Essay - BMW Marketing Introduction: BMW -- Bayerische Motoren Werke Aktiengesellschaft Was...

BMW Marketing

Introduction:

***** -- Bayerische Motoren Werke Aktiengesellschaft was established in the year 1916 for manufacture of a wide range ***** premium category Sports Utility Vehicles -- SUVs, motorbikes, owns the prestigious brand Rolls Royce, MINI and other passenger cars. The company is also credited with the manufacture of ***** first hydrogen fueled ***** car for common use. Its subsidiaries and production facilities span ***** almost every major country including the US, Germany, UK, Mexico, Brazil, Austria, South Africa, Egypt, Thail*****, Malaysia, Indonesia and Philippines. (BMW ***** Innovation)

*****. Marketing Environment a) Competition:-

During 1997, BMW was in threat ***** losing its existing advantage in the import luxury ***** segment to its competitors like Mercedes, Lexus and Audi who were proving strong with grand novel products and new marketing campaigns to unseat BMW. ***** 'fun ***** drive' reason to buy a c*****r reigned supreme among 50% of the respondents ***** *****ned ***** buy a *****. But, BMW found from its 'image-tracking' exercise that consumers placed the ***** ***** almost on the same footing as its rivals ***** or Lexus on ***** ***** to drive' attribute ***** 'responsive handling'. Its three biggest rivals emphasized on the 'performance' platform which had long been the bastion of BMW. At ***** point ***** ***** unable to differentiate itself any longer as the sole comp***** which had the unmatched quality ***** before. (BMW Marketing Innovation)

***** company had a roller coaster ride and on quite a number of occ*****sions was on the verge ***** shutting shop regardless of its unquestionable potential to build automobiles which were really famous. Following the invention ***** the sports sedan category from the year 1959 ***** ***** "New Range" 1500, the company made a unique position for itself which it still commands even today ***** the rest of the industry is desperately attempting to emulate. Later once again ***** company failed to recognize the onslaught of Japanese companies into the 'luxury and per*****mance' segment marked by the remarkable sales figures of the Japanese Toyota models like Acura, ***** and Infiniti. During the 1990s the company ***** forced to reinvent itself as the 'transportation company' and as a part of long-term strategic plan it acquired Rover during 1994 which once proved to be a f*****ilure. W*****hin these shattering occurrences, the h**********ry ***** ***** company has ***** ***** with highs ***** lows. The highs can be accredited to total genius and the lows are because of the snooping blend of haughtiness ***** timidity. (The Roundel Feature Article - The BMW Century)

The sheer brilliance which BMW is ***** be descri*****d in two words viz product and passion. Apart from build*****g the ***** sedan concept following ***** ***** washout of the company, BMW has developed ********** which have h*****torically led the industry in innovations from automobile engine design to electronics. However, beyond engineering dexterity, all through the past 30 years, BMW ***** built a special ***** and a person*****lity in its every car; there exists a genuine 'BMW look ********** feel'. BMW