Report on BMW's International Marketing Strategies and Global Trends

This report provides an in-depth analysis of BMW's international marketing management. It begins with an introduction to international marketing and its application to BMW, specifically focusing on the development of products and services in the context of globalization and identifying current international trends that may affect the automotive industry in the next five years. The report then explores worldwide markets to identify opportunities for BMW's products, followed by an examination of customer behavior in the competitive global market and the potential for BMW's products and services. It further discusses the application of the Ansoff matrix to BMW's international market expansion, including market penetration, product development, market development, and diversification strategies. Finally, the report outlines the most appropriate marketing approaches for BMW, including the marketing mix (product, price, promotion, and place) to capitalize on identified opportunities and competitive advantages. The report concludes with a summary of key findings and strategic recommendations for BMW's continued success in the international market.

International marketing
management:

Table of Contents
Introduction:.....................................................................................................................................1
LO1:.................................................................................................................................................1
give details how the produce and services has develop with the globalisation and identify
current international trends that may involve the certain manufactured goods in next 5 years:
................................................................................................................................................1
LO2:.................................................................................................................................................3
worldwide market explore to show the window of opening towards the item for consumption
in the internationals market....................................................................................................3
LO 3:................................................................................................................................................4
recognize the alive buyer actions in the direction of the cut-throat product in the planned
worldwide marketplace and display the window of chance for designed produce and
services...................................................................................................................................4
LO4:.................................................................................................................................................5
expand the most appropriate marketing approach to use the recognized opportunity.........5
Conclusion:......................................................................................................................................6
References:.......................................................................................................................................7

Introduction:
The international marketing management refers to the function of doctrine of the advertising in
more than one country or across the global market place. it is support on the extension of the
business local marketing objectives or scheme with the help of marketing identification,
targeting the effective one. In the words other it can be stated as multinational process of
executing of plan ,concepts of the pricing and promotion and distribution of goods in the
intention market. organisation are able to expand and grow their operational activities in the
international level with the effective marketing strategies and examining the potential market
and wants and needs of the target customer. Under this reports, the BMW organisation, is a
multinational company providing the luxury cars to its target customer at international market .
further there will be discussion on the opportunities which helps in expanding a their business at
the global market and to make the effective marketing strategies. (Busnaina, and Woodall,
2015.)
LO1:
give details how the produce and services has develop with the globalisation and identify current
international trends that may involve the certain manufactured goods in next 5 years:
The BMW organisation are able to increase their business activities in the international market
due to the globalisation , as it helps the company to operates in many country alone with the
local market and domestic market places. In the references with the BMW organisation , there
are planning to come up with the new series of X car in the international market and also
expand their operational business at the global. With the effect of the globalisation and
liberation the organisation are to grow their business from the local market to the international
level. The macro factor which are present in the external environment of the organisation helps
them to evolved their goods and services and examine the global trends which can affects the
product in the market places: (Chen, 2016. )
Political factor: here , the various rules and regulation set by the government are included,
which helps the company to operated at different global market and place their goods in the new
market.
1

Economic factors: it involve the interest rate, inflation and foreign exchange rates which
affects company operational business and tires to get reduce the negative impact of such
changes in the rates:
Social factors: the BMW organisation focus on providing the new goods as per the demands of
the customer, as their taste and preferences keeps on changing and it also get affected by their
belief and assumption.
Technology factors : this factor make the organisation to reach to the more customer at the
global areas from the local market place by using the advance technology in operational its
activities. (Foroudi, P. and Duda, 2017)
The BMW organisation focus on placing the new luxury x series car in the international market
by using the unique selling proposition (USP) which helps on building the strong goodwill in the
market which will attract more customer for the different location.
Ability of satisfy : this factors focus on premium customer who are looking for the comfort and
safe in the gods. These factors helps in attaching more customer to the organisation commodities
and military in the international market.
Relevance to the market: according to this, the organisation needs to provide the goods which
are relevance to the target customer so that they are able to attach more customer and make
profits. The work environment also affects the function of the organisation at the target market
place which influence the decision of the target audiences.
Research and development: the company conduct the research and development strategies
which help in understand the new trend in the market so that they can expand their business.
These factor helps in finding the trending needs and wants of the customer so that organisation
are able to offer such goods which fulfil the basic need of the target customer.
Advance technology : these technology which affect the product as customer wants to use the
advance technique which make their work ways. (Hassan,2015)
(Hollensen, 2019)
2

