MKT601 Contemporary Marketing

CONTEMPORARY
MARKETING

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Executive Summary
BMW is one of the biggest luxurious car brands in world. This report will show the way in
which company is using its digital marketing strategies in different ways. The use of different
digital marketing tools has been highlighted in the report. It is found that through its digital
marketing campaign company is targeting people that are having higher income and
maintains a luxurious lifestyle. It is seen that for attracting this target segment they have
positioned themselves as the company that produces luxury cars. In the report the strengths
and weakness about the company’s digital marketing strategies has been showcased. It is
found that this company has lot of fan base which helps them in empowering their marketing.
It is also found that they basically focus on the mass marketing rather than national or
localized marketing. Company must focus on molding their digital marketing strategies as per
the data they have collected from their customers.
Contents

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INTRODUCTION.................................................................................................................................2
Target segment of BMW.......................................................................................................................2
Tools and techniques that is used for their digital marketing strategies.................................................3
Strengths and Weakness of the digital marketing strategy used by BMW.............................................4
Recommendation...................................................................................................................................5
Conclusion.............................................................................................................................................6
REFERENCES......................................................................................................................................6