Marketing Mix and STP Analysis of BMW Automobiles

Marketing
Fundamentals

INTRODUCTION
Marketing is the term which is used by the organisation in order to promote the business in
target market place with the aim making profit and long term sustainability. They all are the
seprate department in the company which makes a strategy that is effective in making the
business more efficient and more competitive in the market. The managers of the organisation
makes a desire to have a profitable business in market with expansion of their branches over
the other places (Kotler, 2018.). It includes a various techniques in making the strategy more
effective. In this report considering the brand BMW the luxirous brand which deals in
automobiles, it serves services in all over the world. The full name of the company is Bayerische
Motoren wekre , it was founded in 1916, its headquarter is in germany. The following report will
cover segmentation and marketing mix in relation of considered company.
MAIN BODY
The business is consist of various department that are operate on the basis of skills and their
expertise. Marketing area plays a vital role in business firm as they make a proper planning by
using a various techniques including digital marketing, social marketing and many other activity
that makes the business more effective. Segmentation targeting and positioning is a core concept
in current era, its marketing campaingn would be generic, have little to no personalization, and
in total would not be able to transform at a stage most venture would redeem most effected.
In below the STP analysis is explained in brief.
Segmentation-
This is type of marketing that divides the customers segment or market on the basis various
categories like age, sex, location, income. These makes the marketing strategy more easy in
order to categorise the business. It is first step of the Stp analysis its main aim is to create
different sections are on particular character and activity that business choose. It consist a
various other sections that are listed below.
1. Geographical Segmentation - this type of segmentation covers a various country,
region, state, and location. These all the activities of business it decided on the basis of
regions and location and their trends.

2. Demographic Segmentation - Its seperates the consumers on the basis of age, gender,
education, level, occupation, and level etc. These all are divided by classifying them on
the criteria of age and varied factors. All the activities are adapted by the company to
divide their target market and consumers.
3. Behaviour segmentation – This seperates the market place and users by classifying them
in audience, their buying behaviour, trends and many more. All the discussed points are
on the basis of what they buy and how they buy .
4. Psychographic Segmentation – This is the last section of the segmentation that considers
a lifestyle, hobbies, actions, opinions and many more. The consumers are divided on
the basis of these points.
The consider company BMW adapts a segments which divides the consumer on the basis
of age, sex, trends, lifestyles and class and many more. The company units services only
comprises only luxurious transport automations at a premium level and the business
does not have budget vechiels in its portfolio to targets individuals and households
with a minimum budget.
Targeting –
This section of the marketing targets the consumers by the business on the basis of
area that gives more profit, the customers that create the more interest on the company
products and many others. The targeting is done by analyzing the size and potential
customers on the basis of each consumer basis. These all are done by including the
research and development activity. The first step includes all the size of the segment
which will tell the business whether it will give business or not. In second stage is to
look at whether there are importance marketers that sets the segments aparts. Its
helps in analyzing the opportunity for the company in a financial prospective the profits
that you can expect should exceeds in gaining marketing budget that would be
needed to implements it. Finally, the business should see the market segment is
accessible to the company. And if the management will be capable to get the
marketing message in front of them. In the end, the targeting process is all about
determining the best chances for utilising the user the segmentation stage. Then
management can optimize the consumers journey and create more relevant and
engaging marketing campaigns. In order to BMW the company targets a premium