BMW Marketing Plan: Analysis of Strategies and Market Share

This report provides a comprehensive marketing plan analysis for BMW, covering various essential aspects. It begins with an introduction and an overview of the company, including its history and slogan. The report delves into BMW's marketing strategies, analyzing its market share, particularly in the European market, and outlining its marketing objectives. A significant portion is dedicated to budget allocation and the application of the 7Ps of the marketing mix to BMW. Furthermore, the report includes a SWOT analysis, a PESTLE analysis, and a competitor analysis to provide a holistic view of BMW's market position and challenges. The conclusion summarizes key findings and emphasizes BMW's commitment to innovation, customer satisfaction, and market adaptation. The report provides references to support its analysis.

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.