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 au*****motive industry is mature and market share ***** 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 share 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 ***** Roadster, BMW was a very traditional company.

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

The Z3 Roadster required a m*****jor revamping of ********** marketing ***** 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 ***** defined in psychographic terms rather than ***** demographic terms. Non-traditional media would be more cost efficient for the psychographic segmentation and would deliver a bro*****der audience. The Z3 was marketed as a fun *****nd stylish ***** while preserving ***** BMW driving performance reputation. And, Phase I replaced "Made in Germany" with "Made ***** *****" ***** reflect that the ***** was manufactured in Spartanburg, South Carol*****a.

***** of the Problem

***** Phase ***** ***** a gre*****t success for BMW, ***** ***** 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 *****I ***** strategy needs to be defined that will begin in January 1996. This new phase should compliment and extend ***** ***** of Phase I as ***** as incorporate lessons learned.

Phase I has adequately assessed the need for both traditional ***** non-traditional elements with a 40/60 split, respectively, between the two. This case study has down played demographic ***** because of ***** different psychographic characteristics of ***** expected buyers that fall across multiple demographic segments. However, it appears ***** demographic considerations need to be considered more strongly in the selection ***** traditional advertising vehicles. For example, all traditional 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 newspapers. Also, ********** a *****iceable lack ***** focus on Generati***** Xers in the traditional advertising efforts. Although this group is tough to reach through traditional *****, there are ***** vehicles ***** ***** out to this *****.

The ***** elements of Phase ***** also present *****

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