RS 5 and the TT RSwill hit the U.S. market in the coming year. All these new model options mean increased awareness for the brandand hopefully increased salesbut Audi must be careful to not dilute its premium position by stretching its portfolio beyond its core promise of progressive innovation. Like Mercedes-Benz, Ford and Audi, BMW s success this year has much to do with its ability to view the recession as an opportunity. So far, BMW seems up to the challenge, with plans to renew 60 percent of its products by 2012 and the successful launch of the new 7 Series, as well as the launches for the new BMW Z4, the new 5 Series GT and the BMW X1 series. This year, it also moved forward with a new deliberately democratic communications campaign: Joy is BMW . The brand continues to be named a top employer worldwide and it also leads in terms of corporate citizenship this year launching a sustainability campaign, Whats next? Additionally, it has two much-hyped hybrid models entering the market in 2011, which reportedly dont compromise on the brands trademark design.

A Santa Monica-based advertising agency called Juggernaut Advertising has responded to an outdoor Audi A4 commercial in what might become a mini advertising war with BMW. Audi had placed a billboard featuring the new A4 on the heavily-trafficked Santa Monica Blvd in California. The commercial has the headline "Your move, BMW" in an apparent challenge to the fellow German. Juggernaut Advertising, on behalf of BMW, then placed a billboard on the opposite side of the road featuring the M3 Coupe and the word "Checkmate" on it. The advertising game played by the two brands may not have started out as a

game of virtual commercial chess but it looks to be shaping up as such. Some might see BMW's response as being too heavy-handed considering that Audi did not bring out its big guns to the "chess board" but a rather pedestrian S-Line A4. For the moment it looks as though BMW called on its powerful queen piece after being threatened by a mere bishop. Perhaps the current lack of an RS model in that range could be the reason? Nevertheless Audi's response will be much anticipated.

Read more: http://www.worldcarfans.com/109041418675/feuding-bmw-and-audi-billboards-on-santamonica-blvd#ixzz1aaHmlmiS

http://www.bmwblog.com/2009/12/05/bmw-7-series-vs-mercedes-s-class-audi-a8-and-lexus-ls/

http://www.bmwblog.com/2010/09/22/bmw-vs-audi-who-has-the-best-media-strategy/

http://www.businessweek.com/interactive_reports/global_brand_2008.html

http://www.interbrand.com/en/knowledge/best-global-brands/best-global-brands-2008/best-globalbrands-2011.aspx

http://www.slideshare.net/thats4u83/b-m-w-assignment

Bmw Marketing Mix

BMW 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 Convertibles) and Motorcycles. BMW operates three business segments that include Automobiles, Motorcycles and Financial Services. BMW is the parent company of the Mini and Rolls-Royce car brands1. The company's slogans in the U.S are "The Ultimate Driving Machine" and "Sheer Driving Pleasure". 2 Marketing Mix: Innovative engineering and technology are at the core of what makes a BMW the amazing automobile it is today. Every detail of a BMW is designed with a single goal in mind: to enhance the joy of driving. BMW engineers have high priorities of providing more exhilaration, more comfort, and enhancing driving safety. The target market of BMW is typically the upper middle class with the average income of about 150,000 dollars a year. Two thirds BMW owners were male, married, and did not have children. In most recent times, the target market has had a focus on the middle aged but continues to have a wide range of target market from ages 25 - 55 years old.3 The External Environment The industry environment shows low threat of new entrants within the competitive market that will not have any impact on the market that BMW is currently apart of. There is a low bargaining power of suppliers, and a high bargaining power of buyers. There is a moderate threat of substitute products. Within the market that the luxury cars are apart of, there is always an expected intense rivalry among apposing automobile companies. Between Mercedes, Audi, and Lexus, the competitors are constantly competing to find ways to supersede their opponents. The BMW Group has been understanding about the current economic stance of the United States and other countries as well. They have taken steps to help by opening branches and expanding to create jobs. Because...

Marketing Strategies For Bmw

Marketing Strategies for BMW Paper covers Current Marketing Strategies & Future Marketing Strategies [08/02/07] Dharmesh

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 Convertibles etc) 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 (car)/Rover. The company's slogans in English are "The Ultimate Driving Machine" and "Sheer Driving Pleasure". The company produces, and markets, a varied range of 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. In addition to cars and motorcycles, BMW operates an aircraft engine division under the brand name of Rolls Royce. The company has worldwide subsidiaries and manufacturing plants in Germany, Austria, the UK, the USA, Mexico, Brazil, South Africa, Egypt, Thailand, Malaysia, Indonesia, the Philippines and Vietnam. BMW Group is comprises of many segments within its vast portfolio but I would be only concentrating on Automobiles. BMW group are focused on fabricating a variety of tangible products, and also the group has many intangible financial services. The BMW Groups automotive which I am more interested in this easy is portion of their portfolio consists of the three premium brands: BMW, MINI, and Rolls-Royce of which I would be more only looking at BMW and would also demonstrate their marketing. BMW is supported by 11 different model series which are: BMW C1, BMW 1 series, BMW 3 series, BMW 5 series, BMW 6 series, and BMW 7 series, BMW X 3, BMW X 5, BMW X 6 and the BMW Z4, BMW M5, BMW M6, and BMW Z4 M.