Marketing Fundamentals: Segmentation, Targeting, Positioning and Marketing Mix for BMW

Marketing Fundamentals

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Segmentation-.............................................................................................................................3
Targeting –.................................................................................................................................4
Positioning –...............................................................................................................................5
Explain the Marketing mix in relation to the company.........................................................5
Conclusion.......................................................................................................................................8
References........................................................................................................................................8

INTRODUCTION
Marketing is the term used by the organization to promote business in the target market
with the aim of generating profit and long-term sustainability. They are all the separate
department in the company that develops a strategy that will make the business more efficient
and competitive in the market. The organization's managers have a desire to have a profitable
business in the market by expanding their offices across the other locations. It involves various
techniques to make the strategy more effective (Francis, M.H and et.al., 2012). In this report
taking into account the BMW brand, the luxury brand that deals in auto mobiles, it offers
services all over the world. The company's full name is Bayerische Motoren wekre,which is a
German multinational corporate manufacture for luxury vehicles and motorcycles. It was
founded in 1916 and is headquartered in Germany. The following report covers the process of
segmentation, targeting and positioning. It also consider marketing mix strategies in relation to
the company under consideration.
MAIN BODY
The marketing plays an crucial role in the business organisation by having effective
planning and taking use of several techniques involving digital marketing, social marketing and
other activities which helps in making business more effective. The business comprises of
numerous departments which is operated on the basis of their skills and expertise. In the current
era, the segmentation, targeting and positioning are core concept and broad framework which
summarizes and simplifies the procedure of market segmentation. Its marketing campaigns
would be generic, have little to no personalization, and overall would not be able to change at a
stage where most companies would cash in the most. In below the STP analysis is explained in
brief.
Segmentation-
This is a type of marketing that breaks down the customer segment or market based on
different categories like age, gender, location, income. This makes the marketing strategy easier
to categorize the business. It is the first step in the Stp Analysis, the main aim of which is to
create different sections related to a particular character and activity that the company chooses. It
is made up of various other sections listed below.