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 in competition with other luxury car import manufacturers such as Porsche and Mercedes. The automotive *****dustry is mature and market share is critical to survival. Consumers are less brand-loyal than in the past, and every market segment has an increasing number of choices. To increase sales *****d gain ground in the market sh***** battle, companies must improve their ability both to acquire first-time cus*****mers and to develop customer loyalty to their current br*****s.

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

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

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

***** of the Problem

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

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

The non-traditional elements of Phase I also present *****

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