Essay - Current Situation the Automobile Industry is Highly Competitive. BMW Had...

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Current Situation

The automobile industry is highly competitive. BMW had temporary set-backs caused by competition from Lexus, Acura and Infiniti in the late 1980s, but rebounded to claim a significant position in the luxury/performance segment. BMW expects its new Z3 Roadster to engage ***** competition with other luxury car import manufacturers such as Porsche and Mercedes. The au*****motive industry is mature and market share ***** critical to survival. Consumers are less br*****-loyal than in the past, and every market segment has an increasing number of choices. To increase sales and gain ground in the market ***** battle, companies must improve their ability both to acquire first-time cus*****mers and to develop customer loyalty to their current brands.

Prior to Phase I marketing efforts for the Z3 Roadster, BMW was a very traditional company.

It advertised through traditional media, mostly print and television, ***** in traditional ways. BMW was thought of as being a serious and tradition-bound company with cus*****mer perceptions that ***** meant German manufacturing with resulting quality engineering and driving performance. BMW cars were branded ***** "Ultimate Driving Machines."

The Z3 ***** required a m*****jor revamping of *****'s marketing efforts and Phase I was undertaken to make several changes. First, traditional marketing would not be sufficient for ***** new vehicle because the Z3's target market was defined in psychographic terms ra*****r than ***** demographic *****. Non-traditional media would be more cost efficient for the psychographic *****ation and ***** deliver a broader audience. The Z3 was marketed as a fun and stylish vehicle while preserving the BMW ***** performance reputation. And, Phase I replaced "Made in Germany" with "Made by *****" to reflect ***** the ***** was manufactured in Spartanburg, South Carolina.

***** of ***** Problem

***** Phase I was a great success for BMW, the company needs to ***** fully assess some of the shortcomings of this initiative. And, because Phase I ended well before the actual launch of the new Z3 Roadster, a Phase II marketing strategy needs ***** be defined that will begin in January 1996. This new phase should compliment ***** extend the ***** of Phase I as ***** as *****corporate lessons learned.

Phase ***** has adequately assessed ***** need for both traditional and non-***** elements with a 40/60 split, respectively, between the two. This case study has down played demographic segmentation because ***** ***** different psychographic characteristics of its expected buyers that fall across multiple ***** segments. However, it appears ***** demographic considerations need to be considered more strongly in the selection ***** traditional advertising *****s. For example, all ***** television and print advertising is currently on a n*****tional basis, but it's likely that there are certain local markets, namely large cities, make good ***** ********** through the use of local *****spapers. Also, there's a *****iceable lack ***** focus on Generation Xers in the traditional advertising *****. Although this group is tough to reach through traditional *****, there are ***** vehicles ***** ***** out to this *****.

The *****traditional elements of Phase I also present several


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