LO2:
worldwide market explore to show the window of opening towards the item for consumption in
the internationals market.
The BMW organisation focus on expanding their business at the international market place, by
using the slogan” the ultimate driving machine” in various location such as Europe, Japan and
etc. . The organisation is carrying out the market reach which helps the company to place their
goods and service in the target segment and achieve the desire level of outcomes in the
international market. the BMW company believes in offering the core product to its customer
with the innovative ideas and quality of goods and satisfying the customer and retain them for
longer period of time. The organisation uses the Ansoff matrix to understand the international
market and make the effective and efficient plan and strategise so that company are able to place
their new goods with the existing product in the target market can make profits out of it. This
matrix will help the organisation to increase their market share at the global market and place
their new goods and s4ervices in front of the target customer.
Market penetration: under this stage, the organisation tries to places their existing goods and
services into existing market which helps them to grow their business at the international market
by increasing the share of the company. The business centre on enhancing their market share at
the international platform. (Keegan, 2017)
Product development: here, the organisation tries to offer new product and services into the
existing market, this provide a company a target market where they can place their new series of
BMW x cars so that customer can buy such goods. The company offers new model in the every
five to six months which helps them to grow their business at the international level.
Diversification: this stage, the organisation focus on entering into new market with the new
goods which helps them to grow their business at the international market and earn the profits in
the long the . the company focus on launching the new electric cars in different new market
which further leads to enhance the market share in the international market and build their brand
name and grow their business at international level. (Reic, 2016)
(Quelch, 2017)
3

Market development: here the company focus on selling the existing product and services in
the new international market which helps them to grow their activities . the organisation aims to
grow their business at the international market such as Western Europe, Japan and USA with the
existing good and capabilities so that they are able to execute the work in larger market segment
and make effective growth strategies in the global level.
This model will help the organisation to understand the international market and examine the
condition in which they can expand and grow their operational activities and earn the desire
level of results in the most effective ways.
LO 3:
recognize the alive buyer actions in the direction of the cut-throat product in the planned
worldwide marketplace and display the window of chance for designed produce and
services.
The customer behaviour changes towards the organisation goods and services if customer
founds that the another company product more effective and productivity in the use. The BMW
organisation focus on offering new series of X in the Western Europe , Japan and USA to its
premium customer at the international market . as the customer behaviour change with the time ,
taste and preferences, trends in the market and disposable income of the customer. the porter’s
five forces model helps in identifying and examine the companies competitive environment
which influence the behaviour of the target customer and helps in taking the advantages in the
competitive international market place.
Competitive rivalry: under this phase, there are many competitors present in the target market
offering the undifferentiated goods and services which reduce the attractiveness of the market
and results in the low revenues and profits. This is intense when there is slow growth in the
industry and goods and services are not differentiated.
Bragging power of supplier: under this stage , there are less number of supplier of the goods
and service offering unique product so power goes in supplier hands to charge the price of the
goods. Here the seller can increase the price of the goods and make enough money from
business. .
4

(Tsai, 2015. )
Bragging power of buyer: under this situation, the power are in the hands of the buyer as their
are large number of company offering similar goods and services at various low prices which
make the buyer to switch to another companies goods.
Threat of new entrants: this factor, helps in examining how easy is to enter in particular
international market. if market is profitable and there are lesser barriers to enter then rivalry is
intense. And if more companies are competing for the same market then profits starts to fall in
the international market(Zh and Priporas, 2017.)
Threats of substitutes: here the buyer of the organisation goods switch to another product if
they are available at lesser prices and good quality in the market. here buyer are able to identify
the substitutes good for the organisation product and services.
LO4:
expand the most appropriate marketing approach to use the recognized opportunity.
The effective strategies are required by the BMW organisation so that they can place their new
sub-brands of model of series of X in the new global market. the company needs to make the
sound marketing strategy which helps them to grow and expand their operational activities at
various different location. to make effective marketing strategies the organisation needs to have
proper marketing mix which helps them to place their merchandise and forces in right kind of
market.
Product: here, the organisation wants that they product are presented into prefect look and
luxury , comfortable ways so that they are attract more customer by offering them innovative
goods. The organisation need to have good which are in the demand in the target market places.
Prices: the organisation focus on pricing their good and sub-brands product using differentiated
strategies which charge different prices for various type of engine, model and size and gear and
consumption of energy and fuel. The organisation need to have effective pricing strategies which
helps the organisation to attach more customer towards the company goods and services
Promotion: here the organisation uses tagline to promote their goods and services at the
international market, these company hire the advertising agencies which promote the product in
the target market so that customer are aware about the upcoming new goods in the market.
5

Place and distribution: here the organisation aims that placing their goods at the target
market by using effective distribution channel in the international supply and demands. This
helps the organisation to find out the correct and accurate market for its new and existing goods
and service so that they can improve their performance at the international market place. (Vellas,
2016)
Conclusion:
According to the above study, it can be finished that worldwide marketing management is all
about expanding their business in global market by identifying the target market and placing the
product and service and serving the customer according to the demand and supply and also
explain how to business can be grow with the help of understanding the market and customer
behaviours in the competitive market. the organisation are able to expand their business by
various effective model which enhance their advertise share in the worldwide business and build
strong brand name in the promote place.
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