Marketing Plan: BMW 1-series in Germany

BMW 1-series in Germany

Business & Finance, Marketing & Sales
Cover of the book Marketing Plan: BMW 1-series in Germany by Andreas Klein, GRIN Verlag
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Author: Andreas Klein ISBN: 9783638619844
Publisher: GRIN Verlag Publication: February 26, 2007
Imprint: GRIN Verlag Language: English
Author: Andreas Klein
ISBN: 9783638619844
Publisher: GRIN Verlag
Publication: February 26, 2007
Imprint: GRIN Verlag
Language: English

Seminar paper from the year 2007 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: A, University of Bradford, course: MBA, 50 entries in the bibliography, language: English, abstract: Terms of Reference This marketing plan for the BMW 1-series aims to outline and analyse the market environment in Germany. Also, an evaluation of the strategic and operational orientation as well as the strength and weaknesses of the product should be given. Based on this, recommendations for the future direction and implementation of the marketing-mix will be given. Executive Summary In the competitive compact segment (short: C-segment) with increasingly demanding customers, BMW with its newly launched product clearly builds on its premium image as a sports car manufacturer. Although this is generally a good strategy, certain parts of the marketing mix need to be adjusted. Especially the high price of the product in comparison with its competitors is a potential problem. The following suggestions can be given to successfully built up a sustainable leading position in this segment, which is very important in terms of Customer-Lifetime-Value (CLV): -Reduction of quality problems -New technology development through increased R&D measures -Increased promotional measures focused on the target group -Strengthening of the dealer relationship -Development of new distribution channels

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Seminar paper from the year 2007 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: A, University of Bradford, course: MBA, 50 entries in the bibliography, language: English, abstract: Terms of Reference This marketing plan for the BMW 1-series aims to outline and analyse the market environment in Germany. Also, an evaluation of the strategic and operational orientation as well as the strength and weaknesses of the product should be given. Based on this, recommendations for the future direction and implementation of the marketing-mix will be given. Executive Summary In the competitive compact segment (short: C-segment) with increasingly demanding customers, BMW with its newly launched product clearly builds on its premium image as a sports car manufacturer. Although this is generally a good strategy, certain parts of the marketing mix need to be adjusted. Especially the high price of the product in comparison with its competitors is a potential problem. The following suggestions can be given to successfully built up a sustainable leading position in this segment, which is very important in terms of Customer-Lifetime-Value (CLV): -Reduction of quality problems -New technology development through increased R&D measures -Increased promotional measures focused on the target group -Strengthening of the dealer relationship -Development of new distribution channels

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