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 *****dustry is 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 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 ***** Roadster, ***** was a very traditional company.

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

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

Statement of ***** Problem

***** Phase I ***** a gre*****t 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 *****, a Ph*****se II ***** strategy needs to be defined that will begin in January 1996. This new phase should compliment and extend ***** success of Phase I as well as *****corporate lessons learned.

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

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


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