Bmw Research Marketing

Catalin Termure

Marketing an introduction F7BX34

Katrina Pugh

Submission date: Wednesday 5 December, 16.00

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                                                                                Fig1:www.cartrade.com

                                   [pic 2]Fig2: notgoingtouni.co.uk

Contents

Brief Introduction of Company        3

History of BMW        3

Marketing concept            4

Analysis of business environment        5

MACRO Environment        5

Micro Environment        7

Marketing Mix        8

Product Strategy        8

Price Strategy        9

Promotion Strategy        9

Place Strategy        10

Market research        11

Change in Marketing Condition in UK.        12

Conclusion:        12

References:        13

Figures:        13

                              [pic 3]Fig3: notgoingtouni.co.uk

Brief Introduction of Company

 BMW is a German premium car manufacturer with their headquarters in Munich, Germany. They are known for their excellence in production, technology and brilliant design of their vehicles. Spread over 14 countries and incorporate 30 production and assembly factories, BMW is one of the large car manufacturers in the world.

History of BMW

BMW brand was born in 1916 by Karl Rapp and Gustav Otto, when the three companies Rapp Motorenwerke, Bayerische Flugzeugwerke, and Fahrzeugfabrik Eisenach merge to form what is today known as BMW Group. Their production starts around 1920 with airplane engines and eventually transitioning into the most well-known car manufacturer in the world. After WWII, BMW with determination showed the world that the German engineering have to go further and from a single small production facility in Munich they grew into a global giant car manufacturing firm. The expansion was BMW’s primary focus back in the day and they flourish during the 60s and 70s.

Because they wanted global recognition by 1994 BMW opened their first store in the United States. In order to decrease the cost for delivering their products, BMW opens its first production plant in Spartanburg, South Carolina. Also by 1994 BMW bought the British brand Rover group and in 1998 Rolls Royce faced the same move from BMW.  

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Marketing concept    [pic 5]

                                               Fig 4 hivestudio.net

Marketing is purely customer satisfaction for a profit. The double goal of marketing is, on the one hand, to attract new customers promising superior value and, on the other hand, to maintain and cultivate relationships with existing customers offering satisfaction.

The Marketing concept means that the company decisions which is taken during the times have to have the customer in mind that means to determine the needs and wants for the targeted consumers. A drastic approach which involved the organization as a whole is made to be sure that the better experience for a customer is delivered.

As a company, you have to satisfy the customer. The marketing concept means that all different departments into the company are integrated into the process to give the value to the customer. Marketing, Finance, HR or Operations departments should have an insight idea of the core objectives and goals of the brand or product that is delivered

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Analysis of business environment

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MACRO Environment

The macro environment in which a company is active is very important to analyse. The macro Environment for a company cannot be change by the company in any way but can influence the performance of the firm in one way or another. The factors in a Macro Environment can change itself , for example Brexit Vote had change the decisions that BMW have to take in the future about cars production in the UK.  At the same time, customers can be influenced by macro environments because they affect their ability to spend money at an unfavourable moment. i.e. 2008 -2012 recession.

BMW's macro environment look like this:

PESTEL ANALYSIS

POLITICAL

New laws on CO2 emissions and changes to EU laws in end-of-life vehicle and old parts recycling are major policy factors that affect the production of BMW cars. The level of political stability in countries such as Russia China and now even the UK can also be a determinant political factor that can affect BMW in the sense that it can negatively influence customers in spending patterns.

ECONOMIC

The GDP fluctuation have a direct implication on the way that customers paying money have substantial implication for BMW group. The BMW revenue is also affected by exchange rate. The BMW group is affected about financial crisis which affects behaviour and facilities of buyers.

SOCIAL 

Social factors will affect the automobile industry and changes in customer predilection from car to be status symbol, which will be fuel-efficient. Awareness of harmful emission will create awareness via automobiles.

TECHNOLOGICAL

Expanding of specialized variables will pick up favourable position in light of the fact that BMW is utilizing top of the line cutting edge innovation for vehicle producing.  Different limitation and changes will cause natural contamination so innovation installed into cars should be productive and less harmful for the environment.

ENVIRONMENTAL 

The climate and weather change is all included under environmental factors for BMW.  The needs to secure a better planet will hit on car manufacturing producers, such as emission of harmful gas and the non-recycling elements for example, emanation of unsafe gas and the non-reusing components. Individuals offer inclination to the Eco-friendly vehicles. Choice should be made towards more hybrid cars, more efficient vehicles.

LEGAL

Norms on environmental measures and preventive measures to ensure more fuel efficient cars. UK government want by 2040 to ban cars with burning fuels, so that will have a real impact on BMW way to manufacture cars.              

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Micro Environment

The micro environment is a sum of factors for an organization’s immediate area of operation which can affect the performance and decisions freedom. In the Micro-environment we can find different factors such as competitors, suppliers, general public, and group of interests. 

BMW SWOT analysis

INTERNAL

EXTERNAL

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Marketing Mix

Product Strategy

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The BMW Group has focused on development, state-of-the-art automotive equipment and powerful and reliable engines.

The most well-known Brands belonging to the BMW Group are: Rolls-Royce, BMW and MINI. All these brands are well-known worldwide for luxury reliability and superior quality to other competitors.