Investigating the Effectiveness of BMW's Network Marketing Strategies

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Research proposal-
Impact of Network marketing strategies on
customer`s buying behaviour at BMW

TABLE OF CONTENTS
Introduction......................................................................................................................................1
Introduction topic.........................................................................................................................1
Research rationale........................................................................................................................1
Literature review..............................................................................................................................1
Network marketing and its strategies..........................................................................................1
Types of network marketing strategies........................................................................................1
Impact of BMW network marketing strategies on the customers buying behaviour..................2
Research aims, objectives and research questions...........................................................................2
Research aim................................................................................................................................2
Research objectives.....................................................................................................................2
Research questions.......................................................................................................................3
Intended Methodology.....................................................................................................................3
Research philosophy....................................................................................................................3
Primary data collection................................................................................................................3
Sampling technique.....................................................................................................................3
Data analysis................................................................................................................................3
Conclusion.......................................................................................................................................4
References........................................................................................................................................5

Introduction
Introduction topic
The research project is related to analyse the impact of the network marketing strategies used by
the BMW on their customer's buying behaviour. The research mainly focuses on analysing the
influence of marketing strategies on the customers buying behaviour when they decide to
purchase the cars from the BMW showroom.
Research rationale
Research provides a deep understanding of the network marketing strategies through which
organisation can influence their customer's choices and attract them towards their products and
services (Sajid, 2016). The research also uses effective research methodologies through which
accurate and reliable information will be collected to get the findings of the research. The
research will provide positive impacts related to the marketing strategies achieved by the BMW
organisation during attracting their customers.
Literature review
Network marketing and its strategies
According to Johanson and Mattsson (2015), network selection for the organisation is the most
important because it is essential for the organisation to connect with the right people for selling
their products and services. By using the effective marketing strategies it becomes easy for
BMW to enhance its network in the market by connecting with the right customers who are
interested in their products and services. The marketing strategies cover- offline and online
marketing through which organisation can connect with the large pool of the customers.
Types of network marketing strategies
According to Ashley and Tuten (2015), network marketing strategies that are mainly used by the
BMW organisation for promoting their cars and its features in the market are- social media
marketing, promotional campaigns, advertisement marketing and video promotion strategy.
Social media platform in the current time is the best platform to promote the product and its
features among the targeted customers. BMW as the automobile industry needs to show the
advanced features and technology in their new cars so that customers will get influence and take
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their buying decisions so for this they also conduct promotional campaigns for spreading brand
awareness. The television advertisement is also one of the strategies that are used by the
organisation to enhance its market network by increasing customer base in the international
market.
Impact of BMW network marketing strategies on the customers buying behaviour
As per Pappas (2016), network marketing strategies used by the BMW help them to attract their
customers and also influence their buying decisions. Marketing strategies mainly focus on the
customer’s expectations and its main motive is to grab their customer’s attention. During the
social media, internet or promotional marketing the marketing team of BMW show the advance
and effective features of the BMW cars through which they attract the customers. The customers
will get to know about the new cars and its models with the help of the marketing strategies
conducted by the organisation and influence them to purchase the vehicles of BMW apart from
other competitive brands.
Research aims, objectives and research questions
Research aim
This project aims to analyse the impacts of network marketing strategies on BMW customers and
their buying decisions. The research set aim is related to focus on the influence of marketing
strategies on the customers while purchasing the vehicle of BMW.
Research objectives
 Research objective related to analysing the impacts of network marketing strategies on
the consumers buying decision in the context of BMW.
 Research objective also to identify the various strategies that are used by BMW to attract
their customers and to enhance its market network.
 The research objective is to analyse the influence of marketing strategies on the
customers of BMW.
 The objective is to analyse the recommendations through which organisation can
improve their strategies to attract more customers.
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Research questions
1. What are network marketing and its strategies and how it will help the organisation to
connect with the customers?
2. What are the marketing strategies used by the BMW to grab their customers attention and
to influence their buying decisions?
3. Does marketing strategies influence the customer’s choices when they are taking the
decision of purchasing BMW cars?
4. What type of improvement BMW can implement to attract more customers so that they
can increase their network in the market?
Intended Methodology
Research philosophy
Realism, positivism and Interpritivism are the three research philosophy but for this research, the
researcher will use positivism research scientific methods can be applied for collecting the
accurate information (Hughes and Sharrock, 2016).
Primary data collection
The Questionnaire survey will be conducted to collect the primary data through which the
researcher will ask questions related to the research topic to the respondents for gathering their
views on the project (Bernard, 2017).
Sampling technique
Random sampling technique will be used by the researcher to select the sample size as there is
large population so the selection of respondents will be done properly without getting biased. For
this research 30 customers of the BMW are selected as the sample size.
Data analysis
For analysis and interpretation of the primary data, graphical presentation of the questionnaire
survey will be done in which pie charts and graphs are used to present the information in
percentage.
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Conclusion
It is conducted that, online marketing is the best strategy to influence the customers and their
buying decisions by providing various types of offers and extra benefits. It is also concluded that
by using the effective marketing strategies the BMW can attract their customers and also
influence their customers buying decisions. It is also concluded that by using the proper research
methods the researcher completed the research project and collect the accurate information.
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References
Books and Journals
 Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An
exploratory study of branded social content and consumer engagement. Psychology &
Marketing, 32(1), pp.15-27.
 Bernard, H.R., 2017. Research methods in anthropology: Qualitative and quantitative
approaches. Rowman & Littlefield.
 Hughes, J.A. and Sharrock, W.W., 2016. The philosophy of social research. Routledge.
 Johanson, J. and Mattsson, L.G., 2015. Internationalisation in industrial systems—a
network approach. In Knowledge, networks and power (pp. 111-132). Palgrave
Macmillan, London.
 Pappas, N., 2016. Marketing strategies, perceived risks, and consumer trust in online
buying behaviour. Journal of Retailing and Consumer Services, 29, pp.92-103.
 Sajid, S.I., 2016. Social media and its role in marketing.
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