Marketing Plan for BMW

This presentation develops a marketing plan for BMW automobile company, including market research and advertisement strategies.

MARKETING
ESSENTIALS

Table of content
• Introduction
• Overview
• Marketing strategies
• Analysis of marketing
• European market share
• Marketing objectives
• Budget allocation
• 7P Marketing Mixt
• Swot analysis of BMW
• Pestle analysis of BMW
• Competitors analysis of BMW
• Conclusion

MARKETING MIX
BMW

INTRODUCTION
 Marketing essential is refers the best action or business process and selling
products and services by including market research and advertisement in
effective manner.
 The current presentation will develop marketing plan for BMW
automobile company.

Overview of BMW
BMW came on market for first time by producing aircraft engine in 1923.
 The name of company came from Bayerische Motoren Werke.
 BMW start first time to produce motorcycle and automobiles since
1923-1928.
The Slogan of company is “Ultimate driving machine”.

Marketing strategies
• Well-executed strategies;
• Image of prestige;
• Branding;
• Flexibility for the customer;
• Differentiations.

BMW STRATEGY

ANALYSIS OF MARKET
2017 - 2018

European
MARKET SHARE

MARKETING OBJECTIVES
• Target consumers aged 21-40 years old.
• Strengthen demand among consumer with high buying power;
• English brand loyalty among millennials;
• Increase product sales by 22 percent;
• Increase luxury auto market share by 6 percent;
• Improve customer retention.

BUDGET ALLOCATION
2017 - 2018

THE 7P OF MARKETIG MIX

 Product – The company have different model in their product chain and
customers wants best product.
 Price – Customer willing to pay higher prices for innovating product.
 Place – The product can be sales in urban area because their have premium
customers who willing to purchase products.
THE 7P OF MARKETIG
MIX APPLIED TO
BMW GROUP

PRODUCT
 The company offers 11 different series in automobiles start with
small size to bigger size inclusive new generation named hybrid.
 This company sell its product under four other brand name called
BMW
 MINI
 BMW mortared
 ROLLS ROYS.

PRICE
 The base price of BMW motors is different from different geographical region.
 The company charge all the cost from assembling plan to dealers to customers.
 The other factor which ca influence the price could be fluctuation in currency of
particular country.

PLACE
Distribution channel:
Manufacturing locations:
Germany
UK
USA
Australia
4000 worldwide dealers

PROMOTION
The promotion help company to do marketing
policy.
BMW has high knowledge in promotion.
The company knows that the volume of sales are
increasing because of quality of advertising by
making consumer to by a BMW car.

PEOPLE, PROCESSES AND
PHISICAL EVIDENCE
BMW has employed more than 1,250,000 employees around 140 countries of the world.
BMW has own Human Resource Management policy.
The company is highly supporting the employee for innovation.
The company motivate the employee to retain the best service from all.
BMW hire the employee from all over for more innovation to meet the demand of consumer.
The company employee fresh graduate to remain updated.
Physical evidence is the last component that is considering during the marketing policy.
Physical evidence is known as Packaging and refers to how product are design or packed.
BMW can easy win the heart of consumer because they are designed beautifully.

SWOT ANALYSIS OF BMW
STRENGHTS:
Strengths: consist Three brand namely BMW, MINI and ROLLS ROYS;
Innovation and technological advancement;
Renowned brand in automobile industry
Product Portfolio.
WEAKNESSES
Cars recalled
Strategic alliances
Younger generation less brand conscious;

OPPORTUNITIES
Increasing product portfolio
Strategic Alliances
Changing lifestyle & customer groups
Market expansion.
THREATS
Competition
Price factor
Rising fuel problems
Continue

SEASONALITY
 Increase in Q4 car sales
 Holiday season
 New car introduction
CRITICAL SUCCES FACTORS
 14 cars types
 Environmental awareness
 170 North American suppliers
 80% of production – customer order
 History (since 1916)
BMW’S FUTURE
 Growing markets
 Premium segments
 Hybrid cars

PESTLE ANALYSIS OF BMW
Political Factors
• Enforcement of new laws related to CO2 emission
• Change in EU legislation related to end-of-life vehicle.
• Possibility of the UK to stop the EU membership

Technological
• Increasing levels of popularity
• Technological breakthroughs in auto manufacturing industry
• Increasing levels of demands for alternative fuels
• Realisation of the concept of driverless car
Continue

Competitor Analysis
Primary competitors
Daimler Chrysler
Toyota
General Motors
Ford
Main competitor
Mercedes Benz
Lexus
Audi

CONCLUSION
BMW it is a further advancing power motor technologies in order to offer new product and
technologies.
The company setting up a customer satisfaction as priority.
 BMW has target in producing automobiles and try to bring new innovation over the marketing.
The company have more manufacturing and assembling plant.
BMW highly promote the product and care about customer desire.
BMW it is the most loved engine brand and try to keep the market up to date.

References
• Dibb, S. (2010). Market Segmentation Success–Making it Happen! Strategic
Direction, 26(9).
• Jaworski, B. J. (2018). Commentary: advancing marketing strategy in the marketing
discipline and beyond. Journal of Marketing Management, 34(1-2), 63-70.
• Keller, K. L., & Brexendorf, T. O. (2017). Measuring brand equity. Handbuch
Markenführung, 1-32.