Marketing BMW Essay Example

keep increasing. BMW has been actively developing hybrid cars and has recently introduced their inaugural fully hybrid saloon, the BMW Activities 5. Furthermore, Marketing (2012) highlights an escalating demand for cars in emerging markets, particularly in BRICE countries (Brazil, Russia, India, and China).

The future growth of certain countries is predicted to be substantial. Brazil, for example, is expected to see a 54.6% increase in new car sales since 2010, with an estimated total of 4.1 million units sold in 2015. The automotive industry is highly competitive and factors like product quality, safety features, price, environmental performance, manufacturing efficiency, development processes effectiveness, establishment of sales and service systems, and sales finance all play a role in determining the level of competition (Marketing, 2012).

The company may face financial trouble due to increased competition leading to a decline in unit price. BMW provides a diverse range of vehicles with different sizes, shapes, and prices. These include the 1 series car ("320-horsepower BMW MI 351 headlines new three-door 1 Series range," n.D.), the BMW 3 series ("2012 BMW 3 senses," n.D.), the BMW 5 senses ("2012 BMW 5-Series M Performance," n.D.), the BMW 7 senses ("2009 BMW 7 senses Pictures," n.D.), the BMW XSL ("BMW XSL XSL saddened M sport 2.D (Bibb" n.D.), the BMW XX ("The new BMW XX ADD,"n..,), and another version of the BMW XX ("M Sport package for theBMW XX,"n..D.). They also offer theBMW Z series("The Generations war:BMW Z vs...BMWZvs.2009BMWu" ,n.. D.). In terms of branding strategy, BM W focuses on their Efficient Dynamics vehicles, which showcase their commitment to creating cleaner cars forthe environment through research and development efforts.

With the world's

development, there is a growing interest in environmental friendliness. BMW caters to a wider audience by equipping their cars with technology that supports cleaner energy. This includes Auto Start-Stop, which shuts off the engine when the car is in neutral and the clutch is released. The Optimum shift indicator also alerts drivers about gear changes for better fuel efficiency. Furthermore, BMW incorporates reduced rolling resistance tires into their vehicles.

These trees can significantly reduce fuel consumption (source: "Tomorrows Technologies," n. D. Para. 1). In addition to wanting to be known as an environmentally friendly car manufacturer, Bum also aims to create enjoyable and sporty vehicles. BMW's motto is "The Ultimate Driving Machine," and they strive to live up to this by ensuring every car embodies it. To enhance the driving experience, BMW exclusively produces rear-wheel drive cars. Recently, BMW introduced a special financing offer for interested customers looking to purchase a new BMW 1 series.

The BMW 1 Series special offer includes a 3000 Euros deposit contribution for customers. They can choose to make monthly installments over a period of 37 months with an A.P.R of 8.59% ("BMW 1 Series Finance Offer," n. D.). This offer is part of BMW's Pricing Strategy, which aims to make car repayments more accessible and attract more buyers for the 1 Series. Along with the financial advantages, there is also a psychological aspect to this offer. Terms and Conditions are applicable.

BMW understands that consumers appreciate feeling like they have received a great deal. By emphasizing special offers, consumers perceive that they are receiving a favorable deal, which can potentially boost sales. BMW implements numerous promotional strategies, such as

participating in events and engaging in various promotional activities, to enhance brand awareness and reputation on a global scale. As stated by Baker (2012), BMW supplied 3,000 cars to transport athletes and officials between the Olympic village and different venues during the London Olympics.

BMW utilizes various strategies to promote their brand, taking advantage of influential individuals driving their cars and major events as opportunities for free advertising. They also sponsor large sports tournaments to gain exposure on television. Additionally, BMW has secured naming rights for the BMW VGA championship, ensuring their brand is prominently displayed in the event title. Moreover, they strategically position their cars on golf courses, enabling TV cameras to capture them during golfers' rounds.

This is a fantastic promotion for BMW as their cars are seen alongside influential individuals, demonstrating their successful advertising strategies ("BMW Championship," n. D.). Roy McElroy standing next to the BMW logo serves as an excellent advertisement for BMW (Mclean, 2012). BMW also strives to maintain positive relations with the public by staying up-to-date with current trends, including having their own Facebook account. This account boasts nearly 13.2 million followers, showcasing their extensive global audience.

BMW not only has a Faceable account, but they also have a verified Twitter account, enabling them to maintain good public relations and stay connected with the public. Moreover, they utilize the internet for advertising, sharing information, and providing customer service. From my father's experience, I learned that upon purchasing a car from BMW or making a significant inquiry, they gather your email address and send you emails about their latest offers, promotions, and model launches. This practice stems from their belief

that by treating customers well, they can potentially sell them multiple cars rather than just one.