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 ***** 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 industry ***** mature and market share is 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 *****d gain ground in the market ***** battle, companies must improve *****ir 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, ***** in ***** ways. BMW ***** thought of as being a serious *****nd tradition-bound ***** with customer perceptions that BMW 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 ***** 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 terms. 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 ***** performance reputation. And, Phase I replaced "Made in Germany" with "***** by BMW" to reflect that the ***** was manufactured in Spartanburg, South Carol*****a.

Statement of the Problem

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

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

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

